BOARD BACKS DUANE GEORGE AS ADVANTIVE’S NEW CEO AMID PRODUCT AND GROWTH PUSH
Advantive, the US-based specialist software provider serving manufacturing and distribution industries, has appointed industry veteran Duane George as its new Chief Executive Officer, marking a significant leadership shift as the company positions itself for its next phase of technology-driven expansion.
George takes over from Kevin Boyce, who earlier this year announced plans to step down. Boyce will remain with the business in an advisory role until the end of the year to support a smooth transition.
With more than 20 years of experience in manufacturing software, George has built a reputation for scaling enterprise technology organisations, driving product innovation and delivering operational improvements across global markets. He most recently served as President of Aptean’s EMEA and APAC division, where he oversaw major transformation programmes. Before that, he was the company’s Chief Product Officer, responsible for global product strategy and development across Aptean’s portfolio.
In a statement, George said he intends to accelerate Advantive’s momentum as the company deepens its focus on AI-driven, industry-specific solutions for complex manufacturing environments.
“I’m honoured to lead Advantive into its next chapter,” said Duane George, Chief Executive Officer of Advantive. “Our focus is clear: accelerate innovation, deliver deeper customer value, and continue building a world-class, product-led organisation. I’m excited to build on our momentum and partner with our exceptional team to unlock the tremendous opportunities ahead.”
Advantive develops specialised ERP, MES and SPC software used by manufacturers and distributors to streamline operations, manage quality, and improve decision-making. Industry-wide adoption of AI and automation has increased demand for integrated platforms capable of simplifying production complexity—a market environment George is expected to leverage.
The company’s shareholders expressed strong confidence in the appointment.
“On behalf of the Board, we thank Kevin for his leadership and are thrilled to welcome Duane to Advantive,” said Hythem El-Nazer, Co-Managing Partner at TA. “Having partnered with Duane at Aptean, I’ve seen firsthand his ability to align teams around a shared mission, scale global businesses, and deliver results. His deep understanding of the manufacturing software market and leadership experience make him exceptionally well-suited to guide Advantive’s continued growth.”
Mark Friedman, Chairman of the Board, echoed that view. “Duane is the right leader at the right time for Advantive. We are confident that his industry expertise, operational discipline, and track record of product innovation position the company perfectly for its next phase of growth.”
Advantive said the leadership transition underscores its long-term commitment to developing software that reduces manufacturing complexity, automates workflows and enables customers worldwide to operate more efficiently.
