AI Can Generate the Claim. Can You Prove It?

Jacksonville startup ProofSites is building a way for fractional executives to turn the results hidden inside client work into secure, verifiable proof they can use to win what comes next.

A fractional CFO helps a company improve its financial performance.
A fractional CMO helps turn around a marketing strategy.
A consultant solves an expensive operational problem.
An executive comes into a business, does difficult work and leaves behind a measurable result.

Then comes a surprisingly complicated question:
How do you prove it?

Much of the best evidence is sitting inside the client’s business—financial information, internal reports, performance data and other details that were never meant to become a public case study.

So the professional walks away with the experience.
The client walks away with the result.
And much of the proof stays behind.

For Brendan Lammond and his co-founders at Jacksonville startup ProofSites Inc., that gap became increasingly difficult to ignore, particularly as AI began making the other side of the equation easier.

Today, almost anyone can generate a polished website, proposal or impressive-sounding claim in seconds. Actually proving you’ve done the work is different. That’s the space ProofSites wants to own.

Let the Work Speak for Itself

ProofSites is a platform designed initially around fractional executives, helping them securely onboard clients, deliver their work and turn successful outcomes into public, verifiable proof that AI can’t fake.

The idea isn’t simply to create another testimonial or case study. ProofSites is designed to capture evidence from the work itself, structure and verify it, and make that proof reusable without publicly exposing the sensitive information behind it. That means a future client searching for someone who has solved a particular problem doesn’t have to rely only on what a professional says they can do.
There can be evidence behind it.

“In a world where AI can generate any claim in seconds, proof is what sets you apart.”

For Brendan, there’s an even simpler way to describe the idea: “Let your work speak for itself.” And getting to that idea took considerably longer than coming up with a product name.

Before Building, Start Asking Questions

ProofSites grew out of an earlier company Brendan was building called siloD, which focused on turning siloed data into value. By late 2025, Brendan had started realizing that what they were building had a better use case. He started talking with fractional executives, a natural conversation from his corporate life. After hundreds of hours in conversations with potential customers, the same problems appeared again and again.

One group kept standing out: fractional executives.

These are experienced professionals who may have spent years inside companies with teams, analysts, assistants and established systems around them. Step into fractional work, and suddenly they’re running much more of the business around their expertise themselves. They’re doing the client work, but they’re also:

Brendan put the question plainly during his conversation with Randall Thomas for the Jax-preneur series:

“Would you rather focus on the work for the client or the work around the client?”

ProofSites began taking shape around that question. The company built an early alpha in February, tested it with 20 users over the following six months and used what it learned to develop the beta. At the time of the interview, another 20 beta users were being onboarded, with roughly 50 users expected around launch.

What started as conversations was becoming a product.

But the Proof Is Only Part of It

This is where ProofSites gets more interesting. The platform isn’t designed only for what happens after a successful engagement. It is being built around more of the relationship between a fractional executive and a client—from onboarding and secure client pages to intelligence that helps professionals manage opportunities and deliver the work itself.

As more work is completed, the professional begins building something larger: a searchable track record of problems they have actually solved. That proof can then support future proposals, RFP responses and the professional’s digital presence.

Instead of saying, I know how to solve this problem, the goal is to be able to show that you already have.

Brendan describes the larger ambition as becoming an “evidence layer” between private business information and what can safely be shared publicly.

It’s an ambitious idea, and the team knows it isn’t always easy to explain.

In fact, Brendan identifies that as one of ProofSites’ biggest challenges so far.

The founding team naturally thinks about the technology, data and systems underneath the product. But customers don’t need a technical explanation of how it works before they understand why it matters. They need to see what changes for them. Brendan acknowledges that ProofSites is often easier to understand once someone sees it in action.

For a startup built around proof, that feels strangely appropriate.

Three Founders, 45 Years of Experience

ProofSites is being built by Brendan Lammond, CEO; Thomas Pliska, CTO; and Andrew Reynolds, CPO.

Together, the three founders bring a combined 45 years of experience across engineering, corporate finance and data analytics.

That background has shaped the problem they’re taking on: turning complicated business data into structured information people can actually use to make decisions. With ProofSites, they’re applying that experience to something more specific—capturing the outcomes of professional services, verifying the evidence behind them and finding a way to make that proof useful beyond the client engagement where it originated.

Brendan also credits the people around the company for helping sharpen the idea. Advisors, early users and professionals willing to share their time have helped the team challenge assumptions and refine the product.

The UF Gator Hatchery helped the founders build an early foundation, while Jacksonville’s startup community has provided another layer of support.

And Jacksonville is where Brendan wants to keep building.

Asked whether the city is an advantage or disadvantage for a startup, his answer was less about geography than possibility.

“I see such growth, such opportunity being here that I wanna stay here to try to make it better.”

He’s putting some of that belief into action beyond ProofSites as well, helping lead the expansion of Build Week into Jacksonville—a collaborative effort that brings people together to build ideas and products in the community.

For Brendan, the connection is personal. Jacksonville, he told Randall, “is my home.”

From Building the Product to Building the Market

ProofSites has spent months listening, testing and refining the product with early users. Now comes the next part: getting it into the hands of more people who recognize the problem it was built to solve.

The company’s goal for the next 12 months is ambitious: launch the product and grow to 2,500 customers.

ProofSites is looking for new customers, strategic partners and greater visibility as it moves from testing into the market.

Fractional executives remain the initial focus, although the underlying problem reaches more broadly across professional services: people whose value is demonstrated through complicated work, but whose best evidence often disappears inside private client engagements.

And the timing raises a larger question.

As AI makes it increasingly difficult to judge expertise by the polish of someone’s content, website or proposal, what will we trust instead?

ProofSites is betting that the answer will be evidence.
Not another claim about what someone can do.
Not another perfectly written paragraph telling us they’re an expert.

Proof that they’ve already done it.

Find ProofSites

ProofSites Inc. is based in Jacksonville, Florida, and serves customers across the United States.

Founders: Brendan Lammond, CEO; Thomas Pliska, CTO; Andrew Reynolds, CPO
Website: proof.site
Contact: Brendan@proof.site
Brendan Lammond: LinkedIn

ProofSites is looking to connect with new customers, strategic partners and people who can help introduce the platform to more fractional executives and professional-services professionals. Readers interested in seeing how the platform works can contact Brendan for a demo.

Startup Community Spotlight

Startup Community Spotlight is a JAX Business Calendar storytelling series created to help more people discover the founders, ideas and young companies being built in our community.

Know a fractional executive whose best work is buried inside client engagements they can’t talk about? Send this story their way. ProofSites may be building exactly for them.