Pri0r1ty Intelligence Group PLC, an AI-focused business delivering growth solutions to SMEs, has appointed Graham Duncan to the board of directors and as interim CFO.
He replaces Daniel Maling, who will transition to a non-executive director role.
Formerly a cash shell company known as Alteration Earth plc, it completed the reverse acquisition of Pri0r1ty AI in December 2024 and changed its name and focus.
In July 2025 it acquired Halfspace, a specialist data-led marketing and technology business serving the sports and entertainment sectors, and appointed its co-founder Rory Maxwell as CEO.
The AIM-listed firm’s share price is down 45% in the year to date and before the start of trading today stands at 1.1 pence, giving it a market cap of £2.18 million.
In its latest full-year results, to the end of September 2025, it reported £174k revenue.
Duncan has more than 25 years’ experience in corporate finance, financial reporting and capital markets, including extensive CFO, finance director and board-level experience.
Since 2013, he has operated a consultancy business providing transactional support and financial reporting advice to growing private and public companies in the UK and internationally, including advising on new admissions to the Official List of the London Stock Exchange.
Prior to establishing his consultancy business in 2013, Duncan was a director in the capital markets division of Mazars LLP, advising growth companies on IPOs, fundraisings, acquisitions and strategic transactions.
His transaction experience includes supporting Allied Gold Corporation’s admission to the Toronto Stock Exchange and $267m financing in 2023, and HeiQ Plc’s £60m London Stock Exchange IPO in 2020.
Marcus Yeoman, chairman of Pri0r1ty, commented: “We are pleased to welcome Graham Duncan to Pri0r1ty. His extensive experience in supporting growth companies will be valuable to the business as we focus on expanding our customer base and driving commercial traction.
“On behalf of the board, I would like to thank Daniel Maling for his valuable contributions as CFO towards getting the business listed in December 2024, the transformational acquisition of Halfspace in July 2025, and the recent funding package in July this year which is allowing the business to accelerate marketing, sales and product development activities and provides a clear path to reaching the important milestone of cashflow positive.
“We look forward to his continued input as a non-executive director.”
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