Unlocking Opportunity for Local Government: Introducing FIG
Written by Magan Chin and Stan van Baarsen
FIG is motivated by our desire to answer the question: “How can we improve civil services with modern technology so that municipal governments can provide citizens with the best service possible with limited resources?”. Our commitment to finding an answer to this question is something that has brought us together.
We met at the start of the MPhil in Technology Policy course and bonded over our shared interest in deploying technology to solve tangible problems. The two of us made it a ritual to meet at all of the E-Lab’s Weekly Brunches during the year, to learn about various industries and to gain inspiration for our own startup idea. These Weekly Brunches were amazing sessions, with such a diversity of sectors and topics covered and an incredibly supportive community of entrepreneurs that have guided us along our own entrepreneurship journey.
So, when we saw an email to participate in the final Pitch@King’s of the year, it was a no-brainer for us to apply! We had never done a pitch competition before, but we knew it would be a brilliant opportunity to gain experience, share our story, and receive invaluable feedback from the E-Lab community.
At FIG, we’re building AI-powered phone agents for local governments, because we believe citizens deserve seamless, responsive public services and that governments can “work smarter” to deliver them.
In some local councils, call centre wait-times stretch to up to two hours. Our research revealed that many of these centres handle thousands of daily calls, the majority of which are repetitive queries that could be answered instantly with existing public information. This signals a clear opportunity: AI can step in to streamline communication, reduce strain on frontline staff, and significantly improve the citizen experience.
In an environment of tight government budgets and increasing pressure to deliver high-quality public services with limited resources, our solution offers a smart, cost-effective way to bridge the gap. FIG's phone agents provide a seamless, human-like experience designed not only for efficiency, but to genuinely improve how citizens interact with their government.
Some of the biggest challenges we’re grappling with involve not just the technical development of AI phone agents, but the broader operational, ethical, and institutional landscape of public service delivery.
First, there’s the challenge of demonstrating clear Return On Investment (ROI) to councils working under tight budgets. Many local authorities are understandably skeptical, so we need robust ways to quantify cost savings, time efficiencies, and service quality improvements in a way that aligns with public sector Key Performance Indicators (KPIs).
Second, the question of accountability is critical. What does responsible AI look like in a public context? We’re working to understand what oversight mechanisms, audit trails, and escalation protocols are needed to ensure trust and transparency, especially when citizens may not realise they’re speaking with an AI.
Finally, integration with legacy systems is a very real hurdle. Many councils rely on outdated, siloed infrastructure. We’re actively exploring how to interface with these systems, securely and reliably, without requiring costly overhauls or disrupting existing workflows.
Our backgrounds in technology policy and computer science, and work in civil service inspired us to tackle this specific problem and to answer these questions. We believe our interdisciplinary perspective uniquely positions us to tackle the challenge and to design solutions that are not only technically solid but also aligned with public values and policy realities.
The Pitch@King’s judges and attendees offered a valuable mix of questions and constructive suggestions that challenged us to think more deeply about how to navigate future challenges. We left with a better understanding of how to communicate our story effectively, what to expect when collaborating with partners, and how to improve our service offering for market-readiness.
One question we’re often asked is where the name FIG comes from. The inspiration comes from Sylvia Plath’s The Bell Jar, where she describes sitting beneath a fig tree, each fig representing a different life path—career, love, adventure—yet feeling paralysed by the fear of choosing just one. We believe governments are facing a similar moment: sitting under their own fig trees, surrounded by possibilities for how to deliver smarter, more accessible, and more dignified public services. Instead of letting those options wither on the branch like in Plath’s novel, we want to help governments reach up and choose with confidence, employing AI to modernise how they serve people. At its core, FIG is about unlocking the full potential of public service.
One day, universal FIG agents could help you fill out permit applications, navigate registration forms, or even remind you of your local recycling days. We’re just getting started, but winning Pitch@King’s has given us the assurance that we’re moving in the right direction!
We’re incredibly grateful to the King’s E-Lab community for believing in our vision for AI solutions for enhancing government-citizen engagement.
Magan Chin and Stan van Baarsen
Magan is an MPhil student in Technology Policy at the University of Cambridge. Originally from New York, Magan recently graduated from Columbia University where she studied computational neuroscience and international affairs. She has worked in civil service and is passionate about building AI for governments.
Stan is an MPhil student in Technology Policy at the University of Cambridge, with a dual background in Computer Science (Leiden University) and International Business (Vrije Universiteit Amsterdam). He is from the Netherlands and his diverse academic background in technology, business, and public economics equips him with a deep understanding of business and policy challenges. He has a strong passion for the intersection of technology, public policy, and innovation.