I've built this twice. Simma is the third time.
For twenty years my job has been the same one: replace a pile of disconnected systems with one platform. First for a rail media company. Then for the world's largest events company. Simma does it for every small business — and I built it myself.
The same idea, three times — each time for more businesses.
Datlyn
For one company
One system as CRM, subscriptions, event management and sales tool — replacing a set of point solutions and automating the company's growth.
One events platform
For a FTSE 100 company
Head of Product for event platforms: a 50-person team, 2,000+ live sites, and 386 sites moving from three content systems onto one platform.
Simma
For every small business
One system for website, email, customers, bookings and money — with an AI team built in to help the owner run it. Built solo, in production.
I built it because I wanted it to exist. AI made it urgent.
Built properly, for its own sake
Simma started as the platform I always wished my own businesses had had: one record, every tool, nothing rented. I built it in my own time, with no customers to please and no shortcuts to take, and with a quiet thought that one day it might become a company.
The foundation became the point
AI agents are only as good as what they can see and what they're allowed to do. The new "AI operating systems" bolt on to rented tools. Simma already owned the whole business: every customer, booking, pound and message. It's the context an AI team needs.
The time is now
The window for small-business AI is opening this year, and the foundation it needs took twenty months to build. That part can't be shortcut. The raise turns a platform built on the side into a company with customers, and makes me full-time.
"CRM in one place, email marketing in another, files in Dropbox, payroll in IRIS — and half the team locked out of half of it to save on licences."
As Managing Director of Rail Media I ran a 40-person business and doubled its revenue. I founded Workwear City, an online store with 22,000+ products, and sold it. The problem Simma solves is one I paid for, every month.
Twenty years of product, and a business sold.
From designer to Simma.
- Rail MediaDesigner to product manager. Launched RailwayPeople.com. Co-designed iStudio Publisher — $100k a month in sales.
- Product DirectorBuilt Datlyn. Grew RailwayPeople.com to £100k+ a month in SaaS revenue.
- Managing DirectorA 40-person media, events and SaaS business. Revenue doubled.
- Workwear CityFounded an online store with 22,000+ products. Sold it in 2021.
- Informa plcSenior Product Manager, then Head of Product: 2,000+ sites, $100m+ a year in ticket sales, an AI programme.
- SimmaEvenings and weekends. In production since September 2026.
I'm not hiring from scratch.
Twenty years of product has left me with people I've worked with for years and trust completely. Every one of them knows Simma, has talked it through with me, and wants to join. They'll come on board as the plan makes room.
Head of Engineering on a platform with 100 million views a year. We worked together for many years and think the same way.
EngineeringA decade in tech sales, now selling to enterprises for a well-known brand. A friend since primary school.
SalesThe best people person I know: someone who genuinely cares whether each customer succeeds.
Customer successThe best marketer I've worked with. Data-driven, and brilliant at getting the right message to the right audience with the right call to action.
MarketingA data-led product manager with a growth mindset. The person to turn usage into momentum.
Product & growthWe've run multi-million-pound projects together. The most organised person I know, who sees around corners and plans for everything.
OperationsYears of building brands together. We push each other's ideas further and make brands people feel.
Brand & creativePreviously an editor on one of my magazines, and the person to launch a printed magazine for UK business owners.
Content & mediaInitials for now, as each is still in a role of their own today. They join in step with the plan: sales, customer success and engineering first, then marketing, product, operations, creative and media as Simma grows. See the plan →