Profitability, Pivots, and Why AI Needs Trustworthy Data with Jessi Baker MBE

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Recorded09 Dec 2025

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Join Tom Britton and Jessi Baker, MBE (Founder & Chair of Provenance), as they break down the brutal choices founders must make to build a resilient, market-leading B2B SaaS company.In this episode, Jessi discusses:Strategic Flexibility: Why she made the critical decision to cut profitable consulting services to focus solely on scalable SaaS and the lessons learned from being an early blockchain pioneer on Ethereum.The VC Shift: Her perspective on why the current investment climate prioritizes profitability and proven revenue models over the "growth at all costs" mentality.The AI Moat: How Provenance is using AI to eradicate greenwashing and establish itself as the canonical, trustworthy data source for sustainability claims, a crucial layer for the future of LLMs.The Power of Diversity: The importance of building a diverse cap table and her experience with the Angel Academy network.This episode is essential listening for high net worth and sophisticated investors looking for insight into strategic scaling and market-defying pivots.Interested in backing the next generation of UK innovators? Learn more about Angel Investing and the Enterprise Investment Scheme (EIS)

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