In a revealing new interview, Kirstie Donnelly MBE, Chief Executive of City & Guilds, has shared in-depth insights into the organisation’s recent sale to global certification firm PeopleCert, marking a major milestone in the UK’s education and skills sector.
Speaking on the Canny Conversations Podcast, hosted by business leader and social impact entrepreneur Safaraz Ali, Donnelly reflects on the strategic decisions that led to the historic deal – and what it means for the future of one of Britain’s most recognised and trusted education brands.
The acquisition, completed in October 2025, sees City & Guilds’ awarding and training operations move under the ownership of PeopleCert, while its charitable activities will continue through a newly capitalised City & Guilds Foundation.
A Strategic Pivot to Secure the Future
During the interview, Donnelly explained that the sale was the result of years of internal analysis and forward planning. Far from a reactive move, the decision was framed as a proactive strategy to preserve the institution’s mission while positioning it for international growth and relevance in the digital age.
“We recognised that to truly compete on a global scale, to innovate in the way we need to, and to stay true to our purpose, we had to evolve the model,” Donnelly said. “This was about stewardship. Standing still would have been the greater risk.”
City & Guilds, established in 1878, has long been a cornerstone of vocational education in the UK. With over 2 million learners engaging with its qualifications annually, the organisation has been both a standard bearer for technical training and a consistent voice in the national skills agenda.
Deal Structure: Commercial and Charitable Separation
Under the terms of the acquisition:
- City & Guilds Limited, now under PeopleCert ownership, will continue its commercial operations – including qualifications, digital credentials, and workforce training products.
- The City & Guilds Foundation retains full charitable independence, backed by a significant endowment designed to scale up its work in social mobility, inclusion, and skills access.
Donnelly confirmed that while the structure may have changed, the brand, its values, and its focus on lifelong learning will remain core to both arms of the organisation.
Sector Impact: A Signal of Change
The move is seen by many as a reflection of the broader transformation underway across the UK’s skills and training landscape – where legacy institutions must contend with rising demand for modular, on-demand credentials, digital-first delivery models, and international partnerships.
In the podcast, Donnelly argues that the sector must now embrace new forms of leadership, greater cross-sector collaboration, and a stronger alignment with employer needs if it is to contribute meaningfully to the UK’s productivity and growth.
“Skills are no longer a side conversation,” she said. “They are central to economic strategy. This deal allows us to operate with the scale and agility that the current moment demands – while continuing to reinvest in learners and communities.”
Exclusive Insight Through Canny Conversations
The Canny Conversations Podcast, known for its focus on leadership, systems change, and social impact, provides a rare behind-the-scenes look at one of the UK’s most significant education transactions in recent years.
Safaraz Ali, the host and founder of Multicultural Apprenticeship and Skills Alliance & Awards said the episode offers more than just corporate commentary.
“This is a lesson in strategic leadership. Kirstie speaks with remarkable clarity – not just about what was done, but why it was necessary,” he said. “For anyone working in education, business or policy, this episode will reshape how you think about legacy, purpose, and change.”
About the Podcast
Canny Conversations Podcast is a Birmingham produced podcast that explores Talent, Early Careers, Leadership and innovation across skills, education education, business and the public sector. Previous guests have included CEOs, policymakers, social entrepreneurs and community leaders.
Episodes are available on Spotify, Apple Podcasts, YouTube and other major platforms.
Listen to the episode: https://open.spotify.com/episode/6yHFTYpy5WyJxYCrs4roc2?si=dea1Ud9BQ2G1H0HOTOsK5g.
