Leadership Team

Chief Executive Officer, Founder

Anthony Smith

Born in New Zealand, Anthony moved to Perth, Australia when he was young. He built the first version of Insightly in six months from home after identifying a market need for a CRM solution focused on small business. He has previous experience designing and building customer relationship management software for enterprise use. Prior to Insightly, Anthony worked as a consultant for IBM, and as a software engineer for global mining consultancy Snowden.


Tony Kavanagh

Tony is responsible for the company’s go to market strategy and execution, focusing on small, midsize and enterprise businesses. Prior to Insightly, Tony held CMO roles at Actian, DataStax and Desk, a Salesforce company. Tony holds a bachelor’s degree from University College, Dublin; a Master’s of Business Studies from the Smurfitt Graduate School of Business; and is a member of the Institute of Chartered Accounts.

Controller and Co-Founder

Sarah Eathorne

Sarah serves as controller where she manages the company’s accounting activities, develops financial statements and maintains the general ledger, accounts payable, payroll and other functions. Prior to founding Insightly, Sarah served as controller at Craigcare and Snowden. Sarah holds a bachelor’s degree in business, accounting and finance from Edith Cowan University.

Vice President, Product Management

Maria Thomas

Maria is responsible for Insightly’s product management, design, and UX functions leading product from strategy to execution. Before Insightly, she built and shipped products and services to millions of users at Intuit and Microsoft. Maria holds a Masters degree from the State University of Saint Petersburg, an MBA from the University of Washington Foster School of Business and a Product Management Executive certification from Berkeley Haas School of Business.

Vice President, Engineering

Raju Menon

Raju leads Insightly’s engineering (Web, Mobile,QA and Infrastructure) organization with over 20 years experience in software engineering of mission critical products, emerging technologies, cloud based SaaS and mobile software products. Prior to Insightly, he led and managed engineering at Fortune 500 companies such as Adobe, Autodesk and more. Raju holds a Master’s degree from State University of New York at Buffalo and he compliments his technology leadership expertise with a MBA from University of California, Davis.

Vice President, Sales

Mark Ripley

Mark is responsible for building and managing Insightly’s sales organization as it expands from half a dozen members in Q1 2017 to more than 60 individuals by Q1 2018. Mark joined Insightly from New Relic where he served as vice president of sales, managing new business development. Mark holds a bachelor’s degree in marketing from San Jose State University.

Vice President, People Operations

Elena Doudoukalova

Elena oversees Insightly’s human resources and recruiting functions as the company grows from 90 employees in Q1 2017 to more than 160 employees by Q1 2018. Prior to Insightly, Elena held a variety of human resources and recruiting roles at Facebook, Zynga, Robert Half and Sprint. Elena holds a bachelor’s degree in business administration and management from Drexel University.

Vice President, Finance

Karl Laughton

Karl is responsible for Insightly’s finance and investor relations functions. Karl joined Insightly in January 2015 from Cisco where he held a variety of positions in corporate development and finance. Karl holds a bachelor’s degree in economics from the University of California, Davis.

Vice President, Customer Success

Kelly Roy

Kelly is responsible for Insightly’s customer success, support and professional services programs—recently doubling the size of the customer success organization to better serve our mid-market customers. Kelly brings more than 15 years of leadership experience in CRM and Software as a Service (SaaS) working with companies such as Salesforce, Infusionsoft, Intuit and more. Kelly holds a bachelor’s degree in marketing from Fontbonne University.