The judgment behind the work.
AI strategy has no veterans. Wrigital was founded on the three disciplines that decide whether an AI project earns its cost.
Nobody has a decade of AI strategy behind them
The field is young. A firm choosing an AI partner cannot lean on a track record, and the market knows it. Anyone with a subscription and a network can call themselves an AI consultant, and many have.
That leaves one question worth asking. What did this person do before AI, and does it qualify them to advise on it?
Terry Martin, founder
Three disciplines, and the combination is the point.
Terry Martin founded Wrigital. His background sits across marketing strategy, AI engineering and banking compliance, and each one answers a question the buyer of an AI project should ask.
Will this solve a business problem, or produce a demo?
Terry holds a postgraduate diploma in Marketing Management from the University of Derby and a postgraduate diploma in Digital Marketing. Strategy was the core discipline of both.
Marketing strategy starts with a business objective and works back to the method. That discipline decides whether an AI project earns its place, and it is the reason we can recommend against building. A technologist reaches for the build. A strategist asks what the firm is trying to achieve.
Can you engineer this, or are you prompting?
Terry is a Microsoft Certified Azure AI Engineer Associate, holding the AI-102 certification.
The distance between using an AI product and engineering one is the distance between a template and a system. Deterministic calculation, a governed retrieval pipeline, an approval gate on the knowledge base, citations constructed in code: These are engineering, and they are what a regulated firm needs.
Have you worked where being wrong has consequences?
Terry worked as a developer for Nat West Group Audit.
Audit asks one question of everything it touches. Can this be evidenced? He spent his early career inside a bank's compliance function, where a number that cannot be traced is a finding, and a system that cannot explain itself does not go live. Wrigital builds AI to that standard because its founder learned the standard where it is enforced.
Why the combination matters
Each discipline alone produces a familiar failure.
A strategist without engineering recommends what they cannot build. An engineer without strategy builds what nobody needed. A compliance mind without either says no to everything.
Together they produce a firm that can choose the right problem, engineer the system and evidence it afterwards. That combination is rare, and unlike a track record, it can be checked.
One artefact, both disciplines
A niche pack is a market definition, compiled into code.
Look at what FinPrint runs on. Defining a niche is marketing work: which client type is worth serving, what matters to them, and which questions decide whether they act. Turning that definition into frameworks, formulas and a curated knowledge base is engineering work.
A niche pack is the first compiled into the second, and it sits in a business logic tier where a stakeholder can open it and challenge it. Terry learned that separation at NatWest, where the people who questioned the business logic and the people who wrote it were seldom the same.
Neither discipline produces that artefact alone. A marketer can describe the segment. An engineer can build the pipeline. The pack needs both, in the same head.
What we do with it
We advise regulated firms on AI usage and implement our recommendations. We built FinPrint, a working bespoke AI for an FCA-regulated context, and we bring the same discipline to the firms we work with.