New firm brings AI-enabled marketing, consulting, and agentic assistants to law, consulting, accounting, and marketing communications firms.
New York, New York – September 3, 2025 – InnovAItion Partners officially launches today as the first marketing and consulting firm built specifically to help professional services organizations harness AI for growth.
Cofounders Guy Alvarez and Sally Slater launched the firm to deliver AI solutions that address the unique constraints and opportunities within law firms, accounting firms, consulting practices, and marcomms agencies.
"We’re building the model for how modern professional services firms can work," said Alvarez. "Every tool we develop, every workflow we create, and every campaign we execute is designed with one goal: helping professional services firms win in an AI-enabled world.”
Recent MIT research indicates that genAI-related disruption in professional services is second only to the TMT industry. Yet most AI solutions aren’t purpose-built for the sector. Even fewer factor in the nuances of professional services-specific marketing and business development.
InnovAItion Partners bridges these gaps through its comprehensive suite of services:
The founding team brings together expertise spanning professional services operations, marketing strategy, and AI implementation:
Guy Alvarez (Managing Partner, Strategy & Growth) previously founded and led Good2bSocial, a pioneering digital marketing agency for law firms, acquired by Best Lawyers in 2023. Before that, he managed global digital operations at KPMG and helped Practising Law Institute build its PLI Online Center into a digital leader. Earlier in his career, he developed one of the first law firm websites and pioneered client outreach through early online platforms.
Sally Slater (Managing Partner, Innovation & Delivery) previously served dual roles as Head of Innovation and Head of Integrated Marketing for The Bliss Group, a top marketing communications agency with a dedicated professional services practice. During her decade-long tenure, she earned multiple awards, including Campaign US’s Inspiring Women honor alongside three Ragan Top Women in Communications awards, for her work with data and AI.
Alvarez and Slater are joined by Jaron Rubenstein, Chief Technology Officer, formerly founder and CEO of RubyLaw, a leading marketing content management platform trusted by Am Law 100 firms, acquired in 2023. Jaron brings a background in cognitive science and computer science along with decades of experience delivering secure, reliable, and scalable mobile and web software for global law firms and major brands like Akin, BCG, BCLP, Bloomberg, Citi, Cravath, Harvard, Lockheed Martin, Thomson Reuters, and Wilson Sonsini..
To design AI systems that function effectively in complex, judgment-heavy environments. InnovAItion Partners has developed the proprietary IDEA Framework™ (Imagine, Deconstruct, Emulate, Advance). This methodology ensures AI implementations are grounded in real human workflows while not being limited by traditional approaches.
The firm operates as a living laboratory, where new tools and methodologies are continuously evaluated and refined before client deployment. Early implementations have shown significant ROI, with one pilot client reporting an 80% increase in LinkedIn followers and 1,008% increase in engagements over a six-week period.
"AI is only valuable if it actually moves the needle for clients," said Slater. "Our focus is on outcomes: helping firms generate leads, deepen relationships, and drive measurable growth."
InnovAItion Partners is the first AI-native marketing and consulting firm built exclusively for professional services. Founded by industry veterans Guy Alvarez and Sally Slater, the company combines deep professional services expertise with cutting-edge AI implementation to help firms scale their marketing and business development operations.
For more information, visit www.innovaitionpartners.com.
Guy Alvarez
InnovAItion Partners
Phone: (800) 674-2808
Email: guy@innovaitionpartners.com
Sally Slater
InnovAItion Partners
Phone: (800) 674-2808
Email: sally@innovaitionpartners.com