About Us

We are a team of regulatory and data experts, we understand and are solving challenges faced by regulators and market participants within the modern regulatory environment.

Globalisation, increasingly complex supply chains, and a growing number of market participants have contributed to a more intricate and fast-moving regulatory landscape. As a result, both regulators and businesses face significant challenges. For businesses, staying informed and compliant with evolving regulations is time-consuming and resource-intensive. For regulators, monitoring dynamic public-facing information—such as advertising claims and price movements—is a continual task that requires timely and scalable market surveillance to ensure compliance with published guidance.

About our founder

Tom Coe

I founded Advantageous Group to build a future where people spend more time on things that humans are good at and less time on tedious work.

 

The catalyst for founding Advantageous is a story close to home. My partner (a Lawyer) and her team were spending a significant amount of time in her role with a regulator, monitoring digital markets for compliance. I've spent my career implementing digital solutions and helping people automate the boring stuff - this was a problem I couldn't help but have a crack at solving and lead to the development of our Market Monitoring solutions. 

 

From this initial problem we have expanded by applying these same principles to many other problems. Rather than have a permanent consulting team, we draw on a large pool of advisors who we can offer flexibility that other consultancies do not. This allows us to retain highly experienced staff who value flexibility. Our staff are not over-capacity, cutting corners and over-billing like some other groups do. We focus on quality over quantity.

 

I'm confident that our partnership approach to solving problems and alleviating pain points drives our success. 

 

How do we operate? 

your Vision

We’ll ask: “What does the future look like if regulation works the way it should?”


You tell us what a fairer, faster, more enforceable system looks like.
We’ll show you how Advantageous helps get you there.

Whether you’re enforcing environmental claims, product safety, greenwashing, or AI risk, we believe regulatory bodies should have real-time, ground-truth insight—and the tooling to intervene earlier, not later.

 

Our vision is simple:
You shouldn’t need to wait for harm to act. You should have the tools to prevent it.

Better Together

We're Building With or Without You—But Better With You

Advantageous is in active development. The core ideas are in motion.

But we don’t want to build a generic product that barely fits your needs.

We want to build the right product by working directly with those who’ll use it.

That means early adopters won’t just test a finished tool—you’ll shape what gets built, when, and why. You’ll see your problems reflected in our roadmap. Your feedback will drive how we evolve.
 

We don’t need validation. We want collaboration.

Targeted Solution

We’re not offering “early access.” We’re offering shared ownership of the process.


If you partner with us now, you’ll:

  • Join working sessions with our product and data teams

  • Shape our use cases, alerts, and compliance models

  • Influence which industries, datasets, and risk areas we focus on first

  • Get lifetime access to the tools and systems you help build


When Advantageous launches publicly, we want partnered regulators to say:
"This was built with us, not just for us."

Interested? Book a discovery session with our founder now.