about
Built by someone who's done the work
I'm Fionn Tobin. We're Tobin, run from Ireland. We embed in SMBs as fractional AI leadership - strategy and the build, one team, on retainer.
the story
3,000+ hours building AI agents
I didn't start in tech. I started in business. Ran operations, managed teams, built processes. I know what it feels like when your day is 80% admin and 20% actual work.
When AI tools started getting good, I didn't wait for someone to build something for me. I sat down and learned how to build it myself. 3,000+ hours later, I'd built agents for content, lead gen, reporting, CRM automation, and client onboarding.
The first ones were for my own business. They worked. So I started building them for others.
why tobin exists
Because most businesses don't need a consultant
They need someone who will sit down, understand their workflow, and build the thing that fixes it. Not a slide deck. Not a strategy document. A working system they can use on Monday. Then someone who stays around to tune it as the field shifts.
Every competitor in Ireland is selling AI services with no visible founder, no personal brand, and no proof they've built anything. We're different. You can see who built it, how we think, and what we've actually done.
We run our own agency on the same systems we build for clients. Content, lead gen, reporting, onboarding. If it doesn't work for us, we don't sell it to you.
how we work
No theory. No slides. Just tools that work
business-first
We start with the business problem, not the technology. If AI isn't the right answer, we'll tell you.
selective
We take on 3-4 clients at a time. Every build gets full attention. No assembly line.
transparent
No pricing games. We scope the work, tell you what it costs, and build exactly what we said we would.