The Founder Files

Everyone talks about building a great team, but what does it actually take to lead one?In this special montage episode, we unpack the real, unfiltered experiences of founders as they scale from solo operators to structured leadership teams. From replacing "founding family" with professionals, to managing complexity with just 50 people, to figuring out how big your team really needs to be; this one is packed with practical wisdom.We dive into:• Managing operational chaos with lean teams• Hiring and retaining A-players• Elevating leadership without losing control• Compensating and keeping global talent• Rethinking team size and what scale really meansThis episode is your behind-the-scenes look at what it really takes to grow a company with structure, leadership, and intentional team design.----------00:00 Introduction01:42 Cheri Afonso, HouseHoppers10:03 Calvin Le Mottée & Wesley Dorning, Sebenza13:03 Chris Ball, Finch Technologies19:49 Yaron Assabi, DSG26:26 Greg Smith, Dis-Chem Life31:39 Ad32:46 Felix Norton, Woww Digital47:11 Jasper Eales, Sealand---------- Unlock Your Scale-Ready Score: https://roadmap.metavolve.co/Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-callThis episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/---------- To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on Linkedin and tag Cameron Coutts🔗 Connect with Cameron:Instagram: https://www.instagram.com/thefounderfilespodcast/LinkedIn: https://www.linkedin.com/in/cameron-metavolve/----------

In this episode of The Founder Files, we’re joined by Angelo Zanetti, co-founder of Elemental, a custom software development agency that’s quietly grown into a global force serving clients across South Africa, Europe, and the UK.Angelo takes us through the 20-year journey from two self-taught devs to a 25-person team, navigating everything from messy pivots to failed products and bold repositioning. But beneath the surface is a rare founder philosophy: simplify complexity, serve with excellence, and grow by focus; not by fluff.We dive into:• How Elemental grew from freelancers to a full agency• Their bold move from subcontractors to owning the client journey• Defining their ideal clients and niching down• Why they shut down a growing marketing division to focus• Winning international clients without meetings• How AI is shifting dev work—and how they’re adapting• What founders should know before building their own productThis episode is packed with real founder insight, from one of the most grounded voices in the dev world.----------Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-callThis episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/----------To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on Linkedin and tag Cameron Coutts🔗 Connect with Angelo:LinkedIn: https://www.linkedin.com/in/angelozanetti/🔗 Connect with Cameron:Instagram: https://www.instagram.com/thefounderfilespodcast/LinkedIn: https://www.linkedin.com/in/cameron-metavolve/----------00:00 Introduction04:26 Elemental’s business model explained06:14 Elemental’s reach: Market & scale today08:07 How Elemental attracts overseas business09:51 The role of AI in Elemental’s workflow13:11 The hidden complexity behind clean code17:29 Why clear positioning changed everything24:12 Why Elemental pivoted and what It changed27:46 How Elemental identified their ideal clients29:42 Refining our ICP to scale smarter41:47 What changed after we repositioned48:59 Why cutting marketing made us more profitable54:54 Lessons from a failed side hustle01:09:06 What’s the most pressing obstacle in this phase of the journey?01:16:18 What does the future look like for Elemental?01:23:30 With hindsight in hand, would you make the same decisions?

In this episode of The Founder Files, we sit down with Daniel Goldberg, founder of Bridgement, the fintech startup that’s quietly funded over R2 billion to SMEs across South Africa.Bridgement isn’t just another lending platform. They’ve raised once, scaled sustainably, and built powerful partnerships with banks and asset managers without chasing flashy VC rounds. But what does it really take to grow a capital intensive fintech in one of the toughest markets in the world?We go deep into:•Building a scalable fintech with just one equity round•How to raise debt smartly without giving up control•Competing with banks through speed, tech, and simplicity•Structuring partnerships that scale your reach•Why culture, strategy, and sustainable growth still winThis is an honest look at what it takes to build a lean, high-impact business without following the traditional startup playbook.---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-callThis episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/---------- To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on Linkedin and tag Cameron Coutts🔗 Connect with Daniel:LinkedIn: https://www.linkedin.com/in/dan-goldberg/🔗 Connect with Cameron:Instagram: https://www.instagram.com/thefounderfilespodcast/LinkedIn: https://www.linkedin.com/in/cameron-metavolve/----------00:00 Introduction04:54 What is Bridgement?08:27 What separates Bridgement from its competitors?12:28 The Bridgement approach to building and funding a business20:32 Why & how Bridgement began28:10 How Bridgement raised capital to lend capital39:38 Inside Bridgement’s partnership model for scalable lending42:23 Exploring acquisition as a route to scale43:09 Bridgement’s multi-channel distribution strategy45:12 The growth story behind R2 Billion in SME funding48:55 Bridgement’s purpose: Leveling the SME playing field49:18 Choosing the right growth levers at Bridgement58:31 How Bridgement’s lending model actually works01:04:45 After the deal: Bridgement’s progress unveiled01:08:02 Daniel’s take on governance in growing businesses01:09:13 The infrastructure that frees up founder focus01:18:51 Bridgement’s vision: What lies ahead

