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Our Management Team

Mark Riding

Head of Research and Content

Mark is responsible for Woodseer's content, overseeing the analyst and research team, and all forecast data and coverage.

Mark started his career in 1985 as an Investment Analyst and later a Fund Manager. After moving into financial systems he worked in London for 12 years at Dresdner Kleinwort as a VP and later as a Director at Commerzbank. He left in 2011 to found Investment Tools Ltd, later launching our Woodseer product in January 2017.

He holds a BA (Hons) in Economics and Accountancy from the University of Manchester.

Jonathon (Jonno) Horsman


Heading up the team in Vancouver, Jonno is responsible for buidling and maintaining the Woodseer system and all of the client and supplier connections.

Jonno started his career with seven years in Auckland developing services in mobile gateways and infrastructure. He relocated to London in 2007, working as a risk workflow system developer at Dresdner Kleinwort before leaving to become an entrepreneur.

He is a veteran of successful ventures including Cake Technologies (acquired by American Express in 2017) where he was a Cofounder and CTO, and his own consulting business with clients including 3M and Philips.

He founded Investment Tools Ltd. with Mark in 2011, later launching our Woodseer product in 2017.

He holds a BSc in Computer Science from The University of Auckland and has taught developer classes in Auckland, London and Vancouver.

Ed Dean


Ed is responsible for client and partner relationships, overseeing client services and business development.

Ed started his career in 1998 spending five years with research and digital marketing agencies in London. In 2003 he relocated to Shanghai where he co-founded a leading consumer retail data company, growing it over ten years to a team of 45 with clients including Apple, Disney and Gap. He returned to London in 2015 and joined Investment Tools Ltd. as CEO in 2016, a few months’ prior to Woodseer’s launch in early 2017.

Ed is a regular presenter and panellist on the subject of entrepreneurialism for MBA classes and Fortune 500 companies. He holds an MA (Hons) in Spanish from the University of Edinburgh and attended the Executive Leadership Program at THNK in Amsterdam in 2015.

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