LDC Top 50 2026
William Moore
Co-Founder and CEO
Airbox Systems
“Our technology empowers frontline teams handling everything from terrorist threats to missing children and wildfires. We make the world safer for everyone.” William Moore is the founder of Oxfordshire-based Airbox Systems, which provides mapping, operational awareness and tactical planning tools to police, fire and ambulance services across the UK.
In 2008, the mechanical engineer had the novel idea to layer complex spatial data into intuitive maps, revolutionising how frontline teams tackle serious incidents. Over the next five years, the company will expand into Australasia and the US; William’s ambition is to save as many lives as possible. “We change outcomes for people in their moment of ultimate need.”
Our technology empowers frontline teams handling everything from terrorist threats to missing children and wildfires. We make the world safer for everyone.”
Q&A
Where did the idea come from?
In 2005, I learned to fly an aeroplane and realised that almost all the navigation systems we use in the UK had been imported from the US and weren’t fit for purpose. I thought, “I can do better than this”. Using existing technology, I began building detailed navigation tools and started talking to air ambulances, who needed help flying safely at low levels, knowing where power lines and lampposts are. Now every air ambulance uses Airbox, and we have grown from there.
Best business decision?
In 2012, I met Gerry Hill MBE, QGM and Bar, a former Special Air Service officer. He asked if Airbox could be used by the SAS for ground response. It was a big risk, and took us six years to get traction because we were trying to convince the public sector to buy something completely new, but our technology is really making a difference now.
What are your greatest strengths?
I have Joanna Mower, our COO, working alongside me – someone I absolutely trust. She handles operations while I manage the vision and strategy, which has helped us grow at 30-50 per cent each year. I am a strong believer in the power of diversity in the workplace to bring better solutions to problems. Because we are a values-led business, we can make the decision to do the right thing, even if it makes us no money. Not many organisations serving the public sector have that freedom.
