Built by someone who has filed a safety report on himself.
Crox was founded by Adam Field. Five years flying 737s for Ryanair inside one of the most studied safety cultures there is, then a decade shipping AI products in healthcare, legal, fintech and insurance, where getting it wrong has consequences.
I kept noticing the same thing in every AI team I worked with.
Somebody had seen the model nearly do something wrong, caught it, fixed it quietly, and told nobody. There was no channel for it, no protection for the person who used one, and the next team made the same mistake a month later. Aviation had this exact problem fifty years ago and solved most of it. Not with better pilots. With a system that assumed pilots would err and was built to catch the error before it mattered.
I flew 737s for Ryanair for five years. I have filed reports on my own mistakes, flown with automation that was usually right, worked under a regulator, and watched the 737 MAX certification failure from inside the profession. Then I spent a decade shipping AI in some of the most regulated industries there are: a BSI-audited clinical chatbot at Babylon, NHS risk stratification, automated underwriting, and now AI for Tier 1 and Tier 2 law firms as Head of Product at SideLight AI. I have been on both sides of the safety case.
Crox exists to bring aviation’s methods to the model you have already shipped. The argument is set out in full in Loss of Situational Awareness.
SideLight AI
Head of Product
2024 — present · Medical & medical-legal AI
Zero-to-one AI products, delivered for 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%: 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
First Officer, Boeing 737
Before tech · Aviation
Five years on the line, about 700 hours a year. Two years of training before that, with first-time passes in the commercial licence and instrument rating. Where confidential reporting, just culture and the structured decision loop behind DODAR stopped being theory.
- BSc Software Engineering, Middlesex University — First Class, 2014
- Commercial Pilot’s Licence and Instrument Rating, Oxford Aviation — 2002. Two years, first-time passes, 91% average in ground school
- 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, and I know how compliance works in practice rather than on paper.
A safety culture, lived rather than read about.
Confidential reporting, just culture, threat and error briefing, crew resource management, investigation that asks why a decision made sense at the time. I did these for a living before I knew they had names. The diagnostic is those habits applied to one team and one model.
The DODAR loop.
Diagnose, Options, Decide, Action, Review. The structured decision loop from the cockpit, applied to AI. Every engagement starts with understanding the problem properly rather than jumping to the first fix 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 how AI fails in practice, and what aviation already learned about it, 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. 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 the diagnostic: two days, one team, one model, a fixed price and a written report. If it is not useful, that is where it ends.
Let's work together.
If your team runs a model where a wrong answer reaches a patient, a customer or a court, I'd like to hear what you're working on.