Welcoming Mike Luby to amplo, and building forward

I’m excited to welcome Mike Luby to amplo as our new SVP of Engineering.

Mike joined the team recently, and I’m confident about the impact he’ll have. His experience, judgment, and approach to building teams and systems fit naturally with the work we’ve been doing and where we’re headed next.

Over the past year, we’ve been deep in a rebuild at amplo.

Not a pause. Not a reset. Just steady work. Reexamining assumptions. Reworking core architecture. Pressure testing how agency workflows should actually function inside the system. The goal has been consistent from the start: build a foundation agencies can rely on as they grow, and that supports meaningful innovation over time.

As that work has progressed, execution has mattered more than anything else. And execution depends on the people leading it.

Mike has spent his career building and scaling systems where reliability and accuracy aren’t optional, and that experience shows in how he approaches the work. Most recently, he led engineering at EvolutionIQ, an AI-driven insurtech platform serving large insurance carriers that scaled rapidly and was acquired by CCC Intelligent Solutions. Earlier, he was part of Buddy Media through its acquisition by Salesforce and later worked inside Salesforce as a senior technical leader. Across those roles, he’s seen firsthand how decisions around data, architecture, and operating models determine whether a system can be trusted at scale.

At the same time, Mike has led teams in fast-moving environments across B2B and B2C, including roles at Nike, Daily Harvest, and LeafLink. He knows how to move quickly without cutting corners, and how to modernize platforms without breaking what customers depend on. More recently, he’s spent significant time working with AI and machine learning in production systems, with a focus on practical, high-impact use cases. Not adding shiny tools for the sake of it, but applying these technologies in ways that genuinely improve workflows and outcomes. That mindset aligns closely with how we’re thinking about AI at amplo.

To give a better sense of how Mike thinks about the work ahead, I asked him a few questions as he joined the team.

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What drew you to amplo at this stage, and why did this feel like the right moment?

Mike:

‍I’m drawn to moments when a company is building something foundational. They’re challenging, but they’re where the most meaningful work happens.

What stood out about amplo was that the rebuild was already underway. The team had taken the time to step back, question assumptions, and make hard decisions before trying to accelerate. That signaled this wasn’t about quick wins, but about building something agencies can rely on.

amplo also isn’t starting from zero. There are real customers, real workflows, and real trust to earn every day. That combination made this feel like the right place for me.

How does your experience shape how you think about execution as amplo moves forward?

Mike:‍

Execution matters more than ideas.

When systems are central to how agencies operate, delivery discipline and roadmap credibility directly affect trust. Teams need to be able to say what they’re going to do and then do it consistently.

From building and scaling platforms across insurtech and enterprise software, I’ve seen how foundational decisions compound over time. Data quality, architecture, and operating models determine whether you can move quickly without creating risk.

At amplo, engineering is part of how strategy becomes real. My focus is keeping product, engineering, and go-to-market aligned so progress is steady and useful for agencies.

AI is top of mind across the industry. How are you thinking about it at amplo?

Mike:

‍AI can be powerful, but only when it’s applied thoughtfully.

I’ve worked with AI and machine learning in production systems, and the biggest lesson is that these tools are only as good as the foundation underneath them. Without clean data and clear workflows, AI adds noise instead of value.

At amplo, the focus isn’t on shiny features. It’s on using intelligence where it can genuinely improve agency workflows, decision-making, and outcomes. When the foundation is solid, AI becomes a practical tool, not a distraction.

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The rebuild at amplo is well underway. Core systems have been reworked. Foundational decisions have been made. Now the focus is on turning that progress into consistent execution for agencies.

Mike’s role isn’t to change our direction. It’s to help us move faster and with more confidence, while keeping the bar high as we scale.

For agencies evaluating what comes next in AMS, this matters. The systems you rely on every day reflect the experience, judgment, and standards of the teams behind them.

We’re building with intention, informed by a year of deep foundational work. With Mike joining amplo, we’re better positioned to turn that work into something agencies can feel day to day.

-Chris