Who We Are
Independent Expertise for Data and AI Decisions
PlannedData was founded on a simple observation: most mid-market firms are sitting on proprietary data they cannot use. Not because the technology does not exist, but because nobody has connected it to the decisions the business actually makes, or to the AI now being asked to make them.
We are an independent, business-led advisory practice. We do not sell technology. We do not take commission from vendors. We work for the client, helping owner-managed and investor-backed firms turn what only they own into a governed strategic asset that compounds with every cycle.
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Peter Osborn
Chief Executive Officer
Peter has spent four decades building, scaling, and exiting technology businesses. He founded Redwood International and grew it from sole trader to a global enterprise with 14 offices and $50m in sales, before a profitable trade sale to IMI plc. He has since served as executive and non-executive chairman across MedTech, FinTech, and enterprise technology, working on over 60 venture capital funding rounds as principal, investor, and adviser. At PlannedData, he works with firms on the same journey, as the founder who built the asset and the adviser who has helped others do the same.
Ashton Williams
Chief Operations Officer
Ashton has spent over two decades connecting data to decisions that move businesses forward. He has owned digital transformation roadmaps and led delivery across fintech, legal-tech, edtech, HR tech, and marketplace businesses, working directly with boards, founders, and senior stakeholders in regulated, multi-market environments. He knows where data breaks down before it reaches a decision, or a model. At PlannedData, he runs the methodology: the design, the sequencing, and the delivery discipline that turns a strategy into a working programme.
Our Philosophy
PlannedData exists because the mid-market is underserved. The large advisories are too generic and too expensive. Internal IT frames data as a technology problem. Technology vendors have a conflict of interest. Mid-market boards are making consequential decisions about data and AI with no independent voice in the room.
That is the gap we occupy. Independent, business-led, vendor-neutral, and the same senior people who scope the work, deliver it.