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Your business, understood. Your strategy, in motion.

AI that understands how your business works, determines what is holding performance back, and mobilizes execution to improve it.

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237 entities 212 relationships

Context connected See what changed Signals · performance · environment · memory
Causes traced Find what explains it Drivers · evidence · confidence · gaps
Decision framed Commit to an outcome Objective · key results · guardrails · owner
Outcome designed Choose the next moves Objective · key results · cost · timing
Approved work mobilized People + AI, coordinated Owners · capabilities · decision rights
Results observed Check it against the baseline Baseline · period · value chain · attribution
Memory updated Start the next decision here Scale · continue · modify · stop

−$3.4M Awaiting review

Human-led AI-supported

Understand what holds performance back. Decide what matters. Turn the next move into a plan for your people and AI agents, and learn from the results.

  1. Understand

    A living model of your business.

  2. Decide

    A continuous intelligence loop: what holds you back, and what to do next.

  3. Mobilize & remember

    People and AI carry the decision into work, and the result is kept for the next one.

You have the pieces. The connection is missing.

Data lives in one system. Strategy in another. Work happens everywhere.

Your company records every sale, every invoice, every hire. Nothing records why you acted, or whether it worked.

OrchestrA brings that chain together.

Fragmented across systems. Forgotten across time.

  • A living model of your business.
  • A continuous intelligence loop.
  • Coordinated human and AI execution.

01 / Understand

A living model of how your business works.

It connects your strategy, business model, operating system, external environment and past decisions. Your intelligence starts with context that lasts.

  • ARR gap
  • Conversion signal
  • Average discount
  • Recovery decision
  • 90-day recovery plan
  • Restore ARR growth
  • SQL-to-close conversion
  • Average sales cycle
  • Net revenue retention
  • Signal-based revenue development
  • Qualification redesign
  • Pricing and deal-desk governance
  • Prior decisions
  • Business model
  • Execution
  • Financial
  • Intelligence
  • Operating system
  • Strategy
  1. Conversion signal
  2. Average discount
  3. ARR gap
  4. Recovery decision
  5. 90-day recovery plan

  • Strategy & business model

    Where you compete, how you win, and how you create value.

  • Operating system

    The processes, people, capabilities and systems that run the business.

  • Performance & environment

    Financials, business signals, market changes, risks and constraints.

  • Decisions & memory

    The choices you made, their evidence, and what happened next.

Connected context. Traceable decisions.

02 / Decide

Know what holds you back.Know what to do next.

A clear recommendation for the leader. The evidence behind it for the team. A measurable plan that learns as the business moves.

Blue Penguin · Executive brief

Restore growth. Protect the economics.

ARR below target

−$3.4M

$30.1M against $33.5M, 89.9% of target.

What is holding performance back?
Heavier discounting, a longer sales cycle, lower conversion and retention pressure. Step 3 · Key driversStep 4 · Root causes
Recommended for review
Signal-based revenue development. Qualification redesign. Pricing and deal-desk governance. Step 6 · Action plan
Decision required
Review the 90-day recovery plan, confirm owners and cost estimates, then authorize mobilization. Step 5 · Outcomes & guardrails

Explore the decision, end to end

03 / Mobilize & remember

A strategy that moves. A team that knows why.

OrchestrA Intelligence mobilizes specialized agents around an approved business outcome. Each agent works with shared context, clear responsibilities, and human decision rights.

  1. The approved outcome

    Improve revenue quality.

    Clear objective · owner · key results · guardrails

  2. OrchestrA Intelligence

    Context, coordination, and the next action.

    • Research agents

      Investigate the opportunity.

      Research markets, customers, and competitors. Bring evidence back to the business model.

      Market brief · account intelligence

    • Analysis & planning agents

      Prepare the next move.

      Examine drivers, compare initiatives, and prepare measurable outcomes and execution plans.

      Value case · OKRs · action plan

    • Execution agents

      Carry the decision into work.

      Prepare targeted outreach, coordinate workflows, and act in connected systems within approved scope.

      Tasks · drafts · governed actions

  4. Execution evidence feeds the business model and the next decision.

  • People retain decision rights.
  • Approved scope
  • Accountable owners
  • Traceable actions
  • Measurable outcomes

In practice

See the intelligence at work.

Investigate a revenue gap Closed-loop intelligence 6:05

Signals come from where the business already runs.

QuickBooks Online comes first, read-only. The rest are on the way.

  • QuickBooks Online, the first system, read-only
  • Salesforce
  • NetSuite
  • SAP
  • Sage
  • Gusto
  • HiBob
  • Google Sheets
  • Databricks
  • HubSpot
  • Microsoft Dynamics
  • BambooHR
  • Greenhouse
  • BigQuery
  • Looker
  • Azure SQL
  • Amazon S3
Need one that isn't here? Tell us.

Your data. Your decisions. Your boundaries.

  • Read-only by design

    OrchestrA reads from your systems. It never changes them.

  • People approve

    Nothing happens outside OrchestrA until a person has said yes.

  • Kept separate

    Each business's data is kept apart from every other's.

Business judgment. Technical execution.

Built with business owners and leadership teams in mind. Founded in Calgary, Canada.

  • Ivan Pardo

    Ivan Pardo

    Co-founder and CEO

    15+ years across corporate strategy, finance, M&A, valuation and business model innovation.

  • David Palacios

    David Palacios

    Co-founder and CTO

    Leads product engineering, AI architecture, data infrastructure and agentic systems.

The right context before the next step.

What is OrchestrA Strategy?

OrchestrA is an intelligence and business operating system. It connects a living model of the business to a continuous cycle of diagnosis, decisions, execution, measurement and learning.

What does the Business Ontology do?

It gives the system persistent organizational context: your strategy, business model, operating system, external environment, financial performance and prior decisions, together with their relationships. That context helps connect a signal to the business outcome it affects.

How do AI agents execute work?

The system turns approved decisions into scoped tasks and workflows. Specialized agents use shared context to investigate, prepare actions and execute through connected tools. People retain ownership and decision rights.

Who is OrchestrA for?

Business owners and leadership teams who need to grow, improve performance, or transform how the business operates.

What can I use today?

The product is in development. We are inviting conversations with early users and design partners to shape the next version around real business priorities.

Better decisions. Stronger execution. A business that learns.

Bring one material performance problem. We'll map the loop with you.

Join the waitlist Become a design partner