About us

We are Danely

Danely was founded on a simple belief: finance teams deserve a record of why, not just what. Every organisation can tell you what it decided. Almost none can tell you, years later, what was known at the time, which alternatives were weighed, and who saw what before they signed. We think that record should be built into the workflow, not a reconstruction assembled under pressure.

Leadership team

Deep finance and platform experience, focused on one problem — making the reasoning behind a decision survive the people who made it.

Thor

CEO and Co-Founder

Thor Madsen is the CEO and Co-founder of Dane.ly. A technology executive, entrepreneur, and business strategist, he has spent more than 25 years helping organisations navigate complex operational, financial, and technology challenges. Having led global software businesses, transformation programmes, and executive governance initiatives across multiple industries, Thor is passionate about making complexity manageable through better decisions, stronger governance, and practical innovation. At Dane.ly, he is focused on building a new generation of intelligent business systems that help organisations capture knowledge, improve accountability, and turn information into confident action.

Jon

Non-Executive Director

A renowned thought leader in the technology and professional services sector, Jon has over 30 years' experience in the industry. He is currently Chair of Unzer, a German fintech payment solutions leader processing €19bn+ in transactions and integrating 13 previous acquisitions, and a Non-Executive Director at Team.blue, which provides digital services via 60+ brands to 3.5m businesses across 22 countries, growing both organically and via an active M&A programme. He is also a published author with Kogan Page. Jon's board roles are preceded by nearly 20 years as a CTO for a number of companies. At Corsearch, in global trademark and brand protection, he led the transformation through integration of seven acquisitions and drove future platform strategy including data and AI. At OneAdvanced he drove innovation, leading the Product and Engineering teams of circa 750 people to deliver 100+ products and services; he created the product and technology strategy and transformational change that increased enterprise value from £725m in 2015 to a £2bn exit in 2019, integrating nine acquisitions. As HMRC's first CTO, he led the integration of the former Inland Revenue and Customs & Excise organisations, driving savings of over £650m as well as bringing about significant technology transformation, building high performing teams in the process.

Tim

CFO and Co-Founder

Tim Howard is co-founder of Dane.ly. A chartered accountant and corporate treasurer, he has spent three decades in senior finance roles where growth, risk and financial reality meet. Throughout that career, he encountered the same problem: organisations record their decisions, but the reasoning behind them is usually lost. Dane.ly exists to change that. His MSc in Management Science and Operational Research gave him a lasting interest in how complex systems can work better; Dane.ly brings that thinking together with decades of practical experience. Tim began his career at Deloitte and Barclays Capital before taking senior finance and board roles across listed, private-equity-backed and growing technology businesses, spanning financial services, telecommunications, aerospace and defence. He has also served as a charity trustee and Audit & Risk Committee Chair. Outside work, Tim sails offshore—including the Fastnet—and enjoys long-distance walking, travel, tai chi and yoga.

Scale finance without scaling headcount, one decision at a time.

See a decision travel from first draft to signed record — with the evidence, the alternatives, and the audit trail already in place.

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