What we learned from industry leaders at the Embassy Tech FDI Breakfast

Following a keynote from John Edwards, Director at the UK Government’s Office for Investment, the second half of our Embassy Tech FDI Breakfast turned the spotlight on a panel of seasoned international founders and operators.
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Moderated by our CEO Peter Gillingwater, the panel featured:

Nick Matthews, VP & GM EMEA, Culture Amp

Emma Kisby, Executive Director, Cogo

Matt Oxley, President & Co-Founder, Opal

Each brought a different lens on expansion,  from Australia to the UK, New Zealand to the Netherlands, and the US to Europe. And while their stories were unique, one theme came through loud and clear: practical, human support matters more than ever.

1. Practical beats performative

Forget the headline-grabbing PR stunts — founders want help that moves the needle.

“You don’t want to be worrying about setting up an entity or finding an accountant when you’re trying to win your first customers.”

– Nick Matthews

Setting up, hiring, opening bank accounts:  the essentials matter. And they often get overlooked.

2. Cash helps, but so does caution

Early-stage support can be make-or-break, especially when entering a new market. But grants and incentives must be handled with care.

“We got an incredible grant to open in Tokyo… but we weren’t ready. It became more of an anchor than an accelerator.”

– Emma Kisby

Conditionality, timing, and real in-market insight are all integral, and sometimes, the right advice is to wait.

3. Go-to-market fit is the new frontier

One of the most insightful moments came from Matt Oxley, who reframed a common startup mantra:

“We all talk about product-market fit. But without go-to-market fit, you’re just guessing.”

– Matt Oxley

He stressed the importance of adapting your sales motion, customer persona, and cultural pitch, especially when scaling across borders.

4. Community unlocks traction

Again and again, founders came back to this: the value of community.

“We had someone from Austrade literally take us round Berlin — showed us office space, introduced us to good coffee, made us feel welcome. That’s what tipped us over the line.”

– Nick Matthews

“In Dubai, what we needed was a ready-made package — intros, norms, cultural nuance. Not just market stats.”

– Emma Kisby

Founders need people who get it. And they need them early.

5. What’s changing in a post-AI world?

The panel closed with a provocative thought: if CultureAmp were started today, it might never grow beyond 100 people.

“We’re entering a world where you can build a $30M company with 8 people. That changes everything.”

– Nick Matthews

This shift means governments, trade agencies, and support organisations must adapt how they measure, support and prioritise companies in the AI era.

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Final word: Build the bridge before they land

If there was one call to action, it was this: support founders before they arrive.

“What does a soft landing look like? It’s not just tax credits. It’s community, trust, and real go-to-market support.”

– Matt Oxley

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