FIG Strategy & Consulting

What FIG Strategy & Consulting does

FIG Strategy & Consulting, doing business as Finesse Intelligence Group, is a boutique advisory firm founded in 2017 and registered in Nevada (Las Vegas), operating with 1-10 employees. The firm provides AI governance and operational intelligence consulting to luxury hospitality operators, premium automotive dealerships, high-end retail brands, and high-end real estate portfolios. Its core proposition is identifying and mitigating invisible brand failures — operational friction points where AI automation diverges from luxury brand promise — through a suite of proprietary frameworks, most prominently the Glass Wall Theory™.

The product portfolio includes Glass Wall Discovery™ (a one-week AI customer journey assessment, starting at $10,000), the EvE Diagnostic™ (a 2.5-week pre-implementation diagnostic), and Friction to Finesse Alignment™ (a 4-6 week post-implementation operational alignment initiative, starting at $40,000), supplemented by custom executive advisory engagements and a free Glass Wall Theory™ white paper used as a top-of-funnel asset. The firm is led by TaChelle Lawson, President and Managing Partner, who brings 20 years of luxury brand experience spanning operator and brand-side roles with Louis Vuitton, Mercedes-Benz, and Breitling. Distribution is exclusively direct — engagements are initiated via website briefing request or direct email, with no channel partners or resellers — and the firm positions itself as a scarcity-governed alternative to generalist Big 4 consulting.

The revenue model is project-based professional services priced at the engagement level, with disclosed tiers at $10K and $40K and a custom-engagement layer above. Marketing is content-driven: an extensive thought leadership blog, a free white paper, LinkedIn and YouTube presence, and selective PR coverage, all aimed at a narrow buyer persona of multi-unit luxury COOs, REIT leadership, and asset managers. The firm frames its work as asset-value protection (defending ADR and NOI) rather than technology implementation, which is the through-line connecting its DEI-consulting origins to its current AI-governance positioning.

Name

FIG Strategy & Consulting

Legal name

FIG Firm, LLC

Website

https://figfirm.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

FIG Strategy & Consulting is a boutique advisory firm providing AI governance and operational diagnostics for luxury hospitality, high-end retail, and premium automotive operators, using proprietary frameworks to protect brand promise and asset value during automation.

Ownership category

akta.pro rank

Product category

Hospitality Management Consulting

NAICS

Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Data, Analytics & AI Consulting (BPAHAEAF)

akta.pro secondary industries

Risk Management Consulting (Enterprise & Operational Risk) (FSAEADAG), Model Monitoring, Accountability & Incident Management (HDAAAMAF)

Keywords

• Hospitality AI governance
• Luxury brand consulting
• Operational intelligence advisory
• AI risk diagnostics
• Guest experience governance

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Consulting Services: Professional services revenue from advisory engagements including diagnostic assessments, operational alignment initiatives, and custom strategic engagements. Services are priced as project-based engagements with defined scopes and timelines ranging from 1 week to 6 weeks.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

FIG Strategy & Consulting (d.b.a. Finesse Intelligence Group) is an operational intelligence advisory firm that provides AI governance and brand protection services for luxury hospitality operators, high-end retail brands, and premium automotive dealerships. The firm diagnoses friction between AI implementation and brand promise delivery through fixed-scope diagnostic and alignment engagements, helping multi-unit luxury operators modernize workflows without eroding the guest experience that underpins ADR and asset NOI.

