Who We Are

About Pavesen

Reputation Specialists

Trusted by the world’s most prominent individuals

Pavesen is a specialist digital reputation management firm working exclusively with high-profile individuals, family offices, and private clients. We are not a general PR agency, a marketing consultancy, or an automated monitoring service. We do one thing: protecting and building the digital reputations of people who cannot afford to leave that work to generalists.

We don’t believe in one-size-fits-all solutions. Each strategy we deliver is bespoke, tailored to the unique goals, risks, and digital footprint of the client. Whether rebuilding a reputation, protecting a legacy, or managing visibility in the public eye, our work is defined by precision, confidentiality, and long-term thinking.

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Private clients only.

Who we work with

We work with C-suite executives, senior leaders, founders, and family office principals. Every engagement is personal, bespoke, and governed by a strict NDA.

Audit before strategy.

How we work

We look at your full online presence before we recommend anything. No proposals without evidence. No strategy without understanding your specific risks, assets, and goals.

One discipline, done properly.

What we are

We dedicate every single resource to digital reputation management to ensure the best possible results. This total focus allows our team to perform at a level that generalist firms cannot.

What Drives Us

Our Mission

To ensure every client is accurately and fairly represented online. Whether it’s past press, AI-generated summaries, or false narratives, we make sure the facts come first. For the people we work with, reputation isn't a luxury; it is the key to their opportunity, safety, and freedom to operate.

Our Vision

A world where your reputation is a protected asset. We believe that entrepreneurs, boardroom leaders, political figures, and family offices should define how they are seen online, on their own terms.

Why We Exist

Our Purpose

We exist to defend and refine the digital presence of leaders in the public eye. As public scrutiny grows, we provide the tools needed to protect and improve your reputation. Our team helps you fix past issues while managing your current image and future goals. Technology moves fast, so we offer the expertise required to stay ahead of every challenge.

Discretion, precision, and long-term trust are the cornerstones of everything we do.

The Team

Leadership

Tony McChrystal

Managing Director

[email protected] +44 333 050 3125 LinkedIn

Tony McChrystal

Managing Director

With over 15 years of leadership in online reputation management, executive privacy, and sensitive-issue consultancy, Tony McChrystal has built a career at the intersection of technology, trust, and high-stakes digital strategy. His work is defined by a commitment to discretion, precision, and measurable impact for the world's most visible and vulnerable individuals.

As Managing Director of Pavesen, Tony leads a specialised team dedicated exclusively to high-profile clients. He provides bespoke, human-led reputation management that prioritises ethical practice, strategic clarity, and absolute confidentiality. His approach delivers a level of service unavailable from traditional agencies, combining deep investigative capability with long-term strategic defence.

Tony continues to advance industry standards at the intersection of technology, ethics, and personal integrity, ensuring clients maintain control of their narrative, influence, and legacy in an increasingly complex digital world.

Online reputation management and search result remediation for UHNWIs, family offices, and C-suite executives
AI reputation management and LLM information network strategy
Executive privacy, digital footprint management, and sensitive-issue consultancy
Crisis reputation management and rapid-response digital strategy
Long-term reputation architecture and thought leadership strategy for global brands and private clients

Career History

Before founding Pavesen, Tony served as Managing Director of ReputationDefender, where he built and led the firm's UK and European private client practice, advising some of the world's most prominent individuals on digital reputation strategy. He subsequently held the position of EMEA Director of Sales and Service at Gen Digital, which is the parent company of Norton, Avast, and LifeLock, where he was responsible for consumer and enterprise reputation and privacy services across Europe, the Middle East, and Africa.

Tony worked with hundreds of high-profile leaders and family offices across many different global markets. These roles allowed him to build deep experience in managing reputations during very high-stakes situations. This level of specialized knowledge is quite rare to find within the current UK market. His insights and analysis frequently appear in major outlets like the BBC and The Guardian. These international features establish him as a top authority on privacy and online reputation strategy.

Recent Experience

Led a multi-year reputation recovery programme for a UHNWI following sustained hostile media coverage across UK national titles, achieving first-page search result transformation within six months.
Developed and implemented an AI reputation strategy for a prominent European family office, ensuring accurate representation across ChatGPT, Perplexity, and Google AI Overviews.
Provided crisis reputation counsel to an FTSE-listed company executive facing coordinated activist coverage, coordinating digital strategy alongside leading defamation solicitors.
Retained as primary digital reputation adviser to a portfolio of senior entrepreneurs and private individuals across the UK, US, and Middle East.
We designed a new thought leadership plan for a top executive in the technology sector. This project involved getting articles published in the world's leading business and financial news outlets. Our strategy worked quickly to improve the search engine results for the client within four months.

