We care about what happens next

We’ve been there manually processing documents, we know how to help. We’re game-changers who believe in empowering asset allocators to maximize returns.

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Freyda is a cloud-based solution helping financial institutions to process, interpret and analyse data from their documents. Founded by a team of financial professionals, technologists and PhDs, the Freyda platform leverages machine learning, natural language processing and artificial intelligence to help organizations and their workers free up time and resources for high-value, high-impact work.

Meet our team

The brains behind our state-of-the-art technology.

  • Experts in field
  • Financial professionals, technologists & PhDs
  • Data-driven collaborators

Danielle Lawrence

Founder and Chief Executive Officer

Danielle leads a team of experienced finance professionals, technologists and PhDs to deliver machine learning, natural language processing and artificial intelligence solutions and help organizations increase productivity, reduce operating costs and make better business decisions. 

Danielle started her career in asset management at Goldman Sachs’ Alternative Investments and Manager Selection Group covering over £29 billion of private equity commitments. She then became an Investment Professional at JRJ Group focused on European financial services and technology.

Most recently, Danielle was an Investment Manager at Elysian Capital, a UK mid-market private equity fund. Danielle holds a B.Sc. in Economics from the University of Bristol.

James Moore

Chief Technology Officer

James brings over 15 years of technical and commercial delivery experience primarily focused in financial services ranging from start-up to global enterprise. He previously led the technology roadmap for Marketing Technology and Digital Sales for MetLife EMEA where he led an innovation lab to trial and PoC new technologies.  


As an engineer, James developed a PoC for mobile payments at Egg bank and built a financial and analytics modelling platform at Alico through which he is named creator on patented technologies. James holds a B.Sc in Artificial Intelligence & Computer Science from the University of Birmingham.

Joshua Argyle

Lead Data Scientist

Joshua is a senior data scientist with experience developing and implementing bespoke machine learning systems across a range of sectors including finance, retail, health and government. Prior to Freyda, he led the data science team at Equiniti Data where he developed a fully automated machine learning platform. Joshua holds a PhD in Computational Astrophysics  from the University of St. Andrews.

James Bache

Full-stack Engineer

James is an experienced full stack software engineer with strong proficiency with multiple coding languages, version control and testing frameworks. Prior to Freyda, James worked for Equiniti Data where he was responsible for full stack application development and the related usage of CI/CD pipelines for a variety of different web and data science-based products. James holds a B.Sc in Computer Science from the Exeter University.

Dave Moyes


Dave Moyes brings over 14 years of industry expertise to support our business strategy, further augment our domain expertise and expand our global presence. Dave is a former Vice President at Goldman Sachs Asset Management where he led the Risk Management and Analytics team for Alternative Investments. Dave holds a BSc in Finance & Computer and Information Systems from the University of Utah and a MSc in Business (MSx) from Stanford University. 

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