Product overview

FIG Strategy & Consulting is an operational intelligence advisory firm offering a suite of AI governance and brand protection services for luxury hospitality and high-end retail. The core offerings include Glass Wall Discovery™ (one-week AI customer journey assessment), EvE Diagnostic™ (pre-implementation clarity assessment), and Friction to Finesse Alignment™ (post-implementation operational alignment). These services are supplemented by Custom Engagements for tailored advisory needs and The Glass Wall Theory™ white paper framework. The portfolio is designed to help luxury brands modernize without compromising the brand promise that defines the customer experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Glass Wall Discovery™ A one-week AI customer journey assessment built specifically for luxury operators. FIG enters operations as a guest to evaluate every customer-facing touchpoint where AI or automated technology intersects with the guest journey. Deliverables include guest journey friction mapping, a friction point prioritization report, an updated guest journey map, and a vendor feedback brief. Starting at $10,000.
• EvE Diagnostic™ (Efficiency vs. Experience) A 2.5-week diagnostic for leaders actively implementing AI for speed who need clarity on guest impact before full adoption. Built for luxury hotels, premium dealerships, and high-end real estate portfolios to assess friction points between efficiency decisions and guest experience.
• Friction to Finesse Alignment™ A 4-6 week operational alignment initiative for luxury operators who have already deployed AI and are experiencing consequences in guest experience, employee burden, and brand trust. Includes brand promise review, AI and automation audit, leadership alignment interviews, visibility gap analysis, executive alignment session, and a tailored 90-day journey map. Starting at $40,000.
• Custom Engagements Strategic initiatives, special projects, and executive advisory services tailored to a portfolio's specific governance needs, engaged via direct email at [email protected].

Quantifiable outcome

• A 2% decline in guest satisfaction triggered by misaligned AI can compress NOI and vaporize up to $15M in total property equity at standard capitalization rates for a 250-room luxury asset.
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lippincott: Boutique brand strategy and identity consulting firm serving luxury and premium global brands. Comparable to FIG as a high-end advisory practice that helps luxury clients protect brand equity through strategic positioning, with overlapping buyer personas (CMOs, brand leadership) at luxury enterprises.
• Prophet: Brand and customer experience strategy consultancy with deep hospitality and retail client roster. Directly comparable as a mid-sized advisory firm helping premium brands translate strategy into customer experience outcomes, competing for the same luxury operator budgets.
• Holistic AI: AI governance, risk, and compliance platform serving enterprises deploying AI. Comparable to FIG as an AI governance specialist targeting enterprise buyers, though more productized/SaaS versus FIG's bespoke advisory model—useful as a comparable for the productized diagnostic tier.
• HVS Global Hospitality Services: Specialized hospitality consulting firm focused on hotel asset value, operations, and feasibility studies. Comparable to FIG as a niche advisory serving luxury hotel ownership groups and asset managers, with overlapping buyer personas at the ownership/REIT level.
• The Alexis Group: Boutique DEI and culture strategy consultancy serving enterprise clients across industries. Directly comparable to FIG's DEI-era heritage and current positioning as a boutique advisory translating culture and brand risk into operational guidance for executive buyers.

Broad incumbents

• McKinsey & Company: Global management consultancy with hospitality, luxury, and AI practices serving enterprise clients. FIG explicitly positions against Big 4/MBB generalist firms that 'treat Ritz-Carlton and Marriott Courtyard the same,' making McKinsey a direct incumbent benchmark for the AI governance budget pool.
• Deloitte: Big 4 professional services firm with dedicated AI governance, hospitality, and consumer practices. FIG specifically calls out Big 4 firms as the generic-playbook incumbents it competes against; Deloitte represents the embedded-relationship threat to FIG's boutique positioning.
• Accenture: Global consulting and technology services firm with significant AI and luxury retail practices. Comparable as a large incumbent competing for the same enterprise AI governance wallet, but with a transformation-implementation orientation versus FIG's diagnostic-only model.

Others

• Bain & Company:

Emerging players

• Trustible: Emerging AI governance and responsible AI platform serving regulated enterprises. Comparable as a category-defining AI governance specialist targeting similar enterprise buyers, though more platform-led versus FIG's diagnostic-led approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCF4QFyV2DqWaisuj2mkYiEQ/featured
• LinkedInlinkedin.com/company/fig-firm
• Xx.com/figfirm
• Facebookfacebook.com/figfirm

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FIG Strategy & Consulting