Reputability is the leading consultancy specialised in reputational risk and its root causes.  Our research demonstrates that most major crises are predictable, particularly to well-informed outsiders; and most are avoidable. This is where our insights will bring you valuable foresight.

We offer education tailored to the needs of boards and senior leaders about the nature and importance of behavioural, organisational and reputational risks.  We guide them in responding to these issues. Reputability is outstandingly effective in this because of our unique blend of thought-leading research, experience and expertise.

Rethinking Reputational Risk: How to Manage the Risks that can Ruin Your Business, Your Reputation and You”, written by our Chairman Anthony Fitzsimmons and our late partner Professor Derek Atkins is a ground-breaking exposition of the field in which we work: behavioural, organisational, board and reputational risks.  The Financial Times review is here.

Our research shows that the root causes of most reputational damage and many corporate failures are behavioural, organisational and board risks. These fundamental vulnerabilities evade conventional risk analysis. Long-term success depends on leaders who understand and deal with these risks.

Using eight case studies, our book ‘Rethinking Reputational Risk: How to Manage the Risks that can Ruin Your Business, Your Reputation and You explains and illustrates these risks, before outlining how to deal with them.
The latest guidance from the Financial Reporting Council (FRC) expects companies it regulates to pay attention to behavioural, organisational and reputational risks. Such companies are expected to disclose and describe in detail Principal Risks including those with behavioural and organisational origins and reputational consequences

The FRC also expects boards to consider whether they, board committees and management have the skills knowledge and experience to assess the risks the company faces.  Skill gaps are to be filled.

Boards should consider how to comply with this guidance and bring these risks within their risk management systems.

It is common to find that vulnerabilities with the potential to threaten the survival of a firm are well known to people within the firm - whilst the leadership remains in the dark. Internal politics, hierarchies, taboos, culture, incentives and glass ceilings often obscure these risks. This situation is made worse by the inability of people and organisations to see themselves as others can – what psychologists call cognitive biases.

We call this the ‘Unknown Knowns’ problem.

Our report, ‘Deconstructing failure – Insights for boards’ confirms that previously unrecognised classes of behavioural and organisational risks both cause crises and tip them into reputational catastrophes. The report goes further, finding patterns and concluding that these potentially lethal risks typically have their origins in the board.

It is especially difficult for boards to uncover these destructive risks because classical risk management hasn’t evolved far enough to find them. That is how boards find themselves with a dangerous hole in the risk management systems for which they are ultimately responsible.  And it is why the widely promoted 'Three Lines of Defence' risk management model gives boards a dangerous delusion of security.

Board Vulnerability Evaluation is a new tool designed to help boards to see into this foggy area.

We combine confidential peer review with the know-how we have accumulated from extensive research into reputational risk and its behavioural and organisational drivers. We add the experience each of us has gained in senior roles, in diverse fields over many decades, to bring you fresh and compelling insights.

We use two main approaches. First, we provide tailored education for boards and risk professionals so that they gain the skills needed to meet the FRC’s expectations.

Second, we help boards, executives and risk leaders to develop an 'informed outsider' perspective which can reveal previously unrecognised risks and opportunities.

Our multi-disciplinary team shares deep and broad know-how which has been accumulated through diverse careers and thought-leading research. Each partner brings to bear a lifetime's experience and a different perspective to consideration of your issues.

Together we can offer clear insights and an attractive and persuasive proposition to all those who are seeking protection from, and mitigation of, reputational risk.

View the biographies of our team to see more:-

Anthony Fitzsimmons

Anthony read engineering at Cambridge, then became a solicitor specialising in international liability and insurance law.

He spent decades in a firm specialised in handling international disasters.  He refined strategies to manage the legal fallout from crises whilst minimising reputational damage to clients.  He advised major brands in the wake of severe adverse events.

Following his retirement from the law, Anthony founded Reputability, of which he is Chairman.  Anthony is a co-author of ‘Roads to Ruin’, the seminal Cass Business School report for Airmic and, with the late Derek Atkins, of "Rethinking Reputational Risk: How to Manage the Risks that can Ruin Your Business, Your Reputation and YouAnthony is an regular speaker and participant in seminars in the field.

Jane Howard

After graduating in economics from the LSE, Jane joined a team, which sold into Saatchi and Saatchi. She went on to head the Leedex PR Group, joining the board of its parent company, Birkdale plc.

One of only a few Chartered Communicators, Jane has 30 years’ international and award-winning experience. Republic, the corporate communications business she founded was sold to Engine, the UK’s leading independent marketing services consultancy.

Jane is a partner at Reputability, a fellow of the Chartered Institute for Public Relations, a founding Fellow of the Public Relations Consultancies Association, a trustee of Fair Trials International and a Quantum NED.

John Tyce

After leaving Manchester University where he was a Research Fellow in Monetary Economics, John trained as an equity analyst at Philips and Drew, which later became UBS.

He has dedicated most of his working life as an investment analyst covering banks and financial companies. He was a partner at Laing and Cruickshank and was appointed as Head of European Research at Nomura, before moving on to Société Générale as senior bank analyst in London.

Today John is a partner at Reputability and Chairman of Blue Planet European Trust – a quoted Scottish Investment trust.

Peter Ayton

A Professor of Psychology at City University, Peter’s research centres on the psychological theories of judgement and discusses how people make decisions and judgements. His published books include ‘Subjective Probability’ and ‘Judgemental Forecasting’.

A member of the European Association for Decision Making, Peter has been a visiting Professor at the Anderson School of Business UCLA, Princeton and Carnegie-Mellon universities in the USA, as well as the Max Planck Institute in Berlin.

