SWARM · Founder-operator advisory by Andy Moore
25+ years operating
£100M raised
~11× loan-book growth
4× enterprise pipeline
4 acquisition exits
AI operating models
FinTech
Enterprise software
Energy
SaaS
Brought into venture-backed companies when founders, investors, and boards need judgment that changes the outcome.
Selected operating contexts
Where I Add the Most Value
Where founder-operator judgment creates leverage.
This is not a consulting practice selling frameworks. The work is helping leadership teams make better calls and turn them into measurable operating progress.
AI operating layer
AI is becoming part of the company’s operating system.
Most companies are chasing demos, chatbots, and isolated use cases. The work here is helping leadership teams decide where AI belongs in the business itself — how work is routed, how decisions are supported, how knowledge is retrieved, how customers interact, how workflows evolve, how governance holds, and how outcomes are measured.
Durable advantage comes from designing AI into the operating model.
AI is not another software tool. It is becoming business infrastructure. The work is deciding where humans create the greatest value, which workflows should change, what data foundations are required, how governance should operate, and how AI becomes measurable operating leverage instead of another disconnected pilot.
Outcomes
Outcomes improve when strategic decisions become operating discipline.
Revenue grew. Cost of capital fell. Loan books expanded. Commercial engines were built. AI moved from possibility to business infrastructure. Companies exited.
01
Etika
Installed by the lead investor, Andy professionalized the company, rebuilt leadership, raised £100 million, reduced institutional cost of funds by ~40%, and grew the loan book from ~£8 million to ~£87 million through operating discipline, capital efficiency, and AI-enabled underwriting.
02
Orchestrated AI
Redesigned the commercial operating model — positioning, partnerships, GTM, and execution cadence. Within six months, closed enterprise opportunities increased ~4× and the company had a repeatable growth engine.
03
Magisto
Created Magisto for Business, turning a consumer AI video platform into a commercial SaaS offer. The move opened a new market, doubled annual revenue from ~£4 million to ~£8 million, and preceded a ~£200 million acquisition by Vimeo.
04
Voxify
Brought in to reverse stalled commercial performance, Andy rebuilt sales, marketing, positioning, and GTM execution. Bookings grew at 37% CAGR, average transaction value rose 51%, total contract value rose 49%, and the company was acquired by 24/7 Customer.
Operating Model
Advisory that stays in the room for execution.
Work happens beside leadership teams as decisions move from strategy to operating cadence, capital choices, customer traction, and measurable accountability.
Pattern
The pattern: decisions get clearer, teams move faster, and execution compounds.
Across venture-backed startups and technology markets, the recurring work is the same: sharpen the strategic call, align the team, install operating cadence, improve capital confidence, and convert uncertainty into momentum.
About Andy Moore
Founder and operator experience for decisions that shape companies.
More than two decades spent building, scaling, financing, commercializing, and advising startups. The perspective comes from carrying accountability inside companies under pressure — not observing from the sidelines.
Built under pressure, not from theory
Founders, investors, boards, and executive teams bring this perspective into moments where judgment, capital, AI, GTM, and leadership decisions have material consequences.
The work is calm, direct, commercially focused, and grounded in what it takes to build stronger companies under uncertainty.
Built it. Scaled it. Been there.
When strategy, AI, capital, growth, or leadership decisions carry real consequences, bring founder-operator judgment into the room.
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