By: Chelsea Robinson
At a time when established business owners face mounting pressure to embrace artificial intelligence or risk obsolescence, a revolutionary approach is emerging that challenges the false choice between technology and tradition. The Fultz Group, led by husband-and-wife team Steve and Melissa Fultz, has transformed their multi-million-dollar business portfolio into a living laboratory for what they call “The Human Algorithm”, a methodology that’s helping Generation X entrepreneurs harness cutting-edge technology without sacrificing the personal touch that built their success.
“We’re witnessing a silent crisis among established business owners,” says Steve Fultz. “Many have spent decades building companies through relationships and hands-on leadership, only to hear that everything must be automated and digitized immediately. They’re torn between maintaining their identity and keeping pace with technological change. Our message is simple: you can do both, but it requires a fundamentally different approach than what most tech consultants are selling.”
As operators of three brick-and-mortar businesses generating over $10 million annually with approximately 50 employees, the Fultz’s speak with rare authority on this challenge. Their methodology, which they describe as “where Main Street and Wall Street intersect,” fuses Steve’s entrepreneurial and family business background with Melissa’s Fortune 5 corporate experience.
“Most technology implementations fail not because of the tools themselves, but because of how they’re integrated into existing business ecosystems,” explains Melissa Fultz. “We’ve developed and tested a process in our own companies that prioritizes human relationships while strategically applying automation where it creates genuine value. The results have been transformative, not just for operational efficiency, but for quality of life and business satisfaction.”
Their upcoming book, “Family Business Facelift,” details this process specifically for generational enterprises facing technological transformation. The project emerged from their firsthand experience modernizing legacy operations while preserving company culture and values.
What truly distinguishes The Fultz Group is their position as one of the few married couples jointly leading both an advisory practice and multiple businesses. This unique perspective has created a natural affinity with other husband-and-wife teams, a significant but often overlooked segment of the business world.
“There’s something powerful about seeing another couple successfully navigating both business and marriage,” notes Steve. “We’ve found ourselves organically attracting married business partners who face both operational and relational challenges. Our work isn’t just about implementing technology, it’s about strengthening the partnership at the heart of these companies.”
This specialized focus has revealed how strategic automation can actually enhance rather than diminish human connections within businesses. “When done right, technology doesn’t replace relationships, it elevates them by eliminating friction points and creating space for meaningful interaction,” says Melissa.
Beyond their advisory work and forthcoming book, the Fultz’s are developing a comprehensive ecosystem of support for established entrepreneurs, including digital products, implementation guides, and video training. Their most ambitious vision involves hosting exclusive, twice-yearly masterminds in resort settings, where business owners can simultaneously address technological advancement and relationship strengthening.
“We’re building a movement, not just a consulting practice,” emphasizes Steve. “Our goal is to nurture a community of married business owners who put people first as they implement technology into their operations. When you approach automation with this mindset, it becomes a tool for enhancing your distinctive strengths rather than standardizing your business into anonymity.”
For the millions of established business owners feeling caught between technological pressure and preserving their legacy, The Fultz Group offers both practical guidance and a compelling vision: through “The Human Algorithm,” technology becomes not just a competitive necessity, but a catalyst for creating even more distinctive, relationship-driven enterprises.
Disclaimer: The information provided in this article is for general informational purposes only. It reflects the views of the author and does not constitute professional advice. Readers are encouraged to conduct their own research and seek expert guidance before making any business decisions based on the content presented.
