AI transformation at Just Move In meant rebuilding a product that already worked. The ten-year-old home moving service replaced it with Jay, an AI platform, while the business kept running at full volume. Co-founder Ross Nichols told aibl in February 2026 why the company did it, and how.
The rebuild needed a culture shift, a staged launch and clear choices about what to build and what to buy. Here is how Just Move In approached each one.
All figures as stated by Ross Nichols in an interview with aibl.
Because the old setup had a ceiling. It ran on digital tools and phone calls, which handled energy, broadband and insurance well. Going deeper, with tailored financial products, property-specific advice and long-term relationships, would have meant hiring a large human team to manage every interaction.
Ask people to start with AI and then review what it produces. At Just Move In, leaders also led from the front. Nichols, who is not an engineer, built a live product feature with AI tools. Slack channels let staff share their experiments, including what breaks.
AI now builds the code, the humans then review it.
Ross Nichols, Co-founder, Just Move In
In stages. Jay went live in mid-December 2025 with conversations only and no selling. It ran with direct customers for a couple of months before the planned switch-on for partner channels. Every conversation is reviewed, and the top metric is conversion to a customer using a service.
Build what makes you different, and buy the rest with care. Just Move In built Jay and the customer experience around it. For the back office it buys tools after a proper RFP, a review of four or five suppliers and a pilot. It also checks it has people to act on the results.
These tools are amazing. But they’re only as good as the humans on the other side making the decisions.
Ross Nichols, Co-founder, Just Move In
Ross Nichols is co-founder of Just Move In, which sets up energy, broadband and insurance for people moving house. It works through partnerships with estate agents and mortgage brokers. Ross Nichols spoke to aibl in February 2026.
If your product works today but will not scale to what customers need next, this is the rebuild to study. The full PDF goes deeper than this page, in Nichols’s own words.
For CEOs, founders, COOs and product leaders planning to rebuild around AI. Six pages, about an eight-minute read.
