I started in consulting, then left pretty quickly because I wanted to be closer to the work itself: the decisions, the trade-offs, and the results. I was less interested in polished decks than in helping build things that changed how a business actually performed.

Since then, I’ve worked inside high-growth companies across pricing, customer acquisition, monetisation, and operating design. I’m usually brought in when something commercially important is true, but the path is still messy: a product needs a monetisation model, pricing needs tightening, a workflow is wasting time, or a growth opportunity needs sharper prioritisation.

I work with people who are good at what they do, but want more clarity on how to turn that into growth, new revenue, or a more efficient business.

My style is structured, fast, and pragmatic. I like pulling messy problems apart, getting to the few decisions that actually matter, and leaving teams with work they can use, not admire. That usually means clearer trade-offs, cleaner economics, and systems that reduce drag rather than create more of it.

Toivo is a Finnish word for hope. The version I care about is practical: forward momentum, better decisions, and businesses that work better than they did before.