Our people

Experience that counts

All our people have one thing in common: they have built valuable recurring revenue businesses. They can talk the talk and walk the walk.

Our team’s advice is rooted in actionable, practical and profitable experience.

Atlas Advisory brings many decades worth of combined learnings and expertise to every client project it works on.

Founding partners

Atlas Advisory was founded by two recurring revenue obsessives, Kerin O’Connor and Julian Thorne.
They have both held C-Suite positions in private equity-backed management teams that have achieved successful exits.

Julian Thorne

Julian is a published author and expert in B2C, B2B and SaaS recurring revenue models.

He leverages emerging technologies for growth and was instrumental as CCO in Exponent’s £300m 2021 sale of Dennis Publishing to Future, where 75% of revenues were recurring.

Before co-founding Atlas Advisory, Julian was COO of Sub(x), a scale up AI marketing SaaS business sold to Zuora Inc in 2024. Julian's strengths include strategic thinking and innovation to accelerate recurring revenue growth for clients.

Kerin O’Connor

Kerin is a seasoned executive with a strong background in subscription-based businesses.

As CEO of The Week, The Week Junior, and MoneyWeek, he excelled in developing high-value recurring revenue products with over 750K subscribers. His leadership roles highlight his strategic skills in product development and digital marketing.

Kerin is the CEO and founder of Atlas Advisory’s sister consultancy company, Atlas, a multi-award-winning firm specialising in supporting recurring revenue clients.

A deep bench of expertise

Atlas Advisory has a network of highly experienced partners and advisors, including the team at our sister consultancy company Atlas.

Our network has deep expertise in all elements of the recurring revenue model from pricing and financial forecasting through to customer research and go-to-market strategies.

  • Abi Spooner: Strategy Partner

    Abi has extensive experience in subscriptions and memberships, offering strategic direction, forecasting, and data-driven insights.

    She specialises in the application of Lifetime Value, focusing on acquisition, retention, and planning. A skilled trainer, Abi delivers Google-sponsored programmes internationally.

    LinkedIn

  • Lucy Davis: Growth Partner

    Lucy is an expert in subscriber acquisition and full funnel marketing strategy, utilising audience insights to build highly effective brand and performance marketing strategies.

    She has held senior leadership roles both client and agency side.

    LinkedIn

  • Dave Scott: Data Advisor

    Dave is a forecasting and customer data specialist for recurring revenue businesses.

    He is equally at home with detailed cohort churn analysis as he is with building highly accurate forecast models.

    LinkedIn

  • Robin Landy: Pricing Advisor

    Robin is a pricing expert. He optimises pricing to affect the KPIs that matter most to clients. He has a particular specialism in SaaS pricing.

    Robin founded and successfully exited a high growth technology business in the pricing sector.

    LinkedIn

  • Ruth Dyer: Finance Advisor

    Ruth is a qualified accountant with nearly 20 years experience leading commercial finance teams, including The Times and Sunday Times.

    Ruth helps recurring revenue finance teams optimise their reporting and supports them through the exit process. 

    LinkedIn

  • Craig Lowe: Strategy Advisor

    Craig is a US based B2B specialist with deep experience in PE-backed companies, guiding them from investment to exit.

    He has held leadership roles at Dow Jones, Wall St Journal and Saga, and has a strong network in the US.

    LinkedIn