Kelly Partners secures controlling stake in UK artificial intelligence consultancy
Kelly Partners Group Holdings Limited (ASX: KPG) has signed legal agreements to acquire a 50.10% controlling interest in Hello AI Collective, a UK-based artificial intelligence consultancy. The Kelly Partners Hello AI Partnership represents a strategic move to embed proprietary AI capability across the Group’s global network of 41 operating businesses.
Under the arrangement, founder Daniel Boyles retains 49.90% ownership and will continue as an equity partner while assuming the role of Head of AI. Boyles has committed to a 10-year term leading the Group’s AI strategy, capability development and client deployment initiatives. Hello AI currently generates run rate revenues of £500,000 and specialises in practical AI deployment for professional services firms and private businesses.
The transaction follows Kelly Partners’ proven Partner-Owner-Driver® model, which has underpinned 80+ transactions over 19 years. The Board considers the partnership financially non-material at inception but strategically important for positioning the Group for sustained long-term growth and technological competitiveness.
When big ASX news breaks, our subscribers know first
What is the Partner-Owner-Driver® model?
The Partner-Owner-Driver® structure represents Kelly Partners’ acquisition framework, where the Group takes majority ownership whilst founders retain meaningful equity and operational leadership. This approach aligns incentives between the corporate parent and the operator, ensuring accountability for delivery while preserving entrepreneurial drive.
In the Hello AI transaction, Daniel Boyles retains nearly half the equity and remains directly responsible for business performance. This contrasts with traditional buyout models where founders typically exit entirely or retain minimal stakes. The structure has proven effective across Kelly Partners’ expansion from two offices in 2006 to 41 operating businesses across 42 global locations.
Over 19 years, Kelly Partners has applied this model to 80+ individual transactions, including the transformation of 50+ external firms and the launch of 30+ greenfield businesses. The partnership with Hello AI represents the first application of this framework to a capability-focused acquisition rather than a traditional accounting practice.
Why AI matters for accounting firms
Artificial intelligence is transitioning from theoretical concept to practical implementation tool across professional services. For accounting firms, AI applications span automation, data analytics, decision support, workflow optimisation and knowledge management. Hello AI specialises in delivering these capabilities to professional services firms, with particular focus on secure and compliant deployment frameworks.
Brett Kelly, Founder and CEO
“This partnership is highly strategic for Kelly+Partners. AI is no longer theoretical — it is a practical tool that will reshape how professional services firms operate. By partnering with Hello AI and bringing this capability in-house, we are investing ahead of the curve to materially enhance the productivity of our partners and the value we deliver to our clients.”
The timing reflects accelerating adoption cycles within the profession. Microsoft Copilot and similar tools are moving from pilot programs to enterprise-wide deployments, creating demand for specialists who can bridge technical capability with sector-specific requirements. Hello AI’s track record of 50+ deployments across UK and European professional services firms positions Kelly Partners to capture this transition.
For Kelly Partners’ network of 100+ partners servicing 25,000+ SME clients, AI implementation could drive productivity gains across client-facing advisory work and internal operational processes. The partnership provides access to this capability without reliance on third-party vendors, potentially creating competitive differentiation as AI adoption becomes table stakes within the industry.
Strategic benefits for Kelly Partners
The Hello AI partnership delivers four specific strategic benefits to Kelly Partners’ operations:
- Embed proprietary AI capability across global operating businesses, improving productivity, scalability and client outcomes
- Accelerate AI-enabled advisory services for private business owners, particularly in automation, data analytics and decision support
- Enhance competitive advantage of the Partner-Owner-Driver® model by equipping operating partners with market-leading tools and expertise
- Create platform for internal innovation, enabling the Group to deploy AI across workflow, knowledge management and operational processes at scale
The capability extends across Kelly Partners’ 41 operating businesses in 42 locations globally. The network employs 700+ team members, including 100 partners servicing 25,000+ SME clients. Embedding AI capability at this scale could generate compounding productivity benefits as adoption matures across the platform.
The business will continue to operate under the Hello AI brand whilst also delivering AI services across the Kelly Partners global network. This dual mandate allows Hello AI to maintain its external client base whilst serving as an internal capability centre for the Group’s accounting practices.
Who is Daniel Boyles?
Daniel Boyles brings specialised credentials in AI deployment for professional services firms. As founder of Hello AI Collective, he has completed 50+ AI and Microsoft Copilot implementations across UK and Europe, with strong focus on accounting, legal and financial services organisations. His background includes a role as Global Master Trainer at Microsoft, where he worked directly with enterprise clients during the early commercial rollout of Microsoft Copilot.
| Credential | Detail |
|---|---|
| Current Role | Founder, Hello AI Collective |
| Previous Role | Global Master Trainer, Microsoft |
| AI Deployments | 50+ across UK and Europe |
| Focus Sectors | Accounting, legal, financial services |
Boyles is recognised within the industry as a speaker at leading events including Accountex London and the 20:20 Innovation Conference. His approach emphasises practical, secure and compliant AI deployment, helping organisations move beyond experimentation to measurable productivity outcomes. This focus aligns with Kelly Partners’ requirement for implementations that deliver operational value across diverse practice structures.
The next major ASX story will hit our subscribers first
What this means for Kelly Partners shareholders
The Board has stated the transaction is non-material in financial terms at inception, reflecting Hello AI’s current run rate revenue of £500,000. However, the strategic positioning carries significant optionality for Kelly Partners’ long-term competitive advantage. Investors should view this as infrastructure investment rather than immediate earnings accretion.
The 10-year commitment from Daniel Boyles provides operational stability and ensures knowledge transfer across the Kelly Partners network. This contrasts with consulting arrangements where expertise remains external and potentially transient. By bringing the capability in-house under the Partner-Owner-Driver® model, Kelly Partners secures control over deployment priorities and timeline.
The partnership supports Kelly Partners’ revenue growth trajectory, which has expanded from $0.8M in FY07 to a $164.2M run rate in FY26. AI-enabled productivity gains could support continued scalability as the Group adds practices and expands geographically. The capability also positions Kelly Partners to differentiate its advisory offering to SME clients as AI adoption becomes standard across the profession.
For shareholders, the key question centres on execution. The Partner-Owner-Driver® model has demonstrated effectiveness across 80+ transactions, but applying it to a capability vertical rather than a traditional accounting practice represents new territory. Success will be measured by adoption rates across the 41 operating businesses and demonstrated productivity improvements over the coming years.
Want Tech News Before the Market Moves?
Join 20,000+ investors receiving FREE ASX tech alerts within minutes of release, complete with expert analysis. Big News Blast delivers breaking announcements straight to your inbox—click the “Free Alerts” button to stay ahead on the next wave of innovation across Australian markets.