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Our vision is to be the de facto digital infrastructure for the entire knowledge economy.


Our story

Mindset AI was born out of a conversation on the steps of Web Summit 2019 in Portugal.

Barrie Hadfield and Wic Verhoef were enjoying a drink together, discussing software design. They had opposing views on how the design for an app they had been working on should look.

Barrie argued that design should evolve from structured A/B testing. The only way to get there would be to start with personas, test what resonated, and, through a build-measure-learn process, eliminate the weaker choices and repeat.  

Wic, a machine learning expert, wondered if they didn’t need to decide and could postpone the design decisions. Could they get data on what their audience would prefer before eliminating the B from the test group?

Their conversation led to three realisations:

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A/B testing

A/B testing has an inherent limit as it only ever creates an increasingly better average page. Traditional A/B tests likely hide critical information, which, combined with personalisation, allows you to deliver something relevant to everyone.

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ML can discover personas and automatically customise their experience by modifying the software in real time.

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Always on, relentless machine learning is perfect for optimising key SaaS outcomes such as engagement and retention.

Essentially, the software can adapt to people instead of people adapting to the software.

Since our inception, Mindset AI has been driven by a simple vision: to humanise the process of digitisation. We believe that technology should be designed with people in mind, understanding what users are trying to achieve. As we scale, our developers continue to write code that is easy to use and our designers work hard to improve the user experience. At the same time, we are always thinking about ways to make our technology more accessible and helpful for people.

Thanks to that conversation on the stairs, businesses all over the world now have the ability to build their own digital platform and benefit from the power of artificial intelligence.

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Discover how Mindset is making consulting, coaching, learning & development scalable. 


Our Values

Our value system is not just something we put on the website and print in the office. It is the core set of agreements we have between each other and how we conduct our day to day engagements.


We’re present and focused and follow through on our commitments. We commit to a rigid timeline which means we trust each other to complete tasks on time, and to a high standard because our word is our bond. We take full responsibility for our actions, are always organised and hold ourselves accountable. Without accountability work becomes chaotic.


We act with kindness and empathy and always look to support others. We believe that everyone deserves respect and there are no exceptions and we expect that to be reciprocated. We understand that caring for others requires caring for oneself. Our inbox is open to our colleagues and clients and we take time to get to know them on a personal level. We seek to understand each individual and acknowledge that being compassionate is about respecting people’s circumstances and valuing each other's differences. We always recognise and reward quality work but we never avoid giving open, honest, actionable feedback to help others develop.


We’re natural innovators. We’re unafraid of new ideas, we’re open to being proven wrong and we challenge the status quo. We lean into change, take risks and constantly push ourselves out of our comfort zones. We’re courageous leaders and we’re unapologetically forward - if we think it, we say it, we never hold back. We commit to what we believe in with our whole hearts, and when we fall short, we learn from it and get back up to try again.


We have a thirst for knowledge and a desire to learn as we continuously want to improve. We’re naturally curious, are determined to get to the heart of the “why” and seek to get the best solution for the business and our clients. We ask questions as we’re on a mission to get a deeper level of understanding which aids mastery, progresses innovation and enables fresh ideas. We’re always looking for new, different, or better ways to do things.


We have an overwhelming ambition to succeed. We believe in Mindset’s vision and love what we’re building as a team. We’re highly enthusiastic and bring our mastery, expertise and unique flavour to work each and every day. We’re devoted to what we do and strive to be the best in our craft. We have a can-do attitude, we seek to inspire others and most importantly we have an inherent drive to get shit done. Passion is what binds us together - it’s the driving force that keeps us going each day, and it’s what causes us to take immense pride in our work.

Collaborative autonomy

We’re trusted to do our job without being micromanaged and we trust those around us to do the same. We empower one another to show initiative and become leaders. We work smart and there’s a structure to our approach. We take responsibility, and work independently but are willing and able to call on each other when needed. We feel a sense of freedom as we choose how we work. Crucially, we understand the balance between going fast alone and going far together.

No bullshit

We get to the point with no excuses and never gloss over the truth. We value our opinions and are unafraid to share them with others even if at times we’re alone in our thinking. We’re always honest and that means we give truthful feedback and respectfully challenge statements. We ask questions, call out others' bullshit and get in the face of problems early rather than letting them escalate.


Our guiding principles

Our three guiding principles form the foundations of our vision for our team and relationships with customers.


Our team has the freedom to work in a way that suits them best and to do more of what they enjoy. We want them to feel empowered to take on tasks that challenge them and help them develop.

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A shared purpose

Every day we’re reminded of the positive impact our platform has on our partners and customers. Our team is determined to ensure our customers get the most from our platform and that more people are able to scale expertise over time.

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Moral compass

We look to add value through meaningful relationships with our customers. We help them in any way possible beyond our platform and always do our best to do the right thing for them. We base this principle around trust, fairness, and respect.

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Transform your services into a scalable, revenue-generating product by launching your own platform within weeks.

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