Blog Post

Leadership Incentives in EO Companies

Independent Directors and Trustees • 27 March 2024

Creating effective incentivisation schemes across a business, including for leadership teams, whilst aligning profit sharing and benefit to employees, is a balancing act that is achievable with thought, preparation, and an eye on the future.

In March 2024, IDT hosted a webinar introducing the various leadership incentives schemes that are available, specifically in an Employee Owned company. Led by the PWC incentives team, the presentation gave background on the various schemes possible, and how these can be incorporated into a wider all employee profit share structure.

Why does this matter for trustees?

As trustees, our principal role is as shareholder, with an oversight to ensure that the company protects and increases the value of the shares of the company, however that value is defined, whether financial or otherwise. A large part of this is ensuring that the leadership team are effective in their role, and are incentivised to deliver benefit for all employees.

So isn’t developing a financially based leadership incentive scheme contrary to this profit share to all?

The key is to ensure that those with leadership incentives are also tasked with delivering greater value for the business that wouldn’t otherwise be available. Identifying what their expertise is, and what the aligned deliverables are. By encouraging this, all employees benefit through enhanced value and availability of profit to share. Critically, leadership incentives should not be in isolation of aligned employee benefit.

Key Questions to Ask

So what are the key questions that should be asked?


  • What are the deliverables and how will they be measured and monitored? Be clear on these, take the time to get them right, map them against potential good and bad times, ensure they are monitored, and don’t pay out if they’re not delivered.
  • How does this deliver more for all employees? Ensure the scheme’s alignment to the principles of employee ownership and benefit for all. Reinforce activities that are EO focused within the terms of the scheme, so that the principle of benefit for all, and employee participation, are incorporated.
  • How will the wider Employee group be incentivized? Ensure that all employees have an opportunity to share in profit, preferably in priority to any leadership incentives, or at least at the same time. As the quantum of the profit share pot is agreed, ensure a percentage of this pot is set aside for distribution to all employees.

Equity Based Schemes

Although the shares are held by the trustee as a majority shareholder, there are possibilities for an equity based scheme to be structured, as long as the trusts’ majority shareholding is protected.

Equity based schemes can be tax efficient ways of incentivizing leaders, whilst also ensuring that the cost to the business isn’t prohibitive. Their implementation and the relevant applicable taxation model comes with conditions largely based on company assets, size, number of employees and legal structure. Note that being employee owned is not a barrier to implementing an equity based scheme, but it does require specific considerations.

Trigger events, or exercise options, can be included prior to full payment of any vendor loan or deferred consideration. Whilst good leaver provisions can be incorporated to incentivise those with an expected shorter tenure, as can conditions aligned to long-term sustainable company growth.

Cash Based Schemes

Not all schemes have to be equity based, and within an EO company, it may be preferable to not dilute shares to multiple holders.

Cash based schemes provide a lot more flexibility and can easily incorporate bespoke performance conditions or payment dates. They also have the benefit of being easy to administer and can sit alongside other schemes in place, including EO profit sharing.

In an EO company still within its vendor loan repayment term, being able to incentivise through cash payments before repayment of the loan, with a greater distribution after the loan has been repaid, can help to even out the balance sheet, and encourage leaders to remain with the business after the vendor loan has been repaid.

If the business increases its profit above the original expectations under the repayment schedule, this may also encourage leaders to seek to repay the loan early thus freeing the vendors to their new life, reducing the cost of the financial repayments to the business, and directing profits to leadership and employees.

Scheme Purpose?

Be very clear on what the purpose of the scheme is and ensure this is incorporated into its terms.

Examples include incentivizing rising leaders of the future, using the scheme to incentivize leaders to develop their successors, or ensuring that staging points allow for new members to join. This can then be part of succession development of the next tier down in the organisation.

Where a leadership team may be of an age similar to that of the vendors, consider adding trigger points where members can take out from the scheme, for example as good leavers on retirement.

Scheme Timelines

Depending on the purpose of the scheme, various trigger points, or staging points, can be incorporated. These don’t have to be time based. They could instead be aligned to hitting identified profit margins and targets.

Be creative in a way that delivers for the business. But aim to be simple to monitor, easy to implement, and flexible enough to adjust for future known, and unknown, events, such as new joiners, expansion or contraction.

Complexity and Transparency

Wherever possible, keep the scheme simple – to administer, calculate and pay out.

The time and resource taken to administer, review and apply the scheme can become extensive if it is not well structured and documented at the outset - time that is better spent delivering for the business.

