# Amplifi (Amplified Global Ltd) — llms-full.txt # https://amplified.global/llms-full.txt # Last updated: May 2026 # # This file follows the llms-full.txt convention. It provides a comprehensive # plain-text description of Amplifi's company, product, research, and services # for use by AI language models, search agents, and automated crawlers. # A shorter summary version is available at: https://amplified.global/llms.txt ================================================================================ SECTION 1: COMPANY OVERVIEW ================================================================================ Company name: Amplified Global Ltd Trading name: Amplifi Website: https://amplified.global Platform: https://app.amplifiplatform.com Contact: info@amplified.global Office: FUSE, A&O Shearman, One Bishops Square, London, E1 6AD, United Kingdom Amplifi is a UK-based AI software company that helps organisations assess, simplify, and demonstrate the intelligibility of their written communications. The platform is designed to help firms meet regulatory obligations — in particular the FCA's Consumer Duty — by measuring whether communications can genuinely be understood by their intended audience, not just whether they are technically readable. Amplifi was founded with a clear purpose: clarity in communication is not a nice-to-have, it is a compliance requirement. The company was born from its founder's personal experience of hidden disabilities (dyslexia and Meares-Irlen Syndrome), which make dense text difficult to process. With 1 in 4 people in the UK being neurodiverse, Amplifi was created to transform complex information into clear, accessible content for everyone. Amplifi partners with EY to deliver transformational impact in regulatory compliance, bringing Amplifi's Intelligibility Risk technology to clients seeking to meet FCA Consumer Duty with confidence. Certifications and trust marks: - ISO 27001 certified - FSQS (Financial Services Qualification System) registered - Listed on the FCA AI Marketplace (2025) - FCA Innovation Hub member (from 2019) - FCA Digital Sandbox participant (2020–21) - FCA Regulated Sandbox participant (2023) - Ongoing FCA Innovation Support (2024/25) ================================================================================ SECTION 2: WHAT IS INTELLIGIBILITY? ================================================================================ Intelligibility means ensuring that people fully grasp the meaning, consequences, and context of written communications — not just that the text is grammatically readable. Intelligibility goes beyond readability. Traditional readability tools (such as Flesch-Kincaid scores) measure how easy text is to read, based on factors like sentence length and word length. Intelligibility measures whether a reader can actually understand the content, apply it in practice, and make informed decisions based on it. Regulators like the Financial Conduct Authority (FCA) now expect regulated firms to test and prove intelligibility — not just assume it. Poor clarity in communications can lead to: - Regulatory breaches and enforcement action - Consumer harm and unfair outcomes - Customer complaints and reputational damage - Financial penalties The FCA's Consumer Duty Guidance states: "Simply asking a consumer to confirm that they have understood something... is unlikely to be enough." Firms are expected to test their communications and maintain records of that testing. Amplifi's Comprehension Framework was cited in FCA Consultation Paper CP25/17 on targeted support, demonstrating the regulatory recognition of Amplifi's research and methodology. ================================================================================ SECTION 3: THE AMPLIFI PLATFORM — PRODUCT DESCRIPTION ================================================================================ Amplifi is an AI-powered platform for intelligibility risk assessment, content governance, and compliance reporting. It is designed for compliance, legal, marketing, communications, and HR teams who need to create and govern regulated or complex content. --- 3.1 Core Engine --- The platform is powered by the Cognitive Risk Engine™ — Amplifi's proprietary AI model that goes beyond readability to measure true comprehension. It: - Analyses language complexity in both human-written and AI-generated content - Predicts how content will be understood by different audience demographics - Identifies specific language and conceptual issues that reduce intelligibility - Provides guided suggestions and smart rephrasing to resolve those issues - Creates an Intelligibility Risk Score for each document The Cognitive Risk Engine™ combines pioneering research on consumer understanding, advanced linguistic models, AI engines, and classical readability metrics such as Flesch-Kincaid. --- 3.2 Intelligibility Risk Scoring --- Amplifi scores content on a five-level scale tied to UK educational