A former hedge fund and private equity adviser has returned to the industry with a new consultancy aimed at wealthy families, betting that artificial intelligence will reshape how high-level financial and strategic advice is delivered, according to a report by Bloomberg.
Tony Cowell, who retired in 2023 after a long career at KPMG advising alternative asset managers in the Cayman Islands, has founded Cynren, a boutique advisory firm built around AI-enabled tools and direct access to senior decision-makers rather than traditional multi-layered consulting teams.
Cowell said the rapid development of so-called agentic AI systems over recent years made the venture viable in a way that would not have been possible earlier. The firm is designed to integrate AI into core advisory functions, enabling faster analysis, scenario modelling and real-time monitoring of global events, with human oversight retained for final decision-making.
Cynren is positioning itself in the competitive consulting and advisory market at a time when major firms are rapidly integrating AI into their own operations. Global groups including Deloitte, PwC, EY and KPMG have all expanded partnerships with technology providers and are deploying AI tools across their advisory businesses, while also restructuring parts of their workforce to reflect automation of junior-level tasks.
The new firm is targeting family offices and wealthy individuals, focusing on areas such as strategy, governance, risk management and impact investing. Cowell argues that demand is rising among the next generation of wealthy families for more direct involvement in investment decisions and greater alignment between capital allocation and personal values.
Cynren’s leadership team includes former senior professionals from KPMG, Citi and the private equity industry, alongside specialists in AI systems development and sector-focused advisory roles. The firm is also building an internal AI lab intended to develop proprietary tools for clients, including systems that map global organisations and facilitate introductions to senior leadership teams.
The consultancy plans to avoid audit services to prevent conflicts of interest and is considering acquisitions to expand its capabilities.
Supporters of the model argue that AI can significantly reduce the time required for complex advisory work, with the firm claiming some tasks can now be completed in a fraction of the time previously needed in traditional consulting structures. Cowell said the aim is to redesign advisory services around technology from the ground up rather than retrofitting existing processes.
The launch comes amid broader disruption in the consulting industry, where AI is increasingly reshaping pricing models, staffing structures and client expectations, while creating opportunities for smaller, technology-driven entrants to compete with established global firms.
