✨ Take your business to the next level! Learn from direct sales experts! ✨  Start Learning >

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, just like Terri Lynn 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.


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.

Maria Osipova

Maria Osipova

VP of Marketing


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!


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.


Matt Fraser

VP of Operations


Renowned for his ability to scale and optimize businesses across a wide range of experience-driven sectors (hospitality, consulting, sport, etc.), Matt Fraser, VP of Operations, 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.


Elsa D’Andrea

VP of Customer Success


As VP of Customer Success, 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!

Amy Sifontes

Amy Villarreal

Senior Director of Strategy & Implementation


Amy Villarreal, Senior Director of Strategy & Implementation leads a team that ensures immediate wins and long-term strategic success for every Penny Enterprise Partner implementation.

Prior to joining Penny, Amy was the Director of Digital Marketing at Forever Living Products and previously worked on the social media team at Isagenix. With extensive experience in the direct sales industry, Amy is an expert at devising corporate strategies focused on exceptional field experiences.

Amy works with Enterprise accounts and their leaders to ensure that Penny is helping each one reach their revenue and field enablement goals and is our partner’s go-to resource for all things Penny.

Fun Fact

Amy is an avid writer and has her own blog Intently You

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.


Akshita Rathee

Director of People


As Director of People at Penny,  Akshita Rathee, nurtures the culture, diversity and development of everyone at Penny, ensuring that their professional well being always comes first. 

With over a decade of experience in Talent Acquisition and Human Resources, Akshita has worked across various industries to implement a  progressive global human resources experience. Known for her ability to find and attract the top talent, Akshita never shies away from setting ambitious goals for growth. 

As Penny is in a tremendous growth phase, Akshita is driving the strategic hiring and company restructuring to ensure Penny is poised for change and expansion. 

Akshita also sits on the Diversity, Inclusion and Belonging Committee.

Fun Fact

Akshita has done 3 skydives in 3 different continents! (Dubai, New Zealand & Prague)


Drew Taylor

Senior Account Director


Drew Taylor, Senior Account Director, works with our existing accounts to plan for the future and identify opportunities for innovation.

A results-driven tech sales leader with more than 20 years of experience, Drew prides himself on building meaningful customer relationships. He's worked with companies of all sizes ranging from startups to Fortune 100 enterprises in a variety of industries.

Drew's proven track record driving account growth and retention stems from a personal philosophy based on integrity, trust, and communication. Drew is passionate about creating a culture of customer success identifying it as the key to meaningful, long-lasting growth. He's a firm believer in the long-term impact of small, daily innovations that transform a company.

Fun Fact

Drew’s best/worst job was working on a fishing boat in Alaska, for a Summer, processing salmon. "My quota was three fish a minute and yeah I still got it! It was definitely an amazing experience."


Melissa Trottier

Senior Manager of Customer Success


“By always looking at things from more than one perspective, I help build and strengthen lasting relationships.” Melissa Trottier, Senior Manager of Customer Success, is an energetic, empathetic, creative problem solver.

Melissa leads our amazing Customer Success team and consistently reports happiness ratings of customer’s interactions with Penny’s Customer Success team of over 97%.

Melissa’s innate understanding of how to best communicate with customers stems from her marketing expertise where she managed brand reputation through effective and clear communication with customers. Melissa is also an expert in building Customer success systems from the ground up having previously created the process for Guestfolio Hotel CRM.

Fun Fact

Melissa grew up in a bilingual town and is fluent in French and English.


Lucas Simon

Senior Manager of Product Success


“My job is to make complex things simple.”

Lucas Simon, Senior Manager of Product Success at Penny, is a storyteller who’s passionate about continuous learning.

With over 20 years as a training and performance coach for companies like Apple and Rogers, Lucas is known for elevating the standard of adult training. Proactive, responsive and intuitive, he tailors each development session to the needs of his clients. Lucas’ preparation and captivating delivery, ensures that participants leave his sessions confident and excited about using new technology.

Fun Fact

Lucas has a sunglasses addiction and owns at least 20 pairs of designer sunglasses.

Penny's full team

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 success 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!