ethical systems

What ethical systems does

Ethical Systems is an Australian sole-proprietor consulting practice founded in 2024 by Jane Sheehy in Federal, NSW, focused on technology strategy and AI governance advisory. The firm does not operate a software platform or proprietary technology product; its offering is professional services delivered directly by the founder in hands-on, embedded engagements with a small number of client organizations at a time.

The service portfolio comprises three interconnected lines: Responsible AI & Governance (practical guardrails, controls, cost/usage management, and safe experimentation frameworks for AI adoption), AI Use Cases & Value Delivery (identifying, co-designing, rapid prototyping, and evaluating AI use cases with measurable outcomes), and Innovation & Co-Design (human-centred facilitation, stakeholder alignment, prototyping, and internal capability building for complex technology and AI transformation problems). These offerings are described as connecting strategy, governance, and delivery, targeting CEOs and Boards of scaling organisations, startups/scale-ups, and large regulated enterprises.

Revenue is generated exclusively through tailored advisory engagements — ranging from short diagnostic pieces through to ongoing support — delivered under a professional-services revenue model. The go-to-market motion is direct enterprise field sales via the firm website (ethicalsystems.co), founder LinkedIn presence, email newsletter, and direct phone/email contact. There is no disclosed pricing, no disclosed revenue, no funding rounds, no institutional investors, and no partnership channel; the business is fully founder-owned and operated. Jane Sheehy is the named primary individual, bringing prior executive experience as CIO at Goodstart Early Learning (where she led a five-year Technology, Data & AI strategy) and as a senior leader at Leap in! (where she helped grow the organization to support over 10,000 NDIS participants nationally).

Name

ethical systems

Legal name

Ethical Systems

Website

https://ethicalsystems.co

Company type

Private

Founded year

2024

Operating status

Operating

Short description

Ethical Systems is a founder-led Australian consulting practice providing AI governance, technology strategy, and innovation advisory services to CEOs, Boards, startups, and large regulated enterprises through tailored, embedded engagements led by founder Jane Sheehy.

Ownership category

akta.pro rank

Product category

AI Governance Consulting

NAICS

Computer Systems Design and Related Services (54151)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Responsible AI, AI Governance & Compliance Services (BPAEAHAJ)

akta.pro secondary industries

Responsible AI Policy, Controls & Workflow Management (HDAAAMAG), Ethics, Integrity & Whistleblowing Program Advisory (BPAHAFAI)

Keywords

• AI governance consulting
• Technology strategy advisory
• Responsible AI services
• AI implementation consulting
• Technology transformation advisory

Headquarters

HQ city

Federal

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Advisory and Consulting Services: Revenue appears to come from tailored advisory engagements, ranging from short diagnostic pieces through to ongoing support. Services include technology and AI governance, strategy development, innovation facilitation, and implementation support for organisations navigating technology adoption.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Ethical Systems is a sole-proprietor technology and AI strategy and governance consulting practice founded by Jane Sheehy. It provides three interconnected advisory service lines to organisations — Responsible AI & Governance, AI Use Cases & Value Delivery, and Innovation & Co-Design — delivered as hands-on advisory or embedded engagements ranging from short diagnostics through to ongoing support.

Product overview

Ethical Systems is a professional services firm offering advisory and consulting services, not a software product company. The company provides a unified portfolio of three interconnected service offerings: Responsible AI & Governance, AI Use Cases & Value Delivery, and Innovation & Co-Design. Together, these services form a comprehensive approach to helping organisations safely adopt AI and drive innovation — connecting strategy, governance, and delivery from initial assessment through to implementation and capability building.

Differentiator

Problem solved

Functional benefit

Products and services

• Responsible AI & Governance
• AI Use Cases & Value Delivery
• Innovation & Co-Design

Quantifiable outcome

• Leap in! grew from greenfield startup to Australia's largest NFP plan manager in 5 years under Jane's leadership
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Emerging players

• Holistic AI: Holistic AI provides an AI governance, risk and compliance platform and advisory services that help enterprises audit AI systems and operationalise responsible AI practices. It overlaps with Ethical Systems' Responsible AI & Governance work, but delivers it via a SaaS platform rather than purely advisory.
• Monitaur: Monitaur is an AI governance platform that helps organisations document, monitor and audit models, directly addressing the practical governance and audit workflows Ethical Systems consults on. It is a tooling peer competing for the same budget line but via software rather than services.
• Trustible: Trustible offers an AI governance and compliance platform focused on operationalising responsible AI policies and controls. It targets the same governance workflows Ethical Systems consults on, but via a software product rather than services.

Direct peers

• BABL AI: BABL AI is a consultancy specialising in AI auditing, ethics, and governance services for organisations deploying AI, mirroring Ethical Systems' Responsible AI & Governance and AI Use Cases offerings. It is one of the closest direct peers in the boutique AI governance advisory space.
• ForHumanity: ForHumanity provides AI auditing, governance and risk services, including certifications aligned with emerging AI regulations. Like Ethical Systems, it operates as a specialist advisory practice focused on operationalising AI compliance and governance.

Regional players

• Mantel Group: Mantel Group is an Australian technology and data consultancy offering AI, data, and platform advisory services to large enterprises. It is a regional peer competing for similar Australian CIO/board mandates on data and AI strategy.

Broad incumbents

• Thoughtworks Australia: Thoughtworks is a global technology consultancy with a strong Australian presence providing technology strategy, platform, and AI advisory services. It competes for the same enterprise AI strategy and governance mandates but as part of a much broader delivery portfolio.
• KPMG Australia (AI & Digital): KPMG Australia's AI and digital advisory practice delivers AI governance, risk, and transformation services to large regulated clients. It competes directly for the same enterprise AI governance budgets as Ethical Systems but at far greater scale and brand recognition.
• Slalom (Australia): Slalom is a global consulting firm with an Australian presence delivering technology, data, and AI strategy and transformation services. It targets overlapping enterprise segments around responsible AI adoption and operating-model redesign.

Others

• Icertis: Icertis is a contract and governance lifecycle management platform that intersects with the policy, controls, and decision-making workflows Ethical Systems helps clients design. It is an enabling/adjacent peer rather than a direct services competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ethicalsystemsco

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 ethical systems