Everyone loves a big acquisition headline—but what happens behind the scenes?This episode reveals the deals, doubts, and decisions founders don’t usually talk about.----------00:00 Introduction01:50 Mike Scott, SMB Mastery21:58 Patrick Rogers, Clara26:51 Simon Hartley, Wumdrop31:24 Greg Smith, Dis-chem Life43:43 Sean Sanders, Altify----------This episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on Linkedin and tag Cameron Coutts🔗 Connect with Cameron:Instagram: / thefounderfilespodcastLinkedIn: / cameron-metavolve

In this powerful episode, Sean Sanders—founder of Revix and now Altify—opens up about navigating one of the most intense crises a startup can face: losing customer funds after a major crypto collapse.We follow the rollercoaster journey that led to a high-stakes merger, a full rebrand, and a reimagined mission to democratize access to private markets.We go deep into:•How to lead during a trust-breaking crisis•What true accountability looks like in leadership•Navigating the emotional toll of a startup failure•Merging companies under pressure•Reinventing your identity as a founderThis episode is a masterclass in grit, resilience, and rebuilding with purpose.----------Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-callThis episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/----------To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on Linkedin and tag Cameron Coutts🔗 Connect with Sean:LinkedIn: https://www.linkedin.com/in/seanandrewsanders/🔗 Connect with Cameron:Instagram: https://www.instagram.com/thefounderfilespodcast/LinkedIn: https://www.linkedin.com/in/cameron-metavolve/----------00:00 Intro: From Revix to Altify03:25 What Altify really does04:26 Why the rebrand was critical 09:34 The real problem with private markets13:56 Breaking down barriers to entry17:01 Who Altify is built for19:06 How to use Altify20:59 Managing risk and investor anxiety24:23 The Revix crisis unfolds27:25 The collapse of FTX32:27 Rebuilding trust in chaos35:00 Taking extreme ownership36:55 Managing the crisis40:22 How crisis changes a founder41:20 The power of support structures44:55 How did this experience change you48:33 Balancing compassion and performance as a CEO56:52 The birth of the merger idea01:03:46 Becoming CEO post merger01:07:35 The unforeseen challenges 01:13:55 The nightmare launch01:19:51 Reflecting on the journey01:24:30 Altify's biggest challenges now01:27:30 What's next for Altify?

Tinashe reveals what it really takes to build and sustain a startup in Africa—where capital is scarce, exits are rare, and profitability is everything. From walking away from a high-growth but unsustainable model, to forming game-changing partnerships with local giants. This episode is a gold mine of:-strategy-mindset-realism It’s about building businesses that last—not just ones that look good on pitch decks.---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-callThis episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/---------- To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on Linkedin and tag Cameron Coutts🔗 Connect with Tinashe:LinkedIn: https://www.linkedin.com/in/truzane/🔗 Connect with Cameron:Instagram: https://www.instagram.com/thefounderfilespodcast/LinkedIn: https://www.linkedin.com/in/cameron-metavolve/----------00:00 Introduction04:50 What is FlexClub?08:30 What is the Silicon Valley Model?12:51 How does the Silicon Valley model translate into the South African market?21:37 Silicon Valley model expectations39:21 Why the Silicon Valley model doesn't fit locally55:11 Simplicity vs Complexity01:01:30 Lessons from failing in Mexico01:07:38 Separating founder identity from the business01:09:39 Thinking hats framework 01:18:22 What is the problem that you're solving?01:28:05 Partnering with Avis01:36:08 What has shifted your thinking?01:39:04 What challenges are you currently facing?01:41:18 What does the next year look like for FlexClub?01:44:30 What question would you like to answer?

In this round-two episode, we’re joined again by Simon Ellis, co-founder of Jem HR, to unpack how the company is making big strides in delivering HR and employee benefits to thousands of employees across South Africa.Since our last chat, Jem has refined its product, redefined its positioning, and raised significant funding. But what does that process actually feel like as a founder?We go deep into:- What achieving product-market fit actually takes- How to communicate change when your vision moves faster than your team- The challenges of balancing innovation vs. focus with a co-founder- Structuring your business to scale without chaos- Segmenting sales and prioritising customers the smart wayThis is an honest look at what it takes to be a visionary founder who’s always a few steps ahead—and how to bring your team and customers along for the ride.---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-callThis episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/---------- To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on LinkedIn and tag Cameron Coutts----------00:00 Introduction03:40 What is Jem HR?07:57 Why is WhatsApp as the interface so important?11:56 How the business model works and getting the value proposition right24:12 The importance of the customer buying and onboarding journey33:07 The evolution of the core product and how Jem made it zero-cost43:28 Running through the pricing and revenue model53:33 Jem’s biggest bottleneck to growth right now01:04:20 The organisational design and view towards it01:08:34 Raising R60 Million01:14:10 How do you maintain focus and clear priorities?01:18:19 How to get along with a co-founder who is very different to you01:22:12 What are the Biggest Challenges Simon is facing right now?01:27:09 What are the challenges that the business is facing?01:30:32 What advice would Simon give his younger self?

