Matthew Bayfield

Chief Executive Officer

As a graduate in psychology Matthew was always interested in people, this led to wanting to predict and change behaviour. Which, in turn, has led to a career setting up and building insight businesses. 

In 2000 Matthew founded an insight consultancy (tree) specialising in the applications of psychological theory to behaviour change through marketing. Matthew grew the company to over 80 people based in London, Singapore and Kolkata - providing products and professional services to o2, Virgin, Hiscox, Hitachi, Paypal, Skoda and Sony. The company was successfully acquired by Chime PLC in 2010. Subsequent roles in advertising management consultancy and SaaS businesses included leadership roles at Ogilvy and Mather, Parity Plc, A Good Listener and Recii.

Matthew is passionate about using data to make informed decisions and enjoys the process of finding insight within the detail.