Riccardo Arduini is Head of Strategy and Performance at Kry UK, a digital-first primary care provider working alongside NHS general practice. He sets the strategic direction for Kry's UK business, shaping how it plans, grows and performs across NHS, employer and insurer partnerships, and leads its performance and planning agenda. Drawing on the model Kry built in Sweden, where it runs both digital and physical primary care, he focuses on how practices and wider systems can understand demand, plan capacity and design services that protect clinician time. His career began in clinical operations at London Ambulance Service, giving him a first-hand view of what happens when demand outstrips capacity.