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Our people

Senior experts who work only through Fuza.

Fuza is a small team of recognised experts in data, digital and AI. Every one of us works exclusively through Fuza, so the people you meet are the people who do the work.

复杂

fùzá

Why “Fuza”?

Our name comes from 复杂 (fùzá), Mandarin for complexity. It’s where the hard decisions are, and where we’re most useful. Our job is to turn that complexity into clarity.

The team

Dr Guy Marshall

Dr Guy Marshall

Co-Director & Strategy Lead

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Guy works at the intersection of governance, data, AI, and organisational change. He holds a PhD in Artificial Intelligence and is a Chartered Mathematician. He is a Non-Executive Director on a housing board and brings board-level scrutiny to data, digital, and cyber risk. He advises boards and executive teams on AI governance, digital ethics, and operating models, and regularly speaks on AI and digital transformation in public-interest settings.

Focus areas

  • Board assurance for digital & AI programmes; risk and financial oversight
  • Data/AI strategy and value realisation in public-interest domains, including housing
  • Agile operating models and leadership coaching for delivery teams

Broader experience

  • CTO at PorthouseDean Structural Engineers
  • President of Manchester Statistical Society
  • Chartered Mathematician; first Early Career Mathematician trustee of the IMA
  • PhD in Artificial Intelligence; PhD supervisor for AI research
James Halliwell

James Halliwell

Co-Director & Fractional CTO

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James is an innovative technology leader and board member with 25+ years across strategy, architecture, delivery and operations, including data transformation and AI adoption. As CDIO at ABRSM he led major digital and product shifts; previous leadership includes Kainos (CTO, Commercial Sector), Marks & Spencer, Tesco and Hewlett Packard. James also serves as a Non-Executive Director at a registered housing provider, and his wider experience spans third sector, membership, and public-interest organisations including Inspire Wellbeing and Hostelling Scotland.

Focus areas

  • IT strategy & architecture; operating model design; cost optimisation
  • Data platforms and analytics; AI readiness and governance
  • Commercial contract rationalisation; cyber posture uplift

Broader experience

  • Technology leadership across third sector and membership organisations, including Inspire Wellbeing
  • Trustee at Hostelling Scotland
Asha Ali

Asha Ali

Portfolio & Operations Lead

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Asha works at the intersection of business development, financial operations, and strategic communications for Fuza. Leveraging an academic background in Biochemistry from Oxford, she brings rigorous analytical and problem-solving skills to the social housing sector. Asha has rapidly evolved into a key operational lead, playing a pivotal role in scaling the firm's impact through CRM adoption, research, and effective pipeline management.

Focus areas

  • Client relationship management and operational support for networking and strategic partnerships
  • Financial operations including quoting and invoice management
  • AI governance, regulatory research, and digital communications

Broader experience

  • Master’s in Biochemistry, University of Oxford

Our promise

What independence means at Fuza

0

commissions or referral fees from suppliers

0

software or platforms of our own to sell

100%

of our experts work only through Fuza

Our mission

Confident decisions for mission-led organisations.

Enable mission-led organisations to make confident, data-driven decisions, with clear roadmaps, robust governance, and practical delivery support that sticks.

What we believe

  • Independent advice beats vendor-led solutions. We don’t resell; we recommend what fits your context.
  • Actionable over abstract. Every engagement produces things you can use straight away: findings, playbooks and roadmaps.
  • Enabling. We leave your people more confident and able to act without us.

How we work with you

Three stages, at your pace.

  1. Discovery and assessment

    Structured interviews, and a review of your documents and data.

  2. Actionable report

    Clear findings, risks, options and a prioritised plan you can act on straight away.

  3. Ongoing support

    Governance check-ins and delivery checkpoints with your senior team and board.

Our outcomes

  • Board-ready clarity on AI strategy, risk appetite and governance
  • Pragmatic roadmaps and outcome-focused, long-term advisory support with an expert on-tap
  • Lower run-costs via contract rationalisation and platform simplification
  • Measurable delivery momentum and improved supplier control
  • Safer, simpler, more modern tech estate across mission-critical services
  • Tangible business outcomes: artefacts, decisions, and changes you can point to

Questions

Why clients bring Fuza in.

These are the questions that usually sit behind an enquiry: independence, sector fit, and whether the founders stay close to the work.

What makes Fuza different from a vendor or systems integrator?
Fuza does not resell software or implementation services, so the advice stays independent. Clients use us when they want senior judgement, challenge, and clarity before committing to technology or AI decisions, including when they need assurance on a vendor's AI model, governance claims, or level of risk.
Why does housing remain a visible Fuza specialism?
Because housing is about place and home. A landlord's decisions on data, digital and AI reach into people's homes and the neighbourhoods around them, so they carry a responsibility most sectors never face. Both founders bring direct board and sector experience there, and housing combines regulation, service complexity and public-interest accountability in a way that calls for exactly the independent judgement Fuza offers.
How does Fuza help boards with AI governance?
Fuza helps boards set AI risk appetite, challenge vendor claims, understand where human oversight is needed, and put in place governance that is proportionate to the organisation's data, services, and regulatory context. In housing, that often means making sure assurance is practical, board-level, and grounded in real service risks rather than AI hype.
Who leads Fuza engagements?
Fuza engagements are led by Guy Marshall and James Halliwell. Clients work directly with experienced advisors rather than being handed off after the sale.

Speak to Fuza

Let’s talk.

Bring us your challenge. A first conversation is free, and we’ll tell you honestly whether we’re the right people to help.

[email protected]

Fuza Ltd · Company No. 09344957

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