ASOS and Novotique Finance Chief Tom Wills Joins Modo25 and ASK BOSCO(R) as Chief Financial Officer

Appointment follows £4.1m Gresham House Ventures investment and the launch of ASK BOSCO(R) in the Shopify App Store, as the business looks to further accelerate its growth.

Leeds, United Kingdom--(Newsfile Corp. - August 20, 2026) - Modo25, the digital marketing business behind AI analytics platform ASK BOSCO®, has appointed Tom Wills as Chief Financial Officer.

Wills brings more than 15 years of finance experience from ASOS.com, EDF Energy and British American Tobacco, as well as seven years as co-founder and CFO of data business Novotique.

At Novotique, he helped take the business through a management buy-out and subsequent funding rounds to Series B. He has spent much of his career raising and managing money, supporting businesses on their growth journey.

He joins Modo25/ASK BOSCO® at a significant point in the company's growth. Gresham House Ventures led a £4.1m investment into ASK BOSCO® in July 2025, backing a business whose angel investors include Skyscanner co-founder Bonamy Grimes and former Sky Betting & Gaming chief executive Richard Flint. In March 2026, ASK BOSCO® launched in the Shopify App Store. The business is now entering the next phase of its expansion, with Wills leading its finance function.

From performance to profit

Most ecommerce reporting tells a merchant what their advertising spend returned. ASK BOSCO® is designed to tell them what that spend actually made.

The Shopify app connects advertising data with real product margin and live inventory, giving brands and retailers a clearer picture of which products are genuinely profitable to advertise.

That means they can see beyond return on ad spend, avoid spending money promoting products that are about to run out of stock, and understand how marketing activity is affecting the bottom line.

ASK BOSCO® brings data from platforms including GA4, Meta, Google Ads, Klaviyo and Shopify into one place. It also lets users ask questions in plain English and forecast future performance.

For Wills, the move from measuring performance to understanding profit is one of the reasons he wanted to join the business.

"The problem ASK BOSCO® solves was my problem"

Wills spent part of his career at ASOS, where he worked on the international business and produced the digital marketing and sales reports used to make weekly trading decisions.

"The problem ASK BOSCO® solves was my problem," said Tom Wills, CFO at Modo25 and ASK BOSCO®.

"Every Monday at ASOS I was in early, pulling together the marketing and sales numbers because the decisions being made that week depended on them. Getting that information right and on time was worth real money to the business. I have sat in the seat our customers sit in, so I understand why this matters.

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