Our Team
AFM Investment Group is led by a team of experienced operators and investors who share a passion for building and strengthening established businesses. Our leadership combines deep financial, operational, and commercial expertise with a people-first philosophy — ensuring every company we acquire continues to grow with care, purpose, and long-term value.
Jonnie Armitage
Co-Founder & CEO
Jonnie began his career as a qualified accountant with Deloitte before taking on a range of commercial finance, procurement, and trading roles at Sainsbury’s.
He later joined a struggling SME in the snacking industry, where he led sales, purchasing, and operations — successfully returning the business to growth and guiding it through its eventual acquisition by Nestlé.
Following this, Jonnie worked with private investors to design and execute acquisition strategies for SMEs across the UK, building a track record of identifying and transforming underperforming businesses.
Known for his tenacity and approachable leadership style, Jonnie has successfully delivered numerous complex transactions and growth turnarounds. Together with his wife and co-founder, Lorena, he takes a hands-on approach to identifying exceptional businesses ready for succession and supporting the growth of AFM’s portfolio companies — helping their teams build stronger, more sustainable operations for the future.
Lorena Armitage
Co-Founder
Lorena is the Founder of The Second C, a COO-as-a-Service and business coaching consultancy. Her focus is on helping scaling SMEs achieve sustainable growth by providing the operational leadership, structure, and guidance founders and their teams need to scale with confidence.
With over 20 years of experience supporting SMEs across sectors, Lorena is a recognised leader in management consulting and business transformation. She has served as Chief Operating Officer, Chief Marketing Officer, Board Member, and Advisor to Founders and CEOs — helping companies navigate growth, change, and performance improvement across industries from heavy manufacturing to financial services.
Originally from Latin America and raised in the United States, Lorena has lived and worked across Europe, North and South America, and Asia-Pacific. This global perspective gives her a deep understanding of how to unite diverse teams, cultures, and leadership styles to drive meaningful and lasting impact.
Thomas Davies
Chief Operating Officer
Thomas is a qualified lawyer who began his career at Freshfields, working across their London, Hong Kong, and New York offices. He is qualified to practice law in both the UK and New York.
Since 2012, Thomas has worked in senior leadership roles across multiple technology start-ups, including Seedrs — Europe’s largest equity crowdfunding platform — which was later acquired by US company Republic for $100 million.
He has held several CEO and COO positions, specialising in building high-performing sales and operations teams and leveraging technology to drive efficiency and profitability.
Thomas has also founded and led multiple ventures, including a fundraising consultancy that helped companies raise over £150 million, and a software company enabling businesses to reward employees for referrals. His broad experience across law, technology, and operations brings a commercial and innovative perspective to AFM’s portfolio.