Pare & Co's AI-Native Rebrand Signals a New Consulting Blueprint

BOSTON, MA – September 15, 2026 – In a move that signals a significant shift in the digital consulting landscape, Oomph, a nearly two-decade-old digital consultancy, has announced its consolidation with the recently acquired Adapt USA, rebranding the combined entity as Pare & Co. This is more than a new name and logo; it’s a declaration of a new operational philosophy, one built on an “AI-native” foundation and a pivot away from traditional project deliverables toward guaranteed business outcomes.

The launch of Pare & Co represents a critical growth signal, not just for the firm itself but for the broader consulting industry. It reflects a calculated response to two powerful market forces: the relentless pressure on businesses to navigate digital complexity and the transformative, non-negotiable rise of artificial intelligence. By combining senior strategic judgment with AI-enabled delivery, Pare & Co is placing a deliberate bet that the future of consulting lies in simplifying complexity and tying its success directly to client results.

A Strategic Pivot from Deliverables to Outcomes

For years, the consulting world has operated on a model centered around deliverables—reports, wireframes, codebases, and campaign assets. Pare & Co is challenging this convention by organizing its entire practice around four specific outcomes: Trust, Engagement, Growth, and Intelligence. According to the firm, every new engagement will begin by identifying which of these outcomes is paramount, fundamentally reframing the client-consultant relationship from a vendor transaction to a strategic partnership.

This outcome-based model is a direct response to a growing demand from executive clients for measurable ROI on their significant digital investments. In high-stakes industries like healthcare, financial services, and technology—where Pare & Co has built its reputation with clients like Brown University Health and Workhuman—the cost of error is exceptionally high. A functional website isn't enough; the digital experience must be secure, accurate, and worthy of user trust. By focusing on an outcome like “Trust,” the firm commits to a higher standard of performance that transcends simple project completion.

“This is such an exciting time in technology,” said Christopher Murray, founder of Oomph and now CEO of Pare & Co. “Organizations are being asked to move faster and successful adoption of AI is making that a reality. But, the clients we serve can't afford to trade speed for trust, accuracy, security or reliability.”

This shift is embodied in the firm’s new structure. Senior leaders are tasked with owning the client's desired outcome, assembling the necessary capabilities—from strategy and design to technology and AI—to achieve it. This integrated approach aims to break down the internal silos that often plague traditional agencies, ensuring a more cohesive and effective execution.

Betting on an 'AI-Native' Future

The most prominent signal in this rebranding is the firm's unabashed embrace of artificial intelligence, positioning itself as an “AI-native digital consultancy.” This is a deliberate and strategic differentiator. While many legacy consulting giants and digital agencies are retrofitting AI capabilities onto their existing services, Pare & Co is signaling that AI is woven into the very fabric of its operations and delivery model.

The term “AI-enabled delivery” suggests a system where human expertise is augmented by machine intelligence at every stage. This could manifest as AI-driven data analysis to uncover deeper customer insights, the use of agentic workflows to accelerate development and testing, or the creation of intelligent digital products that adapt to user behavior in real-time. For clients, the promise is not just efficiency but also a higher level of precision and intelligence in the final product.

Murray elaborates on this vision: “The opportunity isn't simply to do the same work faster. It's to rethink what we can do for our clients and how we do it.” This perspective is crucial. It reframes AI from a mere productivity tool to a catalyst for entirely new service offerings and solutions that were previously unimaginable.

The choice of the name “Pare” is itself a statement of intent. “Operating at this level requires business understanding, strategic thinking and the ability to navigate a great deal of complexity,” noted Mathew O’Bryant, President of Pare & Co. “Pare means getting through that complexity to the core of the problem so we can move forward with what matters most.” In an era of data overload and technological sprawl, the ability to “pare down” to the essential is a powerful value proposition, and one that AI, when wielded correctly, is uniquely suited to deliver.

Consolidation as a Competitive Strategy

The formation of Pare & Co through the merger of Oomph and Adapt USA is reflective of a wider consolidation trend within the digital services industry. As client needs become more complex, smaller, specialized agencies are finding it advantageous to combine forces. The merger brings together Oomph’s deep experience in complex digital platform development with Adapt USA’s expertise in growth marketing and strategy. Doug Sisko, founder of Adapt USA and now Managing Director of Pare’s Growth Practice, sees this as a clear win for clients. “Pare is the perfect combination for Adapt's present and future customers. With our expanded services and new brand, our customers will be delighted,” he stated.

This unified front allows Pare & Co to compete more effectively against both large, full-service consultancies and nimble, boutique firms. By integrating strategy, technology, and growth under a single, AI-powered umbrella, the firm can offer the end-to-end solutions of a larger player while maintaining the focused expertise and senior-level attention of a specialist. The transition, as the company assures existing clients, will be seamless, building upon transformations that have been underway internally for years.

This strategic evolution from a firm that once offered a little extra “oomph” to a sophisticated consultancy named Pare & Co is a compelling indicator of where the market is headed. It underscores a future where digital consultants will be judged not on the work they deliver, but on the tangible, measurable outcomes they generate in a world of ever-increasing complexity.