We believe in the power of purpose and entrepreneurial thinking to change business and change lives.

Armstrong Wolfe is pleased to announce a collaboration with Contexis.

 The collaboration encompasses the Armstrong Wolfe’s quarterly COO forums across several regions.

Upcoming Events:


asset management community virtual form - defining purpose

First Stage – Forum –  2nd February 12:30 – 13:30 GMT / 07:30 – 08:30 EST


apac markets head of operations virtual forum - defining purpose

First Stage – Forum –  9th June 8:30 – 9:30 GMT / 16:30 – 17:30 HKT


asset management community virtual forum - understanding purpose

Second Stage – Forum –  30th June 12:30 – 13:30 GMT / 07:30 – 08:30 GMT


asset management community virtual forum - Operationalising purpose

Third Stage – Forum –  30th June 12:30 – 13:30 GMT / 07:30 – 08:30 GMT

John Rosling, CEO, Contexis Ltd and CEO, Contexis Index CIC comments:

“Coming out of the pandemic the industry is facing huge structural challenges, driven by the changing demands of customers, employees and, increasingly, regulators.  This represents real opportunity for the agile.  The most flexible, responsive and entrepreneurial organisations are those that have understood their purpose as an operational reality. That operational purpose galvanises and engages people, supports retention and creates clarity, velocity and innovation.  In our experience, understanding, measuring and operationalising purpose can only be done by the COO. That is why we are delighted to collaborate with Armstrong Wolfe and the COO community to together shift purpose from an abstract conversation to a measurable, operational reality”.

Maurice Evlyn-Bufton, CEO, Armstrong Wolfe adds:

“The concept of purpose had been resident in the debate and narrative within the COO community for some time.   The pandemic and the challenges presented in managing staff in a  dislocated working model, the consequent challenge to culture and the renewed focus this bought to the importance of leadership led the industry to recognise that purpose needs to move from the side-lines, being paid lip service, to being embedded in an organisation at its centre.   

The COO is tasked to execute and operationalise on strategic and tactical initiatives and are well practiced at it, although the obvious complexity in operationalising  purpose was noted by many as a unique challenge  and this led us to Contexis.   We are convinced the COO community will benefit from the association that we are delighted to announce, where Armstrong Wolfe will partner and collaborate with Contexis to support the COOs in this endeavour.”

About Contexis

Contexis works with large organisations globally to understand and activate purpose in organisational culture, to drive and track measurable improvements in human happiness and business performance. A key part of Contexis’ work is the measurement of purpose activation through a partnership with global academics, led by Cambridge University. The Contexis Index® provides metrics to understand how purpose is working in organisational cultures, benchmarked across geographies and sectors, and provides insights into how purpose is working and where it is blocked. The methodology has been adopted by organisations in 26 countries globally.

Virtual Forums in Collaboration with Contexis

june, 2022

Overthrow Capitalism? It’s no longer a fringe idea
by John Rosling, CEO, Contexis

John believes in the power of entrepreneurial thinking and courageous purpose to unlock potential in the biggest corporations. He has developed this belief over a 30-year career spent in corporations such as Unilever and Diageo, and as CEO of several entrepreneurial businesses.  He has forensic understanding of organisational purpose, and what activates it to create human happiness and organisational performance, having seen and measured purpose ‘from the inside’ in dozens of organisations globally.  He writes and speaks on purpose, ethics and entrepreneurship and is a guest lecturer at Cranfield, Henley and Cambridge Judge Business Schools.


iCOOC Membership

Our membership is one degree of separation from the executive. They are the ambassadors of conduct and the ‘COO’ a trademark for innovation, execution and ethical behaviour. They are uniquely positioned to transform financial services, add value to the society of nations and support the global economy.

​iCOOC’s mission is to help them meet this challenge by working better together to build a brighter future for all.


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The collaborations encompass the Armstrong Wolfe’s quarterly COO forums across several regions.


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