ASK BOSCO names ex-ASOS finance chief Tom Wills as CFO

Modo25 has hired Tom Wills as chief financial officer for its ASK BOSCO® analytics business as the company pushes deeper into Shopify and the U.S. after a £4.1 million investment from Gresham House Ventures. The appointment comes as ASK BOSCO® expands its product and finance leadership ahead of its next capital raise.

Why it matters: - The hire gives ASK BOSCO® a finance lead with ecommerce and fundraising experience as the business moves from product launch to scale-up. - Wills is expected to help sharpen financial discipline as ASK BOSCO® pushes into Shopify and the U.S. market. - The appointment comes ahead of the company’s next capital raise, making finance leadership a key part of the growth plan.

What happened: - Modo25 appointed Tom Wills as chief financial officer for Modo25 and ASK BOSCO®. - Wills brings more than 15 years of finance experience from ASOS.com, EDF Energy and British American Tobacco. - Wills also spent seven years as co-founder and CFO of data business Novotique. - The move follows Gresham House Ventures’ £4.1 million investment into ASK BOSCO® in July 2025. - ASK BOSCO® launched in the Shopify App Store in March 2026.

The details: - At Novotique, Wills helped guide the company through a management buyout and later funding rounds through Series B. - Wills spent part of his career at ASOS working on the international business and producing digital marketing and sales reports used in weekly trading decisions. - ASK BOSCO® pulls together data from GA4, Meta, Google Ads, Klaviyo and Shopify in one place. - The platform connects advertising data with product margin and live inventory to show which products are actually profitable to promote. - ASK BOSCO® also lets users ask questions in plain English and forecast future performance. - ASK BOSCO® is available in the Shopify App Store and at askbosco.io. - Gresham House Ventures said its angel investors in ASK BOSCO® include Skyscanner co-founder Bonamy Grimes and former Sky Betting & Gaming chief executive Richard Flint.

Between the lines: - Wills said the product solves the same reporting problem he faced at ASOS, where timely marketing and sales numbers mattered for weekly decisions. - Wills said he was drawn to the combination of a market need, AI built into the product and a management team that understands the space. - John Readman said the company wanted a CFO who understands both customer pain points and how investors think after capital has been raised. - Gresham House Ventures said ASK BOSCO® has strengthened its senior leadership since the 2025 round, with hires across product, technology and finance. - The focus on profit, not just ad performance, positions ASK BOSCO® in a crowded ecommerce analytics market where brands want clearer links between marketing spend, margin and inventory.

What's next: - Wills will work with founder and CEO John Readman and COO Abi Liddle to strengthen the finance function. - ASK BOSCO® is preparing for its next fundraising round. - The company is expanding further into Shopify and the U.S. - Gresham House Ventures said it sees the Shopify app launch as opening up new growth opportunities.

The bottom line: - ASK BOSCO® is pairing a fresh product push with a finance hire built for scaling, fundraising and ecommerce reporting.