John Hurrell

John Hurrell has gained immense experience over nearly 40 years spent in the risk and insurance sector.

John joined our team after 9 years as Chief Executive of Airmic, the renowned London-based association for everyone who has a responsibility for risk management and insurance in their organisation. Before that he spent nearly 30 years at Marsh and McLennan group companies, most recently as CEO of Marsh Risk Consulting for the UK and Europe.

At Airmic he commissioned several pieces of ground-breaking research, including ‘Roads to Ruin’ and ‘Roads to Resilience’ and is a regular speaker on risk governance.

John is a Fellow of the Chartered Insurance Institute and a Chartered Insurer.

Vanessa Sharp

Vanessa started her professional life as a solicitor in a city firm specialising in handling multinational commercial and insurance issues.

She joined KPMG LLP as an in house lawyer and was rapidly promoted to General Counsel, a role she performed for 17 years. She advised on a wide range of legal, risk and reputational management issues, and as board secretary advised on, and managed board structures across UK and Europe. Having left KPMG, she is a charity trustee and a Council member and Chair of the Finance and Resources Committee at Goldsmiths College, University of London. In all of these positions she has led or played a role in governance and board effectiveness reviews.

Rethinking Reputational Risk

Rethinking Reputational Risk

We help boards to promote long term success and meet the latest standards for good risk governance.  Our minimally intrusive processes help your board and leaders to see what intelligent outsiders would conclude if only they knew what insiders know. Our aim is to help you see reputational, behavioural and organisational risks and their roots so you can fix them before they cause harm.

Reputational Risk Evaluation delivers our analysis of your organisation's exposure to reputational risks, identifying strengths as well as weaknesses and how to fix them.

Board Resilience Evaluation provides you with robust insights into the effectiveness of your board using our unique methodology.  Corporate Resilience Evaluation complements this, delivering our analysis of your organisation's reputational, behavioural and organisational strengths and weaknesses, simultaneously identifying solutions. We also provide the evidence you need to report on board effectiveness and on these risks to FRC standards.
We offer a Triage Service to provide an initial overview of your organisation's reputational risks and board and corporate resilience to these risks

Our Masterclasses and Workshops for Boards and for Risk, Internal Audit and Human Resources specialistsbring you practical insights into the hidden behavioural and organisational risks that underlie reputational risks.

Please email our Chairman, Anthony Fitzsimmons, at ajef [AT] reputability.co.uk or telephone 020 3755 3309 for a confidential preliminary discussion.

  • "Anthony Fitzsimmons is a major-league blogger on the subject, as well as the co-author of [an] important book on the subject, "Rethinking Reputation Risk”."

    Andrew Hilton,  Director of the Centre for the Study of Financial Innovation

  • "Splendid performance in front of our highly appreciative NED audience. ... You conveyed your message in a clear and highly convincing manner which obviously impressed the delegates. ...  After your delivery many of the attendees used the same words ... "enjoyable" and "thought-provoking"."

    NED Forum Organiser

  • "Anthony Fitzsimmons [is a] corporate reputation sage"

    Maggie Pagano writing in 'Board agenda'

  • "Timely... valuable ... direct"

    C-suite FTSE100

  • "Quite superb. You packed a great deal into the short period available."

    Senior Actuary and Active Investor

  • ''It exceeded my expectations and we now have something to build upon. As I said, the timing could not have been better''.

    - Non Executive Director of an international energy company.

  • ''Let me thank you cordially for your excellent workshop [for Chief Risk Officers] on organisational and behavioural risk management. We had planned your contribution to be the climax of the event, and so it was.''

    - Organiser of International Round Table for Insurance Chief Risk Officers

  • ''Many thanks again for your presentation.......we got very positive feedback from the Committee members, who found your presentation highly interesting, relevant and well presented.''

    - Intergovernmental Conference organiser

  • ''I thought it was a (well moderated!) fascinating discussion and it was great to get so many different perspectives. ..This topic is obviously relevant to a large number of boards and I suspect we're at the beginning of a significant change in the way they address their duties''.

    - Venture Capitalist

  • ''Your presentations were uniformly well received and highly valued. We are most grateful to you all for making this event such an unqualified success......The feedback from delegates was uniformly positive. ''

    Organiser of training event for Non-Executive Directors


Reputability LLP are pioneers and leaders in the fields of behavioural, organisational and reputational risk. We help business leaders to find the widespread but hidden behavioural and organisational risks that regularly cause reputational disasters.  Our process also helps them to find unrecognised strengths.

Here are our thoughts on some recent stories which have captured our attention. We are starting to include views from guest bloggers.  We are always interested to know what you think too.



Please get in touch if there’s anything you’d like to discuss – in confidence, of course.
You can call us on +44 20 3755 3309 or email us at enquiries@reputability.co.uk

Reputability LLP
Amadeus House, Floral Street, Covent Garden, London WC2E 9DP
T:+44 20 3755 3309


  • Spear's Magazine reviews 'Rethinking Reputational Risk'24. 03. 2017

    Richard Jukes, Chairman of Grayling, has reviewed  'Rethinking Reputational Risk'. 

    Having opened his piece with a reference to PWC's famous performance at the 2017 Oscars, he concluded:

    "This book manages to balance highly credible business advice with just enough science to give their findings depth and substance. It should become essential reading for everyone sitting on a board, or organising the Oscars."


We are registered on the UK Data Protection Register, No. Z3134753

We respect the privacy of every individual that enters our website.

All information that you provide to us will be kept private. We will not pass information about you to anyone outside our organisation.

You may from time to time receive emails or other mailings from us. These will typically contain news or other publications from us. If you no longer wish to receive these, please inform us by email or post.