Our Story

How We Got Here

This started, like many good ideas, as a tangent.

We were prepping for a panel on social media. But instead of sticking to the brief, we started talking about AI—how it was changing our work, our favorite use cases, and what we wished existed.

That conversation turned into a shared mission.

We’d come from different paths: Guy had been helping law firms modernize since the internet came on a CD-ROM. He built one of the first firm websites, ran a legal listserv before social media existed, led global digital strategy at KPMG, and eventually founded and sold Good2bSocial. After decades helping firms adapt to new technology, he saw AI as the most profound transformation yet.

Sally spent her career inside the world of B2B marketing, running campaigns for some of the world’s top accounting and consulting firms. As Head of Innovation at a leading agency, she was elbows-deep in the work: leading integrated strategy for clients while developing proprietary tools and methodologies. AI greased the gears and let her create faster.

What we shared was a frustration: so many AI solutions are built by people who have no idea how professional services firms actually work. They don’t get slow review cycles, high-stakes messaging, or the nuance of a relationship-driven sale. We did.

So we started a company.

InnovAItion Partners helps firms that sell human expertise—law, accounting and consulting, marketing and PR—use AI to grow faster and market smarter. We work with marketers and BD leaders to reduce bottlenecks and maximize the intellectual capital their firms are built on.

Our work starts with a core belief: AI should amplify expertise, not erase it. And in industries where nuance, trust, and judgment are everything, that distinction matters.

Sometimes that means building AI strategies together. Sometimes it means rolling up our sleeves and delivering. Sometimes it means handing teams the tools they need to do it themselves.

We’re staying close to both the technology and the industries we serve because both are changing fast. As AI evolves, so do expectations, behaviors, and the way firms go to market. We're constantly refining how we work, testing new ideas, and building what’s next—for ourselves and our clients.