Software built as long-horizon systems.
The SaaS arm of the ecosystem — products designed for retention, depth and durability rather than spike-and-fade growth.
What makes these products different.
Three principles shape every product in the portfolio. They aren't tactics — they're decisions made before the first line of code is written.
Retention over acquisition
Products designed to earn the second year, not just the first signup. Every roadmap decision is weighed against retained value, not vanity growth.
Operator-built, not investor-built
Shipped from inside the workflow they replace. The first user is always me or someone I work with daily — never a hypothetical persona on a deck.
Compounding surfaces
Every feature deepens the moat. Data accumulates, integrations multiply, habit loops tighten. Quarter by quarter, the product gets harder to leave.
What's live, what's next.
BookedIn is the smarter way to discover, book and manage CPD speakers, consultants and mock inspectors. A curated marketplace of verified providers, instant calendar-synced bookings and automated invoicing — replacing the endless email chains that CPD coordination usually runs on.
What earns a slot in the portfolio.
Not every good idea becomes a product here. Three filters decide what does.
A workflow worth owning
The product must replace something operators do daily — not a nice-to-have, not a dashboard. If it isn't used weekly, it doesn't belong.
Education- or operator-adjacent
Fits the wider thesis. Adjacent enough that lessons from one product compound into the next, and one team's instincts transfer.
Built to retain, priced to compound
Pricing rewards depth of use, not headcount alone. Free tiers exist to teach, not to bait — and every paid tier earns its keep.
Notes from building.
Products as infrastructure
The mental shift from 'app' to 'infrastructure' — and what it changes about retention, pricing, and the kind of company you become.
Why the next decade rewards systems thinkers
The shift from clever tactics to designed systems — and why operators who think structurally will compound the fastest advantages.
Education is infrastructure
What I've learned building in EdTech: the products that endure treat learning as compounding infrastructure, not content.
Building something in EdTech or SaaS?
I keep a small, ongoing exchange with operators building in the same space — pricing, retention, ship cadence, the parts that don't make it into blog posts. If that sounds useful, get in touch.