Prove the opportunity
Customer need, market fit, commercial viability, risks and the fastest sensible test.
Strategy · Build · Launch · Transform
From complex challenge to confident delivery.
For businesses with a valuable idea, proposition or transformation that cannot afford to stall. Get the commercial clarity, customer-centred design, operating model and hands-on delivery leadership needed to move confidently from ambition to execution.
The gap is rarely the idea.
It is knowing whether the idea will work, how to turn it into a proposition people will buy, and how to coordinate every moving part through to launch. This is end-to-end venture building and transformation—not advice handed over at the point execution gets difficult.
Design the proposition
Offer, positioning, brand story, pricing, journeys and a business model that holds together.
Create the machinery
Processes, partners, systems, roles, suppliers, governance, KPIs and future-state design.
Make it happen
Prioritised delivery, stakeholder alignment, issue removal, go-to-market and improvement pipeline.
SPECIALISM 01 · RETIREMENT & REGULATED FINANCIAL SERVICES
Journeys that work for customers—and stand up to scrutiny.
Specialist experience across individual and fixed-term annuities, in-force customers, Bulk Purchase Annuities and Consumer Duty. The focus is not compliance theatre: it is designing propositions, journeys and operations that evidence good outcomes while helping the business compete.
Built the customer experience behind M&G’s re-entry into the Bulk Purchase Annuity market.
Designed journeys across the proposition, aligned internal teams and third-party suppliers including Willis Towers Watson, and embedded customer experience and Consumer Duty thinking into a proposition built to win deals.
1m+
existing annuity customers within the wider journey remit
Annuity propositions
Individual Lifetime Annuities, Fixed Term Annuities, retirement income journeys, servicing and proposition-to-market delivery.
Consumer Duty frameworks
Practical frameworks, journey reviews, outcome evidence, vulnerability and expectation management—not a document that sits on a shelf.
BPA customer experience
Scheme-to-policyholder journey design, supplier alignment, operational readiness and experience as a commercial differentiator.
Transformation delivery
Current-state diagnosis, pain-point removal, future-state process design, business cases and end-to-end improvement pipeline ownership.
Complex life-event service design
Customer journey and experience design for bereavement, overseas servicing, retention and other sensitive moments—reducing customer harm, operational friction and avoidable cost.
Product launch & portfolio leadership
Roadmaps, prioritised backlogs, MVP-to-target-state delivery, cross-functional governance and executive reporting across complex growth, retention and market-entry portfolios.
SPECIALISM 02 · HEALTHCARE, FERTILITY & CROSS-BORDER GROWTH
Build the service—not just the pitch deck.
For healthcare founders, clinics, fertility businesses and investors who need a commercially strong idea translated into a safe, credible and workable service. From first proposition and investment case to regulated operations, clinical networks, digital products and international market entry.
Three fertility ventures built from idea to market.
Led the launch and growth of London Sperm Bank and London Egg Bank, then founded ProFertility: a multi-product fertility ecosystem spanning diagnostics, specialist care, digital systems, donor services and new-market expansion.
15+
years across fertility, healthcare and regulated transformation
Healthcare venture creation
Idea validation, business plans, pitch decks, financial models, investor assets, proposition design and launch roadmaps.
Regulated service build
HFEA-aligned pathways, SOPs, contracts, clinical and specialist recruitment, operating controls and governance.
Digital product delivery
Websites, apps, portals, AI-enabled systems, requirements, journey design and developer or supplier management.
Operational infrastructure
Diagnostic kits, dispatch, laboratories, clinics, suppliers, service workflows, KPIs and scalable delivery models.
Patient and donor growth
Marketing functions, digital campaigns, storytelling, donor recruitment, conversion journeys and target-led growth.
Cross-border market entry
Market-entry plans, partnerships, localisation and operational routes for products and services entering Nigeria and other overseas markets.
London Sperm BankRebrand, licence recovery, proposition, operations and national growth
London Egg BankCreated and launched the service and first HFEA-approved UK donor-matching website
ProFertilityBuilt from initial concept through investment readiness, technology, clinical network and delivery
Multi-brand portfolioCreated and developed multiple distinct brands and propositions for different markets, services and audiences
BRAND-TO-MARKET CAPABILITY
A brand is a business system—not a logo.
Naming, narrative and visual direction are connected to the offer, customer journey, operating model and growth plan. That is how a brand becomes believable internally and valuable commercially.
Positioning & namingA distinct place in the market and language customers understand.
