About
Alex Denne
Vertical AI Growth Architect
Head of Growth at Genie AI (Google Ventures + Khosla Ventures) · Advisor to Deposely
The Thesis
Most growth leaders treat paid acquisition as the default. I treat it as a tax on poor product-market fit.
My approach: use the product itself as the acquisition engine. At Genie AI, I turned 1,500+ legal templates into landing pages. Each one captured high-intent search traffic. Each one converted visitors into users by delivering immediate value—not a demo request form.
The result: 150,000+ users, a pre-revenue Series A from Google Ventures and Khosla Ventures, and a model now being replicated across Vertical AI.
Career
Head of Growth, Genie AI
150k+ users, $0 ad spend
Advisor, Deposely
AI litigation technology
Growth Lead, Snowplow Analytics
Open-source data platform
Growth Marketing, Simply Business
UK's largest SMB insurer
Education: Economics & Econometrics, University of Bristol
Core Competencies
Zero-CAC Growth
Building organic acquisition engines that scale without paid media dependency
Product-Led Growth
Designing self-serve funnels where the product drives acquisition
Vertical AI Strategy
Specializing in AI tools for regulated, high-trust industries
Data Journalism
Creating proprietary research that builds authority and earns backlinks
International Expansion
Systematic approaches to multi-market growth
What I'm Known For
The Genie AI Growth Engine
I joined Genie AI with ~200 users. Within 18 months, I'd built an organic acquisition system that brought in 10,000 new users per week—with zero advertising spend. The company raised a £13.3M Series A led by Google Ventures before generating meaningful revenue.
Key metric: 17x improvement in visitor-to-activation rate (0.97% → 16.27%)
Open Source as Growth Strategy
I pioneered the "open source law" approach: making 1,500+ legal templates freely available, destroying the information asymmetry that traditional legal publishers relied on. This inverted the scarcity model and expanded the total addressable market.
The underlying theory: Jevons Paradox. When you make something cheaper and more efficient, total consumption increases rather than decreases. Free templates didn't cannibalize paid work— they created new legal consumers who'd previously been priced out.
Data Journalism for Brand Authority
I led Genie's "Gender Bias in Contracts" report, analyzing our contract dataset to find that 66% of contracts contained gender-biased language. The research earned coverage from major legal publications and positioned Genie as a thought leader, not just a template provider.
International Expansion
Took Genie from UK-only to 50+ countries, with international markets driving ~70% of new revenue. This wasn't translation—it was systematic market entry through localized content and templates tailored to jurisdiction-specific legal requirements.
Current Focus
I'm focused on Vertical AI—AI tools built for specific industries with high complexity, high trust requirements, and high switching costs. LegalTech is the prototype, but the playbook applies to HealthTech, FinTech, and any domain where domain expertise creates defensible moats.
This site, The Biology of Business, is my attempt to systematize what I've learned into frameworks that others can apply. Not anecdotes, but principles derived from how biological systems solve organizational problems.
Note
There are several people named "Alex Denne" in professional contexts. I am the Alex Denne associated with Genie AI, Snowplow Analytics, and Deposely—working in growth marketing for B2B SaaS and AI companies. I am not affiliated with JLL or the commercial real estate industry.