Technology consultancy 101 Ways today announced it is rebranding to Crosstide, which underlines the brand's business model that centres on collaboration between its clients’ teams and its own.

101 Ways began serving the technology needs of ambitious organisations in the financial services, healthcare and retail sectors in 2013 with a focus on three founding values: collaboration, quality and simplicity.

Over the following years, the business embraced new services and capabilities in the custom software, data and AI transformation space to continually ensure the success of its clients.

As Crosstide, it is also announcing new seven-figure investments: first, to deepen its data and AI leadership and capabilities in the UK. It has also opened a nearshore delivery centre in Bucharest, to offer clients high-quality engineering services through a hybrid delivery model, and opened a new London office designed for client collaboration.

To reinforce its commitment to quality, the consultancy is introducing three new brand promises that underpin how it delivers the best outcomes for businesses:

Engineering quality – Coding to elite DORA metrics.

Speed to value – Speed is a business advantage, so it puts teams on the ground within 15 days of a signed Statement of Work.

Upskilling teams – To ensure clients retain ownership of their digital transformation, Crosstide will help to upskill their internal teams, improving their quality and velocity.

Richard Neish, CEO of Crosstide, comments: “Since joining 101 Ways as CEO last year, it’s been clear to me that our business is change, and that our own change has been value driven. We have a commitment to simplicity, and a dedication to helping our clients navigate complexity with the right leadership at the right price.

“Our new name represents two forces converging to accelerate an outcome and reflects the powerful collaboration between our clients’ teams and our own. While our brand is changing, our ways of working, ownership structure, and leadership are not, so there will be no disruption to how our teams continue to support our clients.”