From Digital Advertising to Interactive Entertainment, FashionTech, The Digital Store and Artificial Intelligence, we have spent 30 years helping define new categories, building innovative businesses and creating markets before they become obvious.
AND CATEGORY BUILDERS
BUILD
COMES
NEXT.
From Digital Advertising to Interactive Entertainment, FashionTech, The Digital Store and Artificial Intelligence, we have spent 30 years helping define new categories, building innovative businesses and creating markets before they become obvious.
For people building before the market catches up.
Coded Futures works best with founders, investors and leadership teams facing the exciting but uncomfortable moment when the opportunity is real, but the category is not yet obvious.
Founders
You are building something that does not fit neatly into an existing category and need help shaping the proposition, narrative, positioning and commercial opportunity.
Investors
You are evaluating emerging categories and want an experienced operator's perspective on where markets are heading and what makes an opportunity investable.
Leadership Teams
You are navigating a major market shift and need practical thinking, strategic clarity and execution experience.
For people building before the market catches up.
Coded Futures works best with founders, investors and leadership teams facing the exciting but uncomfortable moment when the opportunity is real, but the category is not yet obvious.
Founders
You are building something that does not fit neatly into an existing category and need help shaping the proposition, narrative, positioning and commercial opportunity.
Investors
You are evaluating emerging categories and want an experienced operator's perspective on where markets are heading and what makes an opportunity investable.
Leadership Teams
You are navigating a major market shift and need practical thinking, strategic clarity and execution experience.
COMPANIES
WE'VE HELPED.
Helping founders, investors and organisations create, define and lead new categories for over 30 years.
OUTCOMES,
NOT
CONSULTANCY.
Clear engagements designed to create momentum, sharpen the story and turn emerging opportunities into commercial action.
Category
Creation
Sprint
A focused sprint to define the market, positioning, customer narrative and commercial opportunity.
Positioning
Investor Story
Founder
Advisory
Ongoing strategic support for founders who need senior judgement across product, growth, story and partnerships.
Accountability
Monthly Advisory
AI
Building AI-powered products, agents and businesses before the market becomes obvious.
Roadmap
Prioritised Use Cases
Investor
Market
Read
An external perspective on whether a category, founder or proposition has the ingredients to become meaningful.
Market View
Investment Memo
Outcomes,
Not
Consultancy.
Clear engagements designed to create momentum, sharpen the story and turn emerging opportunities into commercial action.
Category
Creation
Sprint
A focused sprint to define the market, positioning, customer narrative and commercial opportunity.
Positioning
Investor Story
Founder
Advisory
Ongoing strategic support for founders who need senior judgement across product, growth, story and partnerships.
Accountability
Monthly Advisory
AI
Building AI-powered products, agents and businesses before the market becomes obvious.
Roadmap
Prioritised Use Cases
Investor
Market
Read
An external perspective on whether a category, founder or proposition has the ingredients to become meaningful.
Market View
Investment Memo
WE HELP YOU
CREATE WHAT
COMES NEXT.
We partner with founders, investors and leadership teams to turn emerging opportunities into category-defining businesses.
Strategy. Execution. Impact.
Category
Creation
We identify white space, define new categories and help you become the market maker, not the follower.
AI
Strategy
We cut through the noise to find where AI creates real advantage, and build practical roadmaps that deliver results.
Product &
Innovation
From concept to scaling, we help design, validate and launch products that solve big problems in new ways.
Growth &
Positioning
We build strategies that drive adoption, create demand and establish long-term market leadership.
Founder
Advisory
Independent perspective for founders, boards and investors navigating high-stakes decisions.
Thought
Leadership
Turn expertise into influence, visibility and stronger market positioning.
EVERY GENERATION
CREATES A HANDFUL
OF OPPORTUNITIES
THAT CHANGE EVERYTHING.
We’ve spent 30 years at the intersection of technology, consumer behaviour and business model innovation, helping build companies at the earliest point of inflection. The next wave is here. Let’s build it together.
