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Helping organisations harness AI, product thinking and strategic clarity to deliver lasting change.
Change is constant — clarity is rare.
Crux helps organisations navigate complexity with confidence. We bring together expertise in digital and business strategy, AI, product and transformation to design solutions that last and evolve.
We deliver outcomes teams can feel proud of — whether it’s shaping an AI roadmap, embedding strategic and product thinking, or working side by side to deliver change. At the heart of everything we do is clarity, collaboration and momentum.
With over two decades of experience pioneering the use of machine learning and AI, we’ve helped organisations turn emerging technology into practical, measurable results. We’ve led transformation across public bodies, FTSE 100 companies and not-for-profits in sectors including publishing, finance, legal and healthcare.
Crux offers a unique blend of strategic and creative expertise — from product development and user experience to content and transformation. Whether launching new products, redesigning services or embedding innovation, we help organisations strengthen their digital presence, enrich customer experiences and achieve sustainable growth.
Helping organisations and executives embrace AI and machine learning — translating new technology into scalable, intelligent solutions that enhance performance, insight and leadership alignment.
Defining clear, data and customer-informed strategies to unite vision, people and performance — building lasting success. We help leadership teams clarify priorities, align stakeholders, and move ideas into execution.
Guiding teams through digital, cultural and operational change with clarity and confidence — ensuring change is sustainable, empathetic, embedded, and aligned with long-term business goals.
Creating customer-centric products, services and strategies that connect with users, deliver value, and evolve with the needs of your business. We blend usability, design and strategy to build lasting impact.
Designing purposeful content strategies that engage audiences, strengthen brand voice, and drive clarity across channels. We work closely with teams to activate and execute strategies effectively.
Building experiences that balance empathy and efficiency — ensuring consistency across every touchpoint and turning understanding into loyalty and advocacy.
Helping brands communicate with clarity and creativity — aligning messaging, campaigns and customer touchpoints to build trust and engagement.
Partnering with leadership teams to provide insight, challenge and direction — ensuring every decision drives forward strategic goals.
Crux has delivered strategic and transformative work across industries — from publishing and healthcare to finance, technology and the public sector. We partner with organisations to design strategies, products and AI-driven solutions that create lasting impact.
“From day one, Edin made a clear impact — combining strategic insight with empathy and operational focus to drive transformation at scale. His deep understanding of product development as a mindset, not a silo, helped embed lasting change across teams.
Highly collaborative and skilled at managing diverse stakeholders, Edin consistently built alignment and momentum. I would strongly recommend Edin and Crux Consult to any organisation seeking to elevate their product strategy or deliver cross-functional change.”
Emily Clark
Audience Development Lead, Informatech
“Crux Consult combines exceptional breadth and depth across digital product strategy — from stakeholder management and discovery to UX, content, and technical delivery. But what truly sets them apart is their leadership mindset and drive to create meaningful impact.
If you’re looking for a partner who can define a clear direction, energise teams, and deliver results that matter, Crux Consult is the right choice.”
Alan Plunkett
MD NHS.uk, NHS Digital
“Crux Consult brings a rare blend of strategic clarity, empathy, and delivery excellence. They can be dropped into complex, fast-paced organisations with confidence — quickly building trust, aligning diverse teams, and driving meaningful progress.
Their approach is deeply collaborative and human-centred, combining a sharp understanding of business strategy with a pragmatic, hands-on ability to solve problems at every level. I would thoroughly recommend Crux Consult, having seen their impact across multiple organisations.”
Mark Breslin
Chief AI Officer, Informa Plc
“A trusted partner who blends strategic insight with genuine collaboration. Crux Consult consistently delivers value across every project.”
Stephen Carter
CEO, Informa Group
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