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Why Assideo Exists
Assideo is Latin for “to sit beside.”
Growth rarely fails because organizations lack ambition, talent, or effort.
It fails when the clarity of customer is lost within complex challenges.
I founded Assideo to help business leaders unlock this one simple but often-overlooked truth: growth comes from knowing and serving your customers well.
My work is not about standing above leaders with this answer, or stepping in to take control. It is about sitting alongside decision-makers to sharpen their focus — helping them see clearly, weigh trade-offs, and move forward with confidence.
I help leaders create the conditions that propel natural and sustainable growth.
Founder
Rashmi Jolly
Founder, Assideo Consulting
I have spent twenty years helping banks, insurers and fintechs find and acquire more customers. I have done this at Bain, Mastercard, Goldman Sachs, The Economist Intelligence Unit, and within my own consulting practice.
All of my work answers the same questions: Who is my customer? And where is my gap in serving her? How do I close it?
I write fiction, which is why my work sounds different. Fiction trains you to listen for what a person cannot quite say. Strategy work, done well, requires the same skill.
I have lived in seven countries, working across New York, London, Shanghai, Singapore, Zurich, and Dubai.
I do this work as a senior operator end-to-end. No translation losses between research, strategy, and creative. No junior team behind the senior name. The growth strategy that lands is the one that starts with someone real.
Award Winner of
World Media Award
2019
Marketing PR Award
2019
Testimonials
Rashmi has a rare talent for bringing clarity to complexity…she distills sophisticated ideas into clear, actionable strategies that teams can align around and execute.
Rashmi understands business models and customer psychology quickly and works in a structured, collaborative, and hands-on manner. Her work has strengthened our value proposition and established a scalable foundation for growth.
What makes Rashmi different is how quickly she understands both the human and commercial sides of a problem. In start-ups, challenges are always a combination; they involve strategy, people, priorities, and execution all at once. Rashmi has the ability to bring calm, structure, and clarity to that complexity.
Rashmi’s vision and mission have always been grounded in creating impact. Her ability to think futuristically, ask bold questions, and design actionable solutions sets her apart.
Rashmi is an outstanding communicator and negotiator, an innovative and visionary leader, and operates with integrity in all interactions and engagements.
Trusted by
Experience across leading organizations in healthcare, financial services, and innovation.
