Simple Telecom
Big-business phone systems without the telco drama. 1300 numbers, hosted VoIP and call routing that just work. No jargon, no lock-in.
the long version
If I had to sum up what I do in one sentence: I'm a problem-solver who can't stop building things. I've spent the better part of two decades running small-to-medium businesses, and one truth kept surfacing. The idea of the business is the fun part. The day-to-day administration, the tangled systems and the repetitive paperwork are the part that grinds people down.
So that's what I build: tools that untangle the hard stuff so owners can get back to the part they actually love.
It started in 2006 with Simple Telecom, when small businesses were being locked out of the professional phone tools the "big end of town" treated as standard equipment. 1300 numbers, smart call routing, systems that made a two-person operation sound like a thousand-person one. All of it expensive and buried in so much telco jargon you needed a translator to sign up. We stripped the jargon out and made it work.
Then in 2016 I bought a packaging business, thinking I was getting into boxes and tape. Turns out I was in the administration business, and the admin was winning. So I did what I do: I built software to automate our own workflow. It was never meant to be a product. Then a coffee-roaster customer saw it and asked for one. Then three more roasters asked. That's when it clicked: this problem wasn't mine, it was everyone's. Too big for spreadsheets, too niche for enterprise software.
We rebuilt the platform properly and launched it as BSimple in the middle of a pandemic. It's been untangling warehouses and roasteries ever since.
And in 2026 the loop closed. I'd written Loom, a tiny git-native publishing engine, and started hosting sites built on it. That became LoomWeb: push a website live the same way you push code, with your AI doing the building.
Simple Telecom takes the drama out of phones. BSimple takes the chase out of paperwork. LoomWeb takes the ceremony out of publishing. Same idea every time: take the thing businesses have to do anyway and make it simple, accessible and affordable.