$192M
Incremental revenue
Pricing and markdown optimisation translated advanced modelling into commercial decisions across more than 1,000 stores.
Decision intelligence for retailers, lenders and data-rich businesses
We build the intelligence behind pricing, forecasting, credit and growth decisions: trustworthy signals, models and deployed systems designed around the business question and judged by the P&L they move.
Services
Every engagement starts with the commercial decision, not the dataset, and ends with something running, measurable and owned by your team.
Retail & commerce
Pricing, promotion, demand forecasting and optimisation systems that turn commercial choices into measurable profit outcomes.
SME finance
Cashflow-based underwriting signals, credit-risk models, renewal decisions and portfolio early warning that teams can explain and trust.
Across the business
Signal discovery, semantic intelligence, trusted metrics and AI decision assistants grounded in governed business logic.
Evidence
Selected results from decision systems designed, deployed and measured in complex operating environments.
Pricing and markdown optimisation translated advanced modelling into commercial decisions across more than 1,000 stores.
A production decision-intelligence system built from more than 200 signals and integrated into frontline operations.
Segmentation and uplift measurement used to identify which customer actions generated genuine incremental impact.
How we work
We design and build the decision system alongside your team, then document it, hand it over, and leave you owning it.
Model reviews, methodology audits, roadmap and build-vs-buy decisions, senior judgement without the headcount.
Hands-on data science and decision-intelligence leadership, embedded part-time, strategy and delivery in one seat.
Our operating rule: validate before build. Nothing ships on novelty, every model earns its place against your outcomes.
Our product · launching 2026
A behaviour discovery platform on a lender's existing data: it generates, experiments with and validates behavioural representations from transactions, evidence-backed, explainable, reusable signals feeding your own models, policies and AI. Signals, not scores.
About
Parisa brings a PhD in machine learning and signal processing and more than fifteen years of applied data-science experience across healthcare, retail, technology and SME lending.
She has designed and deployed decision systems that help organisations solve some of their most difficult forecasting problems, understand customers, optimise pricing, manage portfolios and allocate resources more effectively. Across retail, finance, healthcare and technology, her work brings advanced analytics into day-to-day commercial decision-making, turning complex data into actions that improve growth, profitability and risk management.
Her strength is finding trustworthy signals in noisy, real-world data and carrying them through to decisions that business leaders can use, explain and measure.
Work with us
Bring us a pricing choice, a risk model, a forecast that keeps missing or a metric nobody trusts. We will start with the question and show you what the evidence can support.
Discuss a decision problem