Primary Purpose Advisory was built on a simple conviction: that organisations working in complex, high-stakes environments deserve advice grounded in genuine experience rather than abstraction. Toby Dagg has spent more than two decades inside the systems that regulate, investigate, and respond to the harms that matter most, and that operational depth is the foundation of everything PPA does. This is not consulting at arm's length. It is honest, rigorous engagement with the real challenges organisations face when the stakes are high and the people affected are often among the most vulnerable.

At the heart of that work is a belief in shared purpose. Toby brings not just expertise, but a genuine commitment to the outcomes that bring most organisations to this work in the first place: keeping people safe, building systems that hold, and making sure the right decisions get made by people who are confident and capable of making them. When PPA works with an organisation, the goal is always to leave it stronger, more clear-eyed, and better equipped to fulfil the purpose it was created to serve.