How I Build Businesses That Fix Broken Industries

Every business I've built started with a broken industry I'd worked inside — not a gap in a market I read about.

I've built multiple real SaaS platforms, and the pattern behind every one is the same. I've either worked in the industry or been deep inside it, so I see the broken thing that outsiders walk straight past. Then I build the platform that fixes it — something that runs in a billion-dollar industry and pays for generations, not a product someone might buy once.

Step 1 — Every one started with a problem

I look at an industry and ask what the pain points are — and not just for the customer getting ripped off or getting bad service. I look at the people working in it too. How do they benefit from what I build?

Take the art world. The industry has been ripping people off for 500 years. So with Solène Haus I built the only ecosystem of its kind — no gatekeeping for artists, and a tool called The Grid (built with Claude) that shows a blurred image you hover to reveal, so bots can't scrape and reproduce the art for free.

Step 2 — Fix it for the worker AND the customer

I worked in NDIS for three months and saw the business abusing the system and unqualified staff being sent out to vulnerable people. So everything I build runs on verification and qualifications. A child carer is not a babysitter. Across every platform, the operators are verified, insured, and proven — and because they're skilled, they should be paid well.

With Nest & Nurture Society, the broken thing was people posting "who's the best cleaner?" on Facebook and handing a stranger their house keys with no idea who's inside. The brand brings verified people and sets the standard for how the job is done.

Step 3 — Build accountability in both directions

The customer and the worker both need protection. Cleaners take before-and-after photos as proof the job was done. Participants and customers can flag problems. Bad operators get removed so they don't ruin the brand — and bad clients get flagged too.

Directories run the same way. In CoYoTrade, CALLS Health and EntertainYou, everyone who signs up is verified, insured, and proven — because both sides deserve to walk into a safe situation.

Step 4 — Replace the outdated software

Half of what I do is fixing broken flows inside existing businesses. NDIS providers run outdated software like Brevity. I can rebuild that entire system, fix every issue, and make the team run more efficiently — without getting rid of anyone. Incompetent flows are wasted money, and I fix that pre-emptively.

The engine underneath

Most of my platforms are built fresh, but the thinking is identical every time, and for close-fit industries I re-skin an existing directory instead of starting over. Verified operators, accountability both ways, a fair pay model, and a content layer that makes AI actually recommend the business.