Our team
We’re a mixture of operators, ecosystem builders, career investors and product experts. We’re based remotely from Scotland to Shoreditch.
Our portfolio companies have access to everyone in our team, driven by their needs and ambitions. Whether its interaction with policy makers; viral growth; approach to PR; or building an ecosystem playbook, we’re on hand to support.
We live on our software platform: this means we can access smart minds everywhere. Because the best ideas come from everywhere, we spend two days a week outside our home cities.
The whole team reviews companies that want to partner with ADV. We receive these partnership opportunities online. See here for more.
Patient venture team
David Fogel
I focus on finding the most ambitious founders in the UK and helping them grow with ADV’s capital and network to build generation-defining tech companies.
I started my career in the Israeli Navy as Head of Missile Defence Systems. I then moved to civilian life, building B2B software products [Telco and Fintech]. I worked at an accelerator and early stage VC in Spain and spent three years doing M&A and strategy innovation across Europe, Asia and the US. Before joining ADV I spent two and a half years heading up acceleration at Wayra, Telefonica’s early stage investment arm.
Married to the amazing May and father to Nathan. Love working with smart people, curious to learn about technology and innovation. A proud feminist and a geek, strong believer that diversity of thought, team and experience is the way to win in a global market. I know a bit of Salsa, love peaty whisky and enjoy reading sci-fi/fantasy books.
Tong Gu
At ADV I am responsible for sourcing and executing our direct investments. Companies we invest in combine innovative business models and cutting edge technologies to create value for their customers. But my belief is that our industry is people-based—which is why I spend my time building relationships with entrepreneurs, innovators, and thought leaders in technology across the UK.
A geek at heart, I left my career as a VP in Tech and Media investment banking to found a successful market intelligence startup, focused on data crawling, analytics and visualisation. My own startup experience demonstrated to me the importance of working with investors who are themselves entrepreneurs—people who can help growing companies achieve their respective visions. I joined ADV because I share the company’s foundational commitment to maintaining productive, meaningful partnerships in support of founders.
I hold an MBA from INSEAD and an BEng in Information Systems Engineering from Imperial College London. Beijing born and raised, I moved to the UK at 16, and have since studied, lived, and worked back and forth between Europe and Asia.
James Foster
As Investment Lead I am responsible for unearthing ambitious tech companies across the North of England and Ireland. We work with ambitious founders to help them realise their big visions over the long term.
As Transaction Lead I guide all ADV deals through a completion process: liaising with investees, co-investors, lawyers and all other deal partners. My job is to ensure deals are executed in a swift manner so founders can get to work on executing against their plans.
I’ve been investing in early stage technology companies for over four years now and have helped over 70 companies on their journey (formerly with Northstar Ventures). It’s a great privilege and a job I truly love. When I’m not traveling I can be found in Newcastle with my fiance and our dog.
Andrew Sloane
As ADV’s investment lead in Scotland and the North West of England, my role is to work with the key players in these ecosystems to ensure we see all of the potential scale-big digital tech investment opportunities surfacing from these markets and to lead our investment activity on the very best of them. Highlights so far include working with the founders of our investee companies; Snap40, Care Sourcer, Birdi and Chargifi.
Having had a previous life as a corporate lawyer, I also ensure that once we have decided to invest in a company that we have the right processes in place to complete that investment as efficiently as we can, to allow that company to be out in the market and motoring on executing its plan.
At weekends you’ll find me in Glasgow where I live with my wife and two primary school aged children (for whom I am primarily a taxi driver!), through the week you may find me in Aberdeen, Dundee, Glasgow, Edinburgh, Liverpool, Manchester, London or perhaps somewhere in between…
Partner investment
Reem Mobassaleh Wyndham
As an ADV Investment Lead I am in charge of spotting the best scale-big digital tech opportunities and leading our investments in them. I now live in London, but spend lots of time around the U.K. with businesses and investment partners.
I bring my own founder experience in luxury retail having established a fine jewelry brand, Angel experience in the Middle East and Africa, as well as years of experience working in the technology team of a UAE-based sovereign wealth fund.
I finished my MBA from Columbia Business School and BA from Brown University. I was born in London but am something of a global nomad having lived and worked in half a dozen countries.
Exec team
Mike Dimelow
I like to think that investing is a team sport and to perform, everyone needs to play their part and face in the same direction. My role is to encourage a more collaborative approach to investment, which we believe benefits founders, who we don’t want distracted from relentless execution and scaling big.
I’ve had the privilege of working with some of the best technology and commercial minds on the planet during my time at ARM Holdings (2006-2016), redefining markets and disrupting incumbents is an exciting prospect, one I relish and look out for.
I spend a lot of time with our partners and portfolio. When not working I enjoy spending time with my family. I’m a proud Northerner, which some folks misinterpret as a license to be direct and frank. Well there you go!
David Carr
I am responsible for making sure we implement our strategy, that our processes are robust and efficient; a major focus being on streamlining our admin tasks so we can spend most of our time seeking out and supporting the best entrepreneurs.
I also aim to keep our investors and other stakeholders informed and comfortable with our governance. Having qualified as a chartered accountant, I have been growing businesses for many years, including five years scaling the AOL Broadband business and more recently co-founding a big data startup.
I live outside Oxford with my wife, dogs and varying numbers of my four children (but travel frequently).
