An operator.
Not a consultant.
Make It Click AI exists because most organisations are either not sure where to start with AI or not sure whether what they are already building is focused on the right things. We give them a straight answer.
Founded by
Nima Idel.
Senior product and AI leader. 15+ years building at scale across mining, financial services, proptech, and mobility.
15 years building and shipping products inside complex organisations, from global mining operations to financial services, proptech, and mobility.
At a global mining company, Nima led product strategy across the Safe Production System, an AI-enabled platform that resolved over 11,000 safety problems and delivered $560M in risk reductions within 12 months.
At an AI and ML asset management SaaS, he led a full product pivot and built the AI intelligence layer for centralising and extrapolating asset insights, achieving 94% detection accuracy and tripling ARR within 12 months.
At an AI-native PropTech, he scaled product, design, and data teams around a world-first AI platform for property development, driving 300% monthly active user growth and a 45% reduction in churn.
Make It Click AI exists because most organisations are either not sure where to start with AI or not sure whether what they are already building is focused on the right things. We give them a straight answer.
Projects delivered
Years experience
Enterprise clients
Client retention
Where the numbers come from.
Product Strategy Lead
Led product strategy across the Safe Production System, an AI-enabled platform that gave frontline teams and executives a unified system for problem-solving and risk management across global mine sites.
Risk reduction in 12 months
Safety problems resolved
Product Lead
Led a full product pivot and built the AI intelligence layer for centralising and extrapolating asset insights from drone and satellite imagery.
AI detection accuracy
ARR growth within 12 months
Chief Product Officer
Scaled product, design, and data teams around a world-first AI platform for property development, driving MAU growth and churn reduction through predictive analytics.
MAU growth
Churn reduction
Head of Product & Growth
Led a dedicated innovation team to discover, validate, build, and commercially launch insurance-adjacent products inside one of Australia's largest financial services organisations.
Products launched
Zero to commercial launch
Ready to find out where AI pays?
Thirty minutes. An honest conversation. A clear answer on where AI pays in your business.
Common questions
Frequently asked questions
What does Make It Click AI do?
We are an independent AI advisory and build practice. We help leaders decide where AI creates real ROI, review the AI initiatives they already have underway, and build and run the systems that deliver the return.
Who do you work with?
Mid-enterprise, asset-heavy organisations in Australia and the Asia-Pacific region: mining and resources, infrastructure, logistics, industrial operations, property, and professional services.
How are you different from a large consultancy?
We carry an operator credential, not just a slide deck. Nima built and shipped AI systems inside Rio Tinto. We are vendor-independent, and we build and deploy the systems, not just advise on them.
Do you only advise, or also build?
Both. We assess, advise, build, and optimise: from the AI Readiness Assessment through to deployment inside your existing tools and ongoing adoption.
How do engagements start?
Most start with the free AI Readiness Assessment or a free 30-minute consult. From there we scope the highest-value opportunity and a board-ready ROI case.