About Penny

Where every day
is a big day

Our Story

Let’s start at the very beginning
To fully understand the power of Penny, we need to go back to the beginning, to long before the idea of Penny ever came to be. But if you want the highlight reel…

When David Abbey, CEO and co-founder’s wife, Terri Lynn, started her network marketing business she rapidly saw amazing success.

David And Terri Lynn

But as her business grew Terri Lynn struggled to provide her former level of customer service and look after her team as she wanted.

A Personal Assistant

What she needed was more time. A personal assistant perhaps?

Terri Lynn Workin Hard

After a brainstorming session with Chris Noble, Penny CTO and Co-Founder... Penny was born.

David Abbey and Chris Noble

Fast forward to today, our team continues to improve the AI-powered virtual assistant that’s transforming the direct sales industry. Penny is the app of choice for tens of thousands of consultants around the world, as they say goodbye to spreadsheets and notebooks and entrust their business to Penny—their very own virtual, personal assistant meets customer relationship manager system.

Read the full Penny origin story >

Penny Virtual Assistant

We 💜 our Team

Penny people love doughnuts and dogs, some like cats and coffee.
(Actually, I think we all like coffee!)

Lots of us have very smart sounding degrees, an alarming proportion of us have interesting side hustles and hobbies, most of us are awful at trivia (some of us are annoyingly good at trivia), overall we’re a pretty humble bunch who love working hard every day (well not on the weekend… that’s for dog walking and family time) to create the best app we can to support and transform the direct sales and network marketing industry.

We come from a diverse range of backgrounds from across the globe. With each new addition to the team we learn something new and Penny only gets better.


David Abbey

CEO & Co-Founder


“Every day is a big day” is the mantra of David Abbey, CEO and Co-Founder of Penny.

An entrepreneur at heart, David founded his first business in 2003. Known for laser focus on the customer experience, David zeroes in on industry gaps, identifies opportunities, creates strategic partnerships and fosters incredible culture and growth within companies.

In 2018, David, alongside co-founder, Chris Noble, developed Penny AI to help millions of direct sales consultants, just like David’s wife, build, develop and grow sustainable Direct Sales businesses so they have more time to focus on what matters most.

Fun Fact

David has sailed across the Atlantic from London to the Caribbean.

Chris F210217 2 R2 X

Chris Noble

CTO & Co-Founder


Chris Noble, CTO and Co-Founder of Penny AI, has led tech innovation in companies for the last decade. A seasoned entrepreneur, Chris’ software engineering journey started with two iPhone apps in 2009, which reached the top ten list in their respective categories.

Combining impeccably high standards with creative flare, Chris has led tech teams at companies like Hootsuite and Allay Inc, driving the teams to perform beyond industry standards.

Chris’ leadership, technical knowledge and experience made Penny an instant success for direct sales consultants in the industry. Using AI, workflow automation and machine learning, Chris is constantly thinking of ways to improve lives through technology.

Fun Fact

Chris has, in his own words, the ‘nerdiest tattoo’ which is a set of equations on his calf.

Another Fun Fact: Chris is a volunteer firefighter.


Andrew Draper

Head of Product


Designer, developer, and entrepreneur, Andrew Draper, Head of Product, is the first to say yes to an impossible task. At Penny, Andrew pursues his passion for building digital products.

Over the years Andrew has built several successful products and founded multiple product-based companies focused on building exceptional experiences and reducing churn.

In the early days of Penny, Andrew was a cornerstone of building the brand and initial Penny customer acquisition strategy as he worked with Terri Lynn Abbey (the initial inspiration for the app) to truly understand what network marketers need.

Fun Fact

Andrew loves nothing more than hitting the trails with his mountain bike.

Maria Osipova

Maria Osipova



Known for building exceptional digital experiences that deliver customer value, Maria Osipova, VP of Marketing joined Penny AI to create a brand that enables every consultant to succeed, grow their business and create a happy well-balanced life.

Having spent over 20 years driving growth in tech and SaaS businesses, Maria is known for building high-performing teams, engineering repeatable processes and creating exceptional customer journeys.

Maria thrives in high-growth environments and brings determination, passion and creativity to drive companies with incredible ideas to market success.

Fun Fact

Maria is an avid Muay Thai student and has run 6 half and 1 full marathons!


Joerg Joergensen



A financial executive, entrepreneur, and tech angel investor with a global perspective and multifaceted experience in financial management, AI and process transformation, Penny's CFO, Joerg's track record speaks for itself.

His experience spans technology, professional services, retail, wholesale, and the for-profit education industries in the United States and Europe.

Joerg is known for his expertise at developing business plans, conducting financial analysis, and leading teams across functions towards improved operational efficiency and profitability.

Fun Fact

Joerg speaks 3 languages fluently and has lived in a total of 5 countries.

Ryan Arnett

Ryan Arnett



Versatile, results-driven and innovative, Ryan Arnett, Penny’s CRO, is a passionate and committed leader who builds profitable and sustainable revenue streams by empowering his team.

With 15 years of developing and scaling go-to-market organizations in the High Tech industry, Ryan is known for building high performance teams, double digit revenue growth and executing versatile go-to market strategies. At Penny, Ryan leads the Account Success, BD and Sales team, supporting them to innovate and problem solve solutions for our customers.

