Previously, Reading was the CEO of Perceptive Automata – a provider of human behavior prediction software for machines – where he led the team to enable ‘theory of mind’ in robotic environments. Prior to that, he was CEO & Chairman of Pica9, a marketing software firm, and President & CEO of Volt Active Data, a data platform designed to support telco applications in the age of 5G.

A native Canadian, Reading has spent his career creating value around emerging technologies and helping companies realize their potential. He is an active seed investor and mentor to early-stage companies and founders. His unique blend of strategic perspective and disciplined tactical execution is suited to environments where uncertainty is the rule rather than the exception.

“I couldn’t be more excited to join Act!. I have long admired this software pioneer and its diverse network of global partners. I was an avid user earlier in my sales career and I’m a big believer in the importance of CRM for any business with customers,” said Reading. “Because of that experience, I feel especially invested in bringing the power of Act! to more people around the world. I’m thrilled to engage with our team, meet our partners and learn from our customers.”

“We couldn’t be more pleased to have Bruce join the Act! team. We believe his experience in marketing automation, SaaS and scaling businesses will directly benefit our customers and partners”, added Roger Freeman, Act! board member and SFW Capital co-founder and partner. “I also want to thank outgoing CEO Steve Oriola for his years of service to our employees, partners and customers. His contributions were many and meaningful, and we wish him the best in his future endeavors.”