Andrew Adams - Chief Executive Officer
Andrew is an investment banker and corporate financier. He built and scaled two corporate finance businesses before selling them and becoming co-head of Houlihan Lokey's UK and European corporate finance business.
He specialises in building high performing teams to scale businesses. He has developed deep expertise in verticals including data, analytics, software and services where he is a serial investor in early-stage businesses.
He invested in Freemarket in 2011 and joined the board as Chair and CEO in 2024, where he is driving the innovation and growth strategies for the business.
Geoff Close - Chief Risk Officer
Geoff is a compliance specialist and is the architect of Freemarket’s best in class compliance function. He’s responsible for the leadership, management and development of the company’s risk and compliance capabilities and talent.
He joined Freemarket in January 2020 following two decades in global financial services, leading both international banking and payments businesses.
Geoff brings extensive commercial and operational experience to Freemarket having previously held senior roles for companies including EY, GE Capital, FIS and latterly, Pay UK.
Preceding his career in financial services, Geoff spent 9 years as a Major in the British Army.
Andy Lyons - Chief Growth Officer
Andy is a transaction banking specialist who has successfully led large commercial teams at top corporates. This includes Lloyds Banking Group, Deutsche Bank and HSBC as well as at fast-scaling fintechs including Solaris and Contis.
His technical expertise includes in cash management, liquidity and card sales to global corporates, financial institutions and Fintechs.
A motivational leader who inspires teams to succeed, Andy leads the teams that drive and deliver financial growth for Freemarket. He has a 25-year track record of developing client-focused models that deliver revenue growth.
Sarah von Landsberg-Sadie - Chief People Officer
Sarah has been creating dynamic, high-performing and well-networked teams for more than 20 years. Her specialism is in using people leadership to deliver organisational high performance. Her core focus here is on creating the right conditions for commercial transformation and value creation.
Sarah joined the business from London fintech BCB Group, where, as chief people officer, she scaled the organisation from early to growth stage.
She developed her expertise at Accenture where she spent a decade in human resource consulting. She worked with financial services clients including HSBC and Aviva and with clients in life sciences and consumer goods on talent strategy, leadership capabilities and organisational change.
She also leads the people team which is on a mission to attract and nurture the careers of the best talent in our industry. Sarah is a certified behavioural change and performance coach.
Nick Eades - Chief Strategy Officer
Nick's tenures, as both Chief Marketing Officer (five times) and Chief Commercial Officer (3 times), span publicly quoted, private equity and venture capital backed businesses. It also includes periods of accelerated development, turnaround and a number of exits, including in the Payments space.
He has more than 30 years of executive leadership experience, focused on go-to-market (GTM) and building scalable, repeatable customer acquisition & retention strategies. He has worked for a wide range of industry leaders including IBM, Dell, BT and Planet Payments, where he has lead core functional areas: Product Development, Marketing, Sales and Commercial Strategy.
He is a regular industry speaker, media source and GTM Consultant. Nick was a Fellow of the Chartered Institute of Marketing (FCIM) for over 10 years.
At Freemarket, Nick leads Commercial Strategy, Product, Banking and Marketing.
Andy Wilson - Chief Financial Officer
Andy is a blue-chip finance director and qualified accountant. He excels in driving financial growth and transformation in technology, telecoms, software, professional services, SaaS, legal and private equity firms. He has worked for well known players including Virgin Media, BT and Worldpay, and fast-scaling businesses as well.
He has a proven track record of cash generation, commercial impact and strategy creation through to delivery underpinned by strong business partnering skills and team leadership.
He led the successful sale of NetReveal to Symphony AI for more than £130m and the subsequent integration process.
In his role as CFO, he is building finance into the heart of decision-making and championing a business-partnering approach to ensure Freemarket maintains its successful momentum and profitability.
Greg Sherwin - Chief Technology Officer
Greg is a strategic technology leader. His primary focus is to enhance the scalability of the business and all things technology, which includes Freemarket's platform, data and AI capabilities.
He has spent more than 25 years working in technology across all its disciplines. Greg joined Freemarket in 2023 from a full fibre network provider where he put in place the strategy and systems to help it move from start-up to scale-up status.
He has spent much of his career working in financial services. He had technology leadership roles at Lloyds and Barclays where he delivered and transformed customer and colleague experiences across all channels through digitalisation, automation and simplification. Greg also played an instrumental role at British Gas laying down a digital platform across multiple channels to drive business benefit and improve customer engagement.
Donald Milligan - Senior VP Business Operations
Donald is a risk management expert and an experienced builder of risk-aware cultures in rapid expansion businesses.
He joined in December 2022 from hypergrowth company Babylon Health, where he professionalised their risk and audit function in preparation for an IPO on the NYSE.
Donald spent two decades learning and developing his skills in blue chip financial institutions including Lloyd's Banking Group, Societe Generale and Barclays leading risk, compliance, audit and operations.
He leads the operations team at Freemarket.
Michael Buckley - Interim CEO, COO/CIO, Freemarket Ireland
Michael is the Chief Operating Officer (PCF-42) and Chief Information Officer (PCF-49) for FreemarketFX Ireland. His key objectives are customer service, flawless execution, process optimization and scaling the organisation to support rapid growth.
He is an accomplished, high performing, Financial Services executive with 30 years’ experience building organisations and teams on a global scale. He has held a variety of senior roles across Operations, Information Technology, Trading Support, Cyber Security and Risk, in both Asset Management and Payment firms.
He possesses deep Technology expertise including a Ph.D. in predicative data analytics and Artificial Intelligence from Carnegie-Mellon University.
