IndependencE, integritY, AND clear commercial advice

Commercial due diligence for the private equity mid-market


Strategy support for management teams

Uniquely objective and pragmatic support for investors and management teams to deliver successful acquisitions, value creation strategies and profitable exits

15 years of sector experience and insight


Commercially experienced and dedicated leadership team

Peter Cookson


+44 7871 425 467


Sector Specialisms

Built Environment, Consumer and Travel

Peter is an experienced consultant driving Armstrong’s use of data analytics to provide better strategic and operational insight. His background is in investment banking quantitative analytics.

Tom Raymond


+44 7762 386 216


Sector Specialisms

Multi Sector

Tom founded Armstrong in 2005, with the simple aim of building long-term client relationships based on clear advice and commercial realism. He has supported over 700 engagements in that period.

Simon Hemsley


+44 7957 340534


Sector Specialisms

Financial Services; Business Services

Simon has worked in financial services for twenty years, in commercial and finance roles. Most recently as CFO he helped float Transact, the investment platform, on the London Stock Exchange.

Mike Callow


+44 7894 594 500


Sector Specialisms


Mike has a deep understanding of the application of technology for competitive advantage across sectors. Mike started his career at PwC Strategy and has held various roles in corporate finance and principal investing.

Matt McNally


+44 7894 736 523


Sector Specialisms

Industrials, Events

Matt is a career consultant, and has advised FTSE 100 companies and investors across a range of B2C and B2B industries including financial services, digital media and technology.

News & Views



We really value Armstrong’s primary fieldwork.  Their ability to identify the key opinion formers and operators and deliver in depth interviews with them, in a short time, is powerful.  It helps us focus on the core issues from an early stage and debate them fully.

Julian Masters, Managing Partner, Bowmark

They have a healthy level of realism, different to their competitors in having a high level of integrity.

Lewis Bantin, Partner, ECI

It’s their independence, their willingness to tell it as it is, not constrained by the organisation, and above all to form an opinion, they are good at what they do...they are really good.

James Blake, Partner, Growth Capital Partners

Contact one of our sector heads, or +44 (0) 20 7661 9324


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