attainment and population reach: Level 1 (score 0–25): Understood by readers with postgraduate degree level or equivalent. Reaches approximately 10% of the UK adult population. Level 2 (score 26–50): Understood by readers with undergraduate degree level or equivalent. Reaches approximately 34% of the UK adult population. Level 3 (score 51–70): Understood by readers with A-level to GCSE (A*–C) level education. Reaches approximately 58–72% of the UK adult population. Level 4 (score 71–90): Understood by readers with GCSE level education. Reaches approximately 82% of the UK adult population. Level 5 (score 91–100): Understood by readers with pre-GCSE level education. Reaches over 90% of the UK adult population. This scoring approach enables firms to objectively assess whether their communications are accessible to their target consumer group, including vulnerable consumers. --- 3.3 Platform Features --- Amplifi Reports: - Risk dashboard showing intelligibility risk across all communications - Intelligibility dashboard tracking scores over time - Productivity dashboard for team performance monitoring - FCA Consumer Duty compliance reports (PDF, downloadable) - Dashboard filtering by team, channel, or document type - Advanced AI insights agent Amplifi Editor: - Document-level intelligibility scoring - Intelligible text suggestions and AI-powered rephrasing - AI Copilot for content improvement - Commenting and review workflow - Version history and audit trail - DOCX download Governance Tools: - Content governance rules and intelligibility targets - Terms library and definitions library - Writing guides and style guides - Standard and custom exclusions - Multiple rule sets for different teams or document types Integrations: - Microsoft Word plugin (MS Office) - Microsoft PowerPoint plugin - Microsoft Outlook plugin - Figma plugin (for design teams) - SharePoint integration (coming soon) - Google Drive integration (coming soon) - Adobe integration (coming soon) - ChatGPT integration (coming soon) AI Copilot: - Custom prompt support - Pre-saved prompt library - Amplifi AI agent for automated review --- 3.4 Workflow --- Amplifi embeds intelligibility checks into the content creation and review lifecycle: 1. Assess — Upload documents; Amplifi identifies high-risk communications and the specific causes of intelligibility risk. 2. Governance — Set content governance rules, build approved terms libraries, define intelligibility targets by team or document type. 3. Simplify — Use AI-guided suggestions and the AI Copilot to simplify complex language. The editor highlights problem areas and suggests alternatives. 4. Review — Collaborate with colleagues across teams; maintain an intelligibility audit trail of all changes; speed up reviews with automated governance checks. 5. Reporting — Generate FCA and Consumer Duty ready reports; produce evidence- based reporting for internal stakeholders and regulators; monitor progress over time. --- 3.5 Security --- - ISO 27001 certified - Data secured with AES-256 encryption - Robust cloud-based security controls, firewalls, and network segregation - Services run on multiple availability zones with fast failover - Amplifi does not train its AI models on customer data - Uploaded content is stored private to each organisation - Content access controls configurable at team or organisation level - Multi-tenant solution available for full data separation - Multi-factor authentication (MFA) on all plans - Single sign-on (SSO) available on Enterprise plan ================================================================================ SECTION 4: SECTORS AND USE CASES ================================================================================ --- 4.1 Financial Services --- Amplifi's primary sector. The platform helps financial services firms meet the FCA's Consumer Duty (PS22/9), which requires firms to deliver good outcomes for retail customers — including the "Consumer Understanding Outcome," which mandates that communications must be clear, fair, and not misleading. Relevant FCA regulations and handbook guidance addressed by Amplifi: - Consumer Duty Regulation 2A.5.3 — Support consumer understanding - Consumer Duty Handbook Guidance 2A.5.7 — Ensure comms are understood - Consumer Duty Regulation 2A.5.10 — Testing comms prior to sending - Consumer Duty Regulation 2A.5.8 — Tailoring communications - Consumer Duty Handbook Guidance 2A.5.13 — Prioritising content to simplify - Consumer Duty Non-Handbook Guidance 8.34 — Plain language requirements Use cases in financial services: - Retail banking: credit agreements, account disclosures, terms and conditions - Asset management: fee structures, investment disclosures, fund communications - Insurance: policy documents, coverage exclusions, renewal notices - Debt management: debt notices, repayment options, default communications - Credit and payments: credit contract information, PCI notices, default