In this episode, we reunite with Simon and Peter from Iridium, two years and 100+ episodes after their first TFF episode.Since then, their accounting business has scaled from 17 to 60+ people across multiple divisions—automation, advisory, and accounting.But here's the twist: after years of hyperscaling, they’re now shifting gears to focus on operational stability, refining systems, and removing themselves as bottlenecks.We unpack how they’re building a business that can scale without them—and why that’s the true mark of success.---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-callThis episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/---------- To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on LinkedIn and tag Cameron Coutts----------00:00 Introduction03:25 What Is Iridium?05:34 The Current Scale of the Business09:51 Why Simon and Peter Stepped Back From Hyper-Scaling20:22 The Founding Story of Iridium35:30 How Iridium Actually Delivers on Its Value Propositions43:56 Rethinking the Entire Business50:55 How Simon and Peter Are Evolving in Their Roles as Leaders57:42 Delegation and Restructuring at Iridium01:11:08 How to Decide What to Run With — and What to Let Burn01:22:44 What Does the Future Look Like for Iridium?01:30:36 Can a Successful Founder Still Play Lots of Padel and Golf?01:32:21 Reflection

Daniel Novitzkas returns to The Founder Files to unpack how Specno scaled from a two-man startup to building over 200 ventures.We go deep on Daniel’s brutally honest approach to product-market fit, why early-stage startups need to stop chasing perfection, and how to validate real solutions with paying customers from day one. Daniel also breaks down Specno’s three business units—from venture building, to corporate innovation, to scaling global talent.This episode is packed with hard-won insight on building tech startups, thinking like a founder, and why talking to users is still the most underrated move in tech.---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-callThis episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/---------- To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on LinkedIn and tag Cameron Coutts----------00:00 Introduction04:00 What Is Specno?15:39 Inside the Venture Builder Business Unit23:20 What Do You Look For in CEOs?28:34 Final Thoughts on the Venture Builder Unit31:49 How AI Will Truly Make a Difference45:16 Specno’s Second Business Unit49:42 Why Daniel Believes He Can Compete With McKinsey and Accenture58:48 A Core Skill Daniel Had to Learn01:07:44 Specno’s Third Business Unit01:22:14 Daniel’s Story: Lowest Low and Highest High01:41:45 What Does the Future Look Like for Daniel and Specno?01:45:14 Reflection

In this episode, I sit down with Phillip Tillman, founder of SurTech and Konsise, to explore the real-world challenges of building and scaling software businesses in the African market.We unpack the founding story of SurTech, a specialist distribution business in the SaaS space, and dive deep into what it takes to build a high-performance sales function from the ground up.Phillip shares practical insights on:- The power of cold calling and why rainmakers still matter- How to cultivate strong salespeople and structure a sales engine that scales- Understanding the customer buying cycle and aligning your team around it- The iterative journey of building Konsise and how customer feedback shaped the product- Balancing growth between two businesses and managing control as a founder- Why company culture, intellectual property, and exit strategy all matter more than you thinkWe also discuss remote work, future plans, and what it means to build a sustainable business while maintaining a healthy work-life balance.This one is packed with valuable lessons for founders building sales-led companies, especially in emerging markets.---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-callThis episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/---------- To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on LinkedIn and tag Cameron Coutts----------00:00 Introduction03:50 What Is SurTech and Konsise?08:48 The Founding Story of SurTech18:11 Building the First Sales Function at SurTech26:52 How to Get Other People to Sell Like You35:50 How to Cultivate Rainmaker Characteristics in Yourself and Your Team45:24 How to Map Out Your Customer Buying Cycle51:52 Next Steps to Cultivate a Rainmaker Salesperson57:56 How to Take Someone From Immature to Mature in Sales59:55 How to Get the Best Salespeople Into the Hiring Process01:09:02 How Konsise Came Into the Fold01:15:19 Phillip’s Relationship With His CIO01:18:30 Current Growth Obstacles01:23:39 How Phillip Is Thinking About Exit01:38:07 What Does the Future Look Like for Phillip?01:42:24 Phillip’s Advice to Other Entrepreneurs