Danny
CEO / FOUNDER
Daniel Betts brings more than two decades of experience across property, construction, the trades and business operations, with a career defined by progression, entrepreneurship and practical problem solving.
After leaving school, Daniel began his career in estate agency. He progressed rapidly through the industry and, by the age of 22, had become an Area Sales Manager responsible for three offices across London’s Docklands. This early experience gave him a strong commercial foundation in sales, negotiation, leadership and the management of high performing teams.
Daniel later moved into property development, identifying opportunities to convert one bedroom properties into two bedroom homes before selling them to housing associations. When the property market declined in 2007, he adapted quickly, applying the practical knowledge and project management skills he had developed to establish himself within the trades and construction sector.
He subsequently became Head of Contracts for APC, where he negotiated and secured a major nationwide contract covering approximately 1,000 care homes across the United Kingdom. His responsibilities expanded into commercial construction and refurbishment, including the conversion of commercial units for organisations such as Sainsbury’s and leading care home operators. This experience gave Daniel a detailed understanding of complex contracts, national service delivery, operational planning and the demands of managing multiple projects across different locations.
In 2011, Daniel decided to pursue his ambition of building a domestic plumbing and heating business of his own. The company began with Daniel travelling across London on the Underground with his tools in a backpack. He built the original website himself, won the company’s first customers and developed every part of the operation from the ground up.
Today, that business operates six full time service vehicles, employs a dedicated office team, has established its own plumbing and heating merchant operation and generates approximately £1 million in annual turnover. Daniel has therefore experienced every stage of building a trade business: winning the first customer, managing engineers, controlling stock, scheduling work, maintaining cash flow, recruiting staff and developing the systems required to support sustainable growth.
It was through running these businesses that Daniel identified the problem that ultimately led to the creation of YourTradeOS. Despite paying approximately £1,000 per month for software, his companies were still relying on two disconnected systems that required information to be entered repeatedly, created unnecessary administration and provided no complete view of the business.
Rather than accepting the limitations of the available software, Daniel invested approximately £80,000 of his own capital and spent more than a year developing a better solution. What began as an internal system for his own companies evolved into a comprehensive business in management platform. Before being introduced to the wider market, the software was operated and tested for eight months across Daniel’s plumbing and heating company and merchant business.
This allowed every workflow to be refined in a live commercial environment, with improvements based on real employees, real customers, real transactions and genuine operational challenges. YourTradeOS has not been designed from assumptions about how trade businesses should operate. It has been built from Daniel’s direct experience of how they actually operate.
The platform brings together the critical functions required by trade businesses and merchants, replacing fragmented and expensive software with a connected operational ecosystem. Its workflows have been shaped by more than 22 years of industry experience, covering sales, contracts, field operations, workforce management, purchasing, stock, merchant operations, customer service and financial administration.
This combination of deep sector knowledge and technical capability represents a significant competitive advantage. Daniel understands the operational problems faced by business owners because he has personally encountered and solved them. His ability to translate those problems into practical, scalable software has resulted in a platform that is intuitive, highly connected and adaptable across a wide range of industries and business structures.
At the heart of YourTradeOS is intelligent, purpose built software engineering. The platform uses structured automation and carefully designed logic to deliver dependable outcomes across complex business processes, rather than relying solely on artificial intelligence. AI can enhance and extend the platform, but its underlying value comes from the depth of operational knowledge embedded within its architecture.
YourTradeOS is the product of Daniel’s experience as a salesperson, property developer, contracts director, tradesperson, merchant operator, business owner and software creator. Few technology founders possess such a complete understanding of the customers they serve. This founder market fit, combined with Daniel’s proven ability to build successful businesses from the ground up, places YourTradeOS in a strong position to become a leading international operating platform for the trades.
Chris
CEO / BUSINESS OP
Chris JP Franks is Co Director of YourTradeOS, bringing extensive experience across marketing, brand strategy, creative direction and business operations. Throughout his career, Chris has worked on nationwide and international campaigns for some of the world’s most recognised brands, including Nike, BVLGARI, Google Chrome, iZettle and Adidas. His work has received industry recognition through both awards and award nominations, reflecting his ability to deliver creative campaigns at the highest level.
This experience has given Chris a sophisticated understanding of how successful brands are built, positioned and communicated. He has worked in demanding commercial environments where creativity must be supported by clear strategy, disciplined execution and measurable results. These skills are central to the growth of YourTradeOS as the company establishes its position within the trade technology market and expands into new sectors and territories.
Alongside his agency and campaign experience, Chris successfully founded and operated his own company for seven years. He was responsible for every aspect of the business, from generating new opportunities and securing clients to developing creative concepts, delivering complex briefs, managing day to day operations and maintaining long term commercial relationships.
This hands on experience means Chris understands the realities of building and managing a company, not simply promoting one. He has direct experience of winning business, managing client expectations, protecting margins, coordinating suppliers and teams, solving operational problems and consistently delivering a high standard of work.
At YourTradeOS, Chris plays a central role in shaping the company’s brand, commercial strategy and market presence. He is responsible for translating the platform’s extensive capabilities into a clear and compelling proposition that customers, partners and investors can immediately understand. His focus is not only on generating awareness, but on building trust, establishing credibility and creating a brand capable of becoming a recognised leader within its market.
Chris’s ability to identify opportunities, communicate complex ideas clearly and transform creative vision into commercial outcomes complements Daniel Betts’ deep industry knowledge, technical capability and product development expertise.
Their partnership brings together two highly complementary skill sets.
Daniel understands the operational challenges faced by trade businesses and has engineered the platform to solve them. Chris understands how to position that solution, communicate its value and build the commercial relationships required to take it to market at scale.