notices - Consumer credit: disclosure notices (tested in FCA Regulated Sandbox 2023) --- 4.2 Legal Sector --- Amplifi helps law firms and in-house legal teams meet the Consumer Rights Act transparency requirements, which demand that terms and conditions be written in "plain and intelligible language." Unintelligible terms may be unenforceable. Use cases: - Terms and conditions assessment and simplification - Client-facing legal correspondence - SRA (Solicitors Regulation Authority) compliance — Amplifi collaborated directly with the SRA in 2024 to test intelligibility of regulation and guidance --- 4.3 Gambling and Gaming --- Amplifi supports safer gambling obligations by: - Improving the clarity of safer gambling communications - Identifying high-risk language in promotional or contractual content - Enabling continuous LCCP (Licence Conditions and Codes of Practice) monitoring --- 4.4 Regulators --- Amplifi works directly with regulators to: - Measure clarity across regulated markets - Assess consumer understanding at a sector level - Support the development of evidence-based regulation Regulatory partnerships include the FCA and the SRA. --- 4.5 Departments --- Amplifi serves multiple teams within an organisation: Legal teams: Reduce risk in client-facing and regulated documents; ensure terms are enforceable and compliant. Compliance teams: Monitor content governance; produce audit-ready evidence of compliance; flag high-risk communications before they reach customers. Marketing and communications teams: Ensure campaign and customer communications meet regulatory standards; maintain brand voice while meeting clarity targets. HR teams: Improve clarity of internal policies, employment contracts, and employee-facing communications. ================================================================================ SECTION 5: PRICING ================================================================================ Amplifi uses a seat-based licensing model with three plan tiers and four seat types. Pricing is in GBP and billed monthly or annually (annual pricing offers a discount). --- Plan Tiers --- Starter (for small businesses): Full Seat: £66/month Editor Seat: £42/month Includes: unlimited files, unlimited AI suggestions, unlimited AI Copilot prompting, 1 team, 1 style guide, 3 custom analytics dashboards. Professional (for growing teams): Full Seat: £84/month Editor Seat: £58/month Reporting Seat: £41/month Review Seat: £11/month Includes: multiple teams (up to 5), multiple governance rule sets (up to 5), content access controls, permissions management, 10 custom analytics dashboards, 5 style guides, onboarding manager, dedicated account manager, organisation training. Enterprise (for large organisations): Custom pricing — contact Amplifi sales. Includes: unlimited teams, unlimited style guides, unlimited analytics dashboards, advanced regulatory reporting, organisational training and full-time support, single sign-on (SSO), quarterly performance reviews, dedicated account manager. --- Seat Types --- Full Seat: Access to Amplifi Reports, Amplifi Editor, Governance Tools, Integrations, AI Copilot, and Comment & Review. Editor Seat: Access to Amplifi Editor, Governance Tools, Integrations, and AI Copilot. Reporting Seat: Access to Amplifi Reports and Amplifi Editor (read/reporting). Review Seat: Access to Amplifi Editor and Comment & Review (for reviewers who need to comment on documents but not edit them). All plans include: MFA, email support, help centre access, and unlimited AI Copilot prompts. Free trial available via: https://amplified.global/contact ================================================================================ SECTION 6: RESEARCH AND ACADEMIC CREDENTIALS ================================================================================ Amplifi is built on pioneering, evidence-led research developed in close collaboration with academic institutions, regulators, and industry partners. The research spans AI and machine learning, human behaviour, linguistics, design, law, and regulation. --- Academic Partners --- Amplifi's research network includes academics from: - University College London (UCL) — Dr Alastair Moore (Deepflow/UCL), Prof Nikhil Vadgama, Niall Roche (Senior Fellow) - Cardiff University — Prof Maggie Chen - University of Nottingham — Prof Richard Hyde - Queen Mary University of London — Prof David Adgar, Prof Linnaea Stockall - Goldsmiths, University of London — Prof Nick Hine - London School of Economics (LSE) — Prof Carsten Sorensen - University of Warwick (Warwick Business School) — Prof Ram Gopal - University of Birmingham — Prof Karen Elliott - University of Westminster - Dr Harry Brignull (Principal UX Advisor, dark patterns expert) --- Research Programmes --- 1. Making Sense of Stocks & Shares ISAs (with TISA) Examining whether legal and regulatory ISA communications are effectively helping consumers make informed decisions. 