We were lucky to catch up with Jax Atwell recently and have shared our conversation below.

Jax, thanks for taking the time to share your stories with us today Can you talk to us about a risk you’ve taken – walk us through the story?

In 2012, I took a big step in business by stepping away from a partnership of four principles and a partnership of two principles. Striking off on your own, with no safety net and no guarantees was tough. The landscape in the private investigations industry was changing rapidly. Many of our historical platforms, data, and techniques were under very big fire from the Obama Administration. At the time many investigators platforms were based on one or two things they did well. I was noticing investigators who began to struggle and some eventually left the industry. I was noticing the companies with more diverse platforms doing better through this hard period. Most of these run by investigators who were in their 60-70s and on second careers from military and law enforcement. As if the obstacles of interference in our profession and battling foundational companies with long histories, a new obstacle emerged with National Companies. These companies could grab up all the work and case load by mastering the SEO and offering full suites of investigative products to keep their clients in house.

At that time not a lot of advertising was being done in the industry. Many old school PI’s didn’t even believe in a functioning web page. I too, knew most of my work came from word of mouth. This reliance was the moment I took a big risk. I got on the phone with YELP and a marketing group called OMG out of Florida. Both entities had ZERO clients in my field. From there, the risk / reward in the beginning was rough. I wanted to offer a Private Investigation Agency that could offer National Company suites of investigative products but hold fast to my “gumshoe” empathetic detective roots. The cost nearly killed me in the beginning but all the hard work had a return of a successful business model, advertising in arenas never touched by PI’s, and a business that flourished by adding now facets to the company as we grew.

Jax, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Having a business in a niche industry and really being a niche investigator in that industry really was about creating a platform where “Jax Atwell” and Atwell Investigations were one in the same. When I ventured off onto my own I had come from 13 years Law Enforcement, I’d had a 13 episode show on the History Channel called “Missing in Alaska”, and I continued to dabble in some short films, including “The Survivors: Sins of the Father”. This short film won an award at a film festival here in Arizona. I decided to play off of my already well known persona and integrate this into my business. The recognizable face was one that really helped me left off the ground. This really was not something you do in our industry. Most of investigators are way more spie then they are door kicking in detective. Combining this with my skills in undercover work and intense locates for missing persons and trafficking I quickly became a go to guy in the Arizona profession. I’ve since added to my team which includes my beautiful wife who has brought her street smarts to our doorstep and been a massive asset.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

One thing that I have not problem saying sets me apart from the rest is my empathetic ways. There is a real difference when you take on a someone’s case and handle like this was your family member you were working for. There is a huge difference in eat, sleep, and drinking a case versus “just another case”. Now this can be a double edge sword as you can get very worn down and taken advantage by clients.

Any advice for growing your clientele? What’s been most effective for you?

Winning. Bottom line is solve the cases, help people emotionally “move on”, get them answers, find hidden secrets, expose corruption, etc. If you get your clients good results the “clientele” always builds.

Contact Info:

• Website: AtwellInvestigations.com
• Facebook: https://www.facebook.com/AtwellInvestigations
• Twitter: @Atwell_Investn