Together, they have created the foundations of a management team with genuine sector expertise, proven entrepreneurial experience and a shared commitment to building a category leading technology company. YourTradeOS is therefore not simply supported by an ambitious idea, but by founders who have already built businesses, delivered for major organisations and demonstrated their ability to turn vision into measurable commercial results.
Patrick
HEAD OF SALES
Patrick brings more than a decade of commercial experience across the construction, building products and manufacturing sectors. Throughout his career, he has held senior sales and business development positions with respected industry organisations including Hilti, Zentia, SureCPS, RMD Kwikform and NorDan.
His experience spans area sales management, technical sales, specification led selling, strategic account development and customer relationship management. This has given Patrick a detailed understanding of the construction supply chain and the commercial needs of contractors, merchants, developers, architects, manufacturers and housing providers.
Across each of his roles, Patrick has developed a strong track record of identifying new market opportunities, growing revenue and building trusted, long term commercial partnerships. He understands that sustainable sales growth is not achieved through short term transactions alone, but through credibility, detailed product knowledge and the consistent delivery of value to customers.
Patrick also brings valuable experience of selling technical products and solutions into complex organisations. He is skilled at understanding operational challenges, communicating the commercial benefits of new technology and supporting customers through the decision making and implementation process. This capability is particularly important as YourTradeOS introduces a comprehensive new operating platform to businesses that may have relied on fragmented or outdated systems for many years.
As Head of Sales at YourTradeOS, Patrick is responsible for developing and executing the company’s sales strategy, expanding its customer base and building the commercial partnerships required to support long term growth. His focus is on creating a disciplined and scalable sales operation, from lead generation and customer acquisition through to onboarding, account development and retention.
Patrick’s established industry experience allows him to engage customers with genuine insight and credibility. He understands the pressures construction and trade businesses face, including operational inefficiency, disconnected software, rising costs and the need for greater visibility across their organisations. This enables him to position YourTradeOS not simply as another software product, but as a practical solution to real commercial and operational problems.
Working closely with the founders and wider management team, Patrick plays a central role in translating the capabilities of YourTradeOS into a clear and compelling customer proposition. His ability to build relationships, open new markets and convert opportunity into recurring revenue will be instrumental as the company expands its presence throughout the United Kingdom and, in time, into international markets.
Patrick’s combination of sector knowledge, technical sales experience and commercial discipline strengthens the leadership team and provides YourTradeOS with the sales capability required to scale. His objective is clear, to establish YourTradeOS as the trusted operating platform for ambitious businesses.
THE TEAM
Lydia
CUSTOMER RELATIONS
Lydia leads the Customer Relations team at YourTradeOS, bringing a combination of operational experience, empathy and exceptional organisational ability to every customer interaction.
Her background includes helping to run a family coasteering business in North Devon, where she developed valuable experience in customer service, scheduling, safety coordination and delivering memorable experiences in a fast-moving environment. This gave Lydia an early understanding of the importance of clear communication, customer trust and maintaining consistently high service standards.
In 2021, Lydia joined a busy London plumbing and heating company as Head of Administration. In this role, she has managed the day-to-day administrative demands of a growing trade business, coordinating customers, engineers, appointments and internal processes while ensuring that communication remains professional, efficient and reassuring.
This practical experience gives Lydia a detailed understanding of the challenges faced by YourTradeOS customers. She understands the pressures of managing urgent enquiries, changing schedules, field-based teams and high customer expectations, allowing her to provide support that is both knowledgeable and grounded in real industry experience.
Alongside her professional responsibilities, Lydia is studying counselling at university. Her training has strengthened her ability to listen carefully, understand individual needs and communicate with patience, clarity and sensitivity. These qualities are particularly valuable when guiding customers through onboarding, resolving concerns and helping businesses adapt confidently to new ways of working.
As Head of Customer Relations, Lydia plays a central role in developing lasting customer relationships, supporting successful platform adoption and ensuring that users feel valued throughout their journey with YourTradeOS. Her approachable manner is supported by strong attention to detail, dependability and a genuine commitment to delivering the highest level of service.
Lydia’s combination of industry knowledge, operational experience and people-focused communication makes her an important part of the YourTradeOS management team. She helps ensure that as the company grows, the customer experience remains personal, responsive and consistently exceptional.
Lena
HEAD OF BRANDING
Lena as an experienced creative leader responsible for building a credible, distinctive and scalable brand.
Lena is Head of Branding at YourTradeOS, leading the company’s creative direction, visual identity and overall brand experience. With approximately ten years of experience across design, branding and global campaign development, she has worked with respected creative organisations including Builders Club and AKQA on projects for internationally recognised brands such as Louis Vuitton, Nike and Apple.
Her background has given her a strong understanding of how successful brands are created, positioned and maintained across multiple platforms. Lena combines strategic thinking with exceptional creative execution, ensuring that every element of the YourTradeOS identity communicates quality, credibility and innovation.
At YourTradeOS, Lena is responsible for maintaining consistency across the company’s website, platform, sales materials, campaigns, presentations and customer communications. Every customer and investor touchpoint is carefully considered to ensure the brand reflects the sophistication and ambition of the technology behind it.
Her role extends beyond visual design. Lena helps translate the scale and complexity of YourTradeOS into a clear, engaging and memorable brand that customers can understand and trust. This is particularly important as the company enters new markets, develops strategic partnerships and builds recognition within the trade and construction technology sectors.
Lena’s experience working with some of the world’s most established brands brings valuable creative discipline and commercial insight to the management team.
Her ability to combine bold ideas with a consistent and professional brand strategy ensures that YourTradeOS not only delivers a market-leading product, but presents itself with the authority and confidence of a category-leading technology company.
“We did not want another piece of software that creates more work and costs more. We built the operating system we wanted to use ourselves.”