Betsmart Consulting: Compliance Built for the Real World
We’ve got a packed agenda lined up for you at our 8th Annual Conference. Kirsty Caldwell, CEO of our sponsor Betsmart Consulting will be delivering a regulatory update for us to start day 1.
Read on to find out more about Betsmart Consulting.
Betsmart Consulting.
In a highly regulated and continually evolving industry, compliance cannot simply be a theoretical exercise. It must work in practice – across customer journeys, frontline operations, technology, governance and commercial decision-making.
That is where Betsmart Consulting comes in.
Betsmart is an award-winning gambling compliance and anti-money laundering consultancy supporting online and land-based operators, B2B suppliers, RegTech providers and local authorities. We create bespoke, innovative and sustainable solutions that help organisations manage regulatory risk, strengthen their operations and grow with confidence.
Our objective has always been clear: to help build a healthy and respected industry, create a safer environment for customers and enable responsible businesses to thrive.
Who we are.
Founded and led by CEO Kirsty Caldwell, Betsmart brings together an exceptional team of compliance, regulatory, operational and transformation specialists.
Collectively, our team offers more than 170 years of industry experience. We have held senior operational, compliance and leadership positions within major global gaming organisations, worked for and directly with regulators and authorities, and supported businesses of every size, from start-ups to Tier 1 operators.
Our expertise covers both online and land-based gaming, with experience across over 25 jurisdictions around the world, including well established and developing markets.
Crucially, we have worked on both sides of the regulatory fence. We understand what regulators expect, but we also appreciate the commercial and operational realities facing licensed businesses.
Theory may identify the regulation, but only experience understands the risk – and proven implementation expertise makes the solution work.
This combination allows us to provide practical, proportionate and commercially aware advice. We do not simply identify what needs to change; we help businesses implement solutions that work in real operating environments.
Our approach has earned Betsmart an 82% return customer rate and recognition as the winner of EGR’s Corporate Services Supplier 2025 award, as well as finalist position in numerous other prestigious awards. Our client relationships are built on expertise, trust, transparency and a genuinely personal service.
How we support gaming businesses.
The world of regulation is complex and constantly changing. Our services are therefore completely bespoke, allowing clients to access precisely the expertise and level of support they need, which means we meet organisations exactly where they are.
Our most popular services include:
- Regulatory assessment preparation
- Post-assessment business support, including support for businesses under enhanced supervision
- Operational change and transformation programmes
- End-to-end customer journey reviews and redesign
- Support in achieving commercially sustainable compliance
- Independent advice on RegTech selection and implementation
- Automation and commercialisation of compliance processes
- Compliance and AML training across every organisational level
- Independent chairing of compliance and risk committees
- Interim senior compliance resource
- Licence application support across multiple jurisdictions
- Local authority gambling supervision support
- Governance, strategic risk and regulatory engagement
- Safer gambling, customer due diligence and AML/CFT frameworks
Our support can be commissioned through flexible block bookings, longer-term retainers or fully bespoke projects. Whether an organisation needs targeted guidance, temporary senior-level expertise or a complete operational transformation, we develop the right solution around its priorities.
We also remain completely impartial when advising on regulatory technology. The right RegTech can create significant efficiencies, but only when it is properly selected, configured and supported by effective operational processes.
Introducing Prepsmart Assessment.
Prepsmart Assessment is the natural next-generation evolution of Prepsmart Evaluation. It has been designed to bring smarter, scalable regulatory support to gaming businesses of every size.
Prepsmart goes beyond assessment. We step inside an organisation to examine how its compliance frameworks operate both on paper and in practice, rigorously testing processes to identify regulatory gaps, operational weaknesses and areas of misalignment.
We then help the business develop a model that is compliant, sustainable and commercially aware. Support can continue from the initial assessment through to operational implementation, rollout and refinement – ensuring improvements become embedded rather than simply looking good on paper.
Prepsmart Assessment packages can help businesses:
- Prepare confidently for regulatory scrutiny
- Identify and address compliance gaps before they escalate
- Test whether policies and controls work in practice
- Strengthen governance, AML and safer gambling frameworks
- Improve operational efficiency and resilience
- Balance regulatory requirements with commercial priorities
- Implement practical solutions with minimal disruption
- Turn compliance into a competitive advantage
The packages have been developed using more than six years of experience supporting operators through regulatory assessments. They offer a flexible choice of support, from reassurance and targeted reinforcement to a full-scale compliance reset.
Our solutions, your choice.
Every package can be adapted to an organisation’s circumstances, maturity, risk profile and priorities. This makes Prepsmart suitable for businesses approaching their first regulatory assessment, established operators looking for independent assurance and organisations requiring substantial transformation or remediation.
In this industry, it is not a question of whether a business will be reviewed, but when. Prepsmart helps organisations become ready before the regulator asks.
Compliance that works in practice.
What distinguishes Betsmart is our focus on implementation.
Our recommendations are informed by extensive experience across CRM systems, customer journeys, risk triggers, governance frameworks and frontline operations. We understand how apparently straightforward policy changes can affect teams, customers, revenue and technology throughout an organisation.
That is why we avoid over-engineered solutions and the assumption that greater restriction automatically means better compliance. Instead, we help clients meet regulatory expectations while protecting the customer experience and supporting sustainable commercial performance wherever possible.
The result is compliance built for the real world: practical, defensible and capable of scaling as the business grows.
Are you ready to Betsmart?
Whether you are preparing for regulatory scrutiny, reviewing your compliance framework, applying for a licence or planning a wider operational transformation, Betsmart can provide the expertise and hands-on support you need.
Explore our services at www.betsmartconsulting.com, learn more about Prepsmart Assessment, or contact the team at Betsmart Towers on info@betsmartconsulting.com to discuss how we can help safeguard your business.
The KnowNow 8th Annual Conference.
Meet Kirsty and the Betsmart team at the KnowNow 8th Annual Conference. Book tickets for you and your team today