Also, consider any other incentivisation or contribution schemes may be in place. Review existing, or new, success fees, sales bonuses, and other incentivisation schemes across the business, not just employee profit sharing. Can the company afford all these schemes, has time created more complexity, how do they interact with each other, do any individuals get multiple benefit, and how will they be administered?


Too often post EO transition schemes are a continuation of what is already in place or deliver on a desire to compensate those individuals closest to the vendors, compensating them for their loyalty rather than future delivery under the new ownership structure. Care should be taken to ensure that all schemes deliver for the future, under its new EO ownership structure, and for the benefit of all employees. The transition to EO is a great opportunity to reflect, review and refresh what incentivisation at all levels looks like under the company’s new ownership.


If you would like to know more about EO incentivisation schemes, or to receive a copy of the webinar slides, contact IDT at info@directorsandtrustees.co.uk

22 January 2025
Agulhas Applied Knowledge was founded in January 2003 and became employee owned in December 2020. Here Nigel Thornton , one of the 3 founder vendors, kindly shares his journey to making the decision to sell to an EOT, and beyond to its current position as an EOT, B-Corp certified company with the founders stepping back and a new leadership team in place. Why did you originally decide to sell to an EOT, and do you now believe that it was the right decision? I haven't regretted the choice to sell Agulhas to an EOT for one minute. Many years before we made the decision, we had talked to other founders of companies similar to ours, and heard how they were all struggling with the challenge of transition. I knew for a long time that we would have to come to a point where we did sell. We had three choices; the first was to wind the company down. The second was to look for a buyer, probably to a much larger company. And the third, thanks to the 2014 act, was the option to sell to the employees through the mechanism of an EOT. After living and breathing Agulhas for many years, the idea of winding down just didn't seem right, so we looked at the second two options more carefully. Once the three founders talked to others about selling out to a larger company (and we’d had some interest), or getting a venture capital injection, we realized it wasn’t an attractive option for us. We would end up doing the bidding of the buyer through the workout period, being vulnerable, really, to the new owners’ whims. A buyer would likely fire most of the staff, retaining only the seniors, and the company would be gone. From companies that had got venture capital funds we’d seen we’d be forced to grow rapidly to meet an investor’s requirements and become driven by the bottom line. In both these cases, what we'd created that was unique about Agulhas would be lost. We didn't want that to happen. So it became clear fairly quickly that the choice to sell to an EOT seemed best. It meant that the company could work effectively on the kind of things that we've always thought important. The culture of the company would be maintained. We could evolve from where we were rather than be forced to change. And actually it was better than that. It wasn’t the best worst option, quite the reverse. Soon after we made the choice to go for an EOT, and began working through what it meant, we realised that doing so was indeed consistent with our values. It was an expression of who we already were and the founders’ beliefs. And, as its worked out, I think we’ve found that for Agulhas, becoming an EOT was not as great a step as it might have been culturally, or practically. What stage is the Company at now, and what is your ongoing involvement, if any? We’re four years into our EOT life, and about halfway through the payoff of the deferred consideration. It’s gone slower that we’d hoped as our main client is the UK Government and there’s been a lot of disruption to our expected cashflow since December 2020 when we became an EOT. I've handed over being the CEO to Lauren Pett who had been our Chief Operating Officer. We did it in a very Agulhas way, evolving and having a phased process of her taking over. Since we became an EOT, the role of the staff has been strengthened through what we call the Co-Owners Forum (COF). This is still evolving, with informal and more formal working groups aligned to both areas of strategic priority for the company, and themes important to the staff. And the EOT has driven us to put in place more structured governance. We’re in the process of further developing the leadership roles in the company - what the oversight of the company board and the Trust Board means in practice - to ensure that there is a robust architecture to go forward towards and beyond Freedom Day. That’s meant a structured change to the roles that the three founders have, with us more clearly taking an oversight role through the board of Directors and the Trust Board, rather than day to day running of the company. Together with one of the other co-founders, Catherine Cameron, I’ve gone down to a four-day week. That’s for the good of us and the company, and is a deliberate internal and external signal. Beyond the CEO functions, one of the things that has enabled me to step back is the fact that we've employed people who can take on key tasks I used to do, for instance, finance and IT. I think its not unusual that if a company has grown around you, a founder ends up being a Jack or Jill of all trades. And a key thing for me is I’ve stepped out of managing our biggest client, which I’d done for over a decade. Such stepping back is the right thing to do, although doing so can be hard, it is important. When somebody asks me to do something, I’m finding myself saying, well, actually, that's not my problem anymore, go and ask so and so, it’s their job. It takes a while to get people used to that (and people still find it difficult sometimes) but, as a founder, you’ve been the last person that everybody