Meet The Team

Anjali leads technology, technology enabled services and vertical-specific B2B software engagements. She has worked across buyside, sell-side deals, as well as value creation strategies to support maximising investor value at exit. Prior to working at Armstrong, Anjali worked within growth, technology & data strategies across multiple sectors.

Chae is an Associate at Armstrong. Before joining in 2025, she completed her BA in Archaeology and Anthropology from University College London whilst interning at a charity group.

Charlie worked in digital transformation and innovation (Digitas, BT, Brunswick) from 1997 until joining Inflexion as Digital Director. Since 2020 he has advised technology leaders including JMAN, TriloDocs, Kadence and Blackfinch Ventures.

Felix is a Consultant at Armstrong, having joined in September 2024. Before, he studied Economics and Business at the University of Edinburgh and completed an internship at Mazars.

Gabriel is a Senior Consultant with experience across financial services, industrials, the built environment and defence. Before joining in 2023, he worked at a leading future of work consultancy and studied Politics and International Relations at the University of Bath.

Matt is a career consultant, and has advised FTSE 100 companies and investors across a range of B2C and B2B industries including industrials, digital media and technology. Before joining Armstrong, Matt worked for an events advisory business.

Peter is Managing Partner of Armstrong. Peter’s experience prior to Armstrong as both a Chartered Surveyor and an Investment Banking Managing Director allow him to bring decades of extensive real-world experience to CDD assignments in the Built Environment, Professional Services, and Financial Services sectors. In addition, Peter has overseen all of Armstrong’s engagements in Travel & Consumer for a number of years.

Rupert leads engagements across business, financial, and professional services and has worked on 30+ deals (buy & sell-side) and strategy support, with a particular focus on buy-and-build, new service/sector delivery , and international expansion.

Solomon leads our financial services engagements and has worked on 30+ deals (buyside & sell-side) across a wide range of FS subsectors, including wealth, FinTech, risk & regulatory compliance, and services into financial institutions. Before joining Armstrong, Solomon worked at PwC’s and Accenture’s wealth consulting practices. 

Tom combines data analytics with problem-solving to answer commercial questions . He champions AI, shaping strategies and developing tools that harness emerging technologies to drive efficiency, improve decision-making, and deliver better outcomes.

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.

Over 20 years in business administration and bookkeeping within finance, manufacturing and public sectors.

Operations Manager. Over 20 years in business administration. Founded her Virtual PA business, I need a PA in 2019.

15+ years in HR working in a range of sectors helping companies to grow and enhance their HR strategy. Awarded the Wrigley’s Prize for Best Personnel Management Student from Plymouth University.

25+ years in international BD, marketing and creative management. Over 70 CDD and strategy projects. Led International B2B / B2C brand management at Acordis / Akzo Nobel.

20+ years leading the design, development and implementation of global retail merchandising programmes. Over 60 CDD and strategy projects across multiple sectors.

B2B research specialist with three decades’ experience. Interviews C-Suite respondents in French, German and English. Led a win loss review for Accenture.

20+ years interviewing senior level management, market experts and opinion leaders. Face-to-face in-depth interviews for international strategy projects. Managed fieldwork logistics for start-up strategic research consultancy.

20 years in finance on both the buy and sell side. Research driven sales and trading roles at major investment banks.

15+ years experience in marketing and business development in various industry sectors. 100+ CDD and strategy projects across multiple sectors.

Eight years leading corporate strategy in technology, defence, energy and aerospace. Ten years as Executive Director increasing NP by 10x. Instrumental in development of leading industrial/aerospace technologies.