Monmouth Tech Firm Dot On Selected as UK Government Software Security Ambassador
Monmouth-based software firm Dot On has been selected by the UK Government as a Software Security Ambassador, becoming the only organisation headquartered in Wales to join the prestigious national scheme. The company will work alongside major technology and defence names, including Fortinet, Thales, and QinetiQ, to elevate security standards across the software infrastructure relied upon by UK businesses. This appointment marks a significant milestone for the Welsh tech sector, highlighting the growing influence of regional firms in national cyber resilience strategies.
The selection is part of a broader initiative run by the Department for Digital, Culture, Media and Sport (DCMS) and the National Cyber Security Centre (NCSC). The programme brings together organisations that serve as role models for the Software Security Code of Practice. This code consists of 14 voluntary principles that define best practices in software security, covering everything from initial code design and building to vulnerability management and customer communication.
Dot On is one of 15 organisations included in the scheme’s second cohort, which operates from November 2026 to October 2027. This addition brings the total number of ambassadors to 28, following the first cohort of 13 that launched in January 2026. The inaugural group includes prominent industry players such as Cisco, Sage, and Santander, further cementing the scheme’s status as a leading platform for industry collaboration and standard-setting.
As an ambassador, Dot On will share its practical experience with government bodies and champion the wider adoption of the Code of Practice. The company will also help inform future software security policy, contributing directly to a planned certification scheme currently being developed by DCMS and the NCSC. This role positions the Monmouth firm as a key voice in shaping the regulatory and operational landscape for software security in the United Kingdom.
The company’s journey to this point was supported by the Business Wales Accelerated Growth Programme (AGP), which helped build the security credentials necessary for its selection. The AGP guided Dot On through the preparation for ISO 27001 accreditation and assisted in securing over £500,000 in research, development, and innovation funding. Additionally, the programme helped the firm secure R&D tax credits, strengthening its financial foundation for continued technological innovation.
Business development specialists from the AGP also provided crucial support in product positioning, pricing strategies, and team structure. This guidance enabled Dot On to win contracts with some of the UK’s and Europe’s fastest-growing retailers. With this backing, the company has doubled its team size and grown its revenue by 600%, demonstrating the tangible impact of targeted government support on Welsh businesses.
Dot On has also secured backing from the Welsh Government through several funding rounds, totalling £1,250,000. This financial support has been instrumental in scaling the company’s operations and expanding its market reach. The firm’s customers, including Fairfax & Favour and The Beauty Tech Group, now operate across the UK, Europe, and the US, relying on Dot On’s core operations system.
Founded in 2015 by Jon and Louise Petrie, Dot On emerged from personal frustration with unreliable retail technology. The founders had spent years running their own retail business on e-commerce, in-store, warehouse, and back-office systems that frequently broke down. Frustrated by the high costs associated with poor-quality technology, they decided to build their own robust solution to address these persistent operational challenges.
Today, Dot On provides a core operations system that allows retailers, particularly fashion brands, to manage their existing systems from a single, integrated platform. Security has been central to the business proposition from the very beginning, reflecting the founders’ commitment to reliability and trust. The company holds UKAS-accredited ISO 27001, ISO 9001, and Cyber Essentials certifications, underscoring its rigorous approach to data protection and operational excellence.
Notably, Dot On’s engineers hand-craft its source code without using generative AI, a decision that reinforces the company’s focus on quality and control. This approach ensures that every line of code is meticulously reviewed and optimised for performance and security. The company’s retailers sell to customers in more than 80 countries, spanning the UK, Europe, North America, Asia, and Australasia.
Looking ahead, Dot On aims to grow its team tenfold and increase revenue twentyfold over the next three years. The company also plans to expand into new international markets, leveraging its established reputation for secure and reliable software solutions. This ambitious growth trajectory highlights the potential for Welsh tech firms to compete on a global stage with high-value, security-focused products.
Jon Petrie, Co-Founder, CEO, and CTO of Dot On, expressed pride in the team’s achievement. “Being chosen as a Software Security Ambassador, the only one based in Wales, is a real moment of pride for our whole team.” It puts a Welsh company alongside some of the best-known names in technology and retail, and shows that you don’t need to be headquartered in London to help lead industry standards.
He added, “We started Dot On because we’d lived with technology that kept letting our own business down, so we decided from day one that quality and security would underpin our proposition.” Our customers trust us with the systems at the heart of their businesses, and our own team hand-crafts every line of our code.
Petrie also highlighted the support received from the Accelerated Growth Programme. “The Accelerated Growth Programme has been with us at every stage.” Andy Bird, our AGP Relationship Manager, has been pivotal.
He believed in what we were building and gave us hands-on, practical support, from getting ready for ISO to finding the right funding to keep innovating. That gave us the foundations and the confidence to put ourselves forward for opportunities like this. Taek Legal, a Welsh legal consultancy, has also been key in supporting our security journey.
Lucy Jones, Operations Manager of the Business Wales Accelerated Growth Programme, welcomed the recognition. “We’re delighted to see Dot On recognised by the UK Government in this way.” Being selected alongside household names, and as the only ambassador from Wales, is a significant achievement for a growing Welsh retail tech business.
She noted, “Dot On has treated security as a core part of their product from the beginning, and that focus is what sets them apart.” Helping ambitious firms put the right foundations in place, and then use them to compete on a national stage, is exactly what the Accelerated Growth Programme is designed to do. We’re proud to have supported Dot On on that journey.
Adam Price, Cabinet Minister for Enterprise, Connectivity and Energy, commented on the selection. “Dot On’s selection as a UK Government Software Security Ambassador is a significant achievement and recognition of the expertise being developed by Welsh technology businesses in cyber resilience.”
He stated, “It highlights the strength of Wales’s growing cyber and digital sectors – key parts of our ambition to drive innovation and increase productivity – and the value of the support available to ambitious businesses through Business Wales.”
As part of its ambassadorial role, Dot On will publish an assessment of its practices against the Code of Practice. The company will also work with DCMS on case studies demonstrating how growing technology businesses can effectively apply these security principles. This collaborative effort aims to provide practical insights and benchmarks for other firms seeking to enhance their software security posture.
