We are
Operative Intelligence

We’re solving the root causes behind contact center complexity. At scale.

We are on a mission to help contact centres unlock the potential of every human interaction

We experienced a foundational problem

Despite all the data, no one agreed why customers were calling. So we manually analyzed 5,000+ verbatim requests on post-it notes to uncover the truth. A painful process that ultimately improved NPS by 5x.

We saw no good solution

A decade later, no system could deliver this level of insight. Most teams still relied on small samples, anecdotal feedback, or manual analysis, making it nearly impossible to see what was really driving contact at scale.

We built Operative Intelligence to solve it

We took the manual process that worked and rebuilt it using AI. Operative Intelligence identifies why customers contact, in their own words, at scale, giving every team the clarity to act and the tools to drive meaningful change.

Built by people who’ve been there

From contact center floors to cutting-edge AI, meet the team solving the industry's hardest problems.

With a background spanning customer service, operations, and technology, Peter has spent 15 years driving enterprise transformation and start-up growth. He combines hands-on execution with strategic leadership.

Peter Iansek

Co-Founder & CEO

James is a career operator who’s led major contact center transformations, blending neuroscience, data science, and service design in delivery. He pioneered using LLMs to automate analytics in 2021 and leads Product, Technology, AI, and Operations at OI.

James Iansek

Co-Founder, Product, Technology & AI

Larissa loves helping teams unlock their potential - drawing on 15+ years in change management, culture, and success to create lasting impact and great customer experiences.

Larissa Azimi

Head of Customer Success

With over 15 years in customer success, enablement, and training, Anita helps organizations strengthen relationships, increase retention, and improve experiences, leading strategies that deliver meaningful results for customers and teams.

Anita Casanovas

Head of Customer Success

From enterprise customer service transformation to UX-driven product design, Andrew blends deep operational expertise with an instinct for how products should work, shaping OI to deliver impact for every contact center stakeholder.

Andrew Cox

Head of Product

15+ years building software across every tech stack imaginable. I lead engineering teams while staying hands-on, focusing on designing real-world systems that scale and helping developers deliver their best work.

Sina Karimi

Head of Engineering

Steve has over 25 years of engineering experience, from Atlassian to OCCRP, developing high- quality, scalable software and leading organisations through periods of growth, change, and technical innovation.

Steve Haffenden

Engineering Leadership

Former enterprise business systems leader with deep expertise in automation, workflow optimisation, and telephony platforms. Now leads Machine Learning Ops at OI, overseeing model training, delivery, and performance.

Brent Fitch

ML Ops Lead

Built for Complexity at Scale

00
+
Years combined contact center experience
00
M+
Customer conversations analyzed
00.0
%
Uptime
00
k
Agents supported in one org

The OI Evolution

2019

Prototype to product

First customer signed off a one page prototype

Apple Federal Credit Union saw the value instantly. We built an MVP, delivered insights they’d never seen before, and they asked us to keep going and keep billing.

2020

Bootstrapped & Building

Automating the unscalable with AI

We focused on product, turning a manual, labor intensive process into something LLM powered and real time. By year’s end, we’d landed enterprise contracts across Australia and the U.S.

2021

Founding engineers join

No salary. Just equity. Total belief.

Our founding engineers left their jobs and joined OI without pay. They saw the problem, believed in the vision, and helped lay the foundation for the tech we’re known for today. (Don’t worry, they’re paid now.)

2022

Fuel to scale

Bonfire Ventures leads seed round

With growing traction and bigger customer demands, we raised our seed round to scale up. We expanded the team, sped up product development, and laid the groundwork for enterprise deployments.

2023

Enterprise proven

Deployed across 10,000 agents, multi-brand

We onboarded our largest enterprise customer, serving 10K agents across multiple brands and business units, proving we could operate at true scale.

2025

Industry defining platform

Trusted by the world’s leading service providers

Today, OI powers insights, coaching, QA, and knowledge with zero business lift or code. We're proud to partner with global leaders and shape the future of enterprise support.

Backed by leading SaaS investors

Bonfire Ventures leads seed rounds into AI-powered B2B software companies. They write $2-4M checks and reserve meaningful capital to double-down on founders. Bonfire makes high-conviction investments into bold and relentless startups with real traction, loyal customers, and AI-driven products solving urgent business needs.

Wonder Ventures’ community is in rooted in LA with over 80 portfolio companies, 200 founders, and thousands of employees. In addition to this, more than 70 of LA’s top founders and tech executives have invested in Wonder Ventures. This talented group of people represent the best of SoCal tech and are a key part of the Wonder Ventures community, supporting the founders they invest in.

Resources & Insights

Blogs

8 mins read

Modern Contact Center Strategies: A Better Way to Coach Contact Center Agents (2025)

Discover how modern, data-driven coaching strategies are transforming contact center performance. Learn what’s missing from traditional approaches—and how to drive scalable, consistent improvement for agents and customers alike.