ALPHA ADVISORY

Alpha Advisory helps clients to achieve a premium outcome at exit

About Us

ABOUT

Alpha Advisory advises businesses on generating “alpha” and attaining a premium valuation at exit. Its approach focuses on (i) optimising the equity story to maximise exit multiple and (ii) aligning the business in the cross-hairs of the best buyers. Alpha Advisory works as a retained board adviser over the ownership lifecycle, providing strategic advice, industry insight and market connectivity. It brings sector led, investment banking expertise, repackaged in a traditional “UK Merchant Banking” style, with its emphasis on being a long term trusted board adviser. Its role is complementary to a sell side investment bank.

TEAM

Alpha Advisory's partners have more than 50 years of combined M&A advisory experience

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Joel Greenwood

Partner

Joel has more than 30 years of experience in the tech sector, including 25 years as a Tech M&A adviser. Prior to launching Alpha Advisory in 2021, he established Raymond James’s London office and led Deloitte's UK TMT M&A practice. He originally started his career in the Telecoms industry at Cable & Wireless. Joel has a long track record of advising corporate clients, private equity firms, and entrepreneurs. He is a qualified accountant and has a degree in Electronic and Optoelectronic Engineering from University College London.

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Daniel Havercroft

Partner

Daniel joined Alpha Advisory in 2024 having worked for more than 27 years working in Investment Banking. He previously spend 15 years as Managing Director at Houlihan Lokey and a Partner at Oakley Advisory (a leading technology advisory boutique acquired by Houlihan Lokey in 2022). Prior to joining Oakley, Daniel spent 12 years at Investec. He has extensive experience advising corporate clients and private equity firms on a broad range of transactions. Daniel has a Degree in Economics from Nottingham University

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