• We are not equal to.

    We specialise in helping businesses use their data to get more out of their business. From automating customer journeys to optimising tools and capturing richer data, we turn underperforming systems into engines for growth. Fast, measurable, and affordable.

  • We exist to give every business enterprise-level CRM Power through AI, Always-on Data Planning, and Integrated Optimisations, to build a future where your brand can deliver personal, profitable, and scalable customer experiences.

  • To challenge the how analytics and automation are done, by proving that data strategy doesn’t have to be bloated or over-engineered. Make it can be elegant, transparent, and commercially valuable.

  • Not Equal To exists to help organisations unlock the real value of their data by building lean, effective solutions across AI automation, CRM, and customer analytics. We focus on clarity, governance, and impact, not noise. We deliver frameworks that scale as you grow.

    Clarity over complexity — data should be understandable, actionable, and free of jargon.

    1. Integrity — transparent methods, clear governance, and honest outcomes.

    2. Innovation with purpose — use AI and automation responsibly, only where it adds genuine value.

    3. Partnership — work alongside clients, embedding knowledge and leaving them stronger.

    4. Efficiency — smart, lightweight solutions that avoid unnecessary spend or bloat.

Meet the Team

Black and white portrait of a young man with short, tousled hair, smiling and wearing a dark shirt, with a plain light-colored background.

Nick

Co-Founder & Managing Director, Analytics

Nick brings more than a decade of experience in data analytics, delivering data-driven insights and solutions across industries. Passionate and results-focused, he thrives on turning complex data into clear strategies that help clients achieve their goals.

Harry

Co-Founder & Managing Director, CRM

Black and white portrait of a young man with short hair, facial hair, and a slight smile, wearing a sweater.

Harry partners with global brands to transform CRM and marketing into growth engines. With nine years of leadership experience, he builds strategies that drive measurable improvements in retention, engagement, and revenue.

Why Choose Us?

At not equal to, we combine lifecycle marketing expertise with deep analytics to give brands strategies that don’t just look good, they perform. Our strength comes from two perspectives working as one: Harry’s focus on customer journeys and Nick’s command of data. Together, we turn complexity into clarity and deliver growth that’s measurable from day one.

Group of people working on laptops around a wooden table in a well-lit room with large windows and a modern chandelier.