Tim Rookes becomes CEO of Truly SMB

He will replace Vicky Critchley, who becomes executive chair

Tim Rookes has been appointed CEO of Truly SMB to lead the company’s “new phase of expansion” across the UK, US, and Canada, replacing CEO Vicky Critchley.

Critchley will become executive chair of the company.

Truly SMB announced the transition on LinkedIn.

“This marks an exciting next chapter for Truly SMB, as we continue to grow and empower even more small and medium businesses with simple, powerful technology solutions.

“Vicky has been the driving force behind Truly SMB’s vision since day one, and in her new role she’ll continue to shape our strategy and brand while supporting [Rookes] and the team in leading the business forward.”

Rookes previously held C-suite responsibilities as chief experience officer at the organisation.

The newly appointed leader founded True MSP, the Midlands-based business acquired by Truly SMB, along with a book of US and Canadian customers.

This buyout enabled the launch of Truly SMB with 45 employees and 320 customers.

The move was made possible by investment from an undisclosed PE benefactor, Critchley said in an interview with CRN.

Before founding Truly SMB, she previously led and sold Microsoft services partner Bam Boom Cloud to Pax8, where she then served as CVP of business applications and CVP of partner experience.

“I’m absolutely buzzing to lead Truly SMB into its next chapter,” said Rookes.

“We’re a business built on partnership, not products - here to make tech work harder for SMBs, without the jargon or to overwhelm.

“I want every customer to feel that we’ve got their back, whether it’s shaping their IT infrastructure, getting their accounting systems running smoothly or unlocking the power of AI.”

Critchley added: “Stepping into the chair role lets me focus on our big picture - strategy, vision and brand - while continuing to work closely with the team and our customers.

“Tim and I are completely aligned on where we’re going: to keep building a business that small businesses genuinely trust and enjoy working with.”