FLYWHEEL
The complete system for
evidence-based decision making at scale
Flywheel closes the loop between the experiments your teams run, the research they produce, and the strategic decisions those should inform.
Governance, synthesis, and decision influence in one platform
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Is this for you?
Flywheel is built for organisations where experimentation and research already happen, but the results are not reaching decision makers.
If any of the following are true,
Flywheel is designed for your situation.
Not quite there yet?
If you are earlier in your experimentation journey, or you want to understand your current governance maturity before committing to a platform, Observatory is a lower-commitment starting point. It connects to your existing tools read-only and delivers a Governance Health Report within days.
The Problem Companies Face
Your organisation produces evidence. But does it reach the right decisions?
Research studies sit in repositories nobody reads.
Experiments show statistical significance but nobody can prove the change delivered in production.
Across both disciplines, the same pattern: evidence is produced, but it rarely reaches the decisions it should inform.
How Flywheel Works
Every experiment and every study is a decision waiting to happen.
Flywheel makes sure it does.
Flywheel provides a unified system to manage the complete lifecycle for both research and experimentation.
Other tools manage steps. Flywheel manages the loop: from strategic alignment through governance to verification and institutional learning.
01
Align
Every experiment and research study is tied to a strategic objective before it starts
02
Govern
Quality standards are enforced across both disciplines. Methodology is verified before launch.
03
Synthesise
Connect findings across experiments and studies. Turns isolated insights into decision-ready evidence.
04
Verify
Evidence reaches the decision it was designed to inform. Track which decisions were influenced and by whom.
05
Learn
Institutional memory. Searchable knowledge base. The organisation never forgets what it learned from experiments or research.
What Flywheel Replaces
Your team's tools were never built for this.
Most organisations manage research and experimentation across a patchwork of tools that were built for other purposes.
Project trackers, flexible databases, shared documents, chat threads. None of them were designed to govern decisions, enforce standards, or connect evidence to outcomes. They track activity. That is not the same thing.
Your Current Stack
Jira/ Linear
Built for shipping code, not learning from experiments. No hypothesis tracking, no governance scoring, no decision artefacts
Airtable / Notion
Flexible enough to track anything, which means no enforced standards. Hypotheses can be edited after results are known. Nothing prevents post-hoc rationalisation.
Dovetail / Confluence
Research is stored but never systematically connected to decisions. Findings sit in a repository. Nobody can prove which studies influenced action.
Slack / Email
Decisions made in threads that disappear. Research findings shared as attachments nobody revisits. Nobody can find what influenced a change, if at all.
What Flywheel Provides
One system for research and experimentation
From strategic question through research study or A/B test, to decision, implementation, and verified outcome. Both disciplines feed the same decision infrastructure.
Enforced standards across both disciplines
Hypotheses lock before launch. Primary metrics cannot change after the test starts. Research briefs require human verification before reaching stakeholders.
Research connected to experiments & decisions
AI synthesis turns raw research into decision-ready briefs. Every study is commissioned against a business objective with a named decision owner. Findings reach the people who need them.
Unified institutional memory
Research findings and experiment results live in one searchable knowledge base for the organisation to learn from and for leaders to use in decision making.
What you see as a leader
Three things your current tools cannot show you
Flywheel has eight major capabilities. These three are the ones that matter most to the leadership team.
Trace any decision back to the evidence that informed it
Every decision is documented: who decided, what evidence they used (whether research, experiment, or both), when it was implemented, and whether it delivered the expected outcome.
When someone asks "why did we do this?", the answer is one click away, with the full evidence chain from study or test through to verified result.
Know whether you can trust the results before you act on them
Every experiment receives a governance quality score based on methodology, documentation, and rigour.
You can see at a glance which results are reliable enough to inform strategic decisions, and which need further scrutiny before you commit resources.
Defend your programme when it matters
When the board asks what experimentation delivered, you have verified business outcomes, not activity metrics. The programme justifies itself.
Flywheel also includes workflow management, governance enforcement, research synthesis, institutional memory, and executive dashboards. Each capability is designed for both leaders and the teams they work with.
Ready to know what your research and experimentation are actually delivering?
Start with a conversation.
We will help you understand whether Flywheel fits your organisation and what governance transformation looks like in practice.
