Tracey Groves | CEO, Intelligent Ethics

Tracey Groves

Tracey is a trusted business adviser, expert facilitator and executive educator, critical friend and inspiring business speaker with deep consulting and business transformation experience working with Boards and Senior Business Leaders.  At PwC UK for over 25 years, the last 6 years as a UK Forensics Partner, Tracey’s specialism is in educating Leaders and providing advisory services on Corporate Governance, Ethical Leadership, Culture and Behaviours, Digital Ethics, Regulatory Compliance, Organizational Trust and Ethical Business Conduct.

About Tracey

For the last two years of her PwC career, Tracey was the UK Firm’s Senior Corporate Governance Partner working across the various  lines of service to deliver cross-disciplinary advisory services to global clients, focusing on regulatory compliance, risk management,  corporate purpose, trust, and corporate values and behaviours. Her work centred on developing measurable and evidence-based approaches to creating holistic ethical decision-making frameworks for clients that were risk-based, tangible and strategy focused.

As CEO of her own advisory business since 2017, Tracey is passionate about how Leaders define and embrace what ‘doing the right thing’ means to them and their stakeholders.  She uses values-based behaviours, culture, purpose and corporate integrity as critical levers for change and places people and inclusion at the heart of a trust-based business. Through her work Tracey enables leaders of organizations to unlock high performance, accelerate growth and drive innovation through the design and development of ethical frameworks directly aligned to the delivery of business goals.

Tracey helps Boards and Leaders to think differently about performance, purpose, trustworthiness, diversity, and culture as drivers of high performing, technology-enabled businesses and enablers of resilient organizations  built on integrity and respect. She is experienced at communicating and engaging with individuals at Board and Executive level down, developing rapport and building trust quickly and effectively, based on her strong strategic relationship building capabilities and many years of consulting experience at Partner level.

Tracey is a leading voice in the analysis of the ethical impact of Artificial Intelligence (AI) and Digital Technology Ethics and has given evidence to the All-Party Parliamentary Group at the House of Lords on AI Ethics.  Tracey is a member of  the Working Group for the UK AI Council at the Office of Artificial Intelligence. She works with leaders to help them better understand and prepare for the ethical consequences of digital on business strategy including the impact on the workforce  and wider society,  and the ethical risks of technology and digital governance.


Tracey is a qualified chartered accountant (ACA, ICAEW) and certified Organizational Development practitioner (NTL Institute). She is a graduate of Durham University, UK and a former Territorial Army Commissioned Officer, Royal Military Academy, Sandhurst.


Tracey is a Visiting Fellow at the Inter-Disciplinary Ethics Applied (IDEA) Centre, University of Leeds where she contributes to the teaching curriculum and delivers insight and expertise on Ethical Leadership and research programmes. She is an expert Faculty member of Duke Corporate  

Education (Duke CE), Duke University, and Personal Communications Academy (PCA). Tracey is an award-winning leader and champion of gender diversity initiatives to optimise the benefits of inclusion and valuing difference in the workplace. She was a Board Member of the City Women Network (CWN) 2018-2020, championing executive women in business, and  was a Non-Executive Director of Middlesex County Cricket Club (MCCC), 2018-2019.

She is an established author of published research, thought leadership, a TEDx speaker, media commentator and an inspirational conference speaker, broadcaster and panellist on business-critical topics including 21st century  leadership, trust and respect in the workplace, ethical conduct, the Future of Work, AI ethics, and inclusion.


Tracey is recognised in the City as an expert in her field and has received many accolades.  Recent awards include Top 100 FT Executive Champion of Women in Business, 2019 and 2018; Grant Thornton, Women in Business Champion for Action, 2019 ; Variety Catherine Award Winner (Professional Services), 2018; Top 10 Influential Women on Social Media, Condeco, 2018; Real Model in the City, Green Park, 2017; Top 10 Powerful Women in Finance, City AM, 2016; and Inspirational Woman, WeAreTheCity, 2015.

Twitter: @intellethics