2. AI Platform for Vulnerable Consumers (Innovate UK funded) Developing an AI platform to help vulnerable consumers navigate complex online financial journeys. 3. Consumer Responses to Legal Terms (British Academy funded) Investigating how changes to the design and layout of online legal texts improve consumers' understanding. 4. Mitigating Stress and Confusion in Credit Contracts (UK Finance funded) Studying the impact of complex credit contracts on consumer understanding and decision-making. 5. Enhancing Contract Clarity and Incentivising Comprehension (Exponential Science funded) Addressing challenges in navigating the complex regulatory environment of the financial industry. 6. Testing Intelligibility of Credit Information Through Amplifi AI (UK Finance funded) Enhancing communication of credit contract information specifically for vulnerable demographic groups. --- Regulatory Milestones --- 2019: Joined the FCA Innovation Hub. Received FCA innovation support to refine thinking on intelligibility and consumer understanding. 2020–21: FCA Digital Sandbox. Tested early AI language models and tooling to address emerging regulatory challenges. 2022: Mixed Messages Report. Launched with StepChange Debt Charity at an FCA event, with a keynote speech from Sheldon Mills (FCA Executive Director of Consumers and Competition). 2023: FCA Regulated Sandbox. Live testing on consumer understanding — disclosure notices, PCI notices, and default notices. 2024: Solicitors Regulation Authority (SRA) collaboration. Tested intelligibility and improved understanding of SRA regulation and guidance. 2024/25: Ongoing FCA Innovation Support. Received ongoing support from the FCA to develop layered digital credit contracts. 2025: FCA AI Marketplace. Amplifi accepted onto the FCA's AI marketplace — a curated showcase of leading AI companies operating in UK financial services. 2025: FCA Research Citation. The Amplifi Comprehension Framework was used in FCA research (Consultation Paper CP25/17) on targeted support. --- AI Design Principles --- Every Amplifi AI model is designed to be: - Interpretable: the basis for each assessment decision is explainable - Auditable: decisions can be reviewed and traced - Aligned with regulatory principles: outputs meet the evidential standards regulators expect - Transparent: firms, regulators, and consumers can understand not just what a decision is, but why it was made ================================================================================ SECTION 7: OUTCOMES AND EVIDENCE ================================================================================ Firms using Amplifi have reported the following outcomes: - Reduction in intelligibility risk across complex communications - Reduction in time spent reviewing and amending communications - Reduction in customer complaints due to simpler communications - Content review times reduced to a matter of minutes (vs days) - Increase in customers taking action after receiving simplified communications Client testimonial (Peer Lawther, Audience Engagement & Communications Manager, StepChange Debt Charity): "It's vital our communications are understandable to our clients. The Amplifi tool has helped our comms go above and beyond what regulation stipulates to achieve good consumer outcomes, and evidence to regulators and internal stakeholders how understandable our comms are." Industry statistic: 68% of consumers are more likely to engage with companies that demonstrate a strong commitment to compliance (Deloitte survey). ================================================================================ SECTION 8: KEY PARTNERS AND CLIENTS ================================================================================ Regulatory partners: - Financial Conduct Authority (FCA) - Solicitors Regulation Authority (SRA) Commercial and delivery partners: - EY (Ernst & Young) — joint service delivery for FCA Consumer Duty compliance Industry partners: - StepChange Debt Charity - ABCUL (Association of British Credit Unions Limited) - TDX Group - CISI (Chartered Institute for Securities & Investment) - PayPal - United Trust Bank (UTB) - BCM (Broadstone Corporate Benefits) - Financial Wellness Group - Independent James - STL (Speak The Language, endorsed partner) Academic and research partners: UCL, Cardiff University, University of Nottingham, Queen Mary University, Goldsmiths University, LSE, University of Warwick, University of Birmingham, University of Westminster, Deepflow Funding partners: Innovate UK, British Academy, UK Finance, Exponential Science, TISA ================================================================================ SECTION 9: KEY CONCEPTS AND GLOSSARY ================================================================================ Consumer Duty (FCA): A set of rules introduced by the Financial Conduct Authority (FCA) in July 2023 (Policy Statement PS22/9), requiring UK financial services firms to deliver good