Odinnu was built for businesses that have ambition but find it difficult to manage with time, where growth has led to friction instead of freedom for the people in charge.
The word “ODINNU” is derived from the term “ODIN” – the Norse god of wisdom, foresight, and decisive leadership. He wasn’t a symbol of chaos or bravado. He was known for wisdom, knowledge, control and foresight. In that regard, Odinnu is the same. Founded in 2023, we are an operating partner who typically works with Managing Directors of UK SMEs with £2.5M to £25M. turnover to stabilise their performance and restore execution discipline.
Our priorities are to remove the MDs from the default point of failure, restore clarity across the Commercial and Finance functions and develop the internal leadership team. This creates a window for the MD to focus just on strategy and growth. We also work with existing M&A and corporate finance teams to protect value before the due diligence. All this helps us to strengthen your business to make it look more credible to clients/customers.
Richard and Martyn previously worked together for over four years inside a family-run SME, dealing directly with the realities of owner-managed businesses — where decisions concentrate at the top, structure is informal, and execution pressure is constant.
Then we followed separate paths through multinational corporates, as did Martyn, operating in environments where accountability, reporting, governance, and performance discipline are non-negotiable.
Most of our clients are active Managing Directors.
We step in to expose what is really blocking performance and work directly with the MD to remove those constraints so the business can move without being pushed.
Our experience was built inside demanding operating businesses where leaders have direct responsibility for results — across ambitious SMEs and global corporate businesses. Having experienced how success can mask fragile execution, we understand how to introduce strong operational discipline, better accountability, flexible performance frameworks and keep teams energised and focused on revenue.
As the business grows, dependency gradually builds.
Decisions are taken in haste.Only key individuals concentrate.
Performance depends on the person rather than the system.
You may not see any dependency in the numbers, but it emerges when pressure increases, when the MD takes a break, or when the business is under fire.
Odinnu exists to address this reality head-on.
Some owners/founders engage with us because they want control back — or the freedom to step away without the business going down.
Others are recommended by advisors looking to reduce risk and protect value ahead of a major transition.
Circumstances may be different in both, but the problem is the same.
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Send us a message, and we will reach out to set up a call.
We work with founders and managing directors to restore discipline, structure, and execution inside underperforming businesses — so they can perform when pressure is highest.