Actuate Advisory

We help ambitious businesses land and expand in the UK and Europe.

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Actuate Advisory exists to guide Australian, New Zealand, and US companies through the complexity of international expansion. We bring the experience, structure, and strategic insight needed to establish and scale your business in new markets — from first entry through to commercial success.

 

We understand the risks and nuances of expanding abroad, because we’ve done it ourselves. Our approach blends deep operational know-how with practical execution support, helping you build a strong presence, unlock growth, and avoid costly missteps in the UK and across Europe.

 

Our Vision

To be the trusted partner for international expansion — helping the most innovative companies turn global ambition into lasting commercial success.

 

Our Mission

To provide hands-on, tailored advisory support for businesses expanding into the UK and European markets. We focus on six core areas critical to a successful international launch:

 

• Achieving Product-Market Fit: Aligning your product or service with local demand, market dynamics, and buyer expectations.

• Establishing Scalable Operations: Making smart decisions around team structure, capital deployment, and go-to-market execution.

• Accelerating Market Entry: Navigating regulatory, legal, and commercial landscapes to enter new markets efficiently and effectively.

• Building Strategic Alliances: Identifying and securing key partnerships to amplify reach and credibility in-market.

• Localising Your Go-to-Market Strategy: Crafting tailored messaging, positioning, and sales motions that resonate with UK and European customers.

• Advising on Fundraising and Capital Strategy: Supporting your capital planning and investor engagement to fuel international growth.

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Led by Richard Bray

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Actuate Advisory is founded and led by Richard Bray, a seasoned global executive with a proven track record in scaling B2B businesses across international markets. With leadership experience as Chief Operating Officer, Chief Strategy Officer, and Country Director, Richard brings deep expertise in strategic execution, sales acceleration, and operational scale-up.

 

He has played a pivotal role in helping companies establish and grow their presence in the UK and Europe, drawing on first-hand experience of the challenges and opportunities of international expansion. His strengths lie in commercial strategy, capital raising, and building high-performing teams in new markets.

 

Beyond his executive leadership, Richard also serves as Chairman and Advisor to a range of growth-focused businesses, providing strategic oversight and guiding long-term success.