The people — and the belief — behind KNTRL
KNTRL is built by AWSM LABS: operators and builders from McKinsey, BCG, AWS and frog, assembled as a small, senior team that ships.
Why KNTRL exists
KNTRL was born inside AWSM LABS. Helping enterprises activate AI, we kept hitting the same wall: leaders couldn’t answer the simplest question — what is our AI actually worth? Spend was scattered across tools and personal cards, adoption was invisible, and every ROI claim fell apart the moment a CFO pushed on it.
AI rarely fails because the technology isn’t ready — it fails in the chaos around it. So we built the governance layer we wished existed: one clear, accountable view of AI spend, adoption and value, with the control to act on it. That’s KNTRL.
What we believe
The operating beliefs behind KNTRL — carried over from how AWSM LABS builds.
Value is found, not declared
We prove the dollar before we build — through research and iteration, not slideware. Numbers beat narratives.
Amplification over replacement
AI should multiply your team, not sideline it. We design for activated intelligence, not headcount cuts.
Metadata, never content
We read spend, seats and usage — never your prompts, files or conversations. Trust is the product.
Forward-deployed
We embed with your team and teach by doing, so the capability stays long after we go live.
Governed by design
Security, transparency and revocable, least-privilege access are built in — not bolted on later.
Aligned incentives
Our fee scales with the AI spend we help you manage. We only win when you capture real value.
Core leadership
The skill of big and the speed of small.
29+ years across digital experience, product and strategy. Former North America Head of Strategic Design at BCG and an experience-design director at McKinsey. Certified Scrum Master (CSM) and Certified Scrum Product Owner (CSPO).
12+ years in venture building and go-to-market. Founder of JULO Exchange (one exit) and former lead senior product manager at frog.
15+ years of AI research and commercial application. Ph.D. in Applied Mathematics; researcher at Oxford and Stanford; co-founder of a VC-backed company with a PE exit.
10+ years in AI/ML product. Two-time founder and Head of Engineering; launched AWS Educate to 100,000+ users. Princeton, Carnegie Mellon, and dual PhDs.
20+ years of interaction design across tech, CPG and healthcare. Former Director of UX at FCB Health, Neon and VML.
Ex-McKinsey · BCG · AWS · frog · Accenture · Bank of America
Want to build this with us?
We’re a small, senior, forward-deployed team — hiring across engineering, design and delivery.
See open roles →
Finally capture AI ROI with KNTRL
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