We will be providing more formal documentation about how customers can transact with us through the new entity and take advantage of the new oversight.
The article starts immediately talking about Cronofy (using "we"), without any indication to the reader what Cronofy is and how you are related to it. Just an introductory sentence along the lines of "As the CEO of Cronofy [link to company site] (we do XYZ) I wanted to share thoughts on..." would have kept me reading. Instead, I followed the link to https://adambird.com/ at the top and didn't find anything to help provide the missing context, so I just moved on.
To be clear, if this article was only intended to be addressed to a narrow audience that was already aware of all the context then it was probably fine, but for an outside observer like HN it's very unclear.
Though I very much agree with your sentiment about the dumb crap the UK has pulled, and the trajectory its on.
The whole thing is about the company. Not washing.