Enterprise Applications, SaaS & Digital Platforms
A Permission, Not a Position
Two things changed at once for anyone selling AI-enabled products into the UK public sector, and they pull in opposite directions. The buying side opened up. The evidencing side got considerably heavier. An entrant reading only the first half sees a door. The second half is where entry attempts stall.

In this briefing
- Introduction
- What approval settles, and what it leaves open
- The side that opened
- The side that got heavier
- What the buyer has to be able to say
- The SME targets, assessed even-handedly
- The commercial model, not the product
- Route to market is a commercial decision, not a sequence
- Three calendars that do not align
- The reference problem, and why it is not a chicken and egg
- Partnering: the decision that gets made twice
- What we would want to know
- References
Introduction
The meeting we have most often with international MedTech, HealthTech and GovTech companies goes like this.
The product works. It works at home, at volume, with real users and real outcomes. Regulatory approval is either secured or close. A UK entity has been incorporated, a country manager has been hired or is being recruited, and the board has released a budget for eighteen months of market development.
The question they arrive with is which framework to get on.
It is a reasonable question and it is the wrong one, and the reason it is the wrong one is the single most useful thing we can set out here.
What approval settles, and what it leaves open
Clearing MHRA or securing a UKCA mark is a permission to place a product on the market. It is not a position in that market, and the regulator has no view on whether anybody should buy it.
That gap is not a gap in the regulatory system. It is the design. The regulator asks whether a device is safe and performs as intended. The buyer asks a completely different set of questions, in a different building, to a different standard of proof, and answers to those questions cannot be found in the regulatory file.
This is the point at which MHRA and regulatory consultants — who have done their work well and completely — are asked a question that sits outside their remit. What happens now? And the honest answer is that nothing in the approval process was designed to prepare a…
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This briefing reflects the author's analysis and understanding of the market, based on professional experience and information available at the time of publication. It is provided for information and discussion and is not legal, financial, investment or other professional advice. Full disclaimer.