Keith Teare
As part of the Executive Team my role at ADV is to manage the interface between our investors or stakeholders and the management team. As Investment Committee Chairman I manage the interface between the investment team and the company, ensuring we comply with our processes and criteria. As an Executive Team member I contribute to strategic and operational planning as well as fundraising.
Previously I have been a serial entrepreneur, taking on large transformational opportunities. I was a founder of EasyNet, RealNames, and Archimedes Labs; as well as a founding shareholder of TechCrunch.
I was born in Scarborough and I have lived in London, Manchester and Birmingham over the years but moved to Silicon Valley in 1997 where I still reside with my wife Gené and three boys, Dylan, Liam and Luke.
Lee Strafford
I am responsible for shaping the ADV strategy and raising funds. My focus is on creating the environment for scale-ups to scalebig. The greatest value I can bring, and the thing that is most rewarding, is helping folks figure out how to scale their business.
Previously I had the privilege to co-found and lead the development of PlusNet from 1997-2007. I then spent eight years doing ‘community work’ trying to improve support for startups especially in the North of England.
I walked out of a shutdown comprehensive school in Sheffield at the age of 14 and started my career in telecoms working for my Dad’s data cabling company, mostly working in London. Following the collapse of the family business I set up my first small telecoms startup, In the early days I spent two years signing on for unemployment benefits on days where I couldn’t get telecoms work. All told I have been working on the digitisation of everything since 1987.
I live in the Peak District, just outside of Sheffield with my awesome wife Lynn, our three sons Jake, Morgan and Ryan, and our two chocolate Labs, but I also spend most of my time traveling supporting the ADV mission.
Platform team
Fiona Melville
I look after external relations and partnerships for ADV, helping to build connections and support ecosystems all around the UK, and making one plus one make more than two!
I come from Glasgow, have lived in France and the Middle East, and currently live in London. I too spend much of my time on trains (which means I can’t have a dog…).
I’ve worked in advertising, politics, strategic communications and campaigning. I’ve always worked on building coalitions and delivering change, so ADV’s mission of transforming digital companies all around the UK works perfectly for me.
Jonathan de Groot
As the Finance Lead I focus on the transactional side of investment and fundraising. My strategy role involves the development of our approach to ensure our investment products are worthwhile for our partners. As ADV’s representative in Cambridge my role is to engage with the ecosystem and spread the message of ADV to founders and funds in the region.
Prior to ADV I worked in a variety of roles in the Israeli tech ecosystem, from providing strategy services to tech startups at PWC, to scaling a company to ‘unicorn status’ (IronSource) as the Director of Finance. Before beginning my career, I served four years as the Communication Officer in the Combat Engineering Special Forces.
I also gained an MBA from the University of Cambridge and a CPA license. I live in Cambridge with my wife and young family, but spend a lot of time on the road meeting companies and co-investors.
Timo York
I’m responsible for delivering the ADV product and service portfolio. On a daily basis, I work with customers and stakeholders to understand their needs and problems. I work with designers and engineers to leverage digital technology in our ambition to source, support and supercharge the best global technology businesses.
I have an avid interest in technology, especially when it comes to solving the difficult problems in life. Previously, I have delivered many new and innovative consumer products and services with well known brands such as PlusNet, Orange, EE and SkyBet.
I grew up in South Yorkshire and after graduating at Loughborough, I spent time in Bristol and London before coming back to my home town of Rotherham where I now live with my wife, Ceren.
Ryan Procter
I look after marketing, communications and community for ADV. We’re building a venture pathway for generation-defining companies and we want to make that customer journey delightful.
Previously I ran marketing at Tech City UK (now Tech Nation) and supported the creation of support programmes for tech companies of all sizes. I was also of the team that launched the first Tech Nation report which highlighted the depth of UK tech. We also shaped and launched the original Upscale programme for Series A companies.
I’m originally from Manchester but now live in London as I attempt to soften my accent… In the past I’ve enjoyed watching Manchester United play but these days its a source of constant pain.
Carol Axe
I am responsible for providing support for the operational requirements of the team and the business. Corporate governance is a key area of focus in the regulated environment in which we operate.
I aim to be the “mother of the business” supporting and being the focal point for many and varied issues, along with the conduit for good, consistent and regular communication across a geographically diverse team. I have worked in operations for over 20 years learning my craft across many sectors, including Telcoms, Internet and most recently Healthcare support services to the NHS.
I am the Mother to two young men just finding their way in the world, finding the path for their future careers and their life goals. This takes a whole new set of skills for me and my husband, Phil. Flexibility and adaptation is key to supporting them to achieve their life goals while still aspiring to our own.
VIDAR HOKSTAD
I am responsible for defining the architecture of ADV’s platform, and evolve it so we can leverage our team’s strengths to help great companies instead of dealing with details that can be automated.
We’re building tools to assist with every part of the investment process from helping founders share information and guiding them through the entire journey of an investment decision and beyond.
My background is as a founder or early-stage employee in a number of startups from when I first left university to co-found an ISP. I built software for an early tablet, a web mail platform, a classified aggregation engine, several private/hybrid cloud setups and more.
I’m from Norway, but have lived in London for the last 18 years. Very much a geek, when I’m not working, you’re likely to find me writing software for fun or playing console games with my son.