Our Work and Sector Expertise

We are passionate Technologists, Software Engineers, Experience Designers and Testers who have been collaboratively working with clients for over 20 years to deliver growth through customer-centric digital transformation within retail, wealth, payments and healthcare. We are practitioners.


Answer Digital Retail work with retail groups and delivered wholesalers, to simplify the journey from wholesaler to retailer and finally to the shopper.

Our sector expertise and experience means we are more than an ecommerce / product agency, delivering brilliantly designed digital solutions that sit at the core of the convenience, wholesale and retail business model.


Answer Digital Payments keeps a track of the payments market, advising clients on how to navigate the changing landscape, and helping them deliver innovative solutions.



    Open Banking is a new regulation in the UK and across Europe that enables trusted third parties to access consumer and business bank accounts, with the customer’s consent. Banks in the UK have already enabled third parties to connect into them, with Europe continuing its roll out. Open Banking is set to revolutionise the payments world, with a host of new services being offered by companies.

    We have completed Open Banking integration with a test bank, proving how to build the connection. We are working with clients on helping them develop and launch new innovative services. If you would like to learn more about Open Banking or see a demo of our integration please contact us.



    The Payments landscape is shifting significantly. The advent of Open Banking/PSD2, Real Time Payments, and Blockchain presents many new opportunities. We help clients understand what each of these changes are, and how it impacts their business. From developing strategies to implementing technical changes, we can help companies be ready.

    Find out more about the changing Payments landscape and how businesses are adapting at our White Paper launch breakfast event: 8am, 31 October 2018 at The City Centre, 80 Basinghall Street, London, EC2V 5AR


Answer Digital Finance exists to deliver disruptive, simple and engaging digital solutions for clients within Wealth, Insurance, Personal Finance and FinTech, where we utilise years of industry, technical and UCD expertise to work collaboratively in helping customers solve wicked financial problems.


Answer Digital Health work in partnership with healthcare providers and national bodies to improve patient care. Experienced end-to-end squads combine front line experience in health organisations with enterprise-scale digital expertise to deliver outcomes that improve patient care and system efficiency.

Our Leadership Team

  • Richard Pugmire
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    Richard PugmireHead of Health

    Richard Pugmire
    Head of Health

    Head of Health for Answer, Rich is creating and leading teams to help Healthcare organisations improve their Digital Maturity.
    Rich is currently supporting NHS Digital and Manchester University NHS Foundation Trust, tackling a wide range of challenging digital projects and programmes.

  • Richard Ellis
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    Richard EllisHead of Retail

    Richard Ellis
    Head of Retail

    An experienced retail consultant with a proven track record of delivering outcomes for international wholesalers, independent grocery chains and high street retailers. Richard has led the delivery of transformational projects to leading enterprises including Costcutter, Arcadia and Ramsden International.

  • Imran Ali
    Head of Digital Payments" data-mosaic-order-date="">
    Imran AliHead of Digital Payments

    Imran Ali
    Head of Digital Payments

    Previously at HSBC, Citibank, Vocalink and other leading organisations. He advises on the changing digital payments landscape, including PSD2, Open Banking, Real Time Payments, New Payments Architecture, and Challenger Banks. He sits on the Open Banking Fintech Stakeholder Working Group.

  • Nigel Garner
    Head of Digital Finance" data-mosaic-order-date="">
    Nigel GarnerHead of Digital Finance

    Nigel Garner
    Head of Digital Finance

    Responsible for the Finance Sector clients at Answer Digital, Nigel leads projects delivering measurable outcomes for commercial success across a broad range of customers in Wealth Management, Life and Pensions, Insurance and B2B Leasing.

  • Emma Huntridge
    Principal Health Specialist" data-mosaic-order-date="">
    Emma HuntridgePrincipal Health Specialist

    Emma Huntridge
    Principal Health Specialist

    Emma is a Principal Health Specialist who has recently joined Answer Digital's health sector having worked within the NHS at local trust and national level for almost 14 years. Her skills lie in Programme and Operational Management, where she works with senior stakeholders to deliver the right patient outcome.

  • Mike Blamires
    Principal Wealth Consultant" data-mosaic-order-date="">
    Mike BlamiresPrincipal Wealth Consultant

    Mike Blamires
    Principal Wealth Consultant

    Mike is our Principal Consultant within Wealth, who has a vast amount of knowledge working with large wealth organisations and entities to provide technical support, expertise and strategic thinking to help them grow and achieve their fundamental business ambitions.

  • John Lister
    Principal Consultant" data-mosaic-order-date="">
    John ListerPrincipal Consultant

    John Lister
    Principal Consultant

    John is a Principal Consultant and has been with Answer Digital for over 3 years having spent many years building bespoke software solutions. He is currently working in the retail sector as technical lead across a number of projects, ensuring we're delivering successful outcomes.

  • Richard Walker
    Test Principal" data-mosaic-order-date="">
    Richard WalkerTest Principal

    Richard Walker
    Test Principal

    Agile Practitioner with over 25 years of leading and delivering systems in a variety of sectors. Passionate about testing, Richard leads 'Answer Digital Test', a rapidly expanding group of Test Engineers who ensure that agile testing processes are driving, defining and ensuring quality across all our projects.

  • Andy Wilby
    Experience Design Principal" data-mosaic-order-date="">
    Andy WilbyExperience Design Principal

    Andy Wilby
    Experience Design Principal

    Andy heads-up our Experience Design (XD) team, working with our great clients to undertake XD activities (across UX, Service Design and Design Sprint roles) to deliver innovative experiences and services that solve key problems. Based on 13 years experience at companies including HSBC, Aviva, NHS, BUPA, Government agencies.