Elula names Andrew Phillips as new Chief Revenue Officer
Elula has appointed Andrew Phillips as Chief Revenue Officer, bringing sales, partnerships, and commercial growth under a single executive.
Phillips joins the Australian-owned artificial intelligence software company as it targets a broader footprint across financial services, including banking and non-bank lending, superannuation, and insurance.
The role is accountable for annual recurring revenue and sits at the centre of Elula's growth plans. It consolidates commercial functions that are often split across leadership teams in software businesses, particularly as companies scale from early customer adoption to larger, multi-product relationships.
Phillips starts immediately. He will lead sales and oversee efforts to expand the customer base, deepen relationships with existing clients, and increase uptake of Elula's products.
Most recently, Phillips was Australia and New Zealand Country Manager and Vice-President at Freshworks, an AI-assisted services software provider headquartered in San Mateo. Before that, he served as Australia and New Zealand Managing Director and Vice-President at New York-based UiPath. Earlier in his career, he was Amazon Web Services' first Australia and New Zealand Country Manager for Public Sector.
His experience spans large organisations and government customers across Australia and New Zealand. The appointment signals Elula's focus on moving beyond initial deployments to broader commercial engagements that generate repeatable subscription revenue.
Commercial focus
Elula's leadership framed the hire as part of an evolution in its go-to-market approach as it seeks more customers across multiple parts of the financial services industry. The company positions its products as tools that connect data-driven decision-making with operational action.
Josh Shipman, Elula's Co-founder and Chief executive, said the appointment supports the company's push into a wider set of financial services categories.
"Andrew brings extensive experience leading enterprise technology businesses in the region," Shipman said. "His background in scaling these high-growth technology companies and working with large enterprise and government customers will be highly valuable."
The structure reflects a common shift as software companies mature: a dedicated revenue leader typically owns sales execution, partner development, and commercial operations, helping align pricing and packaging with customer acquisition and account management.
Phillips said he is joining as AI becomes more central to organisational decision-making, and he will focus on scaling the business as adoption broadens across the sector.
"Elula has built a powerful suite of products that help organisations move from data to action in real time," Phillips said. "My role will be to help scale the company's growth as more companies in the broad financial services sector adopt AI to improve customer outcomes and business performance."
Phillips' background spans customer service software, automation, and public-sector cloud services-an overlap that reflects how financial institutions increasingly buy technology across customer engagement, risk and compliance workflows, and internal operations.
For Elula, the appointment clarifies ownership of revenue outcomes, with Phillips responsible for turning market expansion plans into sales execution and partner-led distribution.