Small Bets, Big Impact Building GenBI at a Fortune 100 – Asaf Bord, Northwestern Mutual
Dec 23, 2025 · 22:50
Asaf Bord, AI Product Lead at Northwestern Mutual, shares how his team built GenBI, an LLM-powered analytics copilot, by flipping the logic from a single big bet to an incremental roadmap of small, fundable projects. Using real, messy data from the 160-year-old company, they deployed a modular architecture with metadata, RAG, SQL, and BI agents, each productizable independently. The RAG agent alone automated 80% of the 20% of BI team capacity spent on finding and sharing reports, saving roughly two full-time employees. Bord explains how a crawl-walk-run release strategy built trust with both users and leadership, starting with BI experts before expanding to business managers, and how each six-week sprint delivered tangible business value—like proving the ROI of enriched metadata through A/B tests against a semantic layer initiative. He also explores the future of SaaS pricing in the GenAI era, questioning whether per-seat models still make sense when individuals become 10x more effective.
