Commercial strategy, go-to-market and applied AI for cybersecurity and technology vendors.
Holdfast Global is an independent consultancy that helps security and technology companies turn strong products into strong commercial performance. We specialise in OEM and embedded business models, and in the pricing, partnership and go-to-market work that makes them profitable — alongside designing and building applications that apply AI to concrete business problems.
We work with founders, commercial leaders and product teams across EMEA and APAC, typically on defined engagements where the objective is clear and the outcome matters.
Engagements are scoped around outcomes, not hours. Most clients start with one of the following and expand from there.
01
Commercial strategy and pricing
Design of pricing and licensing models that hold up under negotiation — revenue-share, per-unit, tiered and hybrid structures, built with the underlying commercial logic and the customer-facing rationale in place. Useful when a deal is stuck on price, or when a repeatable pricing framework is needed across a portfolio.
02
OEM and partnership development
Sourcing, structuring and negotiating embedded and OEM technology partnerships end to end — from first commercial conversation through term sheet, NDA and contract. This is the core of the practice: getting one company's technology into another's product on terms that work for both.
03
Go-to-market strategy and execution
Market entry and expansion planning across EMEA and APAC, including territory strategy, target account development, prospect re-engagement and the practical execution that turns a plan into pipeline.
04
Technical sales leadership
Sales-engineering advisory and interim technical sales leadership for teams that need senior capability without a permanent hire — pre-sales strategy, proof-of-concept design, and the translation between engineering and the buyer.
05
Product marketing and positioning
Positioning, messaging and go-to-market narrative for deep-technology and security products, including competitive positioning, customer case development and launch support.
06
AI application development and consultancy
Design and development of applications that apply AI technology to real-world business problems, and advisory support for organisations working out where AI genuinely fits their commercial or operational needs. This spans hands-on build work — prototypes, internal tools and customer-facing applications — and the practical judgement of what's worth automating, what isn't, and how to get from idea to working software.
Regulated and technically demanding markets.
The practice works across regulated and technically demanding markets, with particular depth in the following. Experience spans embedded and API-based products, threat detection and intelligence, and enterprise security platforms.
Cybersecurity and technology vendors
Financial services — banking and insurance
Healthcare
Legal
Government and defence
Deep Industry Experience
Holdfast Global is led by Pete Starr, who brings over twenty years in technical sales, product strategy and cybersecurity. His background includes senior sales-engineering leadership across EMEA, North America and APAC, and co-founding and growing an earlier technology business — experience that informs how the practice approaches both the commercial and the technical sides of a partnership.
He also develops applications directly, giving the practice a hands-on build capability alongside its commercial and strategic work — particularly where AI can be applied to solve a specific business problem.
The company operates as an independent business, taking on a small number of engagements at a time so that each receives senior attention throughout.
Defined, outcome-based engagements.
Holdfast Global takes on defined, outcome-based engagements — fixed-scope projects or retained advisory — rather than open-ended staffing. Engagements typically begin with a short scoping conversation to confirm objectives, timescales and commercial terms before any work commences.
01
Scoped to outcomes
Each engagement is agreed against clear deliverables and objectives, with the approach shaped around what the client is trying to achieve.
02
Scalable resourcing
For larger or more complex projects, Holdfast Global can draw on a network of qualified associates to help deliver the work.
03
Properly covered
The company carries professional indemnity and public liability insurance appropriate to the work it undertakes.
For new engagement enquiries.
Please get in touch with a brief outline of the challenge and timescale.
Holdfast Global Ltd
Company number 14690999
Long Covert Farm Holdfast, Upton-upon-Severn, Worcester, Worcestershire, WR8 0RA