Built by tradies, for tradies.

Grew up in Hawke's Bay. Sixteen years in online retail after that, most of it in Sydney building and scaling ecommerce businesses. Top 50 People in Online Retail in 2019, 2021 and 2022, five wins across his run with long-time business partner Geoff Huens. He's been Head of Ecommerce and run multi-channel retail teams since the early days of Shopify.

After exiting those businesses, Richard went deep on AI. Ten AI and generative AI certifications across Anthropic, OpenAI, and Google. He builds production AI systems daily. The reason Made 4 Tradies can ship a 5-page tradie website in 7 days is the AI tooling Richard has built and refined over the last two years.

Richard owns the build engine, the SEO and AI-search foundation, and the lead-generation systems that make every site work, backed by the team behind him.

Sixteen years building online businesses, most of them alongside Richard. He's spent the bulk of his career figuring out what gets customers to pick up the phone.

Before all of that, six years at Colmar Brunton on accounts including Telstra, Westpac and Virgin. He learned customer research at the highest end of corporate life, then spent the next 15 years applying it to businesses he owned.

On Made 4 Tradies, Geoff handles brand, positioning, and the customer-research engine that goes into every site we ship.

Career on the tools. Fire protection and electrical service management. He's done the work, run the jobs, and managed the teams.

Daniel founded Agentic Consciousness, building practical AI systems for trade businesses. He knows what tradies actually need from a website because he's been the customer. The bloke calling for a quote and getting voicemail. The contractor scrolling directory sites at 9pm wondering why none of the leads are real.

On Made 4 Tradies, Daniel keeps us honest. He's the on-the-tools voice on every line of copy and every form field, and he builds the AI that delivers what the trade actually needs.