Strategic, operational and board-level advisory for technology companies serving the insurance industry, drawn from thirty-five years inside the businesses that shape it.
Defining and executing growth strategy for founder-led, PE-backed and scaling SaaS businesses in insurance technology, building toward the next phase of enterprise value creation.
Strengthening EBITDA performance, commercial discipline and enterprise sales capability, and supporting post-acquisition integration where value depends on getting the operating model right.
Constructive board-level challenge and governance insight for technology boards and leadership teams at strategic inflection points.
Atlam Consulting is led by Joe Sultana, a board-level Insurance Technology executive and strategic advisor focused on growth, scalability and enterprise value creation. Trusted by boards and investors to drive operating-model scalability, EBITDA performance and acquisition integration.
Thirty-five years across the UK and Ireland insurance technology sector, with significant exposure to North American SaaS markets gained through executive leadership inside a global PE-backed organisation. Extensive background in scaling SaaS platforms, supporting founder-led insurtechs and operating within complex distribution ecosystems.
Joe began at a national high-street brokerage and went on to lead multi-disciplinary teams across the UK and offshore at Insurecom, ran operations at Moorhouse Group as Operations Director, and returned to Insurecom as Chief Business Development Officer, leading the strategic repositioning that culminated in its successful sale to Applied Systems Inc.
At Applied Systems he served as Managing Director of the UK broker business, growing annual sales 700% from £1.3m to £10.8m and more than doubling revenue over the period, before being appointed Chief Operating Officer of Applied's European business, with accountability for the UK & Ireland operating model and post-acquisition integration (including Relay Software and IS2) inside a $500M+ global PE-backed SaaS organisation.
Joe is Founder of Atlam Consulting. He was a finalist for Technology Champion at the 2018 Insurance Times Tech & Innovation Awards, is a regular contributor across insurance technology media and industry events, and a member of judging panels for major UK insurance and insurtech awards.
Ongoing advisory work with a number of early-stage and scaling insurtech founders, providing an operator's view of the UK insurance landscape, distribution dynamics, broker and carrier buying behaviour, and the realistic shape of a viable go-to-market. The work isn't theoretical. It's drawn from thirty-five years inside the businesses founders are trying to sell into.
Board-level engagement helping lead growth, brand and commercial strategy at a UK insurance technology business serving the commercial and schemes market, spanning digital trading and distribution platforms.
Regularly engaged as an industry expert by leading global research firms producing market intelligence for private equity and strategic investors evaluating insurance technology assets. Contributions span market sizing and segmentation, competitor positioning, broker and carrier dynamics, growth-vector assessment and geographic expansion potential. Delivered through structured scope, draft and final review cycles.
Direct engagement with a global private equity investor on a market-leading European broker management software vendor. Authored an independent report on the UK & Ireland broker software market, with a view on North American growth opportunities. Covered market size, share and growth; trends, opportunities and risks; the target's growth vectors and geographic expansion potential. Structured cycle of scope, draft and final reviews with the deal team.
Multi-strand engagement led by Joe through e-Zee Insurance Solutions for another leading UK broker management software provider: research into what motivates brokers when selecting and retaining a software house (with a positioning view), a structured SWOT of the business and its competitors, and a benchmarking study across product strategy, distribution, pricing, technology and contracting. Findings landed with the executive team through a two-day management workshop.
Independent strategic engagement for a leading UK broker management software provider: a market view of the intermediated/broker sector, profiling competing software houses, and forming a forward opinion on consolidation, M&A drivers (PE and North American acquirers), broker technology investment and emergent distribution models.
Led UK broker division growth, then the European operating model and post-acquisition integration of multiple insurance technology businesses inside a $500M+ global PE-backed SaaS organisation.
Atlam is led by Joe directly. That's the point. When an engagement calls for specialist expertise, he draws on a curated bench of independent consultants he has worked alongside for years. Specialists are brought in only when the brief requires it, and billed transparently. Sometimes Joe leads the engagement end-to-end; other times, where Atlam's involvement isn't adding value, he hands clients directly to the specialist.
Independent advisory for brokers and MGAs selecting or reviewing a BMS or core insurance platform. Vendor evaluation, commercial terms and migration planning, delivered through trusted specialists.
Selection Specialists · IndependentArchitecture review, product strategy and engineering due diligence for insurance software platforms and integrations.
Technical Advisor · IndependentEarned-media strategy, journalist relationships, executive visibility and crisis communications across UK and US insurance press.
PR Consultant · IndependentPositioning, narrative and brand awareness programmes for B2B technology businesses operating in regulated markets.
Brand Strategist · IndependentGo-to-market execution, demand generation and content programmes aligned to long-cycle enterprise insurance sales.
Marketing Advisor · IndependentExecutive search, leadership team design and organisational structure for scaling insurance technology companies.
Talent Partner · IndependentSpecialists are engaged only when the work genuinely needs them, never bundled by default. Where Joe is the right lead, he runs the engagement end-to-end. Where the specialist is the right lead, he steps back and lets them work directly with the client. Either way, the relationship is transparent.
A direct conversation with Joe to understand the situation, the constraints and what a useful outcome would look like. No proposal mill. Only fit.
A short, structured diagnostic across operations, strategy and governance. Honest findings, delivered to the people who can act on them.
A defined engagement (advisory, operational support or a board seat) sized to the problem and limited in number so attention stays high.