Proposition architectureOffers, tiers, pricing and the logic connecting multiple services.
Storytelling & identityA compelling narrative translated across website, pitch and campaign.
Go-to-marketAudience, channels, campaigns, partnerships and measurable launch targets.
FIXED-SCOPE CONSULTING
Buy an outcome, not an undefined day rate.
Start with the package closest to the result required. The fee, scope, decision points and deliverables are agreed before work begins. Larger implementation work follows a paid diagnostic, so neither side is guessing.
Any business · Decision stage
Idea & Opportunity Stress Test
Find out whether an idea is worth pursuing and what must be true for it to work.
£1,750
10 working days
- Founder or sponsor diagnostic
- Market, customer and commercial challenge
- Proposition and risk assessment
- Go, reshape or stop recommendation
- 90-day evidence plan
Best for: a new idea, service, proposition or expansion before major investment.
Enquire about this packageCore offer
All sectors · Stuck in complexity
From Stuck to Executable
Diagnose what is blocking progress and create the future state, priorities and delivery machinery.
£6,500
4–5 weeks
- Current-state and pain-point review
- Customer and operational journey mapping
- Future-state process and proposition
- Prioritised improvement pipeline
- Ownership, measures and 90-day roadmap
- Leadership decision workshop
Best for: a business, journey or transformation with activity but insufficient traction.
Enquire about this packageFinancial services
Consumer Duty Journey Diagnostic
Test whether one priority journey delivers—and can evidence—good customer outcomes.
£7,500
4–6 weeks
- End-to-end journey and outcome review
- Customer understanding and friction analysis
- Vulnerability and foreseeable-harm lens
- Process, supplier and control gaps
- Evidence framework and prioritised remediation
- Executive readout
Best for: insurers, retirement providers and regulated firms needing action beyond a compliance checklist.
Enquire about this packageHealthcare & fertility
Venture Launch Blueprint
Turn a healthcare or fertility concept into an investable, operationally credible launch plan.
£8,500
5–6 weeks
- Proposition, market and business model
- Patient and service journey
- Regulatory and operating requirements map
- Partners, suppliers, team and technology plan
- Financial assumptions and KPI framework
- Phased launch and funding roadmap
Best for: founders, clinics, healthtech teams and investors moving beyond concept.
Enquire about this packageBrand, proposition & growth
Brand-to-Market Sprint
Create the proposition, story and go-to-market system around a new or underperforming brand.
£5,500
4 weeks
- Audience and market position
- Brand narrative and proposition architecture
- Offer and pricing structure
- Priority customer journey
- Website and campaign messaging
- 90-day go-to-market plan
Best for: founder-led businesses and new propositions that need clarity before creative production.
Enquire about this packageImplementation · Limited capacity
Fractional Build & Transformation Lead
Senior ownership to drive the roadmap, coordinate delivery and keep decisions moving.
from £6,000 / month
3-month minimum · scoped after diagnostic
- Leadership-level roadmap ownership
- Weekly governance and decision rhythm
- Cross-functional and supplier alignment
- Risk, issue and dependency removal
- KPI and improvement-pipeline management
- Executive progress reporting
Best for: organisations that need an experienced operator, not another recommendations deck.
Discuss fractional support15+ YEARS OF BUSINESS LEADERSHIP
Built in the real world.
Experience spanning financial services, healthcare and start-up and new-venture creation—with a rare intersection of regulated transformation, customer-centred design and hands-on delivery.
Qualifications: BSc (Hons) Biomedical Science · MBA · CIM (Chartered Institute of Marketing) Diploma — Digital Marketing & Branding
Founder & CEO
ProFertility
Created the proposition and commercial model; built investment assets, financial plans, clinical networks, digital products, operations, partnerships and international expansion.
Senior Journey Owner · Customer Experience · Customer Strategy · Transformation
M&G plc · Annuities & Retirement
Individual and fixed-term annuities, BPA market re-entry, Consumer Duty, complex customer journeys and enterprise improvement portfolios.
Fertility business builder
London Women’s Clinic Group
Launched and scaled London Sperm Bank and London Egg Bank across brand, regulation, people, processes, technology, marketing and service delivery.
Bring the problem.
Get a practical route to delivery.
Tell me what is stuck, changing or ready to launch. I’ll arrange a discovery call, recommend the most suitable package—or prepare a bespoke proposal—and send a fixed scope and fee before we agree a start date.
Discuss your challenge →Fixed scope. Clear deliverables. No obligation before you decide.