Alex Willcock is the Founder and CEO of VisualDNA, the world's leading provider of psychographic data that sits at the intersection between digital and emotional identity. With over 275 million profiles, VisualDNA helps businesses to optimise performance by understanding people better using a patented profiling technology. As CEO Alex leads the four divisions; Predictive Analytics, Financial Services, Media and Consumer. In Financial Services, the technology is being used in developing countries to extend credit decisions for people who are unbanked. Alex founded VisualDNA in 2006. Before that he ran a creative communications agency called The Nest that he founded in 1999 and sold in 2004. Prior to that he spent 4 years as Buying and Creative Director of the Conran Group where he led projects such as ethical product sourcing, and ran brand development projects for clients such as Lancôme, Michelin and British Airways – for the interior design of Concorde.