[SYS // ORIGIN]

Laura Parfitt — Founder

I've spent nearly twenty years working at the intersection of product and data science. Five of those were at Google, leading teams across Ads, Play, and Stadia. At Play, my job was making sense of how three billion people use apps — at a scale where the data infrastructure is as much the challenge as the analysis itself.

After Google I moved into startups, building data platforms from scratch, hiring the teams around them, and shipping recommendation engines, experimentation systems, and everything in between.

DataFenix came out of a pattern I kept seeing: strong engineering teams, genuinely ambitious products, and no one to own the AI and data science work. That gap is expensive, and it's usually invisible until something goes wrong. Most of the projects I've taken on since have come back to the same underlying challenge — turning messy, unstructured information into something a business can actually use.

I work directly on every project. If you're trying to figure out whether AI makes sense for your product, I'm happy to have that conversation.