How to boost topline by cross-sell and new customers acquisition ?

Emeria UK has enjoyed some growth success in recent years and as a growing geography of the group, we believe it would be beneficial to share a quick story on how small actions played a part in that growth

In 2025, Emeria UK set a clear ambition to build on their organic growth successes that have materialised over the past years.
The two key paths chosen in this particular year were as follows:

• Winning new business by improving conversion rates of the prospective funnel (leads generated).
• Enhancing the proposition to existing clients and seeking more value that support their plans, whilst providing new revenue streams to the UK

To address the first point, the priority was to ensure we capture all elements of the prospecting funnel accurately, ensuring we use data to help drive our decisions.  The data demonstrated that around 60% of our leads were already converting into market appraisals – the critical moment when we assess an opportunity and shape our approach.   This was acceptable at the time, so the focus was on how we make these appraisals count and convert into instructions.  

Just by introducing a more rigorous follow-up discipline with our teams, better tools to improve conversations with prospective clients, and clearer conversion tracking, we saw an uptick materialise.  Our conversion rates were lifted from 34% in FY24 to 36% in FY25, resulting in a notable difference to our organic top line performance. 

The second point was centered around how we improve our cross sell: In FY24, the UK business took advantage of new government policies and focused on offering two new cross-sell products to our existing clients rather than utilising third party suppliers, which is what we would have done in the past.  These new products reached approximately 45% of our existing client base, generating £6m in revenue.  In FY25, we built on our success, broadened our capabilities and teams to expand our offering to five products.

The impact was substantial, not only did we embed three new products, but the initial two products saw penetration rates increase to 65%.  Revenues on these more than doubled to £14m in FY25.  This wasn’t just about having more products it was about understanding our clients’ needs better and having tools & discipline to act on them.

Through Power28, the UK is remaining focused on all elements of the strategy, building on the foundations we put in place and now seeking to embed technology, data and AI to accelerate plans further.   We are all on this journey together and being part of a Group it’s comforting to know that we have experts around that can help us power ahead!