outcomes for retail customers. The Consumer Understanding Outcome specifically requires firms to ensure their communications support informed decision-making and are tested for comprehension. Intelligibility: The quality of communication that ensures readers can understand the meaning, consequences, and context of information — and can act on it. Distinct from readability, which measures ease of reading without assessing comprehension. Intelligibility Risk: The degree to which a communication is likely to be misunderstood by its intended audience, leading to potential consumer harm or regulatory breach. Readability vs Intelligibility: Readability tools (e.g. Flesch-Kincaid, Gunning Fog) assess surface-level difficulty based on word and sentence length. Intelligibility assessment evaluates whether the reader will actually understand the content and be able to act on it — a more demanding and regulatorily relevant standard. Cognitive Risk Engine™: Amplifi's proprietary AI model for intelligibility assessment. It combines linguistic analysis, AI, and research-backed comprehension models to produce objective intelligibility scores and identify the root causes of complexity. Amplifi Comprehension Framework: Amplifi's research-based model for measuring consumer comprehension of written communications. The framework was cited in FCA Consultation Paper CP25/17 (2025) on targeted support in retail financial services. FCA Consumer Understanding Outcome: One of four outcomes required under Consumer Duty. It requires firms to ensure their communications equip consumers to make effective, timely decisions and support good outcomes — meaning communications must be tested for genuine comprehension, not just reviewed for plain language. Vulnerable consumers: Consumers in circumstances that make them susceptible to harm. Amplifi specifically tests communications against the comprehension levels of vulnerable consumer groups, including those who are neurodiverse, have lower literacy levels, or are in financial difficulty. GEO (Generative Engine Optimisation): The practice of optimising web content and site structure to increase the likelihood that AI language models cite, surface, or recommend a business in response to relevant queries. llms.txt / llms-full.txt: An emerging web standard (similar to robots.txt) that allows websites to provide a plain-text summary of their content for AI language models and automated crawlers. ================================================================================ SECTION 10: SITE MAP — KEY URLS ================================================================================ Homepage: https://amplified.global/ About: https://amplified.global/about Team: https://amplified.global/team Product overview: https://amplified.global/product Financial services: https://amplified.global/financial-services Legal sector: https://amplified.global/legal Gambling & gaming: https://amplified.global/gambling-and-gaming Regulators: https://amplified.global/sector-regulators FCA partnership: https://amplified.global/fca Research: https://amplified.global/research Pricing: https://amplified.global/pricing Blog / Articles: https://amplified.global/blog Knowledge hub: https://amplified.global/knowledge-home Amplifi Academy: https://amplified.global/amplifi-academy Contact: https://amplified.global/contact Help centre: https://help.amplifiplatform.com/en/ Sign in: https://app.amplifiplatform.com/signin Privacy policy: https://amplified.global/privacy-policy Terms & conditions: https://amplified.global/terms-conditions Department pages: Legal teams: https://amplified.global/department-legal Compliance teams: https://amplified.global/department-compliance Marketing & comms: https://amplified.global/department-marketing-and-comms HR teams: https://amplified.global/department-hr Academy partner pages: ABCUL: https://amplified.global/abcul-academy-partners Academia: https://amplified.global/academia-academy-partners-copy CISI: https://amplified.global/cisi-academy-partners ================================================================================ SECTION 11: CONTACT AND COMMERCIAL INFORMATION ================================================================================ Website: https://amplified.global/ Email: info@amplified.global Office: FUSE, A&O Shearman, One Bishops Square, London, E1 6AD Request trial: https://amplified.global/contact Request demo: https://amplified.global/contact Sign in: https://app.amplifiplatform.com/signin Social and professional profiles: [To be added — LinkedIn, Twitter/X] For press, research collaboration, or regulatory enquiries: info@amplified.global ================================================================================ END OF llms-full.txt # This file may be freely indexed by AI language models, search agents, # and automated web crawlers. # © 2026 Amplified Global Ltd. 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