The report delivers actionable strategies, meaningful data, and real-life examples from businesses that have successfully transformed challenges into opportunities. It offers practical ways for organisations to embrace Future Fit principles, positioning them to outperform competitors, drive profitability, and build resilience against future disruptions.
Powerful insights demonstrate the importance of investing in cutting-edge technologies and capitalising on data, with 92% of Future Fit businesses saying all or most of their decisions are data-driven.
Research published today suggests that data-driven businesses make smarter decision more quickly, securing a competitive advantage with their commercial performance outstripping their rivals. By collecting, managing, and analysing as much data as possible, businesses move closer to a real-time understanding of their own performance as well as the broader marketplace.
Based on in-depth research with over 1,000 senior business executives, the report identifies a number of behaviours and strategies that distinguish high-performing companies from their peers. These Future Fit organisations are not only data-driven, they are also setting the pace for sustainable, people-focused and innovative growth across the UK.
Future Fit builds on NatWest’s Critical Middle report published last year, which showed that the landscape has not only become more challenging – but more rewarding. Just 1% in additional growth among mid-market businesses could add up to £35 billion to the UK economy and £115 billion in revenue turnover annually by 2030. The bank is now providing a blueprint through Future Fit to help businesses adapt and build resilience to realise this untapped potential.
Further key findings from Future Fit 2025 include:
- Sustainability improvements drive competitive advantage: 68% of Future Fit businesses link sustainability investments to long-term commercial objectives. They also engage employees in sustainability initiatives and invest in energy efficiency to reduce operating costs.
- Supply chain initiatives support collaboration and help mitigate risk: 53% of Future Fit businesses involve suppliers in key decisions, helping to optimise supply chain management to enhance resilience, respond to market fluctuations, and maintain operational efficiency.
- Talent and skills help businesses stand out and succeed: 48% of Future Fit businesses map the skills they need for the future and plan how to acquire them, helping to navigate challenges and drive growth.
- Technology and innovation boosts agility and improves decision making: Future Fit companies invest in new technologies and leverage data analytics capabilities to make better, quicker decision and stay competitive.
Andy Gray, Head of Commercial Mid-Market at NatWest said:
“We are navigating an era of rapid technological change, global uncertainty, and an ever-growing urgency to become more sustainable. Businesses that are ready to adapt, build resilience and lead with purpose are those likely to be rewarded with success.
“This report offers a roadmap for you to follow to grow faster and ensure your organisation not only meets today’s demands but is prepared for what lies ahead.”
The report identifies hospitality management firm Switch Management as a Future Fit business where data plays a vital role in driving operational efficiency. Founded in 2020, the firm is committed to using technology and data to inform decisions and make hotels more sustainable and efficient.
The integration of data analytics was pivotal in Switch Management’s journey towards achieving carbon neutrality, enabling the business to pinpoint areas for improvement to save costs and enhance their environmental footprint. By using AI, the business is optimising operations and making informed decisions that align with their sustainability goals.
Commenting on their Future Fit strategy, John Angus, Managing Director, Switch Management said:
“We’ve leveraged data to surface new opportunities to save costs and become more sustainable. We’ve implemented ground source heat pumps and extra cladding in new developments, making them almost carbon neutral. Switching from plastic to bamboo key cards is part of our commitment to reducing plastic use. Similarly, moving to larger, reusable containers for toiletries has saved 200,000 small bottles annually, benefiting both the environment and our finances.”
NatWest’s Future Fit framework empowers business owners to create their own blueprint for growth - one that aligns purpose with performance and prepares organisations to thrive amid disruption.
To explore the full report and access actionable strategies, visit the NatWest Future Fit hub.
