Board of Directors

Conversity is led by an international board of directors who bring a wealth of expertise from a variety of B2B industries that help us and our customers develop and grow.

Richard Merrigan


Richard co-founded Conversity in June 2003 with Brian Boroff. He has over 25 years’ experience of managing Software Consulting and Recruitment businesses in the UK, US and Europe and founded The Raretec group in the spring of 2001, after 20 years at Abraxas PLC.

As the main Board Director responsible for Abraxas PLC’s professional services growth throughout the 80s and 90s, he was responsible for one of the most successful privately-held IT recruitment businesses in the UK, with 1,000 consultants in the field working on accounts including the Inland Revenue, British Gas, British Telecom, Lloyds Bank, Ford, The Bank of England, Alcatel, Nortel, and Glaxo. Notable US accounts included Citibank, Siemens, Nortel, ATT, SAP and Qualcomm.

Brian Boroff

Non-Executive Director and Founder

Brian started Conversity to help mobile network operators to improve customer retention and acquisition through tactical, front-line competitive intelligence. Conversity has since become the world’s fastest-growing customer retention and acquisition technology provider.

Before coming to the UK to establish Conversity in 2003, Brian worked for AT&T Wireless Services in his native US, where he was a founding member of the National Competitive Intelligence (CI) department. During his tenure at AT&T he worked closely with senior executives and Board members to design and implement a customer retention and acquisition system used by 30k+ employees nationwide.

Brian is an author and subject matter expert in the fields of CI technology, customer retention and retention cost reduction. He is a frequent speaker at conferences and seminars and has won numerous awards for his accomplishments in the field. He holds a degree in Marketing from the University of Central Florida.

Laura Arthurton


Laura joined Conversity as Finance Director in March 2011 and has responsibility for all matters connected with finance, admin, compliance and HR within the business.

During her career, Laura has focussed on working in SME businesses in the technology sector. She has held senior finance roles at companies including and where she gained significant experience in working with businesses going through change arising from fast growth and changes in ownership.

During her five years at (previously, Laura saw the number of employees rise from 20 to 100+ following the company’s acquisition by the Aviva group and was involved in the subsequent sale to News and the integration into the media group that followed. At consumer comparison website, Laura held the position of Finance Director and was part of the team that acted on the sale of the business to the Forward Internet Group at the end of 2009.

Laura began her finance career with KPMG in Birmingham, UK, having qualified as a Chartered Accountant in 1996.

Amir Azulay

Non-Executive Director

In 2009, the Capital Fund appointed Amir as an NED of Conversity. He is a mobile industry expert and has been involved in the mobile industry since 1999, when he co-founded the leading value-added mobile service in Israel. He led the equity investment for the business and sold it to iTouch PLC in 2000. Amir remained as MD until 2003, when he led the sale of the company to the Fishman Investment Group. Subsequently Amir joined iTouch PLC management and was involved in global expansion and acquisitions.

In 2007 Amir was appointed as Corporate Development Director and CCO at Muzicall and was responsible for fundraising and commercial activities of the company.

Amir has a BA Econ and an MBA from Tel Aviv University.

Chee Wong

Non Executive Director

Chee is a NED and Product-Tech advisor for a portfolio of businesses.

Initially starting his career as a Telecoms engineer, he pursued his interest in the use of emerging technologies to transform outmoded business practices. As Programme Director, he managed the consolidation of TV, Internet & Telephony businesses for Cable & Wireless and ntl and launched the first digital Cable TV product in the UK.

After a successful corporate career, Chee joined Shazam as Chief Operating Officer and over 8 years, grew the user base by 40 fold while transforming it from a IVR-SMS UK service to an app-powered product wowing users in over 20 countries.

He then joined Hailo as Chief Development Officer launching the e-haling taxi product in 10 cities across 5 countries in just over 12 months.

He also served as interim CTO for CrowdSurge and CTO for Ink Global before embarking on a plural career.

Chee is also an award-winning barista and an avid rock climber.BSBA from Boston University.

Contact us to find out how Conversity can help your business improve acquisition, retention and sales by making every customer an advocate.

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