I help businesses automate, predict, and integrate with AI.

I've spent the last 10 years as a data scientist and statistician, working across healthcare, education, and in sales and marketing for the private sector. I hold a Master's degree in Computer Science and AI, and my day-to-day is building data pipelines, predictive models, and helping organisations make sense of what they've got.

My early career was in biological science, finding the signal in the noise in clinical studies data for new cancer therapies. That experience taught me the importance of rigorous methodology, honest interpretation of evidence, and communicating complex findings in a way that supports real decisions. That perspective still informs a lot of what I do today.

I started Apex Insights because I noticed that many businesses want to do more with AI and data, but struggle to find practical, honest guidance. My goal is simple: to help organisations find what genuinely works for them and to be straightforward about what doesn't.