About us
Our story
Magneto Mentor AI is the digital arm of Magneto Communications, the enterprise communication training business we’ve run since 2005.
Before Magneto, we ran a copywriting agency for a decade.
Writing. Communication. Training.
There’s been a lot of word nerding across those 30 years.
Copywriters always ‘write to a brief’ and AI needs a brief. If your brief is rubbish, so is your output.
So we took our copywriting, learning design and software experience and created Magneto Mentor AI – a structured thinking platform for everything you write at work – and every workflow you write.
The version you can try for free is for an individual user to build the habits. But the platform is designed to sit client side and be customised to your industry, business, roles and tasks.
We’ve seen people struggle with the AI learning curve and we’ve seen our clients struggling to get everyone upskilled – this was our solution to that challenge.
Building useful and beautiful learning experiences to help enterprise teams communicate with clarity has always been our jam.
Here’s more about what we’ve previously built and continue to expand:
- Credosity (business writing software). Started 2004 and retired and redirected to AI build in June 2026.
- Self-paced training programs
- Tailored in-house training for business writing, stakeholder communication, board paper writing, influential communication and presenting.
If clear, concise and commercial communication matters to your and your business, let’s talk.
our mission
Help businesses make positive progress (better decisions, faster) due to clearer communication.
our Vision
Create clear, concise and commercially-minded communicators in enterprises globally.
Why Magneto?
Enterprise experience
For over 20+ years we’ve been laser focused on communications training for large enterprise.
Creating career-defining learning experiences is our passion. The ones that make you say 'that was the best course I've done in my 20-year career' (actual client quote and here are many more).
Write. Think. Lead.
In an AI-augmented world, how you think and write to AI just became a superpower.
Our background is as copywriters. A-grade word nerds.
We apply copywriting psychology to how you communicate, think and lead at work.
Unexpected thinking
We’re known for our unexpected approach to training. With us, you’ll learn principles from diverse fields like journalism, marketing, advertising, behavioural economics, emotional intelligence, psychology, sales and sociology.
That's because we believe that pulling from diverse fields and schools of thought is what develops a true learning mindset and curiosity. Go wide to go deep.
Who we train
The people we help are typically not natural communicators. They are not the comms and marketing team.
They are the 'technically brilliant and technical' – analysts, finance specialists, insurance advisors, engineers of every variety, geologists – smart people who need their expertise balanced with communications psychology to be truly effective at work.
Meet the team
Petrina Buckley
Co-Founder & managing Director
Petrina has over 20 years experience in business development, project management, product development and marketing in creative and commercial industries. Her expertise is in helping subject-matter experts transform their thinking into rich learning opportunities – the type that add deep value in an organisation. Petrina co-founded Magneto Communications in 2005 with Paul. In 2014 she led the development of Credosity, driven by a deep belief in just-in-time learning.
Fave things? Ocean swims, exquisite stationery, quirky comedy and dark, dark chocolate.
Paul Jones
Co-Founder & Lead Trainer
For 18 years, Paul’s principles and frameworks have helped blue-chip CXO teams through to graduates change how they communicate, think and lead at work. He’s a highly engaging keynote speaker and corporate communications expert who’s passionate about the intersection of psychology, behavioural change and communication. A copywriter by trade, Paul co-founded Magneto Communications in 2005 with Petrina. Magneto has grown to be a leading enterprise offering for communication skills globally.
Fave things? Audiobooks by the dozen, fitness hacks, navigating the waves from Maroubra to Bondi on his ocean ski, anything gluten free.
Jon Maxim
Lead Trainer
Jon is an award-winning copywriter and highly experienced facilitator. For 30 years, he’s helped thousands of clients in the UK and Asia Pacific – from huge global corporates to tiny boutique brands – develop compelling messages. As well as running workshops with Magneto, Jon runs advanced copywriting and marketing courses for the Australian Direct Marketing Association (ADMA), New Zealand Marketing Association, Australia Post, and more.
His teaching style is fun, yet informative. Engaging, yet practical. A walking Wikipedia of comms knowledge, Jon is a master at sharing insider tricks to getting your message heard.
Glenn Murray
Customer Experience (CX) Lead
Glenn has 32 years of experience in business analysis, user experience, writing and digital product development across global enterprises and tiny tech startups. He’s founded three software startups and worked with 400+ clients shaping the comms and digital products, including Telstra, Westpac and Toyota. At Magneto Mentor AI, Glenn smooths out the customer journey and designs the thinking behind your first moments in the product so it’s useful at scale. His core belief ‘if software feels hard, that’s the software’s fault and not yours’.
Fave things? Craft beer, volleyball, 4WD-ing beneath the open skies and music.
Mike Dijkstra
Technical Lead
Mike has over 15 years of experience designing and building digital products. He works across the entire product lifecycle – from ideation and design through to full-stack development. His strength is connecting business goals, user needs and engineering realities. He’s currently leading the technical transformation of Magneto Mentor AI, architecting the shift from prototype to an enterprise-ready platform.
When not at the keyboard, Mike can be found in the surf with his young boys or in the kitchen baking sourdough bread and enjoying a filter coffee.
Stuart Edwards
UX/UI Lead
Stuart is a UX and interaction design expert with a knack for understanding how people think and behave online. He’s spent more than 25 years creating digital experiences that are thoughtful, intuitive, and genuinely memorable. Combining design smarts with a love of clear, human-centred storytelling, his skillset spans UX/UI, graphic design, illustration, motion, and interaction design.
Outside work, Stuart’s usually on the golf course, in the SCG members stand, or playing logistics manager to three teenagers (and a border collie).
Virginia Edwards
Design & Product Lead
Virginia (‘VV’) is a consummate all-rounder across marketing, technical, design and client delight. She has a broad background in publishing, education and product development. A self-confessed tech enthusiast, she’s famous in these parts for brilliant design thinking. And a mum to three cool (and not so small anymore) humans! Her talent? Making the extraordinary happen online and in real life for the Magneto crowd.
Fave things? Learning new things, reading, ocean swims, live music and good, strong coffee.
Jocelyn Damian
Client Success & Learning Events Lead
Jocelyn is the driving force behind our training events and systems making sure everything happens on time, is tailored to your needs and is smooth from start to finish. She’s an engineer by trade and a passionate learner by nature. She uses that combination of curiosity and systems-thinking to create reliable outcomes for the training and software sides of Magneto. Both our clients and our team turn to Jocelyn (‘J’) to solve tricky challenges and she will always engineer a fix so the future is bright.
Fave things: Grandma’s pork soup, beating her nephews and nieces at badminton and community work.
Tere Mendoza
Client Success Support
Tere is the anchor for us all, expertly managing day-to-day operations with quiet efficiency. She’s our silent powerhouse – highly organised, detail-oriented, and always ready with a heart emoji to keep things calm, positive and client-focused. Her diverse experience in finance, content management, research, office administration, and sales support ensure our core systems run smoothly every day.
Fave things: Nail art that would blow your mind, catching sunsets and keeping up with her energetic sons.