Tom Firth

Critic
DISC Type : C

Founder at Cotera

London, England, United Kingdom, United States

Overview

Tom Firth is the founder of Cotera, a Y Combinator-backed company creating AI agents. His career transitioned from finance, where he became a CFA Charterholder, to leading data teams at Stockopedia. A graduate of the University of Oxford, he combines deep financial expertise with advanced data and AI skills.



Unique fact: Tom co-authored "The Profit Warning Survival Guide, " a statistical study of small-cap stock disasters, reflecting his deep roots in financial data analysis.

Personality Overview

Precise

Negotiator

Information Seeker

They are quite likely to negotiate on pricing or other key terms.  They like to take decisions independently and do not seek others' support often. They don’t appreciate bells and whistles unless backed by data.

Topics They Care About

AI Agent Platforms
As the founder of Cotera, his primary focus is on building and promoting production-ready AI agents for businesses.
AI Model Evaluation
He publicly shares his thoughts on the performance and utility of new AI models like Gemini 3, indicating a hands-on interest in their practical application.
Startup Growth
His recent activity includes launching Cotera on ProductHunt, showing a clear focus on user acquisition and early-stage startup marketing strategies.

Media Appearances

Tom has no verified media appearances

Work History

8-2021
Founder at Cotera
1-2020 - 7-2021
Head of Data at Stockopedia
1-2018 - 12-2019
Data Products Manager at Stockopedia
1-2016 - 12-2017
Financial Analyst at Stockopedia
9-2013 - 12-2015
Associate at Grant Thornton UK LLP

Education

1-2022 - 4-2022
W22 from Y Combinator
10-2020 - 10-2024
Master of Science - MS from University of Oxford

More Information

Social Presence :

Prographics :

Exp : 11 Location : London, England, United Kingdom, United States Job Level : Leadership Designation : Founder at Cotera

Interested in

Sports

Running

Health & Outdoor

Running, Ski instructor

Lifestyle

Writing software

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Insights For Selling To Tom

During A Call Or A Meeting

DO's

  • If you can, show them industry reports or analyst comments instead of sharing anecdotal stories
  • Be formal and objective, they will appreciate it more
  • Use phrases like ‘expect X% improvement’, ‘data clearly shows’ etc.

DONT's

  • Avoid phrases like ‘trust me’, ‘others just love’ etc.
  • Don’t rush them till they have clearly gotten all the necessary information
  • Don’t try to give too many examples of other users, they like to make their own decisions

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Tom is

  • Proof of ROI, low pricing and objective proof points are the important factors for them.
  • Will you ever get a clear answer from Tom

  • They do not mind saying no if they believe that it is the right decision.

Insights For Deal Planning

    How fast (or slow) will Tom move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Tom take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Tom

Personality Compatibility


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