Founder

Avi Lasarow

A combination of commercial and international institutional experience: an understanding of both the realities of building companies and the environments in which international business operates.

LinkedIn avilasarow.com

Commercial leadership

—Extensive experience developing businesses and commercial initiatives across multiple African countries
—CEO and founder of technology-led businesses pursuing partnerships with utilities, telecommunications operators, financial institutions and infrastructure stakeholders
—Experience navigating complex government, regulatory and commercial environments
—International business experience across the UK, Africa and the Middle East
—Experience working with stakeholders in public and private institutions
—Experience supporting bilateral business and trade relationships
—Non-Executive Director of the B20 Digital Inclusion Fund
—Business founder, investor, board adviser and executive leader

Honorary Consul for South Africa

Honorary Consul for South Africa in the United Kingdom

Appointed 2011 — over a decade of service

Avi serves as Honorary Consul for South Africa in the United Kingdom, a role he has held since 2011, supporting South African citizens and interests in the UK and helping to strengthen commercial, cultural and people-to-people ties between the two countries.

This long-standing public service has given him first-hand insight into how government, diplomatic and commercial communities interact — and into the practical realities of UK–South Africa relations.

Other public roles

Non-Executive Director, B20 Digital Inclusion Fund

Established under the 2025 G20 South Africa and B20 Digital Transformation agenda — b20digitalfund.org

Special Adviser, B20 South Africa 2025

Digital Transformation Task Force

These public and honorary roles are entirely separate from Truest Strategy's private commercial advisory work. Truest Strategy does not act on behalf of any government or diplomatic mission.

A decade of UK–South Africa service

Honorary Consul for South Africa in the United Kingdom since 2011

Few advisers combine private-sector company building with more than a decade of public, honorary diplomatic service. Avi's role as Honorary Consul reflects a deep, long-term commitment to the relationship between South Africa and the United Kingdom — the same corridor at the heart of Truest Strategy's work.