UK

United Kingdom · Corporate strategy · Senior (5-8 years)

Senior Competitive Intelligence Analyst

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandSenior (5-8 years)
  • Direct reportsNo direct reports
  • Reports toLead CI Strategist or Principal, Competitive Intelligence
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Senior Market Intelligence Specialist · Competitive Strategy Lead · Insight Analyst (Competitive Focus)

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

NCC Education Level 5 Extended Diploma in Computing with Data Science NCC Education Limited · Level 5 · covers 2 of 3 standards
Pearson BTEC Level 5 Higher National Diploma in Computing for England Pearson Education Ltd · Level 5 · covers 2 of 3 standards
Level 6 Award in Data-led Decision Making Institute of Sales Professionals · Level 6 · covers 1 of 3 standards
Pearson BTEC Level 5 Higher National Diploma in Digital Technologies Pearson Education Ltd · Level 5 · covers 1 of 3 standards
Level 6 Certificate in Professional Sales Institute of Sales Professionals · Level 6 · covers 1 of 3 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Introduction to Data Science and Big Data NCC Education Level 5 Extended Diploma in Computing with Data Science
Data Analytics Pearson BTEC Level 5 Higher National Diploma in Computing for England
Data-led Decision Making Level 6 Award in Data-led Decision Making
Apply the Concepts of Data Science to Computer Engineering NOCN Level 5 Diploma in Computer Engineering (Information Technology and Data Science)

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
Systems Fluency seeing the whole picture
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Built for Senior Competitive Intelligence Analyst

4 units that map to this job, from the qualifications that cover it.

  1. Introduction to Data Science and Big Data NCC Education Limited · covers 2 of 3 standards Level 5
  2. Data Analytics Pearson Education Ltd · covers 2 of 3 standards Level 5
  3. Data-led Decision Making Institute of Sales Professionals · covers 1 of 3 standards Level 6
  4. Apply the Concepts of Data Science to Computer Engineering NOCN · covers 1 of 3 standards Level 5
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Senior Competitive Intelligence Analyst?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skill this role is being asked for

  • Prompt Engineering & LLM Integration
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Senior Competitive Intelligence Analyst plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

A Senior Competitive Intelligence Analyst studies rival companies and turns findings into strategic recommendations. You dig into what competitors are doing, work out their next moves, and set out where the opportunities lie. The role includes leading projects, mentoring less experienced analysts, and answering the harder questions about the market. It suits someone who likes solving puzzles and turning raw information into a clear plan.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

AlphaSense, Crayon, Kompyte (Market Intelligence Platforms) Expert

You'll be designing and managing complex tracking dashboards, using advanced filtering to uncover non-obvious signals, and training junior analysts on how to get the most out of these platforms. You're the power user here.

S&P Capital IQ, FactSet, PitchBook (Financial & Company Data) Advanced

You'll be building complex financial models, screening for M&A targets based on nuanced criteria, and analysing analyst reports and earnings call transcripts for subtext and hidden meanings. It's more than just pulling numbers.

Tableau, Microsoft Power BI (Data Visualization & BI) Advanced

You'll connect to multiple, complex data sources (SQL, APIs) and build interactive, multi-layered dashboards that let our stakeholders do some self-service analysis. Your dashboards need to tell a clear story and be easy to use.

Confluence, Notion, SharePoint (Collaboration & Knowledge Mgmt) Expert

You'll be designing and architecting sections of our CI knowledge base, creating templates, defining the information architecture, and driving adoption across the team. You're making sure our collective brain is well-organised.

Qualtrics, SurveyMonkey, UserTesting (Primary Research & Surveys) Advanced

You'll design methodologically sound surveys, conduct win/loss interviews with customers, and analyse both qualitative and quantitative feedback to generate deep insights. You're getting to the heart of what our customers think.

