Two decades scaling enterprise go-to-market in AI and deep tech — 10x ARR at Seqera, global commercial transformation at Novartis. Founder twice before, professor, six languages.
- Seqera
- Novartis
- Accenture
- INSEAD
We believe commercial decisions deserve better systems.
Retailers have invested billions in systems that record transactions, generate reports and visualise performance.
What they still lack is an operating layer capable of understanding commercial context, identifying opportunities and coordinating action across the business.
That is the company we are building.
Why Tinkery exists
Every retailer already has
- an ERP
- a commerce platform
- a CRM
- dashboards
- data warehouses
- AI assistants
Yet commercial teams still spend their time deciding
- which products require intervention
- whether to change prices
- which promotions should launch
- how inventory should be managed
- what should happen next
The problem is no longer access to information. It is turning information into coordinated commercial decisions.
That gap has a name inside Tinkery: commercial context — the connective understanding of products, prices, demand, margin and intent that no single system holds on its own.
Built by people, for people
Behind every pricing decision, promotion and stock call there is a person under pressure. We build alongside those teams — in their stores, their offices and their weekly commercial meetings.
Our vision
The future isn't better dashboards.
It's commercial operating systems.
Enterprise software has moved one layer at a time — from recording the business, to describing it, to interpreting it. The next layer is the one retail has never had: a system that turns intelligence into coordinated action.
Tinkery is being built as the bridge between intelligence and execution.
- 01Systems of Record
ERP, commerce, CRM. They capture what happened.
- 02Systems of Insight
Warehouses, BI, dashboards. They describe what happened.
- 03Systems of Intelligence
Models and assistants. They interpret and explain.
- 04Systems of Action
Decisions that are prioritised, governed and executed.
Where Tinkery sits: between the third and fourth layer — grounding intelligence in commercial reality, then coordinating the actions it implies.
Principles
Five commitments that decide what we build, and what we refuse to ship.
- 01
Context before AI
Recommendations are only useful when grounded in commercial reality.
- 02
Business outcomes over dashboards
Insights matter only if they lead to action.
- 03
Humans stay in control
AI recommends. People govern.
- 04
Open enterprise ecosystems
Work with existing retail systems instead of replacing them.
- 05
Build for long-term trust
Enterprise software succeeds through reliability rather than novelty.
Our journey
- 2024
Founded
After meeting during a startup programme.
- Early product
Natural-language analytics
A faster way to ask questions of commercial data.
- Listening
Talking to customers
The real challenge wasn't analytics. It was deciding and acting.
- Today
Commercial Intelligence
Building the decision layer for enterprise retailers.
Meet the founders
Two builders who have lived the problem from both sides — the commercial floor and the data platform underneath it.
Ready to see the future of commercial decision-making?
Explore how Tinkery helps retailers identify, prioritise and execute better commercial decisions.