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Ian Smith Bsc (Hons) Psychology and Coaching
Chief listener and Managing Director
Ian has been at the helm of growing several start-up technology SaaS based companies following a career as Head of Sales for Canada Life, L&G and AXA as well as being European sales director for a global consulting business. He brings extensive knowledge on how to implement growth strategies coupled with developing high-performance cultures to support his client’s ambitious growth plans.
Ian has successfully helped clients such as Moneyhub, Brisk, Origami Energy, Medi2data and others get access to and win contracts with major brands such as AXA, Zurich, LLoyds Bank, ENEL, Capita and many more.
Ian Smith Bsc (Hons) Psychology and Coaching
Chief listener and Managing Director
Ian has been at the helm of growing several start-up technology SaaS based companies following a career as Head of Sales for Canada Life, L&G and AXA as well as being European sales director for a global consulting business. He brings extensive knowledge on how to implement growth strategies coupled with developing high-performance cultures to support his client’s ambitious growth plans.
Ian has successfully helped clients such as Moneyhub, Brisk, Origami Energy, Medi2data and others get access to and win contracts with major brands such as AXA, Zurich, LLoyds Bank, ENEL, Capita and many more.
Ella Hastings
Chief Operational Change Director
Ella Hastings has 20+ years experience working in marketing, analytical and operational roles. This experience includes working in some of the most influential Fintech companies born in Wales, from Senior Leadership Team roles at insurance comparison site GoCompare, to holding CMO and COO positions for a range of Welsh based start-ups. A proven track record in scaling businesses, securing investment, and driving significant growth through data-informed marketing, and delivering operational excellence. Passionate about building high-performing teams and tackling complex challenges.
Ella Hastings
Chief Operational Change Director
Ella Hastings has 20+ years experience working in marketing, analytical and operational roles. This experience includes working in some of the most influential Fintech companies born in Wales, from Senior Leadership Team roles at insurance comparison site GoCompare, to holding CMO and COO positions for a range of Welsh based start-ups. A proven track record in scaling businesses, securing investment, and driving significant growth through data-informed marketing, and delivering operational excellence. Passionate about building high-performing teams and tackling complex challenges.
Huw Pegler
Growth Transformation Director
Huw has 20 years of experience as a sales leader in the technology space, working with companies of all sizes, from startups to global enterprises. He has:
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Architected and sold industry-specific solutions for Cisco;
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Established European subsidiaries of US SaaS firms, including A-LIGN and Thoropass; and
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Developed go to market strategies and built & managed sales teams for a range of product- and service-led companies.
In every case his focus has been on delivering transformational growth.
Huw’s sector experience includes Cyber security, Information Security and Privacy compliance, Manufacturing, Energy, and Healthcare.
Before moving into sales, Huw was an IT leader for manufacturing companies, managing systems and teams in factories and R&D centres across four continents. So, he is uniquely placed to understand the needs of technology firms’ customers and prospects
Huw Pegler
Growth Transformation Director
Huw has 20 years of experience as a sales leader in the technology space, working with companies of all sizes, from startups to global enterprises. He has:
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Architected and sold industry-specific solutions for Cisco;
-
Established European subsidiaries of US SaaS firms, including A-LIGN and Thoropass; and
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Developed go to market strategies and built & managed sales teams for a range of product- and service-led companies.
In every case his focus has been on delivering transformational growth.
Huw’s sector experience includes Cyber security, Information Security and Privacy compliance, Manufacturing, Energy, and Healthcare.
Before moving into sales, Huw was an IT leader for manufacturing companies, managing systems and teams in factories and R&D centres across four continents. So, he is uniquely placed to understand the needs of technology firms’ customers and prospects
Samantha Seaton
Scale-Up CEO & Growth Transformation Specialist
Proven Track Record: Zero to £250M+ Valuation | 4 to 130+ Employees | £70M+ Funding Raised
Accomplished scale-up CEO and growth transformation specialist with a proven track record of navigating businesses through their most critical growth phases. Having personally scaled organisations from startup to market leadership—growing from 4 to 130+ employees whilst securing £70M+ in funding and achieving £250M+ valuations—I bring deep, practical expertise in the specific challenges that define successful scale-up journeys.
What makes me different: I’ve lived every stage of the scale-up challenge. From doing virtually everything myself in the early days to building executive teams, from maintaining startup culture through rapid headcount growth to managing complex stakeholder expectations across multiple funding rounds. I understand the inflection points where founders must evolve their leadership style, when to delegate versus when to stay hands-on, and how to preserve the entrepreneurial spirit that drives innovation while building the operational rigor that sustains growth.
My expertise spans the critical dimensions of scale-up success: strategic execution, team scaling, culture preservation, stakeholder management, and operational transformation. I help growth-stage CEOs navigate the transition from founder-led to executive-led organisations without losing their competitive edge.
“The difference between a successful scale-up and one that struggles isn’t just about having a great product or market—it’s about evolving your leadership, culture, and operations at exactly the right pace. Having lived this journey, I help other CEOs navigate these critical transitions with confidence.”
Samantha Seaton
Scale-Up CEO & Growth Transformation Specialist
Proven Track Record: Zero to £250M+ Valuation | 4 to 130+ Employees | £70M+ Funding Raised
Accomplished scale-up CEO and growth transformation specialist with a proven track record of navigating businesses through their most critical growth phases. Having personally scaled organisations from startup to market leadership—growing from 4 to 130+ employees whilst securing £70M+ in funding and achieving £250M+ valuations—I bring deep, practical expertise in the specific challenges that define successful scale-up journeys.
What makes me different: I’ve lived every stage of the scale-up challenge. From doing virtually everything myself in the early days to building executive teams, from maintaining startup culture through rapid headcount growth to managing complex stakeholder expectations across multiple funding rounds. I understand the inflection points where founders must evolve their leadership style, when to delegate versus when to stay hands-on, and how to preserve the entrepreneurial spirit that drives innovation while building the operational rigor that sustains growth.
My expertise spans the critical dimensions of scale-up success: strategic execution, team scaling, culture preservation, stakeholder management, and operational transformation. I help growth-stage CEOs navigate the transition from founder-led to executive-led organisations without losing their competitive edge.
“The difference between a successful scale-up and one that struggles isn’t just about having a great product or market—it’s about evolving your leadership, culture, and operations at exactly the right pace. Having lived this journey, I help other CEOs navigate these critical transitions with confidence.”
Nora A.J.
Nora is a strategist and copywriter with over a decade of experience helping brands like Amazon, Indeed, and BetterMe grow faster with sharper messaging and better funnels. She’s worked with 180+ clients across 28 industries, repositioning offers, rewriting copy, and removing friction to help teams grow revenue without endless guesswork. Her focus is simple: clear, persuasive copy that grows revenue and removes friction between your product and the people paying for it.
Nora A.J.
Nora is a strategist and copywriter with over a decade of experience helping brands like Amazon, Indeed, and BetterMe grow faster with sharper messaging and better funnels. She’s worked with 180+ clients across 28 industries, repositioning offers, rewriting copy, and removing friction to help teams grow revenue without endless guesswork. Her focus is simple: clear, persuasive copy that grows revenue and removes friction between your product and the people paying for it.
