Leadership Team
Experience, Knowledge, Technology & Passion

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Paula Newby


As CEO of Predixa, Paula Newby brings over 30 years of experience in Business Advisory and Strategic Transformation and has been instrumental in the development of its AI-based software, enabling organisations to rapidly become more effective and empowered. For all of her career,

Paula has been passionate about Sustainable Business – i.e. organisations that make a profit whilst making positive changes to the environment and/or society. Paula believes that diverse and inclusive cultures drive innovative thinking with tangible business benefits to the bottom line, resulting in people-centred change.

When relaxing, Paula enjoys cooking for family and friends as her creative escape after the pressure of the day, and singing soprano in her local choir.

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Zag Asghar

Managing Partner

Zag brings over 30 years of experience in strategic change and business transformation across a wide range of industry sectors.  His background in advisory services, combined with software and technology has been key in formulating AI-driven diagnostic that support Predixa's services.
Zag is driven by innovations that truly help Predixa's clients and consulting partners to make a difference in their organisations.  From a DE&I perspective, Zag’s passion is to help organisations achieve a level of social and financial excellence whereby employees at all levels are heard, engaged and valued, whilst at the same time, benefiting from more innovation and a stronger competitive position as a result.

At weekends, Zag can be found cycling on road trails in the desert for hours, while at the same time, devouring audible books - his form of meditation! 

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Jordan Imran

Head of Technology

Jordan's experience from working with leading-edge technologies and his management of technology teams has been key in the architecture and development of Predixa's advanced diagnostic applications, Predixa Dynamix.

Jordan is passionate about using innovative technologies to help solve business challenges and has applied both human and artificial intelligence in the development of Predixa's advanced AI-driven diagnostics that support the company's range of services .  Most recently, Jordan has been involved in blockchain applications as part of Predixa's R&D for future services.

For relaxation, Jordan enjoys cross-fit on a regular basis and, when the weather is cooler, to laze on the beach with friends, watching the beautiful sunset!


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Kirsten Westholter

Head of Strategic Consulting

Kirsten Westholter is Head of Strategic Consulting at Predixa with over 20 years of experience in Business Process Improvement, Project Management & Strategic Transformation. 

Kirsten is a true advocate for “thinking without a box” and includes Design Thinking principles in her approach. She believes in innovative and disruptive technologies to make companies future-proof. Kirsten invests in long-lasting strategic relationships with customers as well as business partners, and embraces the successes for all parties as a result.

Kirsten's personal passion is writing poetry as a way to express herself and to deal with life events and changes.  As a result, Kirsten has co-authored a book of poems and has been asked on many occasions by local dignitaries to recite her poems at key events.


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About Us

Predixa is a Growth Strategy Company

We help companies achieve greater value & sustainable growth through rapid and effective data-driven business decisions

Predixa is an award-winning advisory and consulting company that utilises its leading-edge AI-driven advanced diagnostics to help companies achieve sustainable growth from incremental improvement and business transformation.  

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Our Purpose

We exist to help businesses create greater value through sustainable growth.

Our team's heritage in strategic business transformation, change management and DE&I with cross-industry experience has allowed us to tackle the strategic issues facing our clients with propositions that are designed to meet the conditions that they face in the current climate.

Having experienced the ever-changing internal and external forces that affect every organisation at an even greater pace than ever before, we set ourselves a mission - to innovate the way advisory/consulting services are delivered for clients seeking a sustainable business growth strategy.  

Innovation supporting a Growth Strategy that can be Sustained

The challenge we have tackled is to make the execution of strategic consulting services more effective.  At present the practice generally relies on people (consultants) and is often time-consuming, biased and costly.
This has has led to the development of our innovative AI-based advanced diagnostics.

With our innovations, we have been able to handle the complex intersection of data points and multiple dimensions across an organisation to enable an accurate understanding of key business issues and the potential improvements that can be achieved from the company levers that can be pulled.
Our approach and advanced diagnostics overcome the issue of traditional consulting and advisory methods, bringing depth and breadth of analysis from qualitative and quantitative data. 

Clients who use our services have benefited enormously in achieving 'Rapid analysis to Rapid Execution' with an unparalleled level of detail and accuracy delivered at a speed that would not be possible using conventional consulting methods.