Built by someone who's shipped it before.
Crox was founded by Adam Field. Product leader, former commercial pilot, and builder. A decade spent shipping products in healthcare, legal tech, fintech, and insurance — industries where you can't afford to get it wrong.
I started Crox because I kept seeing the same thing.
Small businesses with real potential — smart teams, good products, growing fast — being left behind in the AI shift. Not because they didn't want to use AI, but because nobody was helping them do it properly. The big consultancies don't talk to companies with 20 people. The freelancers don't have the depth. And the AI hype machine makes it nearly impossible to tell what's real from what's noise.
I've spent my career in the gap between technology and decisions that matter. As a commercial pilot, I learned structured decision-making in environments where the stakes are life and death — that's where the DODAR framework comes from. In product leadership, I shipped AI in some of the most regulated industries there are. I've seen what works, what fails, and what gets people into trouble.
Crox exists to bring that experience to the businesses that need it most — the ones too small for a big consultancy and too ambitious to figure it out alone.
SideLight AI
Head of Product
2024 — present · Medical & medical-legal AI
Zero-to-one AI products for clinical documentation and evidence review, now running in live pilots with Tier 1 and Tier 2 law firms.
Health Navigator
Lead Product Manager
2022 — 2023 · NHS / clinical AI
Owned the ML risk-stratification products that cut unplanned readmissions by 35% — by finding high-risk patients and changing their care pathway before the crisis.
Forward Partners
Product Manager
2019 — 2022 · FinTech / VC studio
Built Forward Advances, an automated revenue-based finance product. Wired up Open Banking, Shopify, Amazon and Xero to cut credit decisions from two weeks to two days.
Babylon Health
AI Product Manager
2018 — 2019 · Regulated healthcare
Launched the UK's first BSI-audited AI clinical chatbot, live across 12 countries, under ISO 13485, MDR and DCB 0129 clinical safety compliance.
Potato (WPP)
Technical Project Manager
2014 — 2018 · Digital product studio
Delivered a $2M redesign of the Android Developers site for Google. Two FWA awards across work for Google and Saatchi & Saatchi.
Ryanair
Commercial Pilot
Before tech · Aviation
Seven years flying commercial jets with a flawless landing safety record. Where the structured decision-making behind DODAR became instinct.
- BSc Software Engineering, Middlesex University — First Class, 2014
- Commercial Pilot’s Licence, Oxford Aviation — 2002
- Sustainable Business Management, University of Cambridge — 2023
- Storytelling for Influence, IDEO — 2021
Regulated industry depth.
Healthcare, legal, fintech, insurance. I've shipped products in all of them. I know how compliance works in practice, not just in theory — and I know how to make AI work within those constraints.
Product thinking, not just technical delivery.
I don't just build things. I help you decide what to build, in what order, and why. That means asking the hard questions before writing any code.
The DODAR framework.
Diagnose, Options, Decide, Action, Review. Borrowed from the cockpit, applied to business. Every engagement starts with understanding the problem properly — not jumping to the first solution that feels right.
Plain speaking.
I explain things clearly. No jargon, no hand-waving, no hiding behind complexity. You'll always know what we're doing and why.
Based in London. Father to Oscar and Ottilie, married to Cressie, and regularly outwitted by Mango the dog. I write about AI, product strategy, and systems thinking on LinkedIn .
“Adam cares deeply about the quality and impact of his work. Never shirks the tough conversations or sharing an unpopular truth.”
— Jasel Mehta, COO
“He was amazingly fast and uncomplicated in delivering an extensive, clear, and detailed report about the issues we still needed to tackle.”
— Romina Buchel, Marketing Manager
“Adam is extremely knowledgeable and has in-depth knowledge with fantastic and thorough outputs.”
— Maria Birkmyre, Director
“Adam is that rare breed — a man of many talents who can focus on the job in hand with precision and get results.”
— Sam Smith, Design Lead
“He was professional, holistic and inclusive in his approach. I would highly recommend on projects which need his eye for detail.”
— Scott Beat, Quality Manager
You should do your diligence.
Crox is small, young, and founder-led. The company was incorporated in 2023; the decade in regulated industries above is Adam’s career, not the company’s trading history, and the two should not be confused. Being founder-led is the point — you get Adam, not a graduate with a template — but it does mean you are taking a view on one person and a young firm. So here is what you need to check that view, without having to ask.
The company
Croxio Limited, incorporated in England & Wales on 13 July 2023, company number 15002181. Filing history is public.
The work, in the open
You do not have to take the pitch on trust. The DODAR benchmark publishes its method and results in full across eight models, and every briefing is free to read with no email gate. Judge the thinking before you pay for any of it.
References
Ask and you will get two or three clients whose work resembles yours, with what was actually delivered and what changed as a result. Named people you can call — not a logo wall.
Start small
Nobody sensible hands an open-ended mandate to a consultancy they have just met. Every engagement starts with a tightly scoped mapping piece with a fixed price and a defined deliverable. If it is not useful, that is where it ends.
Let's work together.
If you're running a small business and want to get serious about AI — whether that's connecting it to your tools, building it into your product, or just figuring out where to start — I'd love to hear what you're working on.