About us

Optima was founded in 2007 by Mark O'Keefe and has continued to grow as a professional consultancy practice renowned for excellence in client delivery and service. Optima works for some of the largest financial brands across Europe, chosen for our deep knowledge of payment schemes and our team of experienced senior consultants. We're obsessed with payments, from cards to mobile wallets and digital payments.

Strategic Alliance

Optima formed a strategic alliance with PCL (Piran Consulting Limited) in 2016, formalising the long-standing relationship between the two companies built over many years.

The new partnership brings together complimentary areas of expertise in the rapidly moving payments landscape. The combined practice has vast experience with key brands in the payments ecosystem including issuers, acquirers, payment networks, PSPs, retailers and mobile operators. PCL bring other market expertise including market and product entry specialism, strategy and insight and partnership development.

Mark O'Keefe, Founding Director

Founding director of Optima Consultancy, operating across commercial finance, strategic change and business transformation. 20+ years in the payments industry and a fellow of the Chartered Institute of Management Accountants (CIMA). Corporate experience with M&S Money and Capital One. Member of the PSR panel.

You can contact Mark O'Keefe at mark.okeefe@opt​ima-consultancy.com​ or find Mark on LinkedIn here.

Matt Simester, Strategic Partner

Director of Cards and Payments at PCL, his expertise covers payments strategy, regulatory management, partnership development, value proposition development, retail payments and bench-marking.​

You can find Matt Simester on LinkedIn here.

Janine Fowles, Consultant

Law and MBA graduate, +4 years consultancy experience. Passionate about digital technology with experience in digital commerce, commercial analysis and project management. Previously at JD Williams as Conversion Rate Optimisation Executive for Simplybe.com.

You can find Janine Fowles on LinkedIn here.

Karen Dodd, Principal Consultant

Qualified CIMA accountant with 13 years client side experience. Specialist in business case modelling, commercial analysis and pricing and proposition development. Previously at TalkTalk, M&S Money and British Airways.

You can find Karen Dodd on LinkedIn here.