Excel (Power Query, VBA), Python (pandas, Beautiful Soup) Expert (Excel), Intermediate (Python)

You'll master Power Query for ETL and write VBA macros to automate repetitive reporting in Excel. In Python, you'll write scripts to scrape websites for data or process unstructured text from reports. This is where you get really efficient.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Project Scope & Methodology Proposes options to supervisor; supervisor makes final decision. Proposes and justifies chosen approach to supervisor; supervisor approves. Defines and owns project scope and methodology; informs manager, consults on major deviations.
Tool Selection for Analysis Uses existing tools and templates as directed. Suggests alternative tools for specific tasks; manager approves. Selects and implements new analytical tools (under £5K) within project scope; informs manager.
Recommendations to Stakeholders Presents findings; supervisor articulates recommendations. Develops recommendations; manager reviews and approves before presentation. Develops and presents actionable recommendations directly to stakeholders; manager is informed.
Mentorship & Guidance Receives guidance from senior team members. Provides informal guidance to new joiners on routine tasks. Formally mentors 0-2 junior analysts, providing structured feedback and development support.
Budget for Research (e.g., expert calls) No budget authority; requests approval for all spend. Requests approval for specific research spend (e.g., £1K expert call). Recommends and justifies spend up to £5K; manager approves. Anything above £5K requires manager approval.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Project Completion Rate & Impact
The percentage of assigned CI projects (e.g., deep dives on new market entrants, war gaming scenarios) completed on time and the measurable impact of those projects.
Target · 85% of projects completed within agreed timelines; at least 2 major product or marketing decisions per year directly citing your analysis.

You led the deep-dive on 'Project Phoenix' (a new competitor). Your analysis identified their core weakness, leading Product to adjust our Q4 roadmap to counter them, resulting in a 3% market share gain in that segment. That's a win.

Win/Loss Analysis Contribution
The number of structured win/loss interviews conducted and the quality of insights derived, leading to tangible improvements in our sales process or product offering.
Target · Conduct 10-12 win/loss interviews per quarter; identify 2-3 actionable insights per quarter that Sales or Product adopts.

After several win/loss interviews, you identified that our demo environment was consistently failing on a key feature against Competitor X. Product fixed it, and our win rate against them improved by 5% the next quarter.

Stakeholder Engagement & Satisfaction
How often key stakeholders (Product, Sales, Marketing) seek your input proactively and their satisfaction with the clarity and usefulness of your insights.
Target · Receive unsolicited requests for input on 75% of relevant strategic discussions; average stakeholder satisfaction score of 4.0/5.0 on quarterly feedback surveys.

The Head of Product calls you before starting a new feature sprint to get your take on competitor moves. That's a good sign. If they're just nodding politely, we've got work to do.

Mentorship & Team Development
The growth and development of junior analysts you mentor, evidenced by their increased autonomy and quality of work.
Target · At least one mentored L1/L2 analyst is promoted or receives a top-tier performance rating within 18 months, or shows clear, documented improvement in core skills.

Your mentee, Sarah, can now independently produce a full competitor tearsheet, including financial analysis, without needing you to check every detail. That's solid progress.

Quality of 'So What?' Analysis
Your ability to not just present data, but to articulate the strategic implications and provide clear, actionable recommendations. This isn't just about being right; it's about being useful.
  • Leadership consistently references your recommendations in strategic meetings
  • your reports clearly outline risks, opportunities, and specific next steps
  • stakeholders say your insights help them make decisions, not just give them more data.
Anticipation of Competitive Moves
How often you identify and flag potential competitive threats or opportunities before they become obvious, reducing 'strategic surprises' for the business.
  • You proactively warn the leadership team about a competitor's upcoming product launch 6-9 months out
  • you spot a shift in competitor hiring patterns that indicates a new market focus
  • leadership acknowledges your early warnings in post-mortem discussions.
Knowledge Base Contribution & Architecture
Your contribution to building and maintaining our internal competitive intelligence knowledge base, making it easier for others to find and use information.
  • You design and implement new templates for competitor profiles or market analyses
  • you actively curate and tag information, making it easily searchable
  • you train new team members on how to use the knowledge base effectively
  • your colleagues say it's easy to find what they need thanks to your organisation.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Solving Complex Puzzles

You love the thrill of piecing together fragmented information, like a detective, to uncover a competitor's hidden strategy or a market's underlying dynamics. The more ambiguous the problem, the more you enjoy it.

You spend hours trying to figure out why a competitor suddenly acquired a small, obscure startup, eventually connecting it to a shift in their long-term product roadmap that no one else saw coming.