The Team

Advisors

Dr Clarisse Lafleur

Family Office Advisor

[email protected] LinkedIn

Dr Clarisse Lafleur

Family Office Advisor

Dr Clarisse Lafleur advises family offices, business families, and ultra-high-net-worth principals on succession, governance, next-generation engagement, and long-term continuity. Combining academic research with lived experience inside her own family enterprise, she is recognised for bringing both intellectual depth and practical understanding to the complex interpersonal and strategic dynamics that shape multigenerational families.

Her work focuses on the human side of continuity: how families cultivate stewardship, legitimacy, emotional commitment, and intergenerational alignment in environments where wealth preservation alone is insufficient to sustain long-term success. Drawing from both research and direct exposure to family-enterprise systems, Clarisse works closely with families navigating leadership transition, governance development, next-generation preparedness, and the evolving reputational realities facing modern family offices. French-born and Australia-based, Clarisse combines an international outlook with experience navigating culturally diverse family and business environments. Fluent in both English and French, she works with globally minded families and family enterprises across generations and jurisdictions.

Alongside her advisory work, Clarisse maintains an active research interest in family offices, succession, governance, and legacy. Her doctoral research at Bond University explored the tension between inherited legacy and modern realities within contemporary business families, examining how families sustain continuity across generations amid changing social, economic, and interpersonal expectations. Her perspective is shaped by the belief that successful succession depends not only on structures and wealth transfer, but on the cultivation of trust, communication, purpose, and family cohesion over time.

Clarisse is also recognised for her emerging work on reputational stewardship and digital legitimacy within family enterprises, particularly the growing relationship between governance, online visibility, leadership credibility, and next-generation transition in an increasingly transparent world.

Areas of Specialism

Family office and family business succession planning
Next-generation engagement and development
Family governance and continuity structures
Stewardship education and intergenerational preparedness
Leadership transition and legitimacy development
Family dynamics and intergenerational communication
Reputational stewardship and digital legacy considerations
Long-term continuity strategy for multigenerational families
Governance and emotional alignment within family-enterprise systems
Advisory support tailored to the unique dynamics of individual families

Academic & Thought Leadership

Clarisse holds a PhD from Bond University. Her doctoral thesis, Family Legacy vs. Modern Realities: Contemporary Issues in Business Families, examined the evolving challenges facing multigenerational enterprises and the mechanisms that support long-term continuity and family engagement.

Her research has been presented at the Family Enterprise Research Conference 2023 and the International Family Enterprise Research Academy conference in 2024. She is also co-author of the article Whistleblowing in Family Firms: Power and Justice Dynamics published in the Journal of Business Ethics.

Career & Advisory Background

Alongside her advisory work, Clarisse remains actively involved in her own family enterprise, giving her direct exposure to the realities of continuity, succession, governance, and next-generation participation beyond theoretical frameworks alone. This combination of lived experience and academic grounding informs her highly tailored advisory approach, which recognises that each family system, legacy, and succession pathway carries its own dynamics, sensitivities, and long-term objectives.

Jonathan Raven

Private Client Advisor

[email protected] LinkedIn

Jonathan Raven

Private Client Advisor

Jonathan Raven has spent his career working with individuals navigating sensitive personal reputational issues, both professionally and publicly. Over eight years specialising in private client reputation management across the EMEA region, he has advised ultra-high-net-worth individuals, family offices, entrepreneurs, and senior executives on matters where the personal and the public intersect, and where the cost of mishandling exposure is significant. His approach is grounded in discretion, a deep understanding of how reputational damage actually unfolds online, and the calm judgement that comes from having sat across the table from hundreds of people in the middle of their most difficult moments.

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As an Advisor to Pavesen, Jonathan brings rare depth of experience in handling the human side of reputation work. He has guided clients through proactive narrative building, search result remediation, and live crisis scenarios where personal exposure, family considerations, and commercial interests all sit on the same table. His clients trust him because he has been in the room before, many times, and knows what good looks like when the pressure is at its highest.

Jonathan is regarded as one of the most experienced private client reputation specialists working in the EMEA market today, with a track record of restoring control, clarity, and confidence to individuals navigating sensitive online exposure.

Areas of Specialism

Personal reputation management for UHNWIs, family offices, and senior executives
Sensitive-issue consultancy involving family, financial, and legal exposure
Crisis reputation management and rapid-response advisory for private clients
Executive privacy and digital footprint management
Search result remediation and long-term personal reputation strategy across EMEA

Career History

Jonathan spent eight years as Private Client Director at Reputation.com, ReputationDefender, and Gen Digital, the parent company of Norton, Avast, and LifeLock. Throughout that period his focus remained consistently on personal reputation work, advising individuals and families on issues ranging from search result control and digital footprint management to live crisis intervention and long-term narrative strategy. His career has been built almost exclusively in the personal reputation space, giving him a depth of specialist experience with individuals, rather than corporate clients, that is rare within the current UK and European market.

Outside his professional work, Jonathan has a lifelong commitment to sport. He was selected to play for the England Under-18 rugby squad at seventeen and went on to play for Championship side Bedford Blues RFC.

Where We Work Locations