About
I Built the Service I Wish I Had
Freedom To Exist started as an independent watch brand. I ran it alongside my partner for the best part of a decade — designing, marketing, and selling online through Shopify. We did well. Looking back, however, I can see how much revenue we left on the table simply because we could not read our own data clearly enough to act on it.
That is the exact gap Freedom To Exist fills today.
What I Learned the Hard Way
Over ten years of running a Shopify store, I learned how online retail actually works: not in theory, but in the day-to-day reality of driving traffic, watching conversion rates, and growing a business on real margins.
I also learned where hidden money sits. Most of the revenue we missed was not sitting in expensive traffic we had yet to buy. It was already in the store, within the customers we had and the orders we were already processing. We simply could not see it clearly enough, or early enough, to take action.
Having spent years working with major brands including Habitat, Marks & Spencer, and Made.com, I understood product and presentation. What I lacked was a clear, honest read of the underlying numbers — the kind of data that tells you exactly where to act and in what order.
So I built the solution myself.
What Freedom To Exist Does
I am not here to rebuild your website.
Most stores I analyze are already 80% of the way there. The design works, the products are strong, and the traffic arrives. Missed revenue sits in the remaining 20%: the subtle gaps and quiet inefficiencies hidden inside your data. It might be a second item that should be in more baskets, a customer segment worth far more than it appears, or a checkout step leaking intent. These are issues that take just a few focused changes to fix once identified.
I locate those gaps by reading your store data by hand, using proven analytical techniques to surface what matters, and translating it into a clear, prioritised action plan. No site redesign, no extra ad budget — just a sharper read of what your store is already telling you.
Why It Is Just Me
Every report is analysed and written by hand by me. That is deliberate, which is why I only accept a limited number of store audits each month.
I am not a faceless agency routing your numbers through automated software templates. When you work with Freedom To Exist, the person reading your data spent ten years making these exact decisions on a live store with real money on the line. I have made the mistakes, which is precisely why I know where to look.
As Heard On
Monocle 24: The Entrepreneurs
I joined Monocle Radio to discuss the story behind founding Freedom To Exist, manufacturing challenges, and navigating retail growth.
Listen to the episode →
The Short Version
I ran a Shopify brand for a decade and learned the hard way that most of a store's missed revenue is already hiding in its own data. Freedom To Exist is the service I wish I had back then: a clear, honest analysis of where your next pound of revenue sits and a straightforward plan to capture it.
Not ready for a full audit?
A focused first look at your data
£49 - and if you go further, it comes off any audit