---
title: Get analytics out of the data-team queue
seo_title: About Advise | Decision intelligence for CPG, built in Dublin
description: Advise gets analytics and decisions out of the data-team bottleneck, so every commercial role in a CPG business can act on its data.
slug: /about
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cta_primary: { label: Book a demo, href: "/demo" }
cta_secondary: { label: Careers, href: "/careers" }
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---

# Get analytics out of the data-team queue

In most CPG businesses, every question from sales, marketing, finance and the board lands on one insights or category team. They spend most of their week pulling data and building reports, and the decisions wait.

Advise exists to change that. We automate the analysis so the insights team can work on strategy, and we give every commercial role a way to get answers and finished work for themselves.

## What we believe

- **The data is no longer the differentiator. The decisions are.** Every brand has data. The ones that win act on it first.
- **Trust comes before AI.** Our AI never invents a number. Every figure is computed by the engine and traceable to its source.
- **Humans lead.** Advise prepares the work, and a person decides.
- **Built for CPG.** Retail data, retailer metrics, promotions, ranging and buyer meetings are all we do.

## Our journey

| Year | |
|---|---|
| 2016 | RecommenderX is founded in Dublin as a data analytics and development services company, building analytics applications for Mastercard |
| 2018 | Work with Unilever takes RecommenderX into the CPG platform space. Over €3 million raised in Q4 to build it |
| 2020 | Advise launches in Q1. O'Brien Fine Foods goes live, Advise is listed on Microsoft Azure Marketplace, and the Advise Playground opens |
| 2024 | Advise Freemium launches: free price and promotion data for the Irish market |
| 2025 | RecommenderX rebrands as Advise CPG |
| 2026 | AI arrives in Advise with Chat and Context, now the Intelligence layer; Matt Peat joins as Chief Category and Growth Officer |
| Early 2027 | Autonomous |

## Leadership

- **Dr Kevin McCarthy, CEO and co-founder.** PhD, University College Dublin. More than 50 peer-reviewed publications and several patents. Has spent more than a decade commercialising AI with global partners.
- **John Phelan, Co-Founder and Chief Commercial Officer.** Has started and run companies in the USA, UK and Ireland. All-Island Manager of the Halo Business Angels Network.
- **Dr Mick Kerrigan, CTO.** PhD, University of Innsbruck. Twenty years across AI, information retrieval, semantic web and big data. Formerly Principal Data Scientist at Amdocs and INM.
- **Matt Peat, Chief Category and Growth Officer.** 18+ years in FMCG commercial strategy and insights, including senior roles at LEGO and Nielsen, and built the insights function at Richmond Marketing.

## The team

Engineering, data science, design, delivery and sales, based in Dublin with sales in Ireland, UK, EU & North America. [Join us](/careers)

## Memberships

ECR Ireland · CMA / SIMA · NRF

## Where to find us

Suite 139, Guinness Enterprise Centre, Taylors Lane, Dublin 8, D08 NFX6, Ireland