Direct Impact on Strategy

You want your work to genuinely influence big business decisions, not just sit in a report. You get a real kick out of seeing your insights adopted by leadership and knowing you helped shape the company's direction.

Your analysis on a new market entrant directly leads to a change in our pricing strategy, which then helps us win a major enterprise deal.

Continuous Learning & Growth

You're always keen to learn about new industries, new technologies, and new analytical techniques. The idea of constantly expanding your knowledge base and refining your skills is exciting to you.

You're the first to experiment with a new AI tool for sentiment analysis or read up on the latest war gaming methodologies, bringing new ideas back to the team.

What frustrates people
  • The Last-Minute Fire Drill: Getting an urgent, vague request from an executive at 4 PM for their 8 AM board meeting the next day, forcing you to drop all planned work.
  • The 'Black Box' Competitor: Being asked to build a detailed strategic profile of a private competitor who has zero public filings, minimal press, and no digital footprint.
  • Analysis Distillation Grief: Watching your meticulously researched 20-page report, filled with nuance and caveats, get condensed by a manager into a single, oversimplified bullet point on a PowerPoint slide.
  • Biased Field Intelligence: Relying on the sales team for win/loss data and knowing that the reasons given ('we lost on price') are often excuses that mask the real product or sales execution gaps.
  • The Strategic Whiplash: Spending a month analysing a market, only to have the company's strategic priorities pivot, rendering your entire analysis irrelevant.
  • The Prophet's Dilemma: Being ignored when you warn about a nascent competitive threat, only to be asked 'Why didn't we see this coming?' a year later when the threat has materialised.
What this role does not give you
  • Consistent, predictable daily routine – expect curveballs.
  • Full control over how your insights are ultimately used – you're an advisor, not the decision-maker.
  • A quiet, solitary research role – you'll be talking to people constantly.
  • Immediate gratification on every project – some insights take months to bear fruit.

8Who you work with

This role directly shapes our strategic direction by providing the intelligence needed to make informed decisions about product roadmaps, market entry, pricing, and M&A targets. Your work helps us understand where we stand against the competition, identify our 'competitive blind spots,' and ultimately, improve our market position and revenue growth. Honestly, without solid CI, we're flying blind in a pretty tough market.

Inside the business
  • Product Management Leads
  • Sales Leadership
  • Marketing Directors
  • Corporate Development Team
  • Senior Leadership Team (SVP/VP level)
Outside the business
  • Industry Analysts (e.g., Gartner, Forrester)
  • Expert Networks (e.g., GLG, Tegus)
  • Market Research Vendors
  • Customers (for win/loss interviews)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record of leading complex analytical projects from start to finish.
  • Demonstrable experience in competitive intelligence, market research, or strategic analysis within a relevant industry.
  • Strong ability to synthesise complex information into clear, actionable insights for senior audiences.
  • Experience with advanced data analysis and visualisation tools (e.g., Excel, Tableau, Python).
  • A solid understanding of financial statements and business models.
  • Experience in mentoring or guiding junior team members (even informally).

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Data Pipelines & Automation

As data sources multiply and the need for real-time insights increases, manual data processing just won't cut it. You'll need to build more robust, automated systems to feed our CI models and dashboards.

API integration for data ingestion · Cloud-based data warehousing (e.g., Snowflake, BigQuery) · Orchestration tools (e.g., Airflow, Prefect) · Data quality monitoring

  • This week: Identify one repetitive data extraction task you do manually and research an API or web scraping library to automate it.
  • This month: Build a simple Python script to pull data from a public API (e.g., a stock market API) and store it in a local database.
  • Month 2: Explore a free tier of a cloud data warehouse (like Snowflake) and try loading some competitive data into it.
  • Month 3: Work with our data engineering team to understand how our internal data pipelines are built and identify opportunities for CI integration.

Quick win: Start using Python's 'requests' and 'Beautiful Soup' libraries to scrape simple, public web pages for competitor information that you currently copy-paste.

Econometric Modelling for Market Forecasting

Moving beyond basic trend analysis, we'll need more sophisticated models to predict market shifts, competitor reactions, and the impact of our own strategic moves. This means getting into the maths a bit more.

