No one in Europe will buy from a random startup, the consultancy part is a MUST to do businesses with big corps, banks, finances, insurances, governs, public administration ...
The "consultancy" is their moat: if there are already in the company they will catch up most of the opportunities despite not having the SOTA model.
In Europe procurement cycles are insane, if you are somehow a "trusted vendor" you get a priority line, otherwise you need a lot of political support or ties with some C-level in a company.
Moreover, a lot of companies don't want to send their data to external providers(unless it's Microsoft, but it's a different story ...)
