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Penna: The UK's Quiet Giant in Executive Search
How a 526-person firm dominates the C-suite talent game with a data-first approach
While most job boards fight for volume, Penna is playing a different game entirely. This isn't about filling seats—it's about placing the people who build companies. With $132M in revenue and 526 employees, they're the UK's best-kept secret in executive recruitment.
"Penna doesn't just match resumes to jobs—they architect careers for the C-suite."
The Executive Talent Paradox
Here's the counterintuitive data: despite only 5,538 monthly visits, Penna generates $132M in revenue. That's $23,800 per visitor—proof that executive search is a high-touch, low-volume game. Their traffic isn't about scale; it's about precision. The real action happens offline, through their network of 526 specialists who know every boardroom in London.
The SEO Anomaly
Penna's top keywords reveal a fascinating disconnect. 'Pan sexuality' (2,020 monthly searches) outranks their brand name. 'DVD stores' (930 searches) appears in their top 5. This isn't a bug—it's a signal. Their SEO strategy is either brilliantly capturing intent-based traffic or completely missing the mark on brand visibility. For founders, this is a masterclass in how established B2B players often ignore search fundamentals.
The leadership team tells the real story. Nabil Verdickt (Head of Performance Media & Analytics) and Tristan Moakes (Strategy Director) represent Penna's data-first DNA. They're not just recruiters—they're performance marketers running executive search like a growth engine. Julie Towers, Director of Executive Recruitment, leads the core business: finding leaders who transform organizations.
- Revenue-per-visitor ratio of ~$23,800 (industry-defining efficiency)
- 42% organic traffic shows strong brand recognition in niche circles
- Tech stack (Tailwind, Bootstrap, OneTrust) reveals modern but pragmatic approach
- LinkedIn and Instagram presence suggests active employer branding
Penna is the blueprint for B2B services at scale
They've built a $132M business without chasing vanity metrics. For product teams, the lesson is clear: sometimes the most valuable companies are the ones you never hear about—because they're too busy delivering for clients who matter.
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penna.com uses 6 technologies across their website including OneTrust, Google Tag Manager, Google Analytics, Bootstrap, Tailwind CSS, and more.
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penna.com receives approximately 5.5K monthly visitors and ranks #3,900,077 globally. The website has a bounce rate of 64% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 0:21 on the site.
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