A great believer in clear and defined strategies, one of Ryan's favourite quotes is -  "Focus on the process rather than the outcome.” (Ken Ravizza)

Fun Fact

Ryan played College Baseball at Eastern Michigan University in Ypsilanti, MI. He played Centerfield and was a part of EMU's conference championship team.


Matt Fraser



Renowned for his ability to scale and optimize businesses across a wide range of experience-driven sectors (hospitality, consulting, sport, etc.), Matt Fraser, COO, is an experienced leader building out Penny as a global, diverse, culture-driven enterprise. Skilled in negotiation, business planning, operations management, coaching and sales, Matt works across Penny’s departments to ensure everyone is achieving their greatest potential.

Demonstrated across executive and board level roles in high growth startups, Matt built upon his London Business School MBA and possesses a successful track record of leading industry defining businesses to explosive growth.

As a strong proponent of culture based on Diversity, Inclusion and Belonging, Matt is an active member of Penny’s DIB committee.

Fun Fact

Matt loves skiing and mountain biking and will try to get everyone to move to Squamish.


Lauren Mason Carris

VP of Learning Design


Known for her insatiable curiosity, Lauren Mason Carris, VP of Learning Design, is guided by three questions: “What?”, “Why?” and “What evidence do we have?”  A learning design leader with over 20 years of experience across several sectors, Lauren’s experience ranges from advocating for technology in learning, to analyzing content efficacy, to leading learning strategy in AI Technology. 

By focusing on users’ authentic experiences, diverse motivations, and differentiated pathways, Lauren delivers next-level learning design tailored for unique user-driven learning environments. At the core of everything Lauren does is her commitment to inclusive, accessible and relevant experiences.

Energized by championing new ideas and leading the digital learning (r)evolution, Lauren is leading learning design innovation at every level of Penny.

Fun Fact

Lauren has grown over 50 varieties of edible plants, flowers, herbs, vegetables, and fruits in her backyard garden. She also had a short stint as a vintner, with a yield of over 800 bottles of California Syrah and Petite Syrah varieties.


Elsa D’Andrea

VP of Customer Support


As VP of Customer Support, Elsa D'Andrea, helps design, build and manage a global, multi-channel support and training team that provides world-class service for Penny's customers globally.

With over a decade of experience leading large dispersed support organizations, Elsa is known for her ability to accelerate and motivate her team in high-growth environments. She is wholeheartedly committed to supporting the people around her to succeed. 

Elsa possesses a powerful blend of expert professionalism, organization, empathy, and calm. She is an innovative problem solver who is passionate about customer success and committed to creating a positive environment for everyone who comes into contact with Penny.

Fun Fact

Elsa enjoys beautiful jewelry, her favourite pieces are the ones with special meaning!

Matt Trotter@2x

Matt Trotter

VP of Sales


Matt Trotter, Penny’s VP of Sales, is a strategic technical architect with a flair for designing and delivering large-scale information technology programs and projects. Highly creative and a logical problem solver, Matt works with Penny’s Enterprise clients to create the bespoke solution required.

Previously, Matt worked as a Principal Consultant and Data Centre Solutions Executive at Dell Technologies. Matt brings to Penny his long-standing expertise of how to transform Businesses and IT organizations’ primary roles from operational to innovative.

Matt also sits on Penny’s Diversity, Inclusion and Belonging committee.

Fun Fact

Matt once appeared in a Nerf commercial as a stuntperson. He’s the one in the red top and green shorts!


Mark Hughes

VP of Business Development


Mark Hughes, VP of Business Development, is on a mission to help leading direct selling companies make their field exceptional. With over 30 years of experience, he is a passionate, go-to-market sales executive with extensive knowledge surrounding building, improving and accelerating sales teams and processes.

Before joining Penny, Mark spent over a decade working with direct sales companies to innovate global inbound and outbound payments for the field. Mark believes there’s often more to learn in your losses than your wins.

Fun Fact

Mark is an avid trail runner and has saved multiple stranded hikers on the north shore mountains.

Jane Creed

Jane Creed

VP of Engineering


A versatile, cross-functional leader and advisor, Jane is known for working across departments to bring the right skillsets together to deliver customer-centric products. For over 20 years, Jane has specialized in creating software solutions for global, digital-first businesses, from large Fortune 500 companies to start-ups.

Jane is guided by lean and agile principles and has implemented the SAFe scaled Agile Framework across Penny's product development and release teams.

As a leader, Jane promotes productivity that yields results so everyone knows that the time they're investing in developing a product is time well spent. An avid supporter of QA and constant feedback cycles, Jane encourages relentless refinement so that product features are future-proofed for ongoing innovation.

Fun Fact

Jane lives in a float home and can be found paddle boarding even in the dead of winter.


We’re global

Helping grow direct sales businesses all over the world.

Direct sales is global, so Penny is too.

Join us

Every day is a big day

Do you want to join a team that’s innovating an industry full of passionate entrepreneurs?
From developers to customer support reps, sales gurus to marketers, we hire people with the perfect mix of talent, experience, attitude and culture.

Find your next adventure, check out our open positions today!