Jonathan Jackson, CEO of Previsico, has built his career around scaling businesses with purpose. His journey has always been about more than financial growth – it has been about making an impact on society and communities. For him, leadership means combining commercial success with a mission that truly matters.
Jonathan Jackson | CEO | Previsico
That is why he was drawn to Previsico, a company at the forefront of flood forecasting solutions, with a vision to reduce the devastating effects of flooding worldwide. At EliteX, we are proud to have Jonathan Jackson as part of the edition – Five Trailblazers: CEOs Shaping the Business, 2025.
At Previsico, Jonathan leads a team that delivers live flood forecasting technology designed to help organisations and communities act before disaster strikes. Their goal is to turn advanced science into timely, practical insights that protect lives, properties, and critical infrastructure. By enabling faster and smarter decisions, Previsico is showing how technology can serve humanity at a time when climate change is making floods more frequent and severe.
“Previsico is about more than forecasts – it’s about protecting people, communities, and assets from one of the world’s fastest-growing climate risks.”
Jonathan defines success not only as business growth, but as delivering measurable value to customers and society. For him, leadership is about creating a culture where people thrive, while building resilience and purpose into everything the company does. Fairness, purpose, and creativity are the values that guide him. Fairness builds trust, purpose keeps the mission clear, and creativity ensures innovation in solving complex challenges.
His vision for Previsico is ambitious yet grounded. The company plans to expand into new geographies, taking its flood forecasting technology to regions most affected by climate change. As he explains, the need is growing as floods become more destructive. By providing actionable insights where and when they are needed most, Previsico aims to minimise damage to people, property, and essential services. Jonathan sees this as not only a business opportunity but also a responsibility to use science and technology for good.
One of the biggest challenges he faces is raising awareness about flood risk. Many people and organisations underestimate the threat or do not know what to do until it is too late. Jonathan and his team are working to change that by making forecasting accessible and relevant, not just for technical experts but also for those working on the frontline, responding to weather events. He believes in turning complex data into clear guidance that drives action.
“I was drawn to Previsico for its potential to make a global impact on reducing the devastation caused by flooding”
Technology is playing a central role in transforming how flood risks are managed. Previsico uses hyperlocal, real-time data and predictive analytics that can anticipate flooding at street level up to two days in advance. This kind of accuracy was not possible before. Advances in AI and machine learning mean the system keeps improving, not only in forecasts but also in how the company manages sales, marketing, and engagement with stakeholders.
Jonathan also sees technology as a connector. By integrating data and communication across emergency services, insurers, local governments, and communities, Previsico helps create faster, coordinated responses that save lives and reduce losses. It is this joined-up approach that makes the company’s work so valuable. As a leader, Jonathan keeps his team motivated by giving clarity of vision, encouraging shared ownership of outcomes, and celebrating progress. He knows people are most inspired when they see the direct connection between their work and the protection of lives and livelihoods. This sense of purpose is what keeps Previsico’s culture strong.
When it comes to advice for future leaders, Jonathan stresses resilience, curiosity, and values. He believes young entrepreneurs should focus on solving real problems, surround themselves with people who challenge and support them, and build businesses anchored in values rather than just numbers. For him, leadership is not about chasing metrics, but about creating meaningful and lasting impact. His own balance comes from reflection, exercise, and family time. He knows leadership can be all-consuming, but taking moments to step back ensures clarity and better decision-making.
Looking ahead, Jonathan hopes his legacy will be tied to scaling a business that truly reduced the global impact of flooding. At the same time, he wants to be remembered for creating a workplace culture where people felt proud of what they built together. He draws inspiration from leaders who have proven that doing well and doing good are not mutually exclusive, and he continues to model that mindset in his own journey.
“Doing well and doing good are not mutually exclusive – in fact, they are stronger together.”
Jonathan Jackson’s leadership at Previsico reflects a clear philosophy: growth, purpose, and resilience must go hand in hand. In a world where climate risks are rising, his mission is both urgent and inspiring. By combining science, technology, and human values, he is leading a company that is not just forecasting floods but helping prevent their most damaging impacts – and in doing so, showing what leadership with purpose truly looks like.