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For over 20 years, Sonder has delivered insight-led brand, campaign and content research for organisations across multiple sectors. Led by Rupert and Lauren Carter, the agency is recognised for combining analytical rigour with a modern, human-first approach, helping brands build clearer strategy, stronger positioning and more informed decision-making.
At a time when brands are under increasing pressure to deliver measurable performance and clearer strategic direction, the investment expands Inflectiv's capabilities into research and insight, complementing its existing expertise across podcast production, brand strategy, PR, activation and creative communications.
The partnership reflects Inflectiv's continued focus on backing independent agencies with strong leadership, differentiated expertise and long-term growth potential. Alongside Fresh Air, Hue & Cry and psLondon, Sonder MR broadens the Group's collective capabilities while remaining fully independent.
James Rose, Founder and CEO of Inflectiv Group, said:
From day one, our focus has been on supporting exceptional independent agencies that want to scale without compromising their culture or autonomy. Sonder MR brings a highly valuable capability into the Group at a time when brands increasingly need clarity, evidence and insight to make confident decisions. Their expertise strengthens the strategic depth of what we can collectively offer clients.
The partnership creates immediate opportunities for collaboration across the Group, enhancing strategic planning, audience understanding and insight-led storytelling across brand, content, PR and media.
Rupert Carter, CEO of Sonder MR, said:
We've had opportunities to join larger groups before, but none felt aligned with how we wanted to grow. What stood out about Inflectiv was the balance between independence and collective support.
We continue to build the business in our own way, while gaining access to shared expertise, operational infrastructure and a broader network of specialist agencies.
Lauren Carter, Chief Strategy Officer at Sonder MR, added:
We've always believed the best work comes from combining rigorous insight with a strong understanding of people and culture. Joining Inflectiv gives us the opportunity to collaborate with like-minded agencies across complementary disciplines, while continuing to stay true to the principles the business was built on.
In 2025, Sonder MR was recognised as one of The Sunday Times Best Places to Work and continues to hold B Corp certification, reflecting its commitment to both client excellence and team culture.
Inflectiv Group continues to expand selectively, partnering with high-quality independent agencies where there is strong alignment on leadership, ambition and long-term growth potential.
About Inflectiv Group
Inflectiv Group is building an independent agency growth platform across marketing, media and communications, bringing together complementary specialist agencies with shared values and structured operational support.
The Group takes minority equity positions in carefully selected independent agencies, providing capital, strategic M&A support and shared operational infrastructure to accelerate growth while preserving founder ownership, culture and independence.
Inflectiv's current agencies include Fresh Air, Europe's most awarded podcast production agency; Hue & Cry, the global brand, activation and PR agency specialising in food, drink and travel; psLondon, the strategy-led brand and campaign agency focused on education, public sector, FinTech and EdTech; and Sonder MR, the independent market research and insights agency.
For Clients
For clients, this creates access to a collaborative network of agencies spanning insight, strategy, PR, content, production and activation. Agencies remain autonomous, but work together when collaboration delivers clearer thinking, stronger creativity and greater impact.
For Founders
Inflectiv's ambition is to help ambitious independent agencies scale sustainably and create long-term value without sacrificing control, culture or identity.
About Sonder MR
Sonder MR is an independent market research and insights agency helping brands better understand audiences and make more informed strategic decisions.
The agency combines rigorous research methodologies with a human-first approach to insight, delivering work that is both analytically robust and commercially actionable. Sonder MR partners with brands across multiple sectors, supporting audience understanding, brand strategy and decision-making during key moments of growth.
Sonder MR is a B Corp certified business and was recognised as one of The Sunday Times Best Places to Work in 2025, reflecting its commitment to both client excellence and team culture.
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