Blue Llama
Blue Llama is a Jersey-based AI automation consultancy and digital agency that designs, builds, and hosts websites, applications, and AI solutions for small and mid-sized Jersey businesses with 25-100 employees, operating through fixed-price assessments, custom delivery projects, and recurring managed AI engagements.
- Company typePrivate
- Founded2012
- HeadquartersSt Lawrence, Jersey
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Blue Llama does
Blue Llama is a Jersey-based digital agency and AI automation consultancy founded in 2012 by Phil de Gruchy, structured as Blue Llama Ltd and operated with a small core team (1-10) supplemented by a network of European specialists. The firm designs, builds, and hosts user-centric websites, applications, and online stores, and has progressively repositioned around AI and automation services for Jersey businesses with 25 to 100 employees - organizations large enough to feel the cost of manual work but too small to hire a dedicated AI lead.
Its core products are delivered through three modules: Discover, a fixed-price AI opportunity assessment from £2,950+ GST; Deliver, custom project builds of AI automations, assistants, and agents; and Delegate, an outsourced AI team engagement priced from £3,000/month with sector exclusivity and a 12-month minimum term. The company also operates Swoop, a consumer-facing mortgage comparison platform covering Jersey, Guernsey, and the Isle of Man that was built using AI-assisted development. Solutions are built primarily inside clients' Microsoft 365 environments using Power Platform, Power Automate, Azure AI, with OpenAI and Anthropic Claude models accessed through Microsoft's ecosystem.
The business model combines professional-services project revenue (one-off builds), managed-services recurring revenue (Delegate), and marketplace/commission revenue (Swoop), with named customers spanning Government of Jersey, All Island Media, D2 Real Estate, Rubis, Avis, EYECAN, and Alex Picot Trust. Go-to-market is consultative and sales-led, anchored on discovery calls with the founder, supplemented by webinars (e.g., 'AI in Action'), content marketing, case studies, and Jersey TechAwards 2026 shortlisting for brand visibility. The company is privately held, bootstrapped, with no external funding rounds disclosed.
Blue Llama firmographics
Firmographics- Name
- Blue Llama
- Legal name
- Blue Llama Ltd
- Website
- https://bluellama.co.uk
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Blue Llama is a Jersey-based AI automation consultancy and digital agency that designs, builds, and hosts websites, applications, and AI solutions for small and mid-sized Jersey businesses with 25-100 employees, operating through fixed-price assessments, custom delivery projects, and recurring managed AI engagements.
- Ownership category
- akta.pro rank
Blue Llama industry classification
Industry- Product category
- AI Consulting & Business Process Automation
- akta.pro primary industry
- LLMOps & Generative AI Platforms (Prompt/Agent Orchestration, RAG) (HDAEANAD)
Keywords
Where Blue Llama is headquartered
LocationHeadquarters
- HQ city
- St Lawrence
- HQ country
- Jersey
Offices2 records
Markets served
Blue Llama business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Professional Services - Discovery: Fixed-price AI Opportunity Assessment engagements (4 weeks, from £2,950 + GST) that map and prioritize AI opportunities with a 12-month roadmap.
- Professional Services - Project Delivery: Custom project-based builds of AI automations, assistants, agents and web applications. Scoped per project with typical 6-month ROI payback.
- Managed Services - Delegate Partnership: Ongoing partnership starting at £3,000/month (min 6-month term) with additional days at £950/day. Blue Llama owns the AI strategy, build, training and governance.
- Platform/SaaS (Swoop): Swoop mortgage comparison platform generates revenue from lender commissions and banner advertising across 3 jurisdictions (Jersey, Guernsey, Isle of Man).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One-time | Discover: AI Opportunity Assessment |
| One time/ perpetual license | One-time | Deliver: Custom Project Build |
| Subscription | Monthly | Delegate: Outsourced AI Team |
| Transaction based/ take rate | Pay-as-you-go | Swoop Mortgage Platform |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Blue Llama product offering
Product offeringCore offering
Blue Llama is a Jersey-based digital agency that designs, builds and hosts AI-powered automations, AI assistants, agentic AI solutions, websites and web applications for businesses in Jersey and the Channel Islands. They operate through three engagement models: Discover (fixed-price AI opportunity assessment), Deliver (custom project builds), and Delegate (ongoing outsourced AI team partnership). They also operate Swoop, a consumer mortgage comparison platform covering Jersey, Guernsey and Isle of Man.
Product overview
Blue Llama is a Jersey-based AI-powered productivity consultancy offering two integrated core services: AI & Automation (process automation, AI assistants, agents, and strategy) and Websites & Applications (web development and custom business tools). The company operates through three engagement models—Discover (opportunity assessment), Deliver (custom builds), and Delegate (ongoing outsourced AI team partnership). Notable named products include the Swoop mortgage comparison platform, invoice processing automation, Smart Inbox automation, and customer service AI agents. Solutions are primarily built within the Microsoft 365 ecosystem (Power Platform, Azure AI) with AI-assisted development methodology. The company targets Jersey and Channel Islands SMBs with 25-100 employees, offering sector exclusivity on Delegate partnerships.
Differentiator
Problem solved
Functional benefit
Products and services
- AI & Automation Services Comprehensive AI and automation consulting and implementation services for Jersey and Channel Islands businesses. Includes process automation using Microsoft Power Automate, AI assistants fed on company documents, agentic AI solutions that complete multi-step tasks, AI strategy consulting, and AI training/education. Targets businesses with 25-100 employees that lack in-house AI expertise.
