We innovate corporates. Business-first, then AI.
Most AI advice comes from people who learned AI first, then learned business. We did the opposite — twenty years building companies, then deep into AI. That sequence is the point.
Three things that don't change.
Regardless of the client, the sector, or the size of the engagement.
AI serves the business — or it doesn't ship.
We don't implement AI because it's available. We implement it when it solves a real problem for a real team. If the diagnosis says no, we say no — no upsell, no justifying the engagement.
The customer is always in the room.
Our question for every engagement: what does this do to the people on the other side? Automation that damages the customer relationship is not a business win, regardless of the cost savings on paper.
Systems over individual enthusiasm.
Enthusiasts don't scale. Managed systems do. We build for the team that exists — not the ideal team in the slide deck — and we measure whether it changed anything.
AI made building cheap. It did not make selling easier, nor did it make customers more forgiving. If anything, the opposite: your competitors ship faster, your customers have more options, and the gap between "we built it" and "it works in the market" has never been wider.
That gap isn't a technology problem. It's a sales problem and a customer experience problem.
That's the gap we close. Between us, we've spent twenty years doing exactly those two things — at scale, with P&L on the line, in businesses where if the customer didn't come back, there was no business.
Teet owns the sales side. Carlsberg, Saarioinen, HKScan — full P&L responsibility in three of the most operationally demanding sales environments in the Nordics. Then his own company, built and exited at €3.6M valuation (2022).
Kati owns the customer side. A rebrand that led to an exit (Boost Yourself → Shroomwell). A licensed methodology now run by 40+ practitioners. 450+ organisations trained on adoption, which is just another way of saying getting humans to actually use the thing. Built and ran an EAS-recognised guesthouse and training venue ("Real and Interesting Estonia"). Earlier, served as development manager for an organic restaurant group.
That's the firm. Sales and customer experience, in an era where everyone can build but very few can land.
We are not new to the AI game.
By late 2022, while most companies were still deciding whether ChatGPT was a toy or a threat, Kati and Teet were finishing Boosting Loyalty — published 2023, structured around their 5-step Permanent Connection Model for digital marketing automation in e-commerce, with 70+ AI prompts built into the workflow.
At the time, Teet was a board member of the Estonian E-Commerce Association and a digital marketing lecturer at TalTech. Kati was a customer psychology advisor and former lecturer in self-management at the Estonian Academy of Security Sciences, with 20 years of experience in hospitality and customer experience.
The point: they came to AI through running customer-facing businesses, not the other way around. That sequence is why the methodology holds up under operating pressure — when an actual team has to use it on Tuesday morning.
Mentors, partners, and stages where we work.
Teet Torim
The job he's been doing for twenty years: making sure things sell.
In the AI era, that job got harder, not easier. Pipelines are noisier. Decision cycles are longer. Customers are more skeptical of "AI-powered" anything. Teet was carrying revenue numbers long before any of that was true — which is exactly why his read on what works now is sharp.
Sales leadership at scale
- Carlsberg Group (2012–2015) — Sales Manager. Scaled Carlsberg's Estonian presence into category leadership across multiple SKUs.
- Saarioinen (2010–2012) — Sales Director. Built the Estonian branch from zero — operational framework, sales team, and distribution. Market leadership within two years.
- HKScan (2006–2009) — Progressive sales leadership at one of Finland's largest food producers. Ended with full ownership of sales team development and market strategy.
Then he built and exited his own
- CEO, Boost Yourself (7 years) — End-to-end ownership: product, brand, retail, distribution. Exited at €3.6M valuation (2022).
- Board Member, Estonian E-Commerce Association (2018–2022) — Advised 500+ companies on commercial strategy and ecosystem growth.
- Co-author, Boosting Loyalty: The 5-Step Guide to Growing Business Through Customer Loyalty — the Permanent Connection Model, with documented 80% growth case data.
- Digital Marketing Lecturer, TalTech (2020–2023) — Designed the Master's programme. Mentored 250+ international students in e-commerce, SEM, content, and sales strategy.
What he does for clients
Teet is the commercial reality check. Does this AI implementation actually drive revenue, or just shift work around? He pressure-tests the sales motion, the pricing logic, the retention math, and the operational handover the way a CCO reads a quarterly forecast. If the numbers don't work, he says so before the build starts.
Kati Torim
The job she's been doing for twenty years: making sure people actually want to come back.
In the AI era, customer trust became a scarce resource. Anyone can ship. Far fewer can ship something a customer keeps using on day 30, day 90, day 365. Kati has spent two decades on exactly that question — first in hospitality, then in brand and rebrand work, now in AI adoption.
Customer experience and brand
- Marketing & Communication Lead (consulting engagement), Boost Yourself — Led the rebrand and positioning that helped set up the exit to biotech firm Shroomwell.
- Founder, Transformational Mentors — Built a 12-step methodology now licensed to 40+ practitioners in Estonia, with full IP and training infrastructure.
- Founder & Operator — Award-winning hospitality business: named one of Estonia's most distinctive guesthouses (2016), EAS Real and Interesting Estonia badge (2015). Seven years of training hospitality professionals at Äripäeva Akadeemia.
- Author of three books on burnout prevention, self-leadership, and consumer psychology.
Adoption at scale
- 450+ organisations trained or advised on AI adoption in three years — corporate, public sector, education, and startup.
- Global Ambassador, Women in Tech.
- Lecturer, Estonian Academy of Security Sciences.
Certified, not just self-taught
- EITCA/AI — full certification, European IT Certification Academy, Brussels (March 2026, EQF Level 6, 24 ECTS).
- EITCA/IS Information Technologies Security — full certification (April 2026, EQF Level 6, 24 ECTS).
- Vanderbilt University: Prompt Engineering, Advanced Data Analysis, Trustworthy Generative AI, Custom GPTs.
- Wharton (UPenn) × OpenAI: AI in Education.
What she does for clients
Kati is the human reality check. Will the team actually use this? Will the customer feel respected? Does the experience hold up on a bad day, with a tired employee and a frustrated user? She designs the adoption layer — training, change management, customer-facing experience — that determines whether an AI implementation lands or quietly gets abandoned in month three.
Co-directors of AI Salon Porto — building an EU-wide network of operators, investors, and innovators. Mentors at Kiuas Accelerator, European Innovation Academy, and STEM Innovation Center.
Most AI advisory is structured around the build. Ours is structured around the two things AI doesn't fix on its own: whether the thing sells, and whether the customer stays.
A ninth-grader with Lovable can build your MVP. They cannot run your sales motion. They cannot redesign your customer journey. They cannot stand in front of your team on Monday and explain why these changes affect how Tuesday works.
That's the firm. That's the engagement. That's why we're two.
If AI isn't the right first step, we'll tell you in the first 30 minutes.
No upsell, no justifying the engagement. If the diagnosis says stop, we say stop. We'd rather lose a deal than build something that doesn't hold.
We build with your developers — not around them.
Tools that aren't secure aren't tools. We partner with your technical team from day one — architecture reviews, security sign-off, proper handover.
ROI is in numbers, not in slides about potential.
We define success metrics before we start. If we can't measure it, we don't promise it. You get a dashboard, not a deck.
Work with organisations including
Talk to the founders directly.
No assistant, no account manager. When you reach out, you talk to Kati or Teet. You leave with 3 prioritised opportunities, key risks, and a clear next step.
Send us a messageNo commitment. No sales deck. If AI isn't the right first move, we'll tell you.