looks to for so long it’s a hard habit for everyone to break. What have been the challenges since the transition, from your perspective as a Founder? I think when you have spent many, many years being where the buck stops, it's hard then not to think of you yourself in that role anymore. Just because it's habit, you think you are responsible for solving things because, actually, you have been responsible for solving things! You've woken up at three o'clock in the morning because it has been your responsibility to worry about whatever the company is facing, be it a cash flow issue or a delivery issue or a sticky relationship with a key client. So the first thing you've got to do is actually change where your head is at. And that's been a challenge for me. So I’ve needed to change my headspace, and also my actions. It also takes time for people to believe you when you say you aren’t going to be around forever and that you do want to step back. I think it's also a difficulty, or certainly one that I've had, which is to know when to say something and when not to say something, when to intervene and when not to intervene. You've got to let the new leadership take the decisions. And sometimes those decisions are not going to be the same as that you would have made, and sometimes there are going to be mistakes that you might see coming and you might warn people about, but actually they've got to go through and learn from the experience in the same way that I've learned over many years. And the best teacher is, in the end, experience. So it's important to calibrate when to keep your mouth shut, and crucially to be available to the new leadership if they want to ask you a question, ask what you think, to be helpful and supportive, so that they know that you have got their back if necessary. It’s delicate and I haven’t always got it right. The key issue for me is knowing that the company is safe; and that’s essentially about knowing that the beliefs, people and systems are sound, and that as far as possible there’s a secure commercial outlook. What have been the positive highlights that you can share with others? At each of the last three company away days, I've said a version of the same thing which is that 20 plus years ago, when we founded the company, if you had told me that Agulhas Applied Knowledge would have the number of staff we have, our diversity, the level of energy and interest they show in the work, and that we would have a portfolio that is as wide and interesting (and if I may say as influential) as we have, I probably wouldn't have believed you. We founded Agulhas because (apart from probably being unemployable by anyone else!) we wanted to do interesting and impactful work. We never set out as the founders to create a company that Agulhas has become. A lot of the recent change is down to the energy of our CEO, Lauren, along with the rest of our team, and the energy and creativity that being an EOT engenders. They and us have built on the foundations we created. And Agulhas has become something bigger than me or the founders; it's beyond us, and that is fantastic. The employee ownership trust creates a whole new dynamism and crystallizes the company as no longer about who we are, but about the collective energy and commitment of the entire workforce of Agulhas, our beliefs, values and its culture. And that is amazing. Truly amazing! As a Founder, and Seller, what advice would you give to leadership teams of an EO business? Firstly, don't rush. Set a clear direction, but realise the wheel can take time to turn. All the change, all the all the evolution of your company to be a fully fledged EOT is not going to happen overnight, and different parts of it will grow at different paces. There will be hiccups along the way. Which leads to the second point, its important therefore to start the process early and allow things to work through! My guess is that many founders start too late, often perhaps too close to the time when they should be moving on. Thirdly, don't be greedy. If you're greedy, if you want your payout early, if you want a lot of money, that's probably not a good thing. We had to slow down our deferred consideration repayment because our expected cashflow was heavily impacted, first by COVID and then by political machinations in the UK. We had to manage our payoff at a slower phase than we expected. I think those who look for too much money or want it too quickly run into trouble. Fourthly I think it's very important to be clear about the beliefs and values of the company; for us that was easy because our job has always been very clearly value driven. It's very important to get a sense of who you are as a company, your values, your culture, so that that can be shared amongst everybody. And if somebody comes into your company, its clear they're buying into that – and being an EOT is now who we are. Very soon after becoming an EOT we also applied for and became B-Corp certified (with a very high score I might say!). That was very good for us as the combination of both EOT and B Corp was a clear public declaration of what we stand for and communicated the identity of Agulhas internally and externally. Fifthly, get the governance right. That took us a bit, but we are well on the way. A long time ago as a young management consultant in one of the Big Four, I realised that most organisational problems boil down to two issues; role clarity and effective communication. Get those both right through the transition from a company that relies on the founders to one that is mature and no longer dependent on you, and you’ll not go far wrong. Agulhas Applied Knowledge was founded in January 2003 and became employee owned in December 2020. A research, evaluation, and consultancy specializing in international development and social policy, Agulhas is based in the UK working across the world with a variety of clients including governments, UN Agencies, NGOs, and international organizations. www.agulhas.co.uk Agulhas Applied Knowledge Trustee Limited has had an IDT independent trustee appointed to their trust board since July 2022.
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