- Websites & Applications Web design and web application development services including business websites, custom business tools, dashboards, and AI-powered digital applications. Built on platforms like WordPress that client teams can maintain themselves. Targets Jersey businesses seeking better digital experiences for customers and operational tools for internal teams.
- Swoop Mortgage Comparison Platform Consumer-facing mortgage comparison platform serving homebuyers in Jersey, Guernsey, and Isle of Man. Compares mortgage products across seven local lenders with nightly automated rate scraping. Generates revenue from lender commissions and banner advertising. Free to consumers. Has helped 13,000 people and processed £26m in mortgage referrals within 90 days.
Quantifiable outcome
- Average 7-month ROI payback across all projects
- +7 more outcomes
Companies that use Blue Llama
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles1 record
Blue Llama technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability9 records
Feature5 records
Blue Llama partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Microsoft 365coreMicrosoft 365 is the primary platform for Blue Llama's solutions. They build inside customer's existing Microsoft environments using Power Automate, Power Apps, and SharePoint. Data stays within customer's Microsoft ecosystem.
- Microsoft Power PlatformcorePower Platform (Power Automate, Power Apps) is used to build custom automations and applications. No-code/low-code approach enables faster delivery.
- Azure AIcoreAzure AI services used for document processing, data extraction, and AI capabilities within Blue Llama's automation solutions.
- OpenAIcoreOpenAI technologies used in AI assistant and automation solutions. Referenced in tech stack for AI capabilities.
- Anthropic ClaudecoreClaude AI referenced as part of the technology stack for AI solutions, particularly for Swoop mortgage platform development.
- Jersey BusinessminorEYECAN project secured a Jersey Business Productivity Grant, indicating a relationship with Jersey Business for grant support to clients.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Blue Llama competitors and assessment
Company assessmentRegional players
- C5 Alliance: Jersey-based IT services and digital transformation consultancy operating across the Channel Islands. Direct regional peer competing for similar local SME and enterprise technology budgets with overlapping Microsoft and digital service offerings.
- Prosperity 24/7: Channel Islands digital transformation and IT services firm serving local businesses. Comparable to Blue Llama in geographic focus and customer base, with overlapping digital and automation service capabilities.
- JT Group: Jersey Telecom and broader IT services provider serving Channel Islands businesses and consumers. Competes in Jersey for enterprise digital services spend with deeper local infrastructure and brand recognition than Blue Llama.
Direct peers
- BJSS: UK-based technology consultancy with deep Microsoft Azure and Power Platform expertise delivering enterprise software and AI solutions. Direct peer in methodology and technology stack, though BJSS operates at significantly larger scale across UK enterprise.
- Code Computerlove: UK digital product and experience agency building websites, applications, and digital platforms for brands. Direct peer in web design and custom application development services, with similar mid-market client focus.
- Netcel: UK digital transformation consultancy with strong Microsoft technology expertise helping mid-market organisations modernise. Direct peer in Microsoft-aligned methodology and similar SME/mid-market customer focus.
- Faculty AI: UK AI consultancy delivering applied AI solutions to enterprises and public sector. Comparable in AI implementation services and enterprise/government client base, though Faculty operates at larger scale with more applied research capabilities.
- Rainbird Technologies: UK AI knowledge automation company building cognitive automation tools for mid-market and enterprise clients. Comparable AI automation focus and similar approach of wrapping proprietary AI capabilities around client processes.
Broad incumbents
- Dept Agency: Global digital agency with established AI and marketing technology practices serving enterprise clients worldwide. Comparable in offering (digital, AI, marketing technology) but operates at much larger scale with broader geographic reach than Blue Llama.
- AKQA: Global digital innovation agency (part of WPP) serving enterprise brands with digital products, experiences, and increasingly AI-powered solutions. Comparable in digital design and innovation services but operates as a much larger global incumbent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Blue Llama social profiles
Digital presenceBlue Llama compliance and trust
Trust signalCompliance1 record
Blue Llama financial estimates
Financial estimateRevenue estimate
Valuation estimate
Blue Llama leadership team
Management profileNumber of profiles
Profiles1 record
Blue Llama funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Blue Llama M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Blue Llama
What does Blue Llama do?
Blue Llama is a Jersey-based digital agency that designs, builds and hosts AI-powered automations, AI assistants, agentic AI solutions, websites and web applications for businesses in Jersey and the Channel Islands. They operate through three engagement models: Discover (fixed-price AI opportunity assessment), Deliver (custom project builds), and Delegate (ongoing outsourced AI team partnership). They also operate Swoop, a consumer mortgage comparison platform covering Jersey, Guernsey and Isle of Man.
Is Blue Llama a public or private company?
Blue Llama is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Blue Llama founded?
Blue Llama was founded in 2012. It employs 1 to 10 people.
Where is Blue Llama based?
Blue Llama is headquartered in St Lawrence, Jersey.
How does Blue Llama make money?
Four revenue lines are on record. Professional Services - Discovery is the primary driver. The others are professional Services - Project Delivery, managed Services - Delegate Partnership and platform/SaaS (Swoop).
Who are Blue Llama's main competitors?
Regional players on record are C5 Alliance, Prosperity 24/7 and JT Group. Direct peers are BJSS, Code Computerlove, Netcel, Faculty AI and Rainbird Technologies. Broad incumbents are Dept Agency and AKQA.
Does Blue Llama have an API?
No public API is recorded for Blue Llama.
What industry is Blue Llama in?
Blue Llama's product category is AI Consulting & Business Process Automation. Its primary akta.pro industry code is HDAEANAD, LLMOps & Generative AI Platforms (Prompt/Agent Orchestration, RAG).