Julian Thorne is a co-founder of Atlas Advisory, a consultancy specialising in helping PE backed businesses optimise the value of their subscription revenues.

Prior to founding Atlas Advisory, Julian was the Chief Operations Officer of Sub(x), a start-up AI marketing technology provider to digital subscription businesses. Sub(x) exited to Zuora Inc, in 2024.

Julian has previously held various senior executive positions including, Chief Customer Officer of Future plc responsible for all direct customer revenues worldwide including subscription revenues, CCO of Dennis Publishing, CEO of Dovetail Services and Marketing Director at Saga.

Julian is a recognsed expert in B2C, B2B and SaaS recurring revenue models and a published author on subscription retention strategies.