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The B2B Engagement Platform Where Trust Is the Outcome.

Ethicly guides buyers and sellers through a structured engagement journey — building self-awareness, deeper human connection, and trust as the measurable result of every B2B interaction.

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5 trust dimensions scoredTwo-way anonymous reviewsAI coaching built inWorld's first B2B trust platform
Trust DashboardLast 30 days
8.5
Trust Certified
+0.4 this month
23 reviews received
Transparency
8.8
Empathy
9.0
Value Alignment
8.2
Responsiveness
8.5
Follow-through
9.1
What Is Ethicly?

The world's first B2B engagement platform where trust is the outcome, not the assumption.

Ethicly is built on a simple conviction from 25 years in B2B sales: trust is a skill, not a trait. And like any skill, it can be measured, developed and grown — for every individual, every team and every organisation.

5
Trust dimensions scored per engagement
8.7
Average score, top-performing users
Top 8%
Global ranking achievable within 3 months
<2min
Time to complete a structured review
Step 01 — Engage
Log every meaningful interaction
After every call, demo, negotiation or meeting — log it. Both buyer and seller complete a structured review across five human dimensions.
Step 02 — Understand
See exactly where you stand
Your trust score updates in real time. Dimension-by-dimension, you see what's strong, what's slipping and what your buyers actually experienced.
Step 03 — Connect
Build relationships that last
AI coaching, targeted training modules and team benchmarking help you close the gaps — turning insight into real, measurable behaviour change.
Step 04 — Trust
Make trust your competitive advantage
Earn verifiable trust badges. Build a professional reputation that travels with you. Become the seller — or the buyer — that everyone wants to work with.
The Problem

B2B has a trust accountability gap.
Nobody is measuring it.

Every day, millions of B2B conversations happen between strangers. Deals are won and lost, relationships built and broken — and almost none of it is measured, reviewed or improved.

Trust is assumed — not earned.
B2B sales has no accountability layer. No system to validate the integrity of an engagement. No way for a buyer to know whether a seller is truly trustworthy — or for a seller to prove it. We built Ethicly because that has to change.
The empathy gap is widening.
AI is automating more of the sales process — but the uniquely human skills that make great sellers are being deprioritised. Empathy, transparency and follow-through are not measurable in most organisations. They should be.
The Ethicly Difference
Two-way reviews. Five-dimension scoring. Anonymous feedback. AI coaching. Verifiable trust badges. Not a CRM add-on — a standalone trust platform that makes integrity visible and accountability real.
Based on 25 years in B2B sales
Ethicly was founded by Ben Rudall — whose book Selling to Strangers: I Don't Believe You introduces the platform. The Stranger Profile framework, the five dimensions and the AI coaching model are all rooted in real commercial experience.
Ethicly dashboard
The Team

Built by people who've lived
the problem they're solving.

Ethicly was built on 25 years of direct B2B sales experience — not theory. Every feature, every dimension and every piece of coaching content is grounded in what actually happens in real commercial relationships.

Ben Rudall
Ben Rudall
Founder · Author · Sales Leader
25+ years in B2B sales across technology, data and cybersecurity. Author of Selling to Strangers: I Don't Believe You — the book that introduces Ethicly. Built a reputation not for closing at any cost, but for building relationships that lasted.
James Spice
James Spice
Co-Founder · Co-Author · Business Leader
Business leader, strategic advisor and co-author of Selling to Strangers. James wrote the foreword to the book and has been central to the development of the Ethicly platform framework and commercial model.
Ethicly
The Ethicly Team
Builders · Designers · Advisors
We're building the world's first B2B trust platform. If you're a developer, designer, sales leader or investor who believes trust should be measurable — we'd love to hear from you.
Think Deeper

Think deeper about
trust in business.

Article
The Empathy Equation: Why Trust Is a Skill, Not a Trait
Disciplined scepticism paired with genuine empathy produces the only commercial relationship that lasts. Here's why.
Read more →
Framework
The Stranger Profiles: understanding the four types of B2B buyer
The Believer, The Architect, The Guardian, The Performer — each requires a completely different engagement approach.
Explore the framework →
Book
Selling to Strangers: I Don't Believe You — now available to pre-order
23 chapters. Five parts. One radical argument. The book that introduces Ethicly and the trust framework behind it.
Pre-order now →
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