Human in the loop is how Just Move In splits the work between its AI, Jay, and its move specialists. Jay opens each conversation, tailors a checklist and handles simple tasks, then hands over when a customer wants a person. Co-founder Ross Nichols explained the model to aibl in March 2026.
The split is being set one service at a time, with AI and people reviewing every conversation. Here is how it works day to day.
All figures as stated by Ross Nichols in an interview with aibl.
It reads the opening conversation and matches the customer to one of more than two dozen personas. A first-time renter needs different help from a downsizing retiree. Jay then builds a dynamic checklist that travels with the customer, so nobody starts from scratch if a specialist takes over.
We’ve built a lot of empathy into the model because not every move is a happy move.
Ross Nichols, Co-founder, Just Move In
When the customer reaches their own threshold. Customers of Just Move In, which is FCA authorised to sell insurance, are happy with AI for most steps. For a question about a medical condition or something expensive, they may want a person, and a specialist steps in.
Specialists handle more customers, in shorter conversations. Each customer arrives having explained their situation and seen their options. Jay also books appointments on its own, including out of hours, with conversion rates similar to the human team’s.
They’ll manage more customers in a day, but actually the interactions will just be a bit more condensed.
Ross Nichols, Co-founder, Just Move In
Every conversation goes through two reviews. The AI evaluates its own interactions, and people evaluate them too. Corrections feed back into the model. Just Move In built this loop alongside the product, and learns from energy before switching on the next service.
Ross Nichols is co-founder of Just Move In, which sets up energy, broadband and insurance for people moving house. The company is directly authorised by the FCA to sell insurance. Ross Nichols spoke to aibl in March 2026.
If you are deciding where AI should stop and your people should start, this is a working model to borrow. The full PDF goes deeper than this page, in Nichols’s own words.
For customer service, operations and contact centre leaders putting AI alongside their teams. Five pages, about a five-minute read.
