About Us

The name. Sibb—from the Old English for kinship and community. Loom—the tool that transformed cottage industry into the industrial age, weaving individual threads into something stronger.

We're consultants who've lived through the chaos of scaling. We know that the smoothest automation strategy means nothing if your team won't adopt it. That the most elegant AI implementation fails without the right culture. That growth without intentional human design creates friction, not momentum.

Unlike the big consultancies with their armies of analysts and one-size-fits-all frameworks, we work differently. We're built for the messy reality of transformation, where spreadsheets meet staff concerns, where efficiency targets collide with organisational identity, where the technical solution is only half the answer.

I've led transformations worth hundreds of millions at Amazon, Expedia and Lloyds Banking Group. The ones that underdelivered all made the same mistake: they didn't invest enough in the people. McKinsey found that 70% of transformations fail, and I've seen exactly when and why.

I'm a transformation and change consultant with 25 years of experience leading complex, large-scale programs across 28 countries. I founded Sibb Loom to do this differently, with people at the centre from day one, not as an afterthought. I help you get to launch and through to adoption so you deliver the ROI you planned for, not just the technology you paid for.

I've seen a global sales team launch an AI coaching platform to 1000 users. The executives were happy as it was launched within 2 months, and six months later, only 40% were actively using it. The technology worked. The adoption plan didn't. That's the gap I close.

Meet Claire Etchells, Founder