About us
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.
Danely is currently in a working MVP stage, with private Beta expected to start October 2026.
Deep finance and platform experience, focused on one problem — making the reasoning behind a decision survive the people who made it.
CEO and co-founder
Thor has spent 25 years building and running software businesses and leading large transformation and governance programmes. He built the Danely platform on one principle: a record can only be trusted if the system makes it impossible to record the wrong thing. That is why Danely’s rules are enforced by the platform itself rather than by a setting, and why an AI can work inside it without ever being able to sign. He leads product and engineering.
CFO and co-founder
Tim is a chartered accountant and corporate treasurer with three decades in senior finance and board roles across listed, private-equity-backed and growing technology businesses, from Deloitte and Barclays Capital to CFO seats in financial services, telecoms, aerospace and defence. He has chaired an Audit and Risk Committee and served as a charity trustee. In every role he met the same problem: organisations record their decisions, and lose the reasoning behind them. Danely exists to change that.
Head of Finance
Hannah is a Fellow Chartered Accountant and a serial founder. She built and runs her own accountancy practice serving owner-managed businesses, and has co-founded and grown other ventures alongside it. At Danely she runs the company’s finances and is a shareholder. Her work shows her the same gap again and again: a journal, an adjustment or a year-end judgement is questioned months later, and nobody can say why it was made. She brings the rigour of someone who has to stand behind the numbers, and knows that means standing behind the reasoning too.
Non-executive director
Jon has 30 years in technology and professional services, nearly 20 of them as a CTO. He was HMRC’s first CTO, led product and engineering at OneAdvanced through its growth from £725m to a £2bn exit, and chairs Unzer, a German payments group. He has integrated more than 25 acquisitions across those roles, which is where he learned that the decisions a company cannot explain are the ones that cost it most.
Non-executive director
Simon trained as a chemical engineer at Cambridge and has spent 30 years in software and SaaS. He founded and exited a venture-backed CRM start-up, has run a number of successful software businesses, and recently exited a PE-owned SaaS company following a successful transaction; his current non-executive roles include a charity and an engineering business. Across those C-level seats he has seen, repeatedly, the inefficiency and missed opportunity that flow from poor decision-making and governance — and he brings that customer, sales and go-to-market eye to Danely.
Dane.ly Limited, registered in England and Wales, company no. 17374868, registered office: C/O Glengracie Innovation Centre Medway, Maidstone Road, Chatham, Kent, England, ME5 9FD. Write to us at info@dane.ly.
Latest: ERP records the transaction. Danely records the judgement., .
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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