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Go-to-Market Fit

Your guide with tools, templates and examples and resources to nail the scaling journey.

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The Rising Stars of Open Source

Who is winning in the open source space? Oxx annual deep-dive into of the best upcoming OSS companies.

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  1. Oxx
  2. Team
  3. Phil Edmondson-Jones

Phil Edmondson-Jones

London
Partner
With more than a decade’s worth of investment and strategy experience, particularly in scaling B2B software, Phil knows a thing or two about picking and supporting the right companies for Oxx’s boutique investment approach. Over the years, he’s invested in a variety of industries—fintech, insurtech, cybersecurity, vertical AI, and martech—and served on the boards of over a dozen European scale-ups, providing hands-on support as they navigate the challenges and opportunities of scaling.
Phil Edmondson-Jones - Partner at Oxx

Phil is one of those rare people with perfect pitch. While the musical benefits of what that entails may not be overly useful in the world of VC, the fact is that when Phil speaks, you want to listen, because you can trust that what he says will be on point. 

Phil’s journey toward venture capital and Oxx started at the Bank of England at the height of the last financial crisis, where he got a crash course in resilience and macro strategy. From there, he moved into roles at Bank of America Merrill Lynch and Marathon Asset Management before venturing into strategy consulting at OC&C, advising private equity clients on commercial due diligence.  

It was during his four years at Beringea, a transatlantic VC fund, that Phil discovered his interest in B2B software investing—a discovery that ultimately led him to Oxx in 2020. His previous experiences have provided Phil with a holistic perspective of investments, especially at the growth stage, which makes his input incredibly valuable both to the team and the portfolio companies he works with. Today, he runs the “Phil’s musings”-series where he dives into the impact of the macro environment on investing. He may not be the loudest person in the room, but his perspectives are always considered, and he’s become a pivotal and active advisor for Oxx’s portfolio companies.

Venture is about so much more than capital—it’s about strategy, relationships, and not least timing – and so at Oxx we want to actively leverage our knowledge and expertise to help our portfolio get this right. Oxx’s strategy is built to do that. This approach really suits me.

An expert in Go-to-Market strategies, Phil was the driving force behind the launch of Oxx’s Go-to-Market Fit toolkit, which provides founders with a high-level overview with deep-dives into critical aspects of navigating the GTMF stage. His passion for the strategic nuances in the GTMF stage is clear, and he’s become known for offering sharp, data-driven insights. Phil currently works tightly with Oxx companies CyberSmart, Lightico and remberg. 

The best part about working with founders is seeing them transform their businesses and make a dent in their industry. It’s a privilege to be part of that journey, helping them make strategic moves that impact our future.

Phil’s commitment to inclusivity in venture capital is also evident. He has mentored aspiring VCs through Diversity VC’s ‘Future VC’ program and works with the Prince’s Trust to support young entrepreneurs. He’s especially passionate about initiatives that open up the venture space to underrepresented groups, bringing more voices to the table.

While Phil may be serious about scaling SaaS, he’s as dedicated in other parts of life as well, to such an extent that it begs to question whether Phil’s days have more hours than a regular person’s. A Manchester United supporter, he’ll take any chance to see the Red Devils, and, as a new father, he spends a lot of time with his wife and son. On top of that he’s recently gotten back into running, completing multiple half marathons across London for charity.

Joined Oxx
2020

Education
MA in Economics and Management Studies from St John's College, Cambridge

Experience highlights
Bank of England, Bank of America Merrill Lynch, Beringea

Sector interest
Vertical AI applications, fintech/insurtech, cybersecurity

Geekiest thing about me
Self-proclaimed Excel ninja

Hidden talent
Quite a competent baker! Multiple office "bake-off" trophies

Favourite mountain or slope
The Canadian Rockies

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