William Tunstall-Pedoe founded Evi (formerly True Knowledge) in 2005. After seven years Amazon acquired Evi in 2012 and the technology, platform and team became an integral part of Alexa. For more than three years William had a senior product role in the team that defined, built and launched Alexa and the very successful Amazon Echo. Evi is now a subsidiary of Amazon and a large development centre in Cambridge, England.

William is also a member of the Cambridge Angels and a fellow of the Creative Destruction Lab.