The name Omnia comes from the Latin for "all things," and that's no accident. After five years of working closely with customers across the digital landscape, Matt Small (CEO) saw a pattern: organisations weren't struggling with one digital problem; they were struggling with ALL of them.
From legacy systems to data chaos to transformation fatigue, the challenges were everywhere. OMNIADIGITAL was created to meet those challenges through three clear pillars:
1. OPTIMISE
Helping organisations get more value from what they already have:
their people, processes, and technology. It's about making the current digital estate work harder, smarter, and more profitable.
2. TRANSFORM
Supporting companies as they move away from outdated systems and ways of working.
Crucially, Omnia acts as a trusted advisor, ensuring customers get value for money and aren't misled or oversold by large system integrators.
3. SOLVE
Delivering targeted, high‑impact solutions to specific business problems. Not every organisation needs a full transformation programme, sometimes they just need a partner who can fix the thing that’s blocking progress.
Matt doesn’t mince his words: TRUST is missing in the consultancy world. Too many organisations have been burned by consultancies that overpromise, underdeliver, or charge for every question asked. OMNIADIGITAL is intentionally different. Matt’s philosophy is simple:
"I want to be a trusted partner, someone who gives the right advice for the customer, not the right advice for me."
This ethos runs through every conversation, every engagement, every decision. AI is everywhere, in boardrooms, conferences, podcasts, and shareholder meetings. But Matt brings a refreshing dose of realism. The biggest mistake companies make? Treating AI as the project, rather than the solution to a real problem. AI is an enabler, not a strategy.
Instead of asking "How do we implement AI?", Matt encourages leaders to ask:
- What business problems are we trying to solve?
- Where can AI genuinely add value?
- Where is it unnecessary? or even a distraction?
Every engagement at Omnia starts with one thing: understanding the customer's strategy. Where are they going? What are they trying to achieve? What's slowing them down?
Matt shares a powerful example from his own experience: when data is organised and managed at an enterprise level, organisations can move from months to days in delivering value. In one case, his team set up a major transformation hackathon in a week and delivered insights in 48 hours. That's the power of clarity, structure, and well‑governed data.
What New Customers Can Expect?
I have known Matt for many years and he literally lights up when I say I have a problem. There is no eye rolling here. So imagine when a customer says this: He literally is drawing up the quadrant and mapping out the solution, I see him connect the dots and the more complex the better!
New customers can expect:
- Open, honest conversations
- A genuine desire to understand the real problem
- Transparent advice
- A partner who cares about outcomes, not billable hours
Its consultancy done differently and intentionally so.
As Chief of Staff I am allowed to call Matt names (only to his face) and for me he is a"Rubik's Cube grandmaster" – someone who can untangle complexity and bring order to chaos. Because I know, and you know that transformation starts with ambiguity. You don't know the full picture. You don't have all the answers. But through conversation, curiosity, and experience, the picture becomes clear. That's where Omnia thrives.
Our vision for Omnia is bigger than consultancy. We want to build a community, a place where customers, partners, and fractional experts can ask questions freely, without fear of being billed for every interaction. Creativity and curiosity are core values. Psychological safety is non‑negotiable. And trust is the foundation. It's a bold, human vision for a digital company and exactly what the industry needs.
FINAL THOUGHTS
LISTEN to our first podcast and learn more about the founder Matt Small
This episode is more than a conversation; it's a manifesto.
OMNIADIGITAL isn't just another consultancy. It's a response to what the market is missing: clarity, honesty, expertise, and genuine partnership.
About the Author
Lucy Lynch is a Fractional Chief of Staff at Omniadigital, working closely with leadership teams to ensure strategy, delivery, and execution remain tightly aligned. She operates at the intersection of planning and action, helping organisations focus on what matters most and translating intent into coordinated, high-impact outcomes.
In her role, Lucy partners directly with the CEO to drive strategic transformation initiatives aligned to long-term business objectives. She plays a central role in orchestrating delivery across projects, accounts, and stakeholders, ensuring momentum is maintained and priorities are executed effectively as the organisation grows.
Lucy also leads on brand development and market positioning, strengthening Omniadigital’s visibility and competitive edge through clear messaging and purposeful engagement. Alongside this, she is instrumental in building and nurturing a data-led community, creating curated events, roundtables, and thought-leadership forums that connect practitioners, leaders, and partners around shared challenges and opportunities.
A key part of Lucy’s work involves leveraging academic and research partnerships to help deliver future-ready, evidence-based solutions tailored to client needs. This ensures that innovation is grounded in insight, rigour, and real-world applicability.
Lucy thrives where strategy, people, and possibility meet. She brings clarity, structure, and energy to complex environments, helping organisations remain aligned, agile, and prepared for what’s next.
