About

Founder-led, senior throughout.

Souliga was founded by Jay Echteld, a Lead Product Designer with experience designing AI-powered products across legal, financial and enterprise software.

Over the last decade, Jay has helped organisations move from early concepts to production-ready platforms, introducing research-led design practices, scalable systems and AI-native ways of working. Souliga combines product thinking, technical understanding and business strategy to help teams build products that create lasting value.