About Untapped

Jenny Millar

Founder & Pricing Strategy Lead

Jenny is a pricing expert, founder of Untapped Pricing and co-author of The Pricing Sprint. She leads high-stakes pricing transformations and advises boards, investors, and CEOs on value strategy and commercial growth.

During 10 years with eBay, she led pricing initiatives across 11 European markets, transforming data into actionable insights. As a lecturer at Warwick Business School and the London School of Economics, Jenny equips the next generation of leaders with practical tools to navigate pricing challenges. Her work blends academic insight with real-world application, shaping pricing strategies that deliver measurable results.

Ann Padley

Senior Partner & Value Proposition Lead

Ann is a pricing designer, strategist and co-author of The Pricing Sprint. She specialises in helping organisations embed customer insight and behavioural science into pricing strategy to support confident, evidence-led commercial decisions.

Ann has advised organisations ranging from high-growth startups to Fortune 500 companies across the UK, Europe and the US. Her work spans pricing strategy, value proposition design and price communication, with experience delivering projects for leading organisations including Nike, Booking.com and National Grid.

Alongside her consulting work, Ann was a member of the founding team of the Centre for Innovation and Entrepreneurship at the University of Bristol, where she led undergraduate innovation programmes and received national recognition for her contributions to enterprise education. She has served as an external examiner at London Interdisciplinary School, guest lectured at Swansea University, is a Fellow of the Higher Education Academy (FHEA) and holds an MBA in Service Innovation and Design from Laurea University of Applied Sciences.

Rick Mather

Partner & Commercial Analytics Lead

Rick leads commercial analytics and price testing at Untapped Pricing, uncovering data-driven strategies to improve profitability and customer retention.

With 20 years of pricing experience across retail, eCommerce, and hospitality, Rick specialises in rigorous price testing to refine market position, manage margins, and adapt to shifting conditions. His collaborative approach equips leadership teams to sustain and evolve their strategies for long-term success.

Kate Thompson

Partner & Market Insights Lead

Kate combines expertise in quantitative research with strategic insights to help businesses adapt and thrive.

A seasoned researcher, Kate excels in designing large-scale studies and translating complex data into clear, actionable strategies. She uncovers the “why” behind customer behaviours and market trends, ensuring businesses remain responsive to evolving demands.

Kerry Thompson

Senior Strategy Consultant

Kerry focuses on research and innovation to craft pricing strategies that align with market needs and drive growth.

Her career in business transformation has honed her ability to design impactful research programmes, uncovering critical behaviours and preferences. Kerry’s work helps leadership teams make informed decisions that strengthen customer connections and profitability.

Maaike Mintjes

Senior Strategy Consultant

Maaike specialises in strategy development, team alignment, and qualitative research to refine pricing decisions.

Her background in strategic consulting enables her to facilitate collaboration among leadership teams, ensuring alignment on key objectives. Maaike’s ability to help businesses combine strategic vision with practical execution empowers them to navigate challenges and achieve meaningful growth.

Phuong Nguyen

Value Coaching

Phuong brings deep commercial and monetisation expertise to Untapped Pricing, shaped by senior roles at Meta as Product Marketing Director for Commerce & Monetisation, and as General Manager of eBay Ads EMEA. As a Value Coach, he helps clients sharpen how they define, deliver, and communicate value—bridging strategy and execution to unlock growth.

Luke Battye

Board of Directors

Luke specialises in integrating behavioural design and product innovation into pricing strategies.

As Managing Partner of Sprint Valley, a boutique consulting firm, Luke collaborates with Untapped Pricing to apply behavioural science to complex challenges. His approach uncovers customer insights and ensures pricing strategies are embraced and sustained for long-term success.

Josie O’Donovan

Pricing Communications Specialist

Josie specialises in integrating marketing strategy and price communications to help businesses articulate and deliver their value effectively.

She crafts pricing communication strategies that resonate with customers and enhance market positioning. Her expertise ensures that pricing decisions are not only data-driven but also communicated in ways that build trust and drive engagement.

Rob Hamblen

Product Design Specialist

Rob specialises in integrating product design into pricing strategies, ensuring innovative solutions that align with customer needs and perceived value.

As the founder of Be the Leap, a product design consultancy, Rob collaborates with Untapped Pricing to develop customer-centric strategies that connect products and pricing seamlessly. His expertise ensures that pricing solutions are both impactful and grounded in practical design principles.

Dr. Bo Kelesyn

Design Thinking

Bo is an Associate Professor at Warwick Business School and leads The Guardian’s Masterclass in Design Thinking. At Untapped, she helps us apply design thinking to craft strategies that are high impact for businesses and meaningful for customers, ensuring solutions are human-centred, practical, and built for action.

Prof. Ivo Vlaev

Behavioural Science

Professor Ivo Vlaev is a leading authority in behavioural science, specialising in decision-making and behaviour change. As a co-author of the UK government’s influential MINDSPACE report, he has significantly shaped the application of behavioural insights in public policy. At Untapped Pricing, Professor Vlaev advises on integrating behavioural science principles into pricing strategies, enhancing value perception and customer engagement.