Who we are

Effini is a data science organisation with a big goal: to help any organisation take control of their data and gain real value and insight from it.

We are a team of enthusiastic and talented people committed to making a difference.


The people who work with us are curious, imaginative and problem solvers.  We don’t do data science for the sake if it, we want to bring practical solutions to our clients, improving their use and understanding of data as we go.

Although many of us work remotely, we’re based out of the Bayes Centre in Edinburgh, an innovation centre for Artificial Intelligence and Data Science.

Our team

Need tips on the best sourdough starter?  Want advice on some great Scottish hillwalks?  We’ve got you!  We also bring expertise in Data Science, Software Engineering, Education and Strategic Delivery and Communications.


Chris Wilson

Head of Engineering

Technical leader, developer & dad. Connoiseur of sourdough & other bread products, and generally a food & drink fanatic.

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Sam Rhynas

Chief Operating Officer

Yarn enthusiast, hillwalker, bug finder and data wrangler extraordinaire.

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Jo Watts

CEO & Founder

Lapsed astrophysicist, mum, squash player, oboist, tea drinker and data governance whizz.



VP of Afternoon Snoozes

Sock stealer extraordinaire, ball chaser and pom pom eater. Regularly seen snoozing on Zoom calls.

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John Bell

Data Educator

Hillwalker, cyclist, wannabe blues guitarist and data whizz.

All the latest news...


University of Edinburgh AI Accelerator

Our Head of Engineering, Chris Wilson, tells us about the showcase event for the AI Accelerator programme in Edinburgh, and how technical architecture reviews help…

What’s your data problem?

This week, Sam tells us about her recent attendance at Doqaru's fantastic Sales Mastery Programme, and explores the most common data challenges that businesses experience.

Protecting your data

How well protected is your data? Most of us know about Multi-Factor Authentication (MFA) but we often find people aren’t using it. Why is that,…

Join Us

Want to find out more about roles we are recruiting for at the moment?