Asset Match Limited, a UK-based marketplace specializing in share trading for private companies, has appointed Matt Greenwell as Chief Executive Officer as the company seeks to strengthen its position in private capital markets and explore emerging opportunities in digital securities and asset tokenisation.
Announced on October 29, 2026, the appointment comes at an important stage in Asset Match's development, with growing interest in alternative trading mechanisms, distributed ledger technology, and improved liquidity solutions for privately held businesses.
Greenwell brings 23 years of international business experience spanning publicly listed companies, private equity-backed organizations, and family-owned enterprises. His professional background includes expertise in financial services, corporate development, and the commercial application of emerging technologies.
He began his career in institutional real estate and finance, working across markets including Hong Kong, India, and the United Kingdom. He later took responsibility for regulatory remediation initiatives at a major European banking institution, gaining experience in complex financial and regulatory environments.
Before joining Asset Match as a Director in October 2026, Greenwell founded a technology start-up through the Oxford University Innovation Incubator. The venture focused on the application of distributed ledger technology to real-world assets and sports-related ownership structures.
His experience is particularly relevant to Asset Match's strategy of combining established private-market trading services with emerging technologies capable of changing how private assets are owned, transferred, and traded.
Asset Match operates a marketplace that enables shareholders of private companies to access liquidity through periodic auctions. Its model is designed to improve pricing transparency and provide investors with opportunities to trade shares in businesses that are not listed on traditional public stock exchanges.
The company also operates a venue under the UK's Private Intermittent Securities and Capital Exchange System, known as PISCES, which introduces a regulated framework for intermittent secondary trading in private company shares.
Asset Match Founder and Executive Chairman Iain Baillie welcomed Greenwell's appointment, emphasizing the opportunities presented by developments in private markets and tokenisation.
The company believes these developments could improve access to investment opportunities and create more efficient mechanisms for transferring ownership in traditionally illiquid assets.
As CEO, Greenwell will be responsible for building on Asset Match's existing business model while exploring commercial opportunities associated with digital securities, tokenised assets, and distributed ledger technology.
His appointment reflects increasing industry interest in modernizing private capital markets through technology, greater transparency, and more flexible trading infrastructure.
With Greenwell leading its next stage of development, Asset Match aims to strengthen its role in connecting private companies, shareholders, and investors while supporting innovation in the ownership and trading of private assets.
