Chief Technology Officer · Head of AI
Based in London 🇬🇧
I like building products.
Sometimes they're AI systems that automate tax returns.
Sometimes they're platforms used by tens of thousands of people.
Sometimes they're hardware designed to inspire children's imagination.
I've spent the last 15+ years turning complicated ideas into software people actually enjoy using.
Most recently, I helped build the UK's first AI Tax Accountant, won a few fintech awards along the way, and now lead AI and technology at Adzact, where we're reinventing how B2B advertising works.
When I'm not building products, you'll probably find me snowboarding in the Alps or Japan 🏔️🏂, or squeezed into a punk rock gig somewhere in Camden 🤘.
Today I'm leading AI and technology at Adzact.
We're applying AI to one of the least glamorous, but most technically interesting, problems: making B2B advertising smarter, faster and increasingly autonomous.
My focus is on turning complex workflows into systems that simply disappear into the background.
If there's one project I'm proud of, it's Pie Tax.
Pie started with a simple goal: make tax feel less terrifying.
Over the years we built a platform that combined Open Banking, AI, tax automation and product design into something people actually enjoyed using.
We launched the world's first AI Tax Accountant, helping automate tax questions, transaction categorisation and tax filing using large language models, knowledge graphs and retrieval systems long before most fintechs were thinking seriously about AI.
The company grew from an MVP into an award-winning fintech, collecting multiple industry awards including:
Those awards matter, but what matters more is proving that AI can remove fear from something as complicated as tax.
Outside work I'm building something that's probably my most personal project.
Tørben is a storytelling companion designed for children.
It's a dedicated hardware device built around voice, imagination and meaningful stories rather than screen time.
I'm convinced there's a gap in the market for technology that feels calmer, more intentional and genuinely helps families spend better time together.
It's still evolving, but it's the project that keeps me awake at night (for good reasons).
I grew up skateboarding, and for years it was a huge part of my life. When electric skateboards started becoming popular, I wanted an app that could track rides, battery performance, routes and stats, but I couldn't find one that felt right.
So I built Rider44.
What started as a personal project quickly grew into a community of electric skateboard, scooter and e-bike riders who wanted a better riding companion. Seeing people around the world use something that began as "an app I wanted for myself" was incredibly rewarding.
The product was eventually acquired, and while I don't skateboard much these days (snowboarding has taken over), that project still reminds me of one of my favourite ways to build products: start by solving your own problem, and chances are you're solving someone else's too.
I'm someone who refuses to let a job title become my entire personality.
Music 🤘🏻You'll usually find me somewhere in London watching punk rock or ska.
Loud guitars remain one of the best debugging tools I've found.
Travel ✈️I've been incredibly lucky to visit more than 70 countries so far.
Every place changes how you think about people, culture and products, and I'm nowhere near finished yet.
Books 📚I rarely read fiction.
Instead, my e-reader is filled with politics, economics, (anti)-capitalism and philosophy.
Writers I keep coming back to include Rutger Bregman (Utopia for Realists), Mariana Mazzucato (Mission Economy), Brian Klass (Fluke), and Yanis Varoufakis (Talking to My Daughter).
I like books that question conventional wisdom, challenge the status-quo, and offer new ways of thinking about society, economics, technology, and the role of chance. I value ideas that expand my perspective more than those that simply reinforce what I already believe.
Dinner conversations 🍷Software pays the bills.
Debating politics, capitalism, philosophy, different cultures, and why we've somehow decided billionaires are normal is what keeps dinner conversations interesting.
Thankfully, my friends still invite me back.
One quote of one of my favourite bands sums up a contradiction I think many of us live with:
"... yes, I recognize the irony that the very system I oppose affords me the luxury of biting the hand that feeds."