The company will incorporate advanced research, data integration and strategic advisory, and aims to support organisations navigating complexity.

Its services include strategy development, customer insight and product and proposition design.

Kemp was one of the co-founders of Fiftyfive5 in 2010 and prior to that, held various senior roles at The Leading Edge and TNS, and client-side at Diageo.

Braybrook spent over a decade with the business; the past six as a director. Before joining Fiftyfive5, she worked at Ipsos in Australia for over six years.

Fiftyfive5 was bought by Accenture in 2022 and is now part of Accenture Song.

According to a press release, the newly formed Instella will combine ‘multiple data sources, advanced research methodologies and senior-level expertise'. 

Kemp said: “We created Instella to bridge the gap between insight, intelligence and action. Our focus is on helping organisations move faster, with confidence, by turning complex information into practical insights and strategies that drive growth.”

Braybrook said: “Our senior team work hands-on with organisations to enable a more tailored, agile and collaborative way of working.”