We were founded with a clear mission: to engage senior leaders – particularly men – in building more inclusive, equitable workplaces. Born out of decades of corporate leadership experience, and a recognition that progress on inclusion was too slow and often met with resistance, our organisation was created to drive systemic change by working directly with those in positions of influence.
Since its inception in 2021, MFI has delivered training, consultancy, research and keynote speaking to over 90 clients, including major global organisations such as Nationwide Building Society, Lloyds Corporate Markets, Morgan Stanley, Aviva and Standard Chartered. We are particularly proud of our expertise in the energy sector, partnering with companies including EDF Energy, National Grid, Smartest Energy, Scottish Power and NESO.
At the heart of our work is a focus on practical, evidence-based transformation. We have delivered workshops to well over 1,000 leaders and managers, achieving a Net Promoter Score of +56, an average knowledge increase of 26% and consistently high satisfaction rates, with at least 86% of participants reporting a positive experience. These outcomes reflect our commitment to equipping leaders with the tools and motivation to act, driving tangible behaviour change in areas such as decision-making, inclusive leadership practices and the confidence to challenge bias.
Central to this approach is our proprietary ADUCE framework (Awareness, Desire, Understanding, Capability and Embedding) which translates inclusion theory into actions. This framework underpins the flagship Inclusion Champion programme, widely adopted across our client organisations. The Awareness component draws on insights from our Co-Founder Gary Ford’s bestselling book, ‘The Accidental Sexist’, grounding discussions in real-world behaviours and lived experiences.
Beyond our client work, we are actively committed to turning the dial on inclusion conversations through our social media channels, events and industry collaboration. We are an active partner of women’s networks and organisations such as Women in New Energy (WI:NE), POWERful Women, Women in Renewable Energy (WiRE) and the Womens Utilities Network (WUN), providing mentorship and support. We have also appeared in national outlets such as The Guardian, BBC R4 Woman’s Hour, Sky News, This is Money and the FT Advisor to raise awareness of modern-day D&I challenges, as well as recorded online sessions for trade outlet Energy Voice.
What sets us apart is the credibility and lived experience of our founders. Mark Freed and Gary Ford both built extensive careers in senior roles within financial services, giving them a deep understanding of organisational dynamics, the realities of leadership and the barriers faced by women and underrepresented groups in the workplace. Mark Freed, formerly a senior technology leader at UBS, went on to found E2W, spending over two decades driving gender equality in financial services and collaborating with HM Treasury on the Women in Finance Charter. Gary spent over 35 years in technology, including as a managing director at JPMorgan, where he co-founded a global male allies programme. He has also given keynote speeches at UN Women conferences in Seoul, and won the WeAreTheCity Rising Stars award for ‘Men for Gender Balance’ in 2021. Both are ambassadors for the Womens Utilities Network
Our approach combines strategic insight with practical delivery, and it’s our belief that inclusion cannot be achieved without engaging those who have historically been underrepresented in the conversation – typically men – and equipping them to become active agents in cultural change. In just a few years, our company has grown into a trusted partner for organisations seeking a different approach to D&I. By combining research, real-world experience and a pragmatic approach to behaviour change, we actively continue to help leaders create cultures where everyone can thrive.
