Most businesses explain.
We help clients decide.

Anyone can build an interactive tool. Very few can design the decision architecture behind it. We do both — for B2B businesses where the buying decision is genuinely complex and getting it wrong costs real money.

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Strategy first

Architecture before build

Professional services

Deep sector fluency

Days, not months

From brief to live

The real problem

The tools are easy. The thinking is the hard part.

Platforms like Outgrow, ScoreApp, and involve.me have made it cheap and fast to build a quiz or a calculator. But a tool without the right decision architecture behind it doesn't convert — it just sits there looking interactive. The gap in the market isn't tool production. It's the strategic thinking that makes a tool actually work.

What most businesses do

  • Drop content into a quiz template
  • Publish a calculator with no decision logic
  • Let clients self-navigate complex choices
  • Wonder why engagement drops off
  • Repeat the same explanations anyway
vs

What Geni delivers

  • Map the decision before touching a tool
  • Design logic that mirrors how experts actually think
  • Guide clients from uncertainty to a clear next step
  • Build something clients use — and share
  • Convert the right conversations, not just any conversations

The methodology

Decision architecture in three stages.

Every complex buying decision follows the same pattern. We've built a framework that maps it — and then we build the tools that bring it to life.

1
Diagnose

Answers the question

"What do I actually need?"

Before anyone can recommend anything, they need to understand the client's situation. This stage asks the questions that reveal what actually matters — stripping out noise, surfacing the variables that will drive the decision.

2
Structure

Answers the question

"What's the right approach?"

The hard part. This is where the decision logic lives — comparing options, weighing trade-offs, applying rules that an experienced advisor would apply in a room. Not content. Thinking, encoded.

3
Select

Answers the question

"What's right for me?"

A clear, personalised output the client can act on — and a qualified signal for you. The right clients arrive at a conversation already oriented. The wrong ones self-select out. That's the whole point.

In practice

The same framework. Very different industries.

The methodology doesn't change — what changes is the domain expertise behind it. Here's how it's been applied across two distinct buying contexts.

LockNLube

Industrial greasing tools sold into complex maintenance environments. The challenge: buyers knew they had a problem but not which product solved it. Three tools replaced a static product catalogue with a guided decision journey — each one encoding the logic a good salesperson would apply in person.

Industrial / Product

Greasing Audit

Identifies what's actually going wrong in the client's current greasing process and where the risk sits.

Greasing Audit tool

Cost Calculator

Quantifies the cost of downtime, waste, and inefficiency — and builds the business case for change.

Cost Calculator tool

Tool Finder

Matches the client to the right product based on their application, equipment type, and requirements.

Tool Finder tool
Cost Calculator tool
Cost Calculator
Tool Finder tool
Tool Finder

Vega Global

AV and IT integration for commercial environments. Projects are complex, scopes vary widely, and buyers often arrive with vague briefs and no budget clarity. Three tools structured the decision before the first sales call — turning exploratory interest into a qualified, informed conversation.

AV / Technology

AV Scorecard

Surfaces the client's requirements, constraints, and priorities — so the conversation starts at the right level.

AV Scorecard tool

Project Calculator

Gives clients a realistic sense of budget, scope, and timeframe before they're in the room with a quote.

Project Calculator tool

AV Planner

Maps their requirements to a tailored solution recommendation — matched to work type and environment.

AV Planner tool

Who this is for

This works where the decision
genuinely requires thinking.

Professional services firms

Law firms, consultancies, advisory practices. Your expertise is the product — but most of your content just describes it. Decision tools translate that expertise into something clients can actually use before they pick up the phone.

High-consideration B2B

Where the purchase involves budget sign-off, multiple stakeholders, or significant switching cost. The decision journey should do the qualification work — so your sales team enters a conversation, not an education session.

Specialist product businesses

Industries where the right answer genuinely depends on application, configuration, or context. If a spec sheet isn't enough, and a salesperson can't be everywhere, a decision tool closes the gap.

Not for everyone

If the decision is simple, a tool won't add much. Geni works best where complexity is real, stakes are meaningful, and the cost of a wrong decision — for your client or for you — is worth taking seriously.

The engagement

The thinking comes first.
Then the build.

Most interactive tool briefs start with "we want a calculator." We start earlier than that — mapping what your client actually needs to decide, and why your current content isn't helping them do it.

Decision mapping

We identify where your clients get stuck, what variables drive their decision, and how to structure a tool that mirrors the way a good advisor actually thinks.

Architecture and concept

Three clear directions before anything gets built. The logic, the flow, the output format — agreed upfront, so the build phase has no surprises.

Full build and delivery

Branded, interactive, and deployable in days. Built to live on your site, drop into a BD conversation, or sit behind a lead capture gate.

Refinement included

One round of revisions is built into every project. We don't hand over a first draft and disappear.

Start here

Tell us where your clients get stuck.

A 30-minute conversation. We'll map one real decision your clients face — and show you what a tool built around it could look like. No obligation, no template pitch.

Book a discovery call

No pitch. Just a useful conversation.

The tools exist.
The thinking is the gap.

If your clients are navigating complex decisions with a PDF and a prayer, there's a better way. Let's find it.

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