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About Rofinery

Everything in Rofinery is shaped by real experience, from managing projects to protecting margins, with external input to keep it sharp and relevant.

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An independent platform, built around real agency needs

Most agency tools are either too generic, too complex, or too expensive for smaller teams. We built Rofinery to solve that, bringing together the tools agencies actually need into one practical, connected system. Rofinery is independently run, without outside investors shaping the roadmap. Every decision is driven by real agency needs, not growth targets or external pressure. This gives us the freedom to focus on what actually matters, building a platform that solves real problems, evolves based on user feedback, and supports long-term, sustainable growth for the agencies using it.

Meet our senior team

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Anna Appleton-Claydon

Anna is CEO of Rofinery and also Managing Director of We Create Digital and brings over 15 years of agency experience to Rofinery. Having worked across a wide range of platforms, systems, and processes, she aunderstands how they perform in reality, not just in theory. Her experience shapes Rofinery to ensure it supports how agencies actually operate day to day.

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Alfie Wenegieme FCCA

Alfie is COO of Rofinery and founder of Profit Sprout Consultancy, where he advises agencies on improving profitability, streamlining operations, and driving sustainable growth. With a strong focus on commercial finance, he brings a clear, practical approach to helping agencies understand their numbers and make better decisions. His insight ensures Rofinery is grounded in financial clarity, not just workflow.

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Dean Appleton-Claydon

Dean is CTO of Rofinery and founder of We Create Digital, where he has spent years designing and building websites, platforms, and internal systems. He created the original system that evolved into Rofinery after finding existing tools were either too complex or too expensive for smaller teams. His focus is on building practical, efficient solutions that support how agencies actually work.