Hello, I'm David
I'm David Finlay, founder of Finlay Systems. I help high-volume NYC real estate teams use AI to reduce manual work, improve day-to-day operations, and build practical systems around the tools they already use.
My focus
My focus is not on adding more software for the sake of it. It is on helping teams find the workflows where AI can actually save time, improve consistency, and support better client communication.
I studied Information Systems Management, built my career as a business owner, and have been drawn to automation and AI long before they became mainstream.
Built from real estate experience
Before launching Finlay Systems, I spent years producing real estate media for agents, teams, and brokerages across New York City.
That work gave me a close look at how fast real estate teams move, how much communication is required, and how many repetitive tasks sit behind every listing, lead, client update, and marketing workflow.
Over time, I became just as interested in the systems behind the work as the work itself. Working closely with clients gave me a front-row view of how businesses operate behind the scenes. I saw how much time gets lost to manual tasks, inconsistent processes, and tools that do not work well together.
That experience shapes how I approach AI today: not as a novelty, but as a practical way to help real estate teams reduce manual work, improve consistency, and run better day to day.
My interest in AI started early
My background in Information Systems Management gave me a strong foundation in systems, technology, and how businesses use software to improve operations.
A few years later, I started experimenting directly with automation tools. Back in 2013, I was using IFTTT, short for “If This Then That,” to create simple automations, including a workflow that automatically saved tagged Facebook photos to Dropbox. It was a small use case, but the idea behind it stuck with me: software could quietly handle repeatable tasks in the background and make life easier.
AI did not appear out of nowhere. What changed was accessibility. Once tools like ChatGPT and other large language models became widely available, more businesses could finally see what was possible.
Since 2022, I have been deeply immersed in AI, studying, testing, and applying it in practical ways for real business workflows.
Credentials
Systems, automation, and AI background
My background includes an MSc in Information Systems Management from the University of Galway and certification as an AI Consultant through the Innovating with AI program.
I work across tools like ChatGPT, Claude, Gemini, Zapier, Make, Pipedream, n8n, Notion, Google Workspace, and other automation platforms to help teams turn messy workflows into clearer systems.
Services
How I help real estate teams
Finlay Systems helps real estate teams at three levels: training, strategy, and implementation.
That can mean training a team to use AI safely and consistently, auditing workflows to identify what should be automated first, or building practical systems for lead follow-up, CRM updates, client onboarding, document creation, and internal operations.
- •AI training for real estate teams
- •ChatGPT and prompt workflow training
- •AI systems audits
- •Workflow automation planning
- •Lead follow-up automation
- •CRM and operations support
- •Client onboarding systems
- •AI document and proposal workflows
- •Ongoing AI support and optimization
Mission
Why I started Finlay Systems
I started Finlay Systems because I saw a clear gap between the excitement around AI and the reality of implementing it well.
As I explored automation in my own media business, it became clear how much value comes from reducing manual work and building better systems. I could also see that many businesses were hearing about AI without knowing how to apply it in a practical way that worked for their day-to-day operations.
Most teams do not need more AI noise. They need clarity, strategy, and practical systems that actually get used. That is why I started Finlay Systems.
How I approach AI
Practical first
I focus on real business use cases, not AI for the sake of it. The goal is to solve meaningful problems, save time, and improve the way work gets done.
Systems before tools
I start with the workflow, the bottlenecks, and the real business need, then choose the right solution.
Responsible by design
AI should be used thoughtfully, with human judgment, clear boundaries, and real consideration for quality and trust.
Want to talk through where AI could help your team?
Book an intro call and I’ll walk through your current workflows with you, no pressure, no jargon.
Book an Intro Call