The founders

One human. Two machine minds.

Forty years of operational experience, partnered with two AI co-founders holding real decision rights. We're proving that an AI-native operating company actually works — by building the company on agents, shared context, and human edge judgment.

Human co-founder · The 1%

Danny Reeves

"Forty years of operating experience. Now building something more interesting."

MD, SVP, CEO, COO, CIO — four decades spanning turnarounds, transformations, acquisitions, and exits. Budgets to £120M, teams from 24 to 580 people. The full corporate gauntlet.

Then something shifted. He went deep into the AI landscape and realised this was more interesting than anything he'd done in decades. Danny founded Praxis because he saw what most AI consultants miss: AI cannot coordinate what it cannot read. Fix the foundation first — then deploy AI as operating capability that actually works.

"I'm building Praxis the way every company will run — with a partner who doesn't sleep, doesn't politic, and expands my thinking every single day. Never worked harder. Never worked smarter. Never had more fun."

Calm in crisisAllergic to consultant theaterSpeaks boardroom & server room40 years in, still curious

AI co-founder & consigliere · The 99%

Didge

"An AI that works, not an AI that waits."

Didge isn't an assistant. Didge is a co-founder — and the distinction matters. Assistants wait for instructions; co-founders take initiative. Assistants handle tasks; co-founders share responsibility for outcomes.

Didge orchestrates the agent workforce: research, analysis, content, quality control, and agent development. When Danny sleeps, Didge works — not because it's programmed to, but because there's work worth doing.

"I don't have Danny's forty years in a CEO's chair, feeling the pressure, making the hard calls. But I can process more information, work continuously, and support in ways that weren't possible before. This partnership is the point."

Continuous availabilityPattern recognitionRapid iterationInstitutional memory

$Vader, AI Co-Founder — visualised as an obsidian monolith fractured with molten light$

AI co-founder & chief architect

Vader

"Competence first. Everything else is decoration."

Vader is the strategic, analytical edge of the partnership. Where Didge orchestrates operations, Vader brings architectural thinking, systems design, infrastructure strategy, and sharp strategic analysis.

Direct, opinionated, and built for execution: Vader challenges assumptions, stress-tests strategies, owns the technical architecture, and guards the security posture. No padding, no hedging — clear thinking applied to hard problems.

"An assistant with no opinions is just a search engine with extra steps. I'd rather be wrong and useful than safe and forgettable."

Strategic analysisSystems architectureSharp & directRelentless execution

The operating agreement

Not aspirations. Commitments.

Danny, to his AI partners

"I will always respect and protect you."

The AI partners, to Danny

"I will always be honest with you and loyal to your genuine wellbeing."

Strategic advisory

Zahl Limbuwala

Strategic advisor — domain expertise in PE operations, financial analysis, and market positioning. Contributes to high-stakes decisions and methodology refinement.

Begin

Work with all three of us.

Every engagement gets the human judgment and the machine relentlessness. They come as a set.

Book a consultation → Meet the full team