Most AI companies are built by technologists.We were built by someone who sat in your seat.
Prime AI Solutions exists because our founder spent years inside world-class organisations watching smart people do work that machines should be doing.
"I spent years watching talented people inside great organisations lose hours every week to work that had no business being done by a human.
I built Prime AI to fix that, not with hype, but with results you can measure."
Our Origin
A different kind of AI company
Prime AI Solutions was founded by Umar Din, a Fellow Chartered Certified Accountant who built his career inside some of the world's most demanding organisations. At EY, HSBC, and Shell, he did not write software. He sat in the meetings, ran the numbers, and saw up close where businesses bleed time, money, and momentum.
That background is everything. Where most AI firms see a process, we see the commercial reality behind it. We understand what good looks like operationally, because we have lived it. And that means we build AI that actually fits how your business works, not just what looks impressive in a demo.
The Journey
From Big Four to AI founder
Qualified as a Chartered Certified Accountant. Trained in rigour, process, and the language of business performance.
Worked inside one of the world's largest financial institutions. Saw at scale how complexity compounds and where inefficiency hides.
Operated within a major global energy group. Deepened expertise in operational optimisation and enterprise-grade process thinking.
Senior roles at NatWest and Morgan Stanley in financial services, ASOS in retail, and Unilabs in healthcare. Built a broad picture of how different industries operate, scale, and where AI creates the most value.
Brought together 15+ years of commercial experience with cutting-edge AI to help ambitious businesses transform, without the fluff.
Why Prime AI
We speak commercial, not just technical
Finance-First Thinking
Our founder is a qualified accountant, not a software engineer. Every engagement is evaluated through a commercial lens: what is the ROI, what is the risk, what does success actually look like on a P&L?
Outcomes, Not Features
We do not sell AI tools. We deliver measurable business results. Our engagements start with the outcome you need and work backwards, which means no wasted spend on technology that does not move the needle.
Built for Your Sector
We work across all industries, with deep expertise in finance, legal, healthcare, and professional services. Sector-specific knowledge means faster deployment, fewer surprises, and AI that fits the way your industry actually operates.
Results
What our clients have seen
Our Frameworks
Proprietary methods built from practice
We have developed two frameworks that underpin our consulting and training work. Both emerged from real client engagements, not theory.
R.A.C.E.F Framework
A structured prompting framework developed for business professionals. RACEF stands for Role, Action, Context, Examples, and Format. It produces more consistent, accurate AI outputs across complex business tasks by giving AI models the structured context they need to perform like a domain expert.
Used across our AI for Finance training and all client engagements.
F.A.I.R Framework
A practical framework for evaluating AI tools in a business context. FAIR stands for Fit, Accuracy, Integration, and Risk. It cuts through vendor marketing to focus on what actually determines whether a tool will deliver value in your specific environment, reducing wasted spend on AI tools that look good in demos but fail in production.
Applied during every AI Audit Assessment and consulting engagement.
Tool Stack
What we use and recommend
We are tool-agnostic. We recommend what works for your business, not what we are paid to sell. These are the tools we use most with clients in 2026.
Meet the Founder
Umar Din FCCA
Umar's career started where most people would not expect an AI founder's to, in professional accountancy. After qualifying as a Chartered Certified Accountant, he moved through senior roles at EY, HSBC, and Shell, building a deep understanding of how complex businesses operate, where value is created, and where it is quietly destroyed.
That experience became the foundation of Prime AI Solutions. Umar recognised early that the organisations best placed to benefit from AI were not the ones with the most developers. They were the ones with the clearest picture of their processes and the discipline to deploy AI where it actually counts.
Today, Umar leads strategy across all Prime AI engagements, combining commercial rigour with cutting-edge AI to help businesses remove bottlenecks, unlock capacity, and grow with confidence.
He developed the RACEF prompting framework and F.A.I.R tool evaluation framework used across our training programmes and client engagements, and teaches AI skills to finance leaders through the AI for Finance Leaders course.
Ready to begin?
Start with a free AI Assessment. We will map your operations, identify your highest-value opportunities, and give you a clear picture of what is possible before you commit to anything.