After 12 years in the agency business and an exit, I founded Boomerang. I wanted to build a product around a problem I understood: helping businesses keep customers coming back.
Boomerang is a white-label loyalty platform for digital agencies and local businesses. Agencies can offer a retention product under their own brand; businesses can use digital loyalty cards in Apple and Google Wallet to stay connected with their customers.
A recurring relationship
An agency’s relationship with a client should be able to last beyond the next project. A local business’s relationship with a customer should be able to last beyond the first visit.
That is the thread connecting my agency experience with Boomerang. The product gives agencies a software offering and gives their clients tools for customer retention and reactivation.
Growing the product
Today, Boomerang is at $2–3 million in annual recurring revenue, and we continue to grow at a strong pace.
We’ve raised $2.8 million in total investment from internationally recognised leaders in marketplaces, marketing, and technology. Our backers include founders of Semrush and Maestra, and C-level executives at Dentsu. These are investments from the people behind those companies.
Company figures as of October 2026.
As founder and CEO, I stay close to the product, our partners, pricing, and how people begin using what we build. My work moves between the product itself and the systems that help it reach customers.
AI is now part of that work. Richie is part of the Boomerang ecosystem, and we’re applying AI to both the product and the way we operate the company.
A milestone in Istanbul
In October 2023, I brought Boomerang to the EMERGE startup challenge in Istanbul. Among more than 150 startups, we were named one of the competition’s winners, alongside TYMY and Pass24.online.
The opening photograph captures the moment on stage. We won at EMERGE and went on to secure a $1 million investment.
The award on the day was selection for investment consideration. The investment that followed became part of our company’s story. That distinction matters when looking back at the photograph: it shows the beginning of that next step.
The pitch at EMERGE
Watch my pitch at EMERGE 2023: the presentation behind this milestone in Boomerang’s journey.
My post from the event records the competition and our win.
What comes next
Today, I’m focused on developing Boomerang as an AI-first company: in what we build, and in how we build it. Support, development, and operations have all changed as we’ve put agents to work.