Setting up in the UK made easy

Our mission is to support international businesses navigate the complexities of the UK market, streamlining their journey through our proactivity, network & expertise.

Our vision is to be the go-to partner for businesses looking to expand to the UK and beyond.

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Where it all started

In the 1990s, companies setting up a business in the UK would turn to firms of lawyers, accountants, bankers and a whole array of other professionals for advice on how to get their new businesses up and running. However, no one kept it all together under one roof. Our Founder, Swedish national, Annika Goodwille, believed there was a better way and a need to simplify the entry into the UK market. She founded Goodwille in 1997 with a vision of creating one centralised source of advice for overseas companies looking for support in the UK market.

Where we are now

In our more than 25-year history, we have helped more than 2,000 companies successfully develop their businesses in the UK through our support services. Thanks to our Swedish roots, we have strong ties to the Nordic market, but we are also increasingly working globally. Whether you are looking to set up a UK subsidiary, register a UK branch or recruit UK based employees, we can provide all the essential business services you need for your UK operations – all seamlessly through one company. The services we don’t offer can be found in our partner network, making us a true go-to partner for your business needs.

What Makes Us Different

Several factors set us apart from other service providers. Here are some things we believe make us different and uniquely positioned to help international clients enter, grow and scale in the UK.

We tailor our services to your unique situation and business needs.

From pre-revenue startups to global listed retail chains, we work with companies of all sizes and across industries. Whether you want to start small or launch your operations with full-scale support, we customise our service package to your business needs, so you only pay for what you really need. And while no two clients are the same, the quality of our support is.

We work closely with you – just like an in-house team would.

Our aim is to be an extension of your in-house team – not a distant service provider with whom you have no relationship. This hands-on approach guarantees that we can support you at each stage of your business journey, and you always have a partner by your side when you face new challenges.

We help you understand and interpret the vital cultural differences.

Our clients are headquartered around the world, with a strong focus on Northern Europe (Sweden, Finland, Norway, Denmark & Iceland), Central Europe (France, Germany, Austria & Switzerland) and the USA. This cross-border, multi-cultural experience and international staff that speaks many different European languages is your assurance of success in the new market.

We provide efficient and easy access to all your back-office procedures.

We pride ourselves on our leading-edge, automated IT solutions – all developed to simplify and streamline business for our clients. From legal requirements and financial reporting to people management, our wide range of different web-based systems and tools gives you the access and visibility you need into your back-office operations.

Our Corporate Values

STRONGER TOGETHER

Our approach is inclusive and collaborative, allowing us to achieve great things as a team.

Through our diverse and growing community, we build sustainable, mutually beneficial relationships that empower everyone involved.

LEADING WITH INTEGRITY

Integrity is at our core. We foster an ethical, open, and honest working environment, staying transparent and approachable.

We trust each other to remain accountable and uphold these values.

MAKE THINGS HAPPEN

We take the initiative to exceed expectations. By communicating clearly and acting with pride and precision, we ensure progress.

We are forward-thinking, taking ownership of our responsibilities while sharing experiences to help each other succeed.

We are committed to high values in social and environmental performance, employee well-being and overall transparency as a business. This certification is one of less than 100 awarded nationally in our sector (as of August 2024)

Download our Impact Report below

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Awarded an official ‘Great Place to Work’

We have worked hard over the last number of years to provide and environment in which employees can thrive both personally and professionally. This is why 90% of employees at Goodwille Limited say it is a great place to work, compared to 54% of employees at a typical UK based company.(as of September 2025)