Businesses have always wrestled with the same challenge: How do you really know the health of your company?
Consultants, dashboards, and self-assessment tools have all promised answers. Each has strengths, but also blind spots – be it high costs, narrow focus, or a lack of objectivity.
Now, the team at MoreThanDigital has launched MoreThanDigital Insights, a platform it claims is the first truly holistic, AI-powered business diagnostics tool. The team behind it positions Insights as nothing less than the “GPS for businesses.” With that kind of claim, we wanted to see whether it lives up to the ambition – or whether it’s just another shiny solution in a crowded market.
The Current Landscape: Plenty of Options, No Silver Bullet
Before diving into Insights, it’s worth remembering what’s already out there:
- Consulting firms still dominate diagnostics, offering tailored frameworks and sector expertise. The downside? Price, speed, and an ever-present risk of bias – since the diagnostic often doubles as a sales funnel for more consulting work.
- Business Intelligence (BI) tools like Tableau or Power BI excel at crunching data and creating dashboards. They answer “what happened” and sometimes “why,” but they require structured data and don’t tell you what you aren’t measuring.
- Self-assessment tools and surveys (RapidBI, Tooliers, RAN ONE, etc.) give structured frameworks and can be quick, but they’re usually narrow, lack depth, and lean heavily on user input without external benchmarking.
Each approach provides value, but none delivers a 360° neutral health check of a company at scale.
What Makes MoreThanDigital Insights Different
Insights enters this space with three bold differentiators:
- Holistic Scope: It claims to cover 1,400+ business dimensions across strategy, people, finance, operations, IT, and customers and more. That’s a lot more comprehensive than typical survey-based tools, and closer to a consultant’s deep-dive after some years.
- AI at the Core: Rather than acting as a static questionnaire, AI is embedded into the process. It interprets results, simulates scenarios, and generates a tailored, 100+ page report in under two hours.
- Neutral Positioning: Unlike consultants, it isn’t designed to upsell services. MoreThanDigital stresses independence and security, which could matter to companies wary of hidden agendas – I find it a nice touch that they dont want to sell consulting services, adds to the trust factor that the results are not “rigged”.
On paper, that looks like a real step forward. But where are caveats?
The Critical View: Where It Shines, Where It Falls Short
- Breadth vs. Depth: Covering 1,400 dimensions sounds impressive, but there’s a legitimate question: can any platform balance that breadth with enough depth to avoid superficial analysis? For highly specialised industries, a one-size-fits-all framework may overlook important details. The MoreThanDigital team told us that they are currently focusing on underlying company health rather than industry specifics, as this forms the basis of every organisation.
- Pricing: The base version of Insights will be free, and we also received a free premium code. The system shows that pricing starts from around €1,000 per year for smaller companies and goes up to €45,000 per year for large corporations. The free analysis is already really helpful, but I would question how many will opt for the premium version.
- AI’s Role: Although the framework and self-developed AI behind it speed up the process, they are not a replacement for human judgement. Although the platform can flag weak spots, deciding on trade-offs, cultural factors or complex strategy pivots still requires leadership and expertise. However, it is extremely helpful at identifying inefficiencies and providing a comprehensive overview, enabling experts, managers, and consultants to make more informed decisions.
- Benchmarking Reliance: Much of the value lies in comparing companies against benchmarks. However, benchmarks are only as good as the dataset behind them, so early adopters should ask how robust and representative the data really is. According to Benjamin Talin, CEO of MoreThanDigital, early companies might want to generate a new report every few months to see updated ratings and gaps, as the system is constantly learning.
- Actionability: Although a 130-page report sounds comprehensive, we all know that volume doesn’t necessarily equate to clarity. Companies may still need guidance on how to translate the findings into prioritised, real-world actions. A useful feature would be to break the report down into sections for each department, so it’s not so long and each department manager can focus on their specific topics.
In short: MoreThanDigital Insights may democratize diagnostics, give you data you never even thought about, but it won’t eliminate the need for human expertise.
Who Stands to Gain
- SMEs: Those who can’t afford consulting firms finally have access to a broader diagnostic at a reasonable cost.
- Large corporations: Useful as a benchmarking tool across subsidiaries, though likely a complement to – not a replacement for -internal strategy teams.
- Consultants: Ironically, this could become a tool for consultants themselves, providing a structured baseline they can then interpret and build upon or offer new services based on the deep insights.
Verdict: A Serious Contender, With Caveats
So, is MoreThanDigital Insights “the best way to diagnose a business” or as they said “MoreThanDigital Insights is the best business diagnostics platform”?
It depends on what you expect.
- If you want speed, breadth, and neutrality, it’s probably the most advanced option currently available and an impressive platform. So yes Insights might be the most advanced business diagnostics platform we have seen so far.
- If you need industry nuance, hands-on guidance, or strategic execution, consultants and BI tools still have their place, but the combination with Insights might be immensly powerful.
The bigger takeaway might be this: Insights raises the bar of the whole ecosystem. Even if it isn’t perfect, it points toward a future where business diagnostics are faster, more accessible, and less dependent on human bottlenecks.
For now, it’s fair to call it one of the most promising business diagnostic platforms available – but also one that should be used with realistic expectations and, ideally, combined other methods that help to make more sense of all the information and data you get.
A final thought: You might be pleasantly surprised by the value it delivers, given the minimal time investment – just 1-2 hours.