About us
Clear strategy and focused execution
At Aim-Up, we believe great HR transformation starts with two things: clear strategy and focused execution.
That’s why we’ve built our business around three distinct but connected services:
AI Governance for HR: AI changes how you decide, staff, and develop. Governance ensures it scales. We define decision rights and ownership, set standards and reviews, and embed metrics, accountability, and feedback loops so HR ships AI use cases that leaders trust and teams adopt.
Workday Expertise – When it comes to systems, Workday is what we do. Period. We’ve deliberately chosen to focus on one platform because that’s what keeps us sharp. We’ve seen first-hand how powerful Workday can be when implemented and adopted the right way. By focusing exclusively on Workday from a system perspective, we combine deep functional expertise with hands-on experience to help organizations of all sizes unlock its full potential.
We’re not a big consultancy. We’re a boutique team that lives and breathes what we do. Our mission? To make sure your HR transformation delivers real value – turning your vision into a working system that empowers your people and your business.
Our Story
After spending many years on the implementation side of Workday projects, Abdel saw the same challenge repeat itself — customers often lacked the in-house knowledge needed to make the right decisions and truly own their system after go-live.
That insight became the foundation for Aim-Up. We set out to build a boutique consultancy that guides organizations through their first Workday implementation, helping them understand the system, shape the right HR strategy, and become self-sufficient Workday owners. Because a successful implementation isn’t just about configuration.
It’s about empowering the customer with the knowledge, confidence, and structure to get real value from their investment.
As we grew, we realized our clients needed more than system expertise. They needed help shaping the strategy that comes before the system – and managing the people side of change that comes with it. So we brought in HR transformation specialists who could bridge that gap, creating a full journey from Strategy to System.
Today, that belief still drives everything we do. We remain laser-focused on Workday as our only system specialism – because depth matters more than breadth. And we support that focus with strategic HR expertise that ensures the system serves the business.
We’re proud to have supported leading organizations on their transformation journey and to have turned many first-time Workday customers into true Workday enthusiasts, just like us.