Moonworkers
My own company. Payroll software and an API for UK small businesses, which I have been growing since 2017 with an international team.
- Role
- Founder & CEO
- Period
- Dec 2017 – present
- Sector
- Payroll software for UK SMEs, London
Context
In 2017, UK small businesses were juggling several tools to hire, schedule and pay their teams, under rules (HMRC) that do not forgive mistakes. I wanted to give them one tool, designed for their size.
Approach
- 01I designed the product from the users up: personas, wireframes, a Figma design system, and a lot of back and forth.
- 02In May 2026 I relaunched the marketing site in Next.js and Sanity, with free calculators (holiday pay, minimum wage, tax code) checked one by one against the official tools.
- 03Since then, a content machine publishes two articles a day, and Google Ads and LinkedIn campaigns have taken over on paid.
- 04On the company side, I built an international team across engineering, design, marketing and sales, and funded the journey with business angels.
One moment
Before letting the API run real payslips, I wrote an "oracle" from the HMRC texts and replayed 896 contribution cases through it. It found four one-penny errors, invisible on review, caused by a rounding rule. A penny is not much, except on a payslip.
Results
- R12,500+ B2B users
- R2896 out of 896 contribution cases matched exactly
- R3≈ 260 articles published since May 2026
- R4£1.5M raised from business angels
Fields
Product · SaaS · Growth · Next.js · Sanity · Figma · Google Ads · GTM and GA4 · Semrush · Python · Claude
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