What does your job as CEO involve?
My role is to lead with vision and empathy. I focus on building a company that not only grows but genuinely improves lives for customers who need reliable home services and for service providers who depend on us for consistent, dignified work. I’m hands-on with strategy, product development, marketing and partnerships, and I also work closely with investors and stakeholders to ensure we’re building a sustainable, impactful business.
What do you think makes you good at your job?
What helps me most is staying connected to the people we serve. I listen deeply, adapt quickly and lead with purpose. GoodApp wasn’t built in a boardroom, it was built by understanding the frustrations of homeowners and the struggles of service providers. My connection to these problems, combined with a drive to build something meaningful, is what I believe sets me apart.
Tell me about the services GoodApp offers and your typical customer.
GoodApp is an on-demand home services platform that makes it easy to book trusted professionals, including cleaners, plumbers, electricians and handymen. In just a few taps, you can get vetted help at your doorstep. We’ve completed more than 2,500 bookings and onboarded more than 10,000 service providers across South Africa. Our customers are often busy individuals who value safety, speed and reliability.
What about your job — would you prefer to outsource?
I’d love to outsource more of the administrative and legal tasks — things like compliance paperwork, vendor contracts and standard documentation. These are necessary, but they take time away from high-impact work.
What did you want to be when you were a child?
I always wanted to be an inventor. I was fascinated by the idea of building things that could help people. That desire to solve problems never left, it just evolved into entrepreneurship.
What do you look for when recruiting for your team?
Empathy, ownership and a hunger to grow. I look for people who genuinely care about their work, about our users and about each other. We’re a mission-driven start-up, so every team member makes a visible impact. The right attitude matters more than a perfect resumé.
What advice do you have for young people at the start of their careers?
Start where you are, with what you have. Don’t wait to feel “ready” just take the first step. Say yes to opportunities that stretch you, stay curious, and focus on learning rather than titles. Always treat people with respect — you never know who may open the next door for you.
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