The experienced technology executive will lead Advania UK through its next phase of growth, transformation and customer innovation
Advania UK has now announced the appointment of Annette Murphy as Chief Executive Officer. Annette will lead the IT services provider, as it continues to expand its capabilities following recent business acquisitions and the launch of its sovereign AI platform, Advania ALT, which is designed to give UK organisations greater control over how AI is deployed, where sensitive data is held and which AI models are used.
Annette brings extensive international leadership experience and a strong track record of scaling technology businesses through periods of growth, transformation and integration. She has previosuly held senior commercial and general management roles at Colt Technology Services, Lumen, Zayo/GEO and BT, working across the UK, US, EMEA, Asia-Pacific and other global markets.
Throughout her career, Annette has consistently built high-performing teams, led complex transformation programmes and developed strong relationships with customers and partners. Her experience aligns with Advania UK’s ambition to strengthen its position as a trusted technology partner in the UK and beyond, whilst building on what Advania UK already does to help organisations modernise and secure their operations.
Annette takes over the UK business at a point where many organisations nationwide are modernising infrastructure, adopting cloud technologies, strengthening cyber resilience and exploring more advanced AI-assisted workflows. Under her leadership, Advania UK will build on its technical foundations, broaden its capabilities and focus on delivering even greater measurable outcomes for customers.
Annette Murphy, incoming Chief Executive Officer of Advania UK, said:
“Advania UK has built a strong business through an impressive combination of technical expertise, strong customer relationships, acquisitions and investment in new technology. Advania ALT represents an important part of where the market is heading, particularly as organisations look for ways to use AI while keeping control of their data. I’m looking forward to building on that foundation and taking the business into its next phase. Together, we have a significant opportunity to help organisations navigate change and realise greater value from technology.”
Hege Støre, Group CEO of Advania, and former acting UK CEO, said:
“We are entering a pivotal and transitional chapter in Advania’s story and the UK business is a key driver in that. Annette has an outstanding track record of leading technology businesses through growth and transformation. Her commercial experience, customer focus and commitment to building high-performing teams make her the right leader for Advania UK as we enter our next phase. We are delighted to welcome her to the business.”
Annette’s appointment completes the transition from interim UK leadership under Støre, giving Advania UK a permanent CEO, as it looks to build on its position in the UK mid-market and public sector.
It also means women now make up 50% of Advania UK’s Senior Leadership team. As Annette follows the appointments of Sabrina Harris as CFO and Tara Allison as CMO earlier this year. A strong indicator of the company’s continued commitment to growth, which has also seen Ian Goodfellow recently join as MD of VAR.
About Advania ALT
Advania ALT (Advania AI Layer Technology) is Advania’s AI platform, giving organisations access to leading AI models through a unified solution. The platform combines flexibility, security and governance to make it easier to use AI at scale and meet future demands for innovation, regulatory compliance and transparency.
About Advania
Advania is a Northern European IT services provider operating across seven markets: Denmark, Finland, Iceland, Ireland, Norway, Sweden, and the UK. The company works with mid-market enterprises and public sector organisations where IT complexity is high and the stakes of getting it right are real.
Advania supports the full lifecycle of IT, from advisory and architecture through to implementation, managed services, and ongoing improvement. Its approach is vendor-neutral, built around matching the right technology to each organisation rather than promoting a fixed stack. Core capabilities span cloud, cyber resilience, and artificial intelligence, alongside hardware lifecycle and circular IT services.
With approximately 5,000 employees, Advania operates through a model that keeps decision-making close to customers while drawing on shared expertise and scale across markets. The result is the kind of relationship depth usually associated with local providers, combined with the capability range of a larger organisation.
