Building AI tools for busy founders
I am Alex Rees, founder of ToolUp.biz. I build custom AI-powered software tools for business owners who know the technology revolution is here but do not have the time or technical background to build for themselves.
I am not a developer by training - I am a founder who learned to build using AI tool. That means I start with your problem, not the technology. I listen first, understand what your business actually needs (and what it