Case study · Adjust (Neurodiversity Understood), UK
How a training consultancy turned its expertise into an ongoing digital service
Adjust is a UK consultancy that trains employers to support neurodivergent staff. Its value used to end when the training day did. ShiftedLabs built Ask Adjust: an AI assistant that answers clients' questions from Adjust's own guidance, a free workplace audit that brings in qualified leads, and an outreach system that follows up from Adjust's own mailbox. Training is now the start of an ongoing relationship, not a one-off event.
- Client
- Adjust (Neurodiversity Understood), UK
- Sector
- Workplace training and consultancy
- What we built
- AI assistant over Adjust's own guidance, a public neuro-inclusion audit, an outreach CRM, and client admin with usage reporting
- Live at
- ask.adjustservices.co.uk
The business challenge
Adjust’s training is excellent, but it happens on a single day. The difficult questions come later: a manager preparing for a sensitive conversation, an HR lead reviewing a job advert, a recruiter unsure what adjustment to offer. Between sessions, clients had nowhere to go but an email to the Adjust team — which doesn’t scale, and isn’t something a client can be charged for.
Winning new clients was the other problem. Cold emails about training are easy to ignore, and the team had no structured way to follow up.
What ShiftedLabs delivered
Ask Adjust, the assistant. Client staff sign in and ask questions in plain English. Answers come from Adjust’s own guides, slide decks and articles rather than the open internet, link back to the guide they came from, and follow Adjust’s house style. Users can save conversations, send themselves a transcript or download the full guide.
A free neuro-inclusion audit. A short public assessment built on Adjust’s own framework, covering areas from recruitment and policies to manager training and the working environment. Results appear immediately, with no email required first. A written commentary follows, and the visitor can then ask for a detailed report.
An outreach system. Companies, contacts, lists, templates and sector campaigns that send from Adjust’s own mailbox, with safe sending limits, reply and bounce detection and automatic unsubscribe handling. Audit links in each email are personalised, so a prospect lands on an audit that already greets them by name and company.
Client admin and usage reporting. Adjust creates accounts for client companies, sees usage per company, and reviews the questions people ask.
How it works, in business terms
The three parts feed each other. Outreach invites prospects to take the audit. The audit shows them where their organisation is weakest — and shows Adjust the same thing, which is the natural opening for a sales call. Clients who sign up for training get the assistant, and the questions they ask reveal what to write or teach next.
The result is a consultancy that earns from its expertise between training days, not only on them.
What changed for the business
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Training becomes ongoing support
Client staff can ask questions any day of the year and get answers drawn from Adjust's own guidance, so the relationship continues long after the session.
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A digital product to sell alongside training
Year-round access to Ask Adjust can be included with every training contract, creating a recurring service rather than one-off engagements.
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Audits that become qualified leads
Every completed workplace audit arrives with the organisation's scores, so sales knows exactly where to start the conversation.
-
Follow-up without the manual effort
Campaigns, follow-ups, replies and unsubscribes are handled from Adjust's own mailbox, without a separate sending platform.
In the client’s words
Professional, fast, and the quality of the final product was outstanding. They felt like an extension of our own team rather than an external studio.
Daniel Aherne Managing Director, Adjust Services Capabilities delivered
- AI assistant grounded in the client's own material
- Interactive lead-generation audit
- Outreach and follow-up automation
- CRM and campaign management
- Secure client logins
- Usage reporting
- Email integration
Related services
- AI assistants Organisations whose expertise is locked in PDFs, slide decks, training sessions and people’s heads, and who get asked the same questions repeatedly.
- Custom CRM development Teams whose CRM fights them, or who run the business on spreadsheets and copy-paste because the CRM never matched how they sell.
Related guides
- Which tasks should an established business use AI for? A task-by-task test for where AI earns its place in an established business: the shape of work it handles well, and why the boring applications pay best.
- How much does AI automation cost? What drives the cost of an AI feature: the build, the per-use bill that arrives monthly, and the design decisions that make the difference between pennies and a runaway invoice.
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