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Deven Ghelani leads a team of experts on welfare policy and its implementation. He has worked on Universal Credit since its inception and has written extensively on welfare policy, government spending and employment.

Media enquiries to:

Deven Ghelani, Director and Founder, Policy in Practice
07863 560 677
deven.ghelani@staging-7278-policyinpracticeuk.wpcomstaging.com
@Deven_Ghelani

Deven Ghelani

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Latest release

Wednesday 26 February 2025

Policy in Practice announces new partnership with Plain Numbers

We are excited to announce a new partnership with Plain Numbers, a leading provider of evidence based communication strategies. This collaboration will help us make our messaging clearer and more accessible, so that more people can benefit from our research and software solutions.

At Policy in Practice, we’ve identified that millions of people are missing out on £23 billion of support each year. Our products, which are used by local authorities, utilities, housing and finance sectors, are designed to help people claim the support they’re entitled to, ultimately boosting their incomes and closing the unclaimed benefits gap we identified.

Over the next three years, Plain Numbers and Policy in Practice will work together to simplify our communication, ensuring that our messaging is easy to understand and that people can easily access the support we offer.

Policy in Practice’s founder and director, Deven Ghelani, said:

We are thrilled to collaborate with Plain Numbers to make our communications as clear and accessible as possible. This partnership will help us ensure that those eligible for support can quickly identify and access the help they need.

Our collaboration kicks off with training Policy in Practice team members to use the Plain Numbers Approach – a proven method that doubles the number of people who understand a message. The Plain Numbers team will also provide ongoing support to help us embed these principles into our work, making our data and language simpler and more effective.

Policy in Practice’s LIFT platform already helps 1 in 3 local authorities across the UK tackle poverty, and our Better Off Calculator supports around 10,000 people every day through GOV.UK and over 250 organisations. By adopting the Plain Numbers Approach, we can make our insights clearer, simplify data, and empower more people to take control of their circumstances, ultimately driving meaningful change and increasing our impact.

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