William Cotter announced he would step down as Founder and Managing Director of Net Affinity at the end of 2025.
Lauri Koop assumed leadership from 1 January 2026 after HTG acquired the company earlier in 2025. Cotter founded Net Affinity in 2000 and grew it to serve over 400 hotels across Ireland and England.
Koop brought over two decades of experience in digital and SaaS industries. The transition supported continued growth and integration with HTG’s broader product suite.
William Cotter shared “After 25 years at the helm, the time is right for me to step aside and allow the next generation of leadership to steer Net Affinity forward.”
Lauri Koop shared “I am honoured to be taking the reins from William, whose passion and commitment have built a remarkable company.”
