About Rojaf

A small team built
for a specific gap.

Enterprise AI governance platforms cost £20,000+ a year and are designed for global corporations. Most UK SMEs are left to figure it out alone. We built Rojaf to change that.

Our story

Why Rojaf exists.

Rojaf was founded by Roxana Jaye, a product manager and digital service designer who spent years working at the intersection of technology, operations, and regulation. The gap she kept seeing was the same one every time: businesses using AI tools they didn't fully understand, with no governance in place, and no affordable route to fixing it.

At the same time, the automation opportunity for small and medium businesses was enormous — and largely untapped. Not because the technology wasn't there. Because the people who could build it weren't talking to the businesses that needed it in language they could act on.

Rojaf was built to close both gaps. A compliance practice that speaks plain English and prices for SMEs. An automation practice that builds on what you already have rather than selling you something new. Both grounded in deep sector knowledge across six industries where the need is clearest.

We're a lean team by design. Senior people doing the work, not managing juniors who are. Every client works directly with the relevant specialist — not a generalist account manager.

"I kept seeing the same thing: businesses using AI tools they didn't fully understand, with no idea what the regulations required of them. We're here for the businesses the big firms don't have time for."
Roxana Jaye
Founder, Rojaf Ltd
How we work
01
Fixed scope before we start
Every engagement starts with a clear, agreed scope — defined outcome, timeline, and cost. No open-ended retainers until we've proved we can deliver.
02
ROI defined upfront
For automation work, we calculate expected time savings before you commit. For compliance work, we tell you exactly which obligations apply and why — not a general risk survey.
03
Plain English, always
No regulatory jargon. No technical mystification. We write reports you can actually read and use — and build systems your team can understand without a manual.
04
Honest about what we can't do
If we're not the right fit for your problem, we'll say so and point you somewhere better. Our reputation is worth more than one project that isn't right.
05
Build on what you have
We don't sell new software platforms. Automation is built on top of your existing tools. Compliance documentation uses your real systems, not generic templates.
The team

Specialists, not generalists.

A lean team with deep expertise across every area your AI obligations and automation projects touch. You work directly with the relevant specialist — not filtered through an account manager.

RJ
Roxana Jaye
Founder · Product & Strategy

Roxana brings five years in sales, five years in product management, and an MSc in Digital Service Design. She has worked across FMCG startups, AI software ventures, and digital product teams — always at the point where technology meets people and process.

She founded Rojaf to build the practice she kept wishing existed when advising clients on AI adoption: one that was genuinely expert, honest about scope, and designed for businesses that don't have a Head of AI Governance on the payroll.

Roxana leads all client relationships, scoping, and strategic advisory. She is currently completing IAPP AI Governance Professional certification.

Product Strategy Digital Service Design AI Governance Client Advisory MSc Digital Service Design
TL
Technical Lead
Software Engineering · AI Architecture

Our technical lead is a software engineer with extensive experience in automation architecture, API integrations, and AI agent workflows. He designs and builds all client-facing technical solutions, from single-problem automation builds to multi-system workflow packages.

His approach is pragmatic: build the simplest thing that solves the problem well, on top of tools clients already use, with clear documentation so the team can manage it going forward. He has particular expertise in n8n, webhook architecture, and Claude API integration.

Automation Architecture n8n & Workflow Tools API Integration AI Agent Development Google Workspace
PA
Policy Advisor
Regulatory & Policy

Our policy advisor brings a background in regulatory policy and public affairs, with deep working knowledge of the EU AI Act, UK AI governance frameworks, ICO guidance on automated decision-making, and sector-specific regulatory developments across financial services, healthcare, and employment.

He leads our compliance practice content — translating dense regulatory obligations into the plain-English risk assessments and policy documents our clients can actually use. He tracks regulatory developments continuously so our clients don't have to.

EU AI Act UK AI Frameworks ICO Guidance FCA Policy Regulatory Risk
EL
Employment Law Consultant
Employment Law · HR Compliance

Our employment law consultant provides specialist advice on the intersection of AI and employment law — an area of growing significance as AI is increasingly used in hiring, performance management, workforce planning, and termination decisions.

She supports our recruitment and HR sector compliance work, with particular expertise in the Data Use and Access Act 2025, meaningful human oversight requirements in automated decision-making, and candidate rights under both UK GDPR and the EU AI Act for high-risk hiring tools.

Employment Law AI in Hiring Data Use & Access Act UK GDPR HR Compliance
Our approach

We start small. We prove it. Then we build.

No open-ended scoping phases. No retainers before results. The first engagement is always a fixed-scope, fixed-cost piece of work with a defined outcome. Everything after that is your choice.

01
Free discovery call
30 minutes. We listen, ask the right questions, and give you an honest view of whether we can help. If we can't, we'll say so and point you somewhere better. No pitch deck, no pressure.
02
Scoped proposal
A written proposal with a defined outcome, timeline, cost, and — for automation work — expected ROI. No ambiguity, no surprises. You decide whether to proceed, in your own time.
03
Delivery
We do the work. You're kept informed throughout. No black box, no unexplained decisions. Compliance reports are written for humans. Automation builds are documented so your team can manage them.
04
Handover
We train your team, document everything in plain English, and remain available for 30 days post-delivery. The work is yours — not locked in to us continuing.
05
Ongoing support (optional)
If you want us to maintain and develop automation systems over time, or stay on top of compliance changes on your behalf, retainer options are available. But only once you've seen what we deliver.
→
Ready to start?
Book a free 30-minute call and let's figure out what makes sense for your business.
Book a Free Call
Why Rojaf

What makes us different from other AI consultancies.

There are plenty of AI agencies and compliance consultants. Here's why they're usually not the right answer for a UK SME.

⚖️
We combine compliance and technical delivery
Most compliance consultants can't build anything. Most automation agencies don't know what the EU AI Act requires. We do both — so the advice is buildable and the builds are compliant from day one.
💷
Priced for SMEs, not corporations
Enterprise AI governance platforms start at £20,000 a year. Our Safety Workshop starts at £495. We built a practice that is actually accessible to the businesses that most need it.
🎯
Six sectors, not sixty
Deep sector knowledge means faster results and better advice. We know the specific regulations, common failure points, and operational workflows that already exist in recruitment, medical, financial, trades, care, and small business. We're not learning your industry at your expense.
📋
Fixed scope, not open mandates
We don't sell vague ongoing engagements. Every project starts with a clearly defined outcome and cost. You know what you're buying before you commit.
£495+
AI Safety Workshops from — vs £20,000+ for enterprise platforms
6 sectors
Deep specialist knowledge in recruitment, medical, financial, trades, care, and small business
2 wks
Typical time from scoping call to live automation workflow
Aug '26
EU AI Act high-risk enforcement deadline — the clock is running
Work with us

Straightforward people doing straightforward work.

Book a free 30-minute call and tell us what you're dealing with. We'll tell you honestly what we can do and what it would cost. No retainer until you've seen results.

Book a Free Call See Our Work
hello@rojaf.co.uk · Based in Wiltshire · Working across the UK