We understand operations, because we've lived them from both sides.
Operative Practice Group exists because most organisations don't have an AI problem — they have an operational one. We help ambitious organisations get their operations in order before layering on technology.
Operative Practice Group grew out of The Operative Studio.
Becki spent years helping creative agencies, tech companies and professional service firms fix their operational fundamentals: onboarding, project management, financials, cashflow, scope creep and systems.
The same problems kept showing up in every conversation. Organisations of every size were being told AI was the answer, without anyone stopping to ask what the actual question was. So we built Operative Practice Group to bring that same fundamentals-first thinking to larger organisations and accounting practices navigating growth, transformation, and AI adoption.
We don't start with AI. We start with your business.
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Becki Freeman
Becki qualified as an accountant in 2010 and through a series of events, that background led into product and UX leadership roles in big tech, including at Wise, Monzo and Perk — work that meant sitting on both sides of a table most consultants only ever see from one: the operational, compliance-driven reality of finance, and the fast-moving, technology-led world of product and design.
That combination is unusual. Most people who understand accounting and operations in depth haven't spent years building digital products. Most people who understand product and AI haven't sat inside the manual processes that define a finance function.
Becki has done both — which is why Operative Practice Group starts every engagement with the business, not the technology.
Adam Shaw
Adam's background sits at the intersection of engineering and sales — a combination that's rarer than it should be, and exactly what large-scale AI implementation actually needs.
He's spent his career inside large communications companies, designing and delivering AI solution architecture at enterprise scale: the kind of environment which needs core stakeholder management skills.
That dual grounding means Adam doesn't just design AI solutions — he knows how to build the technical case and the commercial case at the same time, and how to get both past the people who have to sign off on either.
It's why Operative Practice Group's recommendations aren't just technically sound. They're built to actually get approved, funded, and delivered inside real organisational constraints.
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