GAIN: Where Insight, Innovation, and Imagination Drive Real Growth
Published: 2025-07-22 | Author: VisionariesNetwork Team
Guided by curiosity and critical thinking, GAIN blends insight, intelligence, and imagination to help organisations grow in ways that resonate—not only in business performance but also in emotional impact. As part of the Sideshow Group since its founding in 2010, GAIN has steadily evolved into a creative and strategic powerhouse, uniting data, design, and experimentation to deliver solutions that are both smart and bold.
With its roots in digital experimentation, GAIN has expanded its capabilities to meet the needs of a dynamic, fast-changing world. Today, it supports enterprise brands across sectors in building customer-centric experiences, optimising conversion, scaling experimentation, and innovating with confidence. At the heart of its offering lies a rebellious, forward-thinking spirit that sees data not just as numbers—but as stories waiting to be told, patterns ready to be harnessed, and opportunities yet to be discovered.
Experimentation at Scale
GAIN is widely recognised for its leadership in Enterprise Experimentation Consulting. It works closely with enterprise teams to build, accelerate, and embed in-house experimentation programs that drive sustainable growth. Whether it’s defining the experimentation framework, removing internal bottlenecks, or helping teams hire the right talent, GAIN integrates seamlessly into organisations to turn experimentation into a culture—not just a tactic.
This approach allows businesses to move beyond traditional product development and adopt a more agile, evidence-based mindset. GAIN’s team brings both strategic and operational expertise, ensuring that every experiment is rooted in insight and every result is actionable. By shifting from opinion-based decision-making to a test-and-learn culture, clients can innovate faster, reduce risk, and optimise outcomes across the board.
Data-Led Personalisation and Customer Experience
While standard CRO focuses on the average user, GAIN’s Personalisation and Customer Experience services take performance a step further. By using behavioural data and segmentation insights, GAIN helps brands tailor every digital touchpoint to the individual—creating relevant, resonant experiences that drive engagement and conversion.
This level of granularity ensures that customers feel understood and valued, ultimately building loyalty and trust. Whether it’s dynamic content, tailored offers, or intuitive user journeys, GAIN applies precision personalisation to make every interaction count.
In parallel, GAIN redefines how brands approach UX and design. Many websites are designed for aesthetics first—GAIN flips that model by designing for performance from the start. Its data-led design strategy streamlines user journeys, reduces friction, and enhances usability, leading to better outcomes for users and businesses alike.
Advanced Conversion Optimisation
With over 15 years of experience, GAIN has delivered advanced Conversion Rate Optimisation (CRO) programs for global brands including Facebook, Canon, and Gousto. Its full-service CRO offering covers the entire lifecycle: from identifying key user motivations and behaviours, to designing and building A/B tests, to rolling out learnings across the business.
The team leverages qualitative and quantitative research to uncover what truly drives user action, then translates that understanding into strategic experiments. This approach ensures that CRO is not treated as a siloed activity but as an integrated growth lever across product, marketing, and experience teams.
Additionally, GAIN supports clients with Product and Pricing Experimentation—a modern alternative to traditional, slow-moving product research. By running fast, low-risk experiments, GAIN helps companies uncover which features and pricing models users actually respond to, allowing product teams to make confident decisions backed by real-world feedback.
Innovation Through Technology
At the core of GAIN’s technological innovation is Liftmap, a proprietary experimentation platform designed to help organisations scale and streamline their test-and-learn efforts. Liftmap harnesses AI, machine learning, and one of the industry’s largest datasets of UX insights to surface opportunities, prioritise high-impact experiments, and enable faster learning.
The platform makes experimentation accessible across departments, breaking down silos and ensuring that insights are not only captured but acted upon. It represents GAIN’s broader commitment to building experimentation cultures that are fast, flexible, and fearless.
Sector Expertise with a Human Touch
GAIN’s expertise extends across a diverse set of industries, each with its own unique demands.
In financial services, GAIN supports institutions in navigating complexity, regulatory change, and customer expectations through digital transformation and behaviourally informed service design.
In retail, GAIN helps brands stand out in competitive markets by delivering seamless, personalised experiences that boost engagement and drive conversion across channels.
For non-profits, GAIN’s creative-led, insight-driven strategies amplify mission impact. By designing accessible platforms and emotionally compelling campaigns, it helps organisations connect with supporters and drive donations with authenticity and care.
Craig Sher, Group CEO
Craig co-founded Sionic Advisors in 2014, rapidly building it up into a $100 million premier financial services consulting firm across ten countries. This was done over nine years and through various mergers and acquisitions. It was sold in 2021 to the Davies Group. Before Sionic, he was chairman and managing director of ALaS Consulting. Craig is a chartered certified accountant, and holds a BS in commerce from the University of KwaZulu Natal.
“We are explorers of new frontiers, shaping bold strategies that move people, brands, and businesses forward.”
Browse our most recent publications
