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 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​ .


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.​ 


Janine Sinnott, Consultant

Law and MBA graduate, +9 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.  


Paul Lucraft, Associate Consultant

Over 25 years’ experience in financial services, spanning Finance, Credit and Fraud Risk, Banking and payment cards. A specialist payments and risk consultant and chartered accountant, previous employment includes credit risk strategy at TSB and General Manager UK and Ireland at MasterCard.