Affiliate marketing in the UK is still too often measured by clicks alone, but that’s only part of the story.
Phonexa is demonstrating that there are more smart, reliable ways to grow.
In the interview below, Chief Sales Officer Oliver Koukoulis-Fribbens explains how Phonexa’s platform helps brands, networks, and affiliates manage and optimise leads, calls, and clicks in one place, why end-to-end transparency is essential for scaling performance models; and how the company is shaping the future of pay-per-lead and pay-per-call growth.
Sol Wilkinson: For those who might not know, can you give us a quick overview of what Phonexa does and the value it brings to performance marketers?
Oliver Koukoulis-Fribbens: Phonexa is a performance marketing platform that helps brands, networks, and affiliates manage, track, and optimise leads, inbound calls, and clicks in one place.
In the UK, where much of affiliate marketing is still click-led, we help teams expand into pay-per-lead and pay-per-call to unlock more predictable and scalable growth.
SW: How does Phonexa help businesses better manage and optimise their lead and call data across different marketing channels?
OKF: We bring all lead and call data into a single platform and make it actionable in real time.
That allows our clients to test and scale channels with confidence, apply clear routing and qualification logic, and understand performance beyond the click, right through to outcome.
SW: What makes Phonexa’s approach stand out in the market?
OKF: Many platforms focus on one part of the journey. We connect the full lifecycle, from click to call to lead to conversion, natively.
That end-to-end visibility is particularly important when introducing new models like posted leads or inbound calls, where trust and transparency are essential. Plus, nobody likes to operate on fragmented or singular stacks, as they lack full visibility into campaign performance and analytics. Phonexa solves all those pain points.
SW: Data and transparency are essential in performance marketing. How does Phonexa give clients clearer insights into what’s working and where to improve?
OKF: We give clients full visibility into where demand originates, how it’s handled, and what actually converts.
That level of clarity helps teams move from experimentation to confidence, proving value internally and making optimisation decisions based on evidence and detailed reports.
SW: Many brands need tailored workflows and reporting. How flexible is the Phonexa platform when it comes to customisation?
OKF: The platform is highly flexible. Workflows, routing rules, validation, and reporting can all be tailored to suit market realities, regulatory requirements, and internal processes. That flexibility makes it easier for customers to adopt new performance models without disrupting how they already operate.
SW: Finally, what trends or technologies are you most focused on as you look to the future?
OKF: In the UK, our focus is on driving greater adoption of pay-per-lead and pay-per-call through education, transparency, and automation.
As our industry looks beyond traditional models, there is a clear opportunity to work on outcomes tied to genuine consumer intent. To scale that confidently, the market needs technology that builds trust, ensures compliance, and makes performance measurable end to end.
Connect with Oliver to learn more about Phonexa.
