Tom Peace

CEO & Founder of Sway Outcomes

Tom Peace is the CEO and Founder of Sway Outcomes, a customer engagement consultancy helping brands build stronger, more profitable relationships with their customers. He also supports technology vendors with Consultancy as a Service solutions.
 
Before founding Sway, Tom led The Loyalty People. Under his leadership it became a globally recognised brand within the loyalty industry, with a fast-growing and highly engaged following. That role gave him a broad view of the sector, and a clear sense that loyalty programmes alone are only part of the story.
 
He created Sway Outcomes to go wider. Its work covers the whole customer relationship: From marketing foundations and brand effectiveness to the very latest engagement solutions, such as agentic, hyper-personalisation and real-time AI.
 
At the core is Sway's success is their six-level customer engagement maturity model. It assesses where a brand stands today and sets out a practical roadmap from transactional schemes to emotionally connected, data-led engagement.
 
Tom has also put AI at the heart of how Sway operates. Proprietary diagnostic tools allow the team to benchmark brands, analyse competitors and build strategic recommendations in a fraction of the traditional time and cost. Senior expertise stays focused on judgement, creativity and implementation, so clients get consultancy that is faster and more affordable without losing rigour.
 
Tom has worked with brands across retail, crypto, hospitality, health, travel and consumer goods, including Sally Beauty, Wingstop, Vans, The North Face, Rootstock Labs and Saudi German Health. He is based in London, England, and works with brands and partners internationally.