About
Aretelic is a London-based technology and business consultancy. We work with organisations across the UK, EU, Switzerland and the USA on the practical work of making technology serve the business, rather than the other way round.
Vision
A market where ambitious organisations turn every meaningful technology shift into measurable business advantage, without losing time to hype, paralysis, or the wrong advice.
Mission
We help businesses identify what's worth automating and get it done. We start with automation, applied AI where it earns its place, and move towards agentic systems when, and if, necessary. Senior judgement, commercial clarity, hands-on delivery.
What we believe
A few positions that shape how we work, stated directly rather than implied.
Technology decisions are business decisions. They should be made in commercial language, by people who understand both sides. Most of the friction we see in client engagements comes from technology being treated as a separate domain that the business hands off to specialists. It isn't, and the handoff is usually where the value goes missing.
The market is underserved. Large consultancies are built for large clients, and their economics don't work below a certain size. The firms that fill the gap are often generalists running templated processes. Mid-market organisations facing a serious technology decision are left choosing between advice that's too expensive and advice that isn't quite right. There's a useful job to do in between.
Most automation work isn't AI work. Modern language models are useful, and they earn their place on a meaningful number of tasks. But many of the operational frustrations we encounter at mid-market firms are solved by connectors, triggers and well-defined workflows that don't need AI at all. Knowing the difference is part of the job.
Hype is a distraction, not a strategy. The right starting point for any client is the work in front of them, not the conference talk they read about last week. Agentic AI is real, and it will matter. It is also being sold to organisations that aren't ready for it, by people who benefit from the sale. We try not to be one of those people.
How we work
Engagements vary, but a few constants run through them.
We work with the people doing the work, not just the people commissioning it. The team running the operations usually knows where the friction is. The job is to listen carefully, organise what we hear, and turn it into a plan that's actually executable.
We write things down. Memos, briefing notes, decision papers, technical specifications. Clients should leave an engagement with documents they can use, not slide decks that look impressive in the meeting and gather dust afterwards.
We say no to work that isn't right for us. If a request is outside the firm's competence, or if the timing isn't right, or if the engagement is set up to fail, we say so. The alternative is taking work that goes badly, which is worse for everyone.
Working with us
Engagements typically begin with a short conversation, no charge, to work out whether the firm is the right fit for what you're trying to do. If it is, we agree a scope. If it isn't, we say so, and where possible point you to someone better suited.
Company details
Aretelic Ltd is registered in England and Wales (company number 17122030). Registered address: 71–75 Shelton Street, Covent Garden, London, WC2H 9JQ.