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Gregory Thain – Business Leader, Author, and Entrepreneur
With over five decades of international business experience—the last 20 of them spent in Monaco—I’ve worked at the forefront of innovation, strategy, and transformation across a wide range of industries, including renewable energy, property, corporate finance, fintech, and emerging markets. Central to all my work has been a deep belief in the power of data, research, and evidence-based decision-making.
My career has been defined by a passion for understanding consumers and markets—well before "big data" was a mainstream concept. In the pre-digital era, I launched some of the UK’s best-known financial publications—What Investment, What Mortgage, and What Finance—to help ordinary people make sense of complex financial decisions.
In one of my most ambitious undertakings, I created the largest consumer survey in British history, with over 7 million individuals completing a 420-question questionnaire. The results were analysed by a Cray supercomputer in the U.S.—the first time such a significant consumer dataset was processed at this scale. It became a landmark moment in the application of high-performance computing to market research and behavioural insight.
Throughout my career, I have founded and scaled businesses with a deep foundation in data. In Russia, I built the first serious Russian market research firm and led a landmark study surveying 50,000 individuals entitled, “Inside Russia”—providing unprecedented visibility into post-Soviet consumer behavior. That insight helped drive the success of the advertising and marketing group I founded, which became the largest in the CIS, employing over 5,000 people in 18 offices.
I also developed the British Investors Database, which compiled shareholder data from the UK’s top 500 listed companies—a critical tool for both major financial institutions and the UK government during its privatisation initiatives.
Today, my focus is on green and ethical enterprises. I am the founder of:
FNZ-1297 Property Fund – A Luxembourg-regulated fund investing in high-value, strategically located properties.
85° Renewable Energy – A geothermal energy venture aiming to become a leading clean energy supplier across Europe, with projects underway in the Netherlands and beyond.
Other highlights of my career include:
Working with Sir Richard Branson for a year, meeting with him every day
Creating major music and promotional events, organising the first two years of the local radio awards in the United Kingdom (with Cliff Richard and Harold Wilson amongst the guests)
Serving as a paid consultant to the Conservative Party on modern electioneering techniques?
A candidate for the European Parliament on behalf of the Conservative party when the European Parliament was still looked on as something favourable.
Relaunching the national music charts in Russia
Writing three prior books on consumer behavior retail, and FMCG brands
Chairing a company specialising in purchasing historic Formula One cars
Delivering keynote talks across the globe—from Davos to China & South America—on the future of technology and life. On retail, markets, and consumer trends.
Filing a petition, when I was a legal clerk, of right to the Queen over legal issues surrounding Rhodesia independence………..there is a lot more, but this give you an idea!
Why This Book?
Money: It's All About Money – It Should Be About Morality is not just a book—it’s a reflection on everything I’ve witnessed over a lifetime at the intersection of money, power, markets, and human behavior. I’ve had access to the numbers, the people, and the systems. This book is my perspective on where we are—and where we should or could be going.
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