Company: We do not advise on revenue.
We run it.

Phi is a revenue firm. We build revenue systems and run them, inside the business and against its number.

How Phi is built: Built from the operating floor, not the conference room.

01
An operating company.
We run revenue motions for a living: embedded teams, daily cadence, operator ownership.
02
One repeatable machine.
Every engagement runs on the same method and the same stack, so results carry from client to client.
03
Secure by design.
Operators work from our own campus on managed devices, inside controlled environments.
04
A builder of technology.
Repeated problems become products. Datasets and go2market came off the operating floor.
05
Long-term by intent.
A revenue system compounds over years, not weeks.

Each step is a problem we hit running revenue for a client, and the system we built to solve it.

2019
Founded on the operating floor.
Running revenue motions directly for clients.
2020
The first embedded sales org.
A full SMB sales organization, stood up inside AtoB.
2022
The operating system, written down.
Diagnose, Design, Build, Operate, Optimize.
2026
Datasets and go2market ship.
Repeated operating problems become products.
Today
20+ companies operated inside.
Series A to public, across freight, fintech, logistics and cloud.

Each of them has owned a number, run a floor or fixed a broken motion.

Ali Zaidi
Founder and CEO
Founded Phi in 2019 on one standard: senior operators inside the business, accountable to the client's number.
Saad Farooq
Chief Technology Officer
Owns the Phi Stack: Datasets, go2market and the engineering every engagement runs on.
Abdullah Ismaeel
Chief Operating Officer
Owns the operating floor: the campus, the cadence and the quality bar.
Raza Rehman
Chief Business Officer
Owns growth: how Phi enters a market, wins the mandate and keeps it.