About
We started this because the noise was winning.
Every founder we know has the same feed: people who've never shipped a thing, selling the idea of AI. And the same private experience: tried a tool, saw no change, quietly gave up. The gap between the two is where this company lives.
The short version
We use what we build.
That's the whole origin story. Tristan kept finding jobs in his own companies that AI could genuinely do, Jim kept building the systems that did them, and the results were too useful to keep to ourselves. We work with growing businesses that want the full result from AI but don't want the cost or hassle of building an internal tech team. Most of them don't have a CTO with three exits on speed dial. Our clients do.
Tristan Rushworth
A multiple business owner and investor. Runs scoping and the client relationship at ainativ.es: sits inside a client's week, finds where AI would move the numbers, and shapes the build plan. Under the hood of up to 30 businesses at any one time, consulting across recruitment, marketing and professional services industries.
Tristan on LinkedIn
Jim Beattie
CTO and technology leader with three exits: Just Eat (IPO), Time Out (IPO) and @Leisure (sold to OYO). Most recently spent 18 months inside a PE-backed accessibility tech business rebuilding the operating model around AI: engineering headcount from 80 to 25, £6M+ annual saving, delivery cycles halved.
Jim on LinkedInWhat we hold ourselves to
Five things we'd want as clients, so they're the rules.
- Honesty over hype We tell you what AI can do in your business and what it can't, including when the answer is "don't build this". Every number we publish is one we can stand behind, and estimates are labelled as estimates.
- You own what we build Co-ownership, no lock-in. You can see inside your system, run it where you want, and switch any part off. If we part ways, it's still yours.
- Your data stays yours It lives in your systems, handled to UK GDPR standard. Nothing sold on, nothing used to train anything outside your business.
- Built to fit, not bolt on We complement the tools you already pay for and build into how your team actually works. That's why what we ship gets used.
- Founder-level care There are two of us and your work gets our hands, not a delivery team you've never met. The person who scoped it and the person who built it are the people who answer your call.
Talk to the people who build it
You explain the processes in your business. We tell you where AI could save significant time and money, and that's it.