Company

Why we built TheAX

Because the best consulting we ever saw lived in a handful of senior heads - and vanished into slide decks the moment the engagement ended. We started TheAX to change what happens to that expertise.

Three years of research into AI's impact on consulting led us to one conclusion: the real opportunity isn't making individual consultants faster. It's changing what the firm itself can deliver - and prove.

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Our thesis
  • Consulting is moving from projects to systems
  • Clients increasingly expect measurable outcomes
  • Consulting IP must become structured and scalable
  • Outcome-led consulting needs a new operating layer
  • TheAX is building that layer

The challenges we kept seeing

Every firm we worked with had the same three problems

We spent decades inside consultancies - running them, advising them, building for them. Different firms, different sectors, the same three scenes playing out again and again.

The renewal that got away

The programme delivered. The client was happy - until procurement asked which number moved because of it. Without an evidence trail, the follow-on went to whoever was cheapest.

The method only one person can run

The firm's best offering depended entirely on the partner who invented it. Everyone else delivered a diluted version. The firm couldn't scale the very thing it was best at.

The proposal that competes on day rate

When value can't be proven, price becomes the only comparison left. We watched genuinely excellent firms get priced like commodities - because nothing on paper showed the difference.

Why now

Three years of research pointed to one answer

When AI arrived, the obvious response was tools that make individual consultants faster. We spent three years studying the industry's economics before concluding the obvious response is the wrong one.

The research

Three years studying how AI changes the economics of consultancy - published openly as we went, and tested against the firms we work with.

The conclusion

AI aimed at the individual consultant makes output cheaper - including yours. The lasting advantage moves to firms that run their expertise as a system and can prove what it delivers.

The build

So we built the operating layer for that firm: your model, your judgement, your evidence - structured so the whole firm can deliver it, and prove it, engagement after engagement.

The research is public - read it on Insights →

What guides us

The values behind how we build

A practical belief that consulting can evolve into a more scalable, measurable, and strategically valuable model.

Strategic clarity

Category-defining companies need a clear point of view, not vague positioning.

Practical transformation

Real operating-model change - not abstract innovation theatre.

Scalable expertise

Helping consultancies grow through IP and systems, rather than headcount alone.

Measured value

Consulting should increasingly demonstrate progress, outcomes, and continuous client value.

Leadership

Meet the team

Consultants, technologists, and builders making consultancy faster, smarter, and more scalable with AI-driven productisation.

Robert Streeter
Robert StreeterCEO & Founder

SaaS pioneer with deep expertise in strategic consultancy, frameworks, and technology.

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Ian Herring
Ian HerringDirector & Founder

Experienced sales leader, multiple business owner, and business consultant.

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Rachi Weerasinghe
Rachi WeerasingheStrategic Insights & Partnerships

Ex-Gartner Managing Partner and management consultant driving strategic market goals.

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Frank Crossley
Frank CrossleyVP, Engineering & Founder

Ex-PwC full-stack engineer, builder of multi-award-winning AI products.

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Zoltan Tatrai
Zoltan TatraiVP, Customer Success & Founder

Entrepreneurial customer solutions consultant - project delivery and onboarding professional.

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Lee McCready
Lee McCreadyVP, Eco-System Partnerships

Blends consultancy and business development expertise to drive partner success.

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Supported by senior advisors and operators.

Our point of view, in full: why consulting is changing shape, the levels of systemisation, and where the market is heading by 2027.

Read The shift

Join the movement from consulting projects to consulting systems

TheAX is helping define the infrastructure for the next era of consulting. Explore the platform, or start a conversation about where your consultancy is heading.

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