Most businesses explain.
Geni helps clients decide.

Turn existing expertise, articles, sales material or product knowledge into interactive lead magnets that qualify prospects and capture enquiries.

No static PDF. No generic download. A useful tool your audience actually wants to complete.
Build a decision tool See examples
Decision audits

Find the stuck point

Calculators

Turn value into numbers

Scorecards

Qualify before the call

Product finders

Guide the right choice

The problem

Your best material is probably making people work too hard.

Articles, decks and product pages explain the options. They rarely help someone work out what applies to them. Geni turns that material into a guided tool: ask the right questions, show the logic, give a useful result, and capture the lead when there is a fair value exchange.

Input

Existing expertise

  • Article
  • Sales deck
  • Product page
→
Becomes

Guided questions

  • Questions
  • Scoring
  • Next step
→
Output

Interactive lead magnet

  • Useful result
  • Qualified enquiry
  • Better sales context

The framework

A decision journey in three steps.

Every tool is built around the same commercial logic: help the prospect move from uncertainty to action.

1
Diagnose

What are they trying to work out?

Find the real decision.

We identify the decision your audience is stuck on and turn it into smart questions.

2
Structure

What variables matter?

Build the logic.

We create the scoring, comparison or recommendation framework behind the tool.

3
Convert

What should happen next?

Give value. Capture intent.

The user gets a useful result. You get a more qualified enquiry.

What we build

Interactive tools for complex sales.

For businesses where the sale depends on judgement, trade-offs or expert guidance.

Scorecards

Show prospects where they stand and what to fix first.

Best for

Readiness, maturity, risk, performance, compliance.

Calculators

Turn cost, savings or ROI into a personalised number.

Best for

Equipment, service value, operational efficiency, business cases.

Product finders

Help buyers choose the right product, model or package.

Best for

Specialist retailers, high-consideration purchases, complex catalogues.

Diagnostic tools

Turn expertise into a guided assessment.

Best for

Consultants, advisors, B2B services, technical sales.

Proof

Same framework. Different markets.

Two live examples. Different markets. Same job: help a buyer work out what matters before a sales conversation starts.

LockNLube

Industrial greasing tools sold into complex maintenance environments.

Industrial / Product
Problem

Buyers needed help understanding the right greasing setup and the cost of poor maintenance.

Tools built

Greasing audit, cost calculator, tool finder.

What changed

From browsing products to being guided to the right solution.

Greasing Audit

Diagnoses what is going wrong and where the operational risk sits.

Cost Calculator

Quantifies downtime, waste and inefficiency to build a case for change.

Tool Finder

Matches the buyer to the right product based on application and equipment.

Vega AV

AV and IT integration for commercial environments.

AV / Technology
Problem

Clients needed help scoping workplace AV needs before a conversation.

Tools built

AV readiness scorecard, cost calculator, office move planner.

What changed

From vague enquiry to structured project conversation.

AV Scorecard

Surfaces requirements, constraints and priorities before the first call.

Project Calculator

Gives a realistic sense of budget, scope and timeframe.

AV Planner

Maps requirements to a tailored solution recommendation.

Why it works

People do not want another PDF.

A good decision tool gives prospects useful guidance before the sales conversation starts — and gives you better context before the conversation begins.

Lee McGurren
25+ years in corporate design
Clayton Utz current: Manager, Creative Solutions
J.P. Morgan
Goldman Sachs prior career background

Who we are

Design thinking meets
decision logic.

Geni is led by Lee McGurren – a senior creative with 25+ years turning complex information into decisions. Currently Manager of Creative Solutions at Clayton Utz, one of Australia's largest law firms, where he bridges Partners, practice groups and clients – shaping briefs, directing creative output, and building the systems that make high-quality work repeatable at scale.

Before Clayton Utz, Lee spent over a decade in investment banking at Goldman Sachs and J.P. Morgan – environments where the brief was always the same: distil complicated information into something a decision-maker can act on, under pressure, fast. That discipline is the foundation of everything Geni builds.

The tools here aren't designed by generalists with a template. They're designed by someone who has spent years inside high-stakes organisations thinking about how decision-makers process information – and what gets in the way.

Creative direction Decision architecture AI & automation Workflow design Corporate design

Who this is for

This is for you if…

You sell expertise

Consulting, advisory, professional services or specialist knowledge.

You sell complex products

Where customers need guidance before they choose.

You rely on education-led sales

Articles, webinars, guides, sales decks or workshops.

Your lead magnets are weak

PDFs, brochures, checklists or forms that do not qualify anyone.

How it works

Bring one decision. We map the tool.

1

Bring one decision

A product choice, service pathway, article, pitch deck or buying problem.

2

We map the logic

Questions, scoring, results and the conversion moment.

3

We build the tool

A working interactive lead magnet you can test, share or embed.

4

You start learning

Each completion tells you more about what prospects need.

Bring one decision your clients get stuck on.

We’ll show you how it could become an interactive lead magnet.

Map my first tool View examples