Reliable Sales & Marketing Data

We’re best known as an online lead generation and insights platform for the UK advertising industry, but ALF has always been about more than a database.

We’re a team of real people who care about getting the details right, spotting opportunities early, and making it easier (and faster) for you to build your pipeline.

We’re a tight team with a shared goal: make ALF the most useful tool in your new business toolkit. We move quickly, we collaborate closely, and we take accuracy personally We know you don’t have the time to chase dead ends.

No bots. No scraping. Just humans, doing the work properly.

Our story

We started out almost 40 years ago as a monthly print instalment, sent round to agencies and media owners across the UK. Since then, we’ve made the move online to an all-in-one platform with 1000s of subscribers.

We’re constantly updating and adding to the platform, with key changes including our media spend, partnerships model and our accounts profiles. We’re constantly evolving to keep up with your needs, to ensure we’re delivering the best insights in the most accessible way.

Built by people, backed by people

ALF is updated and maintained by real researchers and content specialists who verify information, monitor industry movement, and keep the platform current. That means:

We do not scrape data
We research, verify, and update contacts and advertiser profiles ourselves
We don't use chatbots - you’ll speak to someone who knows ALF and understands agency life

A lot of us have been part of the ALF journey for over 15 years, which says a lot about the culture here: loyal, curious, and proud of the trust our customers place in us.

Amanda - General Manager

Amanda Rosevear

Amanda keeps everything moving in the right direction, balancing the big picture with the day-to-day details that make ALF great. Amanda has been with the business for over 15 years and is integral to ALF’s development and success. More recently, she’s gotten involved with the media industry through her love of boxing at Media Fight Night, taking on speaking opportunities at events with our fantastic partners, and her new role as host of ALF’s podcast OnBDwithALF.

Naz - Account Director

Naz Birant

Naz looks after clients with a hands-on, responsive approach, helping them get what they need quickly. She is always jumping from place to place for an in-person meeting and is always a popular name at industry events!

"One of the best out there" Emma Thwaite

In her spare time, Naz loves playing squash and is a people person to her core - always spending her weekends catching up with friends and family.

India - BD Manager

India May

India helps her clients explore ALF, see it in action, and figure out how to get the most out of the platform for their new business goals. India brings a unique touch to her Account Management and her electric energy is infectious with any new account!

"I even made sure I requested India again as our Kube Media AM as she’s just so awesome!"

In her spare time, she is busy looking after and having fun with her kids, loves a good horror film and is always planning her next tattoo!

Mike - Head of Customer Success

Mike Kirkham

Your go-to for making ALF work in the real world - onboarding, best practice, training, and helping teams get measurable value.

When he's not focused on helping our clients work smarter, Mike indulges in his Formula 1 obsession, loves listening to 80s music and investing in an unhealthy amount of tools with big DIY plans that don't always come to fruition.

Natasha - Marketing Manager

Natasha Jeans

Natasha has been with the ALF team for almost 4 years, and loving it! She brings the ALF story to life - what we do, why it matters, and how we help companies win more new business. When she’s not tackling the “creative versus admin” fight for her time, she’s busy working on her home renovation (mostly via Pinterest!) and venturing out to London’s latest foodie hotspots!

Adeline - Head of Content

Adeline Bonnet

Adeline brings 30 years of experience in B2B publishing and content management to ALF.

As Head of Content, she focuses on delivering outstanding content and operational excellence, alongside supporting sales activity by implementing market-led content-related product developments.

In her spare time she enjoys a bit of culture, a good book, and spending quality time with friends and family.

George - Data Manager

George Poynter

George is all about helping the ALF engine run smoothly to provide reliable data, and the kind that turns “we should target them” into “we should target them now”.

As well as the platform, George is into running himself - a keen marathon runner with a ever growing collection of medals. He's also a big football fan and always up to date on the latest fixtures!

Tulsi - Data Quality Controller

Tulsi Amin

Tulsi is all about data quality to keep ALF data relevant and accurate - because great prospecting starts with reliable information. As part of our service, if there’s anything missing from the data or if you spot any inaccuracies – you can raise it with our Content Team, and it’ll usually be Tulsi that answers your queries. In her spare time, she loves baking and watching every movie that comes out in cinemas!