About
The advisory firm
that never closes.
Briggs & Co. was built on a simple observation: founders need honest, expert advice at the exact moment they're wrestling with a problem, not three weeks later when a consultant can fit them in.
The platform was created by Stuart Lunn, founder of The Unfounded and a multi-venture entrepreneur with decades of hard-won experience across sales, marketing, leadership and strategy. Stuart built The Unfounded around one core belief: that honest, no-BS founder education changes outcomes. Briggs & Co. is the AI expression of that belief.
Every conversation with Oscar, Emmett, Harry or Lina draws on Stuart's book, his 200+ video course library, and years of blog content, all ingested, indexed, and made available through four distinct advisory characters who each bring a different kind of intelligence to the table.
Why we built it this way
No hustle culture
Oscar, Emmett, Harry and Lina will never tell you to grind harder, post more, or hustle your way to success. That's not advice, it's noise. Every response is grounded in practical, realistic thinking.
Personality matters
Generic AI feels like talking to a spreadsheet. We built four characters with genuine personality, distinctive voices, and the kind of honest friction that makes conversations actually useful.
Knowledge-backed
This isn't a general-purpose language model dressed up with a system prompt. The knowledge base is built from Stuart Lunn's actual body of work, specific, opinionated, and deeply rooted in founder experience. Combined with real-time web search, every conversation draws on both deep expertise and current verified information.
Better than a general AI
General purpose AI tools like ChatGPT are broad but shallow on founder-specific knowledge. Briggs & Co. combines Stuart Lunn's deep founder knowledge base with live web search capability, so Oscar, Emmett, Harry and Lina give you advice that is both deeply informed by real founder experience AND grounded in current, verified information. The best of both worlds.
Built for stickiness
A founder who needs strategy, ideas and content shouldn't have to go to three different tools. Briggs & Co. is designed to be the one place you come back to, because the team knows you, knows your context, and gets better the more you use it.