I'm Billy.

For about a decade, my job was to take something complicated — a public-health program in Brazil, a vaccination rollout in Cambodia, the logistics behind a global airline — and make it usable for the people who actually had to live with it. That’s the same job I do now, pointed at your kitchen table instead of a ministry of health.

I started PLNLY because the AI tools quietly reshaping how a household runs — how you schedule, shop, plan a trip, keep the paperwork of a life from swallowing a weekend — are genuinely useful and almost universally explained badly. The companies selling them want to run them for you, forever, as long as the invoice clears. I think that’s backwards. You're not too busy to be capable; you're too busy to lose a Saturday figuring out which tool does what.

So PLNLY works the other way. I come to your home, set the systems up around how your household actually lives — not a template, not a checklist anyone could Google — and then I teach you and the people you live with to run them. When I leave, you're not on a retainer waiting for me. You have the keys.

My background is international public health and airline marketing — Brazil and Cambodia, then Virgin Atlantic, Etihad, and Delta. What both taught me is that the hard part is almost never the technology. It's translation: turning something intimidating into something a real person can pick up and own.

I'm based in Williamsburg, Brooklyn, with a Portuguese Water Dog named Penny who supervises most of my calls. If you want AI working for your family the way it should — built around you, then handed over — that's the whole idea. Book a First Look, and we'll start plainly.