People at mplus

What I do: I set the vision, drive go-to-market, and work directly with brands to help them replace guesswork with clean, declared data. I’m obsessed with building systems that scale — and killing anything that doesn’t. Backstory: Bootstrapped mplus into a profitable, 7-figure business by solving real signal loss for top brands. Now I’m building the next great independent data marketplace — one built on truth, not inference — and rooted in privacy, consent, and declared intent. What I value: Decisiveness, clarity, ownership. You don’t need to ask for permission — just take ownership, move with dynamism, and focus on growth. Outside of work: Cardio before coffee. Big on travel, strategy, and still chasing the perfect sourdough crumb.

Will Oatley

Founder