Project Overview
About TPGC and their business relationship with tickl.
The Pure Gold Company (TPGC) is a London-based precious metals brokerage established in 2012. TPGC have enjoyed a meteoric rise in recent years, featuring on the FEBE Growth 100 list of the fastest growing UK private companies in both 2024 and 2025.
tickl have been working with TPGC since 2022, with the brief of bringing data-driven decision-making to the heart of TPGC’s business, with a focus on sales and operations.
The Challenge
The challenges faced by TPGC before tickl intervened.
When we first started working with TPGC, they had a multitude of systems that weren’t communicating with one another, meaning they were effectively flying blind. Limited visibility of their data meant they were relying on gut instinct alone, making decisions reactively rather than proactively.
The Solution
We started by building the foundations to support high-quality analytics. We combined data from every single one of TPGC’s systems – including their CRM, transaction database, telephony systems, Microsoft Outlook, Google Analytics, Excel spreadsheets and web APIs – into a centralised data model. This fed a series of dashboards, a one-stop shop where TPGC could see their data in real-time and monitor its evolution.
Client Segmentation: We identified that 50% of TPGC’s clients were cumulatively generating only 2% of revenue. This insight enabled TPGC to confidently introduce a minimum investment limit for new clients, allowing operational resource to be reallocated to delivering a high-quality service to clients and pursuing new higher-value business opportunities.
Sales Leakage: We segmented different sources of leads and identified that leads who self-booked appointments were 5x more likely to convert and converted with an average deal value 27% higher than other leads. Furthermore, we discovered that 37% of these self-booked appointments were being missed, equating to lost revenue totalling an estimated £3m per year. So we built an automated alert system for the brokers, which cross-referenced the names of any individuals who had self-booked appointments against the CRM, and flagged an alert in the event of a discrepancy. This stopped leads from accidentally falling through the cracks and immediately plugged a £3m black hole.
Sales Performance: Instead of relying on a single metric (conversion rate), we dissected the sales funnel and tracked the micro-conversions at each stage, so we could assess broker performance at a granular level. This allowed for smarter lead allocation, individualised feedback for the brokers, and personalised target metrics for each funnel stage based on the brokers’ specific styles. Conversion rates jumped by an average of 42% across the sales team.
Marketing ROI: We conducted an analysis of TPGC’s different marketing campaigns across several mediums to identify conversion rate, average deal value and ROI. We then linked their transactional and CRM systems to a Google Analytics engine that could identify prospective clients most similar to existing high-value clients. In combination, this meant TPGC were able to tailor their marketing approach to be as effective as possible, targeting the right clients through the right medium.
In the Words of The Client
"We’ve scaled from £25m to £100m in revenue..."
“Since we started working with tickl, we’ve scaled from £25m to £100m in revenue, and increased our gross profit by over 3x. We’ve featured in the FEBE Growth 100 the last two years running, and tickl have been instrumental in helping us achieve that growth.”
Joshua Saul, Founder & CEO, The Pure Gold Company
Project Outcomes
TPGC has transformed from a company relying on gut instinct to a company where data is at heart of their strategy and operations, and their performance reflects it:
Sales conversion: Up 42%
Revenue: Up from £25m to £100m
Gross profit: Up by over 3x
Recognition: Recognised by the FEBE Growth 100 as one of the fastest growing UK private companies in both 2024 and 2025.