Stefano Rossi - Chief Risk Officer, Freemarket Ireland
Stefano joined FreemarketFX Ireland in June 2023 and has spent over two decades in financial services, building and leading risk, operations, and audit functions.
He brings deep expertise in strategic risk management and regulatory compliance, having held senior leadership roles across enterprise risk, internal audit, and operational oversight. At FreemarketFX Ireland, Stefano is responsible for the leadership, management, and development of the firm’s Risk capabilities.
Stefano holds an MSc in Management from UCD Smurfit Business School and a BSc in Human Resource Management. He is a certified Operational Risk Manager, a CAMS professional, and a member of the Institute of Directors in Ireland.
Andrew Adams - Chairman
Andrew is an investment banker and corporate financier. He built and scaled two corporate finance businesses before selling them and becoming co-head of Houlihan Lokey's UK and European corporate finance business.
He specialises in building high performing teams to scale businesses. He has developed deep expertise in verticals including data, analytics, software and services where he is a serial investor in early-stage businesses.
He invested in Freemarket in 2011 and joined the board as Chair and CEO in 2024, where he is driving the innovation and growth strategies for the business.
Charlotte Crosswell OBE - Non-Executive Director and Chair of the Risk Committee
Charlotte has been involved in capital markets, fintech and technology throughout her career - as CEO, chair, board advisor and non-executive director. In addition to her role at Freemarket, Charlotte is also chair of Raidiam, and non-executive director at London Stock Exchange Plc and Arbuthnot Banking Group. Prior to her current roles, Charlotte was the founding chair of the Centre for Finance, Innovation and Technology (CFIT), chair and trustee of Open Banking and was CEO of the fintech industry body, Innovate Finance.
She works closely with entrepreneurs, financial services firms, academia, government and global regulators on fintech advocacy and digital transformation. Charlotte received an OBE for her contribution to financial services in the Queen’s Birthday Honours 2021. She believes firmly in a diversity and innovation-first approach.
Alex Hunn - Non-Executive Director and Member of the Risk Committee
Alex Hunn founded Freemarket in 2011. He led the business from inception until 2025 and now serves as a non-executive director, helping shape company strategy and leading board initiatives focused on governance, long-term value creation and strategic growth.
Alex has more than two decades of experience across financial services, cross-border payments, capital markets and regulated financial infrastructure, including senior management roles at leading investment banks Credit Suisse First Boston and Deutsche Bank.
As CEO of Freemarket, he founded and scaled a regulated international cross-border payments company operating across complex regulatory and compliance environments. He led the development of the company’s long-term strategy, secured institutional funding and built the organisation from the ground up into a global business.
Under his leadership the company achieved significant commercial growth, established strategic banking and regulatory relationships, expanded internationally and developed a strong reputation for operational resilience, governance, and high-quality client delivery. His experience includes scaling leadership teams, strengthening governance frameworks and positioning businesses for sustainable long-term growth and strategic transaction readiness.
Louise Kingston - Non-Executive Director
Louise Kingston is a Partner with Baird Capital. Based in London, Louise is part of the global portfolio operations team focused on working with our investment and management teams to design and deliver ambitious growth strategies that maximise value creation.
Louise joined Baird Capital in 2022 with 20 years of relevant financial and private equity experience. Prior to Baird, Louise spent eight years at mid-market private equity firm Livingbridge where she was an investment director with responsibility for driving value creation strategies across a portfolio of investee companies.
Louise is a Chartered Accountant and holds a first class Bachelor of Accounting and Finance degree from the University of Glasgow.
Murray Raisbeck - Non-Executive Director
Murray is the chief financial officer of BHL. Murray is responsible for the financial reporting and capital and liquidity management of the group. He is also responsible for shareholder oversight of key operating entities owned by BHL. Murray is the acting chairman of Telesure Investment Holdings and Steyn City and is non-executive director of Compare The Market, Superscript and Jacana Re.
Murray was previously a partner at KPMG between 2011 and 2022, which is where he started his career as a graduate in 1999. He worked with global financial services clients in the insurance, asset management and wealth management industries. Highlights of Murray’s career with KPMG included four years in South Africa between 2018 and 2022 where he predominantly worked with Old Mutual plc and Sanlam. In the UK Murray shaped his experience through working with Allianz AG, esure Group, Prudential, Phoenix Group, RSA, and St James’s Place.
Rich Ricci - Non Executive Director
Rich is CEO of Panmure Liberum, a leading UK investment bank. Rich has more than 35 years of exceptional experience as a leader in financial services across all aspects of investment banking, including his role as CEO of Barclays Corporate and Investment Bank. During his time at Barclays, he led the acquisition and integration of Lehman Brothers in 2008 and led the sale of Barclays Global Investors to BlackRock for $15bn in 2009.
Rich is a successful entrepreneur and investor in several companies and industries in the Mid & Small-cap market.
Rich is also a Governor and Chair of the Finance Committee for Brighton College.
Guy Whittaker - Non-Executive Director
For the last 15 years Guy’s commercial interests have been directed towards a portfolio of public and private investments. He has been an investor in Freemarket for more than 10 years and a member of the Board since 2020.
Guy spent the first 20 years of his corporate career in the FX and Treasury business at Citibank, rising to global head of FX sales and trading based in London. For the following six years, he was group treasurer for the recently merged Citigroup based in New York and member of the management committee and finance committee of the company. He returned to the UK in 2006 to take up a role at RBS as group finance director spanning the two years leading up to the financial crisis and the two post-crisis years dealing with the recapitalisation, restructuring and strategic redirection of the group.