Regression analysis (linear, logistic, time series) · Causal inference techniques · Scenario-based forecasting · Model validation and backtesting

  • This week: Review a basic online course on regression analysis in Python or R.
  • This month: Apply a simple linear regression model to a public dataset (e.g., stock prices vs. news sentiment).
  • Month 2: Read a few academic papers or industry reports that use econometric modelling for market forecasting.
  • Month 3: Propose a small project where you can apply a simple econometric model to predict a competitive outcome, even if it's just a proof of concept.

Quick win: Use Excel's 'Data Analysis ToolPak' to run a quick regression on some historical market data you already have, just to get a feel for it.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry conferences (e.g., SCIP International Conference, Gartner events) to stay on top of market trends and network with peers.
  • Actively participate in online forums or communities dedicated to competitive intelligence or strategic analysis.
  • Read books and articles on competitive strategy, market analysis, and data science to continuously expand your knowledge base.
  • Take online courses (e.g., on Coursera, edX) to deepen your skills in areas like advanced Excel, Python for data analysis, or data visualisation.
  • Seek out opportunities to mentor junior colleagues or new hires, as teaching is often the best way to solidify your own understanding.
  • Present your insights internally to different teams to hone your communication and influence skills.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Prompt Engineering & LLM Integration

Honestly, competitors are already using tools like ChatGPT and Claude to draft reports in 10 minutes that used to take 2 hours. Analysts who figure this out will outproduce their peers 3:1. It's not future-state; it's happening now.

  • Context windows and token limits
  • Temperature settings for different tasks
  • RAG architectures for proprietary data
  • Output validation and hallucination detection
  • Prompt chaining for complex analysis

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • War Gaming & Scenario Planning
  • Win/Loss Analysis
  • Porter's Five Forces & Value Chain Analysis
  • TAM/SAM/SOM Sizing
  • Primary & Secondary Source Triangulation
  • Black Box Competitor Analysis

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Competitive Intelligence Analyst (L2)

    2-3 years

    Skills to master

    • Independently managing standard CI deliverables, conducting basic market analyses, strong data gathering and organisation, early stakeholder communication.

    You're ready to move on when

    • Consistently delivers high-quality competitor tearsheets and earnings summaries.
    • Proactively identifies and flags routine competitive updates.
    • Can effectively communicate basic findings to internal teams.
    • Shows initiative in proposing solutions to routine problems.
  2. 2

    Market Research Analyst / Business Analyst

    3-5 years

    Skills to master

    • Deep understanding of market segmentation, customer behaviour, data modelling, strong analytical and reporting skills, experience with primary and secondary research.

    You're ready to move on when

    • Has led small to medium-sized market research projects.
    • Can translate raw data into clear business insights.
    • Proficient in statistical analysis and data visualisation tools.
    • Demonstrates a keen interest in competitive dynamics and strategic implications.
  3. 3

    Strategy Consultant (Junior/Associate)

    3-4 years

    Skills to master

    • Structured problem-solving, hypothesis-driven analysis, executive communication, industry research, client management, working under pressure.

    You're ready to move on when

    • Experience working on strategic projects for various clients.
    • Strong ability to synthesise complex information quickly.
    • Comfortable presenting to senior client stakeholders.
    • Proven ability to work effectively in fast-paced, ambiguous environments.

15Where this role leads

The long view: This role can lead into strategy leadership, such as Director of Competitive and Market Strategy or VP of Corporate Strategy and Intelligence. It can also lead into product strategy or M&A roles that draw on the same analytical skills.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Senior Competitive Intelligence Analyst is actually changing.

Where it leads

Roles this leads to

Also named as a next step, with no page in the catalogue yet:

  • Principal, Competitive Intelligence (L5)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Introduction to Data Science and Big Data, worked against Senior Competitive Intelligence Analyst.

Introduction to Data Science and Big Data Level 5

Applied to your work in Senior Competitive Intelligence Analyst

The objective of this unit is to provide learners with a systematic understanding of Data Science and Big Data concepts, including their characteristics and applications. Learners will develop proficiency in data collection, design, and modelling techniques, and will be able to select appropriate tools for data pre-processing and apply analytical techniques to generate insights from data.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

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See Your Progress Grow Illustration
Senior Competitive Intelligence Analyst
  • War Gaming & Scenario Planning
  • Win/Loss Analysis
  • Porter's Five Forces & Value Chain Analysis
  • TAM/SAM/SOM Sizing
  • Primary & Secondary Source Triangulation
  • Black Box Competitor Analysis
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Senior Competitive Intelligence Analyst is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Lead CI Strategist (L4)

    3-5 years

    You'll move from leading projects to designing and running entire CI programmes. This means more strategic oversight, managing relationships with key stakeholders across the business, and potentially managing a small team.