WE HELP YOU
CREATE WHAT
COMES NEXT.
We partner with founders, investors and leadership teams to turn emerging opportunities into category-defining businesses.Strategy
Creation
Strategy
Innovation
Positioning
Advisory
Leadership
EVERY GENERATION
CREATES A HANDFUL
OF OPPORTUNITIES
THAT CHANGE EVERYTHING.
Markets We
Helped Create.
From Digital Advertising and Interactive Entertainment through FashionTech, The Digital Store and Artificial Intelligence, we've spent more than thirty years helping define emerging categories before they became mainstream markets.
Digital Advertising
Created one of the UK's first specialist digital advertising agencies and helped pioneer in-game advertising, connecting brands with audiences long before digital media became dominant.
Interactive Entertainment
Built and operated game development studios in the UK and France, creating chart-topping titles across PlayStation, Xbox and Nintendo that collectively sold more than fifty million units.
FashionTech
As Co-Founder and Investment Director of ASOS Ventures, helped define the FashionTech category and backed technologies reshaping the future of retail.
The Digital Store
Worked with retailers and technology businesses pioneering RFID, mobile commerce and connected store experiences that transformed how physical retail operates.
Artificial Intelligence
Today we help founders and leadership teams build AI-powered products, agents and businesses before the market becomes obvious.
Markets We
Helped
Create.
From Digital Advertising and Interactive Entertainment through FashionTech, The Digital Store and Artificial Intelligence, we've spent more than thirty years helping define emerging categories before they became mainstream markets.
Digital Advertising
Created one of the UK's first specialist digital advertising agencies and helped pioneer in-game advertising, connecting brands with audiences long before digital media became dominant.
Interactive Entertainment
Built and operated game development studios in the UK and France, creating chart-topping titles across PlayStation, Xbox and Nintendo that collectively sold more than fifty million units.
FashionTech
As Co-Founder and Investment Director of ASOS Ventures, helped define the FashionTech category and backed technologies reshaping the future of retail.
The Digital Store
Worked with retailers and technology businesses pioneering RFID, mobile commerce and connected store experiences that transformed how physical retail operates.
Artificial Intelligence
Today we help founders and leadership teams build AI-powered products, agents and businesses before the market becomes obvious.
The Person
Behind The
Pattern.
For more than thirty years, Daniel Bobroff has worked at the edge of emerging markets, helping define categories before they become mainstream.
He has built businesses across digital advertising, interactive entertainment, retail innovation and artificial intelligence, repeatedly working where technology, customer behaviour and commercial opportunity begin to collide.
Today he works with founders, investors and leadership teams who need sharper category thinking, stronger commercial storytelling and practical momentum before the market catches up.
How Daniel Helps
THE PERSON
BEHIND THE
PATTERN.
For more than thirty years, Daniel Bobroff has worked at the edge of emerging markets, helping define categories before they become mainstream.
He has built businesses across digital advertising, interactive entertainment, retail innovation and artificial intelligence, repeatedly working where technology, customer behaviour and commercial opportunity begin to collide.
Today he works with founders, investors and leadership teams who need sharper category thinking, stronger commercial storytelling and practical momentum before the market catches up.
HOW DANIEL HELPS
FIELD NOTES.
A private collection of observations, frameworks and opportunity maps drawn from thirty years spent building emerging categories before they became obvious.
• AI opportunity maps
• Founder playbooks
• Market signals worth watching
• Lessons from building at the edge of change
BUILDING SOMETHING
INTERESTING?
We work with a small number of founders, investors and leadership teams each year. If you're building before the market has caught up, creating a new category or exploring an emerging opportunity, we'd love to see if there is a fit.
BOOK A CALL WITH DANIEL
BUILDING
SOMETHING
INTERESTING?
We work with a small number of founders, investors and leadership teams each year. If you're building before the market has caught up, creating a new category or exploring an emerging opportunity, we'd love to see if there is a fit.
BOOK A CALLWITH DANIEL