Deborah Frost established Innecto Reward Consulting in 2003, which emerged as the largest independent reward advisory consultancy in the UK, supporting over 100 clients annually. Clients spanned diverse sectors, including notable names like Arsenal Football Club, Channel 4, The National Trust, and thriving founder-led scaleups like Secret Escapes, Boden, and Neptune. Specialising in advising fast-growing businesses, especially in the tech sector, Innecto also offered bespoke HR software solutions.

In 2019, Personal Group Holdings plc, an AIM-listed FCA regulated insurance business, acquired Innecto. Subsequently, Deborah assumed the role of Group CEO of Personal Group. Under her leadership, the employee benefits SaaS platform experienced notable growth, accelerating from £200k ARR in 2020 to over £5.5m ARR by her retirement in 2023. The client base expanded significantly from 300 to over 4000, with a particular focus on SMEs.

Currently, Deborah is pursuing a plural career path, engaging in mentoring founders aiming for substantial B2B growth and advising Boards on scale-up and exit strategy.