ALPHA ADVISORY
Alpha Advisory helps clients to achieve a premium outcome at exit
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
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.
Alexander Luycx
Partner
Alexander joined Alpha Advisory in 2025, bringing over 20 years of investment banking experience in the UK and Europe. He was previously European Co-Head of TMT at DC Advisory. Prior to joining DC Advisory in 2018, he was an MD in the TMT team at Torch Partners and began his career at Kempen & Co in Amsterdam. Alexander has a strong track record of advising corporate clients, private equity and founder-led businesses on a broad range of transactions. He holds a degree in Commercial Engineering in Management Informatics from KU Leuven.
CLIENTS
Since its launch in 2021, Alpha Advisory has advised clients on exits with an aggregate deal value of £2.0bn, generating an average money multiple return of 4.0x for investors
Selected clients and private equity sponsors:
