Everyone is building. Not everyone knows what they're building, or why.

We are a strategy firm. We work with technology businesses and their backers on focus. What to build, why it wins, and how to sell that story to the people who matter.

The Problem

The pressure on technology businesses right now is coming from every direction at once. Investors want AI adoption. Clients are asking about it. The tools to ship a product, pivot the model or enter a new market have never been cheaper or faster to use.

What this produces, more often than not, is businesses that are moving constantly and thinking less. The roadmap grows. The original question, what are we actually building and for whom, stops getting asked.

Strategy does not get abandoned so much as quietly set aside, and by the time most businesses notice, the cost of that is already showing up in the numbers.

That is the problem we were built to solve.

What We Do

We work with technology firms selling into the alternative investment world. Hedge funds, private equity, family offices and the institutional infrastructure around them. Enterprise decisions in these markets are shaped by reputation and familiarity long before any formal process begins, which means the work of winning them starts long before a proposal is written.

Strategic Positioning and Commercial Narrative

Before anything else, a business needs to know what it actually is and where it genuinely wins. We start there, not with the messaging but with the underlying strategic question, and work forward from that foundation. The result is a story that holds up in the room because it is true.

Institutional Access Strategy

We work with clients to build the presence, peer validation and credibility that influences decisions early, so that when a conversation happens, the firm is already known and already trusted.

GTM and Business Development

For firms entering the institutional market for the first time, we work alongside the team on pipeline, sequencing and the decisions that determine whether a business gets real traction or stays stuck at promising.

Enterprise Engagement Design

How a firm conducts an enterprise sales process signals as much as what it says. We help clients structure that process to reflect how institutional decisions are actually made. Rarely linear. Almost never fast.

Who We Work With

We work with technology businesses and advisory firms that are serious about winning in the alternative investment market, and with the investors backing them. We are deliberately small and take on a limited number of clients at any one time.

If that sounds like where you are, we should speak.

About

Argyll and Buchanan was established in Glasgow in 2017 and has operated there ever since, which raises an eyebrow in some of the rooms we work in. We have always thought that was the point.

The alternative investment industry is concentrated in a small number of cities, and the assumption that serious advisory work requires a presence in one of them is something we have spent eight years quietly disproving.

We work across EMEA and North America. If you are building something serious and want to talk, we would like to hear from you.