About Undine

An adaptive consultancy, built to align the layers most programmes treat in isolation.

Healthcare digital transformation is hard not because the technology is novel, but because the strategy, the operating model and the patient experience are designed by different people, on different timelines, with different success criteria. We exist to align them.

Our philosophy

Three principles. One mandate.

i.

Aligned, not siloed

We work across the whole Waterline Model — foundations, operations, and experience — as a single coherent engagement. Strategy without delivery is a slide deck; platforms without people is shelfware.

ii.

Vendor-neutral

We don't sell software and we don't take vendor commission. Our role is independent assurance and adaptive integration — ensuring your investment is governed for value, not vendor lock-in.

iii.

Designed to exit

We measure success by how quickly your team becomes independent of us. Managed off-boarding is built into every engagement from day one. Capability ROI, not retainer length.

A note on the name

Why Undine?

Karen

In loving memory

In Scottish folklore an undine is a water spirit — a mythical being said to dwell in rivers and waterfalls.

Undine Digital is named in memory of Karen, Jonah's late partner, who passed away from cancer. Karen loved the Scottish outdoors, wild swimming, and the rivers and waterfalls that run through every corner of that landscape.

The figure in our logo, the Waterline Model that shapes our work, and the name itself are a quiet tribute to her — and a reminder that healthcare transformation is, in the end, work done for the people we love.

Why Undine

A different kind of partner.

The digital health consulting market is crowded. Three commitments separate Undine from the alternatives most organisations are choosing between.

One model, one team

We don't split foundations, operations and experience across separate engagements. The Waterline Model treats them as one connected system — and so do we.

Vendor-neutral by design

We don't sell software. We're Transformation Integrators — ensuring ethical adoption, fiduciary protection, and your independence from any single vendor.

Managed off-boarding

We measure success by how quickly your team becomes independent of us. Capability ROI — tracked in cost avoidance, not retainer length.

Leadership

Senior practitioners. Decades of frontline delivery.

Undine is led by people who have shaped consequential digital health programmes in the NHS and internationally — including one of the highest-performing Epic implementations globally.

Jonah Aburrow-Jones

Founder & Director

A senior digital health leader with extensive experience delivering large-scale transformation across the NHS and international health systems. Specialist in EPR strategy, design and delivery — spanning business case development, procurement, implementation and optimisation across major platforms including Epic, Cerner/Oracle and MEDITECH.

Has successfully led complex, multi-site EPR deployments — including one of the highest-performing Epic implementations globally — alongside establishing robust governance, data migration, interoperability and clinical safety frameworks to ensure sustainable adoption and long-term value.

Jonah's expertise lies in aligning digital strategy with organisational objectives to improve digital maturity, operational performance and patient outcomes. He has led the development of multiple digital and data strategies at Trust, ICB and national levels, embedding frameworks such as Frontline Digitisation, What Good Looks Like and HIMSS maturity models. He brings deep experience in interoperability, shared care records and integrated care transformation.

A strong advocate for user-centred design, he has led national and regional user research and service design programmes, working closely with frontline teams to redesign workflows, improve user experience and maximise adoption.

EPR Strategy Epic · Cerner · MEDITECH National Strategy HIMSS Maturity Frontline Digitisation Shared Care Records UCD Research Programme Recovery

Our wider associate network includes data architects, FHIR specialists, change leads, and former NHS programme directors. We assemble teams to fit each engagement.

Social value & sustainability

Multiplied impact.

Our work is designed to deliver value beyond the engagement — in carbon, in equity, and in capability that outlives our presence.

Net zero alignment

Aligned with the NHS Net Zero Supplier Roadmap. We design digital solutions that reduce the carbon footprint of healthcare delivery — not expand it.

Health equity

Data-driven Core20PLUS5 insights to address health disparities — ensuring digital tools narrow rather than widen existing gaps in access and outcome.

Capability ROI

We measure success by the projected cost avoidance we create for you by making your team independent — not by the length of our engagement.

Ready to talk?

Book a no-commitment discovery call. We'll tell you honestly whether we're the right fit for your challenge — and if not, who is.

Schedule a call