I build systems that turn complexity into infrastructure.
Entrepreneur and systems architect working across Pay-Per-X, insurance, marketing, technology and finance.
I don't want businesses that need me.
A business becomes interesting to me when decisions can become rules, rules can become systems, and those systems can continue working without the founder constantly interfering.
My work sits where growth, operations, technology, numbers and incentives intersect.
Five areas where I'm unusually useful.
Pay-Per-X is the commercial model I specialise in. Systems are the actual work.
Systems Architecture
Converting messy human operations into roles, rules, workflows, dashboards and repeatable infrastructure.
Pay-Per-X Infrastructure
Designing businesses where payment is attached to measurable outcomes: calls, leads, appointments, customers or results.
Growth Economics
Acquisition economics, pricing, buyer/supplier dynamics, margins, funnels, distribution and unit economics.
Insurance Distribution
Building infrastructure connecting traffic, consumers, agents, middlemen in pay-per-call, pay-per-lead and pay-per-appointment, qualification and routing.
Business Automation & Quantitative Design
Using mathematics, data, AI and automation to make better operational decisions and reduce dependence on humans.
Systems, not personality.
The common thread: turn what one person carries in their head into something a team and a machine can run. Explore expertise →
What I've built.
01Ringelo
Insurance demand → licensed agents
Infrastructure connecting insurance demand with agents through qualified inbound calls and related performance products.
02SeatedX
Pay-per-appointment
03InboundX
Infrastructure that scales.
Infrastructure that scales: call tracking, routing and attribution for performance marketing.
I'm part of the InboundX team and earn from sign-ups.
04Conversion Cartel
Performance acquisition intelligence
Private education and intelligence community around performance acquisition and Pay-Per-X.
Bring me problems with too many moving parts.
Your business depends too heavily on the founder
I'll map where decisions are bottlenecked and design the operating structure that removes them.
Your acquisition economics don't make sense
I'll break down traffic, conversion, pricing, margins and incentives until we identify where value is leaking.
You have people but don't have an organisation
I'll convert responsibilities into terminals, ownership, KPIs, escalation rules and information flows.
You want to build a Pay-Per-X model
I'll help architect the buyer, supplier, pricing, quality, routing and technology layers.
You have repetitive decisions humans shouldn't be making
I'll identify where automation, software and AI should replace judgment or administrative work.
Something else with too many moving parts?
Apply to Work With Tony →
Thinking, in public.
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Build.
Systemise.
Step Away.
I build businesses.
I replace recurring decisions with systems.
I install people and technology around those systems.
Then I watch them work.
The objective is not to become indispensable to a company. The objective is to design companies that become less dependent on me over time.
Cashflow is then redeployed into ownership.
Build something that works without you.
Application-based. Structural problems involving growth, systems, performance-based acquisition, organisation, automation and business economics.