Peter Harford

Consulting Partner


Peter is a founder of Assay Advisory and serves as the firm’s CEO, based in London.


He spent 15 years advising private businesses in their taxation and business affairs before leaving professional practice in 1999 to co-found Shirlaws Business Coaching. Shirlaws has grown to be one of the 4 largest business coaching organisations world-wide with operations based in 9 countries and with 250 coaches providing services in circa 30 countries.


In 2010, Peter co-founded Assay Advisory (a “sister company” to Shirlaws) and holds the CEO role. He specialises in advising businesses in identifying “off balance sheet” assets that will attract a strategic transaction and thus a higher equity valuation. He also has a focus in assisting clients to structure Executive incentive structures to enhance a business’ equity value.


Peter holds a Bachelor of Commerce degree from the University of Western Australia and qualified as a Chartered Accountant in Australia.