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Actuate Advisory

Climbing a mountain or commercialising a venture both necessitate the wisdom to choose the right course, guided by the experiences of those who have journeyed before

Richard Bray


Our vision is to be the leading advisory authority in transforming innovative ideas into market-leading successes. We aim to bridge the gap between technological innovation and commercial excellence, ensuring that groundbreaking products not only reach the market but dominate it. By aligning product development with strategic commercialisation, we envision a world where the most promising innovations achieve their full potential, driving progress and prosperity.


Our mission is to provide comprehensive, tailored advisory services that address the critical challenges of product market fit and scalable growth. We commit to:

  1. Cultivating Product-Market Fit: Guiding businesses in aligning their innovations with market demands, ensuring that each product is not just a technological marvel but a market necessity.

  2. Enabling Scalable Growth: Assisting in making astute operational and capital deployment decisions, laying the foundation for sustainable and scalable business growth.

  3. Fostering Global Expansion: Offering expertise in internationalisation, helping businesses transcend borders and tap into global markets with confidence and effectiveness.

  4. Securing Success through Strategic Alliances: Building robust channel partnerships and alliances, leveraging collaborative strengths to amplify market presence and impact.

  5. Tailoring Go-to-Market Excellence: Crafting unique go-to-market strategies, playbooks, and methodologies that resonate with diverse markets and linguistic nuances.

  6. Enhancing Fundraising and Capital Deployment: Advising on fundraising strategies and capital deployment, ensuring financial resources are leveraged for maximum growth and market penetration.

Led by Richard Bray, a distinguished global commercial executive with extensive experience in elevating B2B technology companies through strategic insight and robust commercial acumen. His career encompasses leadership roles such as Chief Strategy Officer (CSO), Chief Operating Officer (COO), and Country Director. Richard has spearheaded initiatives to optimize sales and operational processes with a focus on strategic execution. His analytical approach to growth has consistently enhanced revenue and profitability. In addition to his executive roles, Richard has significant experience in capital raising, playing a key role in securing investments for growth and expansion.

Richard also serves in a non executive capacity as a chairman and advisor for various entities where he leverages his experience to guide strategic direction and governance.


Cambridge University Enterprise
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