    • Strategic Foresight Developing long-term competitive outlooks and identifying emerging threats/opportunities 2-3 years out.
    • Cross-Functional CI Integration Ensuring CI insights are seamlessly integrated into Product, Sales, and Marketing workflows.
    • Vendor Management Selecting and managing relationships with external research vendors and expert networks.
    • Budget Management Managing a budget typically between £50K-£500K for CI tools and external research.

  2. Principal, Competitive Intelligence (L5)

    5-8 years

    This is a significant jump. You'll own the entire intelligence portfolio for a major business unit or product line, acting as a primary advisor to its GM or VP. You're setting the strategic intelligence agenda for a significant part of the business.

    • M&A Intelligence Providing critical competitive vetting and analysis for potential M&A targets.
    • Long-Range Market Modelling Developing sophisticated models for multi-year market shifts and competitive scenarios.
    • IP & Patent Analysis Deeper analysis of competitor intellectual property to predict future moves.
    • Strategic Partnerships Intelligence Assessing competitive implications of potential strategic alliances.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be honest, a lot of competitive intelligence work is about sifting through mountains of data. But what if you could automate the grunt work and focus on the 'so what?' That's where AI comes in. We're not talking about replacing you; we're talking about giving you a superpower.

Our AI Productivity Hub is designed to take the tedious, repetitive tasks off your plate, freeing you up to do the deep, strategic thinking that really matters. For a Senior CI Analyst, this means you can lead more projects, dig deeper into insights, and spend less time on manual data wrangling.

Automated Intelligence Briefing

Imagine AI agents scanning thousands of news articles, SEC filings, and patent registrations daily, then summarising and categorising them into a concise, prioritised morning briefing. Tailored to specific executives, this means you spend zero time on manual news aggregation and more time on analysis. Frankly, it's a game-changer.

Sentiment & Feature Analysis Accelerator

Point an AI model at thousands of online product reviews (think G2, TrustRadius) or social media comments about a competitor. Instantly generate a summary of key themes, feature requests, and overall sentiment trends. This used to take days of manual tagging and reading; now it's done in minutes, letting you spot emerging competitive angles much faster.

AI-Powered Research Assistant

Use generative AI tools, trained on our internal knowledge base (Confluence, Notion), to answer initial stakeholder questions. 'What was Competitor X's revenue last quarter?' or 'Summarise our key vulnerabilities against Competitor Y's new product.' This means less time chasing basic facts and more time on strategic interpretation. It's like having an always-on junior analyst who never sleeps.

First-Draft Battlecard Creation

Feed an AI model a competitor's website copy, recent press releases, and our own product documentation. The model then generates a first draft of a sales battlecard, including likely customer objections and potential counter-arguments. You then refine it, adding your strategic insights. This cuts hours off the initial drafting process, letting you produce more battlecards, faster.

Common questions

Common questions

How do you become a Senior Competitive Intelligence Analyst?

Common routes in include Competitive Intelligence Analyst (2-3 years), Market Research Analyst / Business Analyst (3-5 years) and Strategy Consultant (Junior/Associate) (3-4 years). Times vary with prior experience.

Where can a Senior Competitive Intelligence Analyst progress to?

This role can lead on to Lead CI Strategist (3-5 years) and Principal, Competitive Intelligence (5-8 years), depending on the skills you build.

What new skills matter most for a Senior Competitive Intelligence Analyst?

Increasingly, Prompt Engineering & LLM Integration. These are the skills our record of this role lists as growing.

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17Where to go from here

Other roles at Level 5

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in corporate strategy

Stay in the field you know and move sideways rather than up.
If you leave this industry

The analytical rigour, strategic thinking, problem-solving and communication skills built in this role transfer well. They apply to strategic consulting, corporate development, product strategy roles in other companies, and venture capital, where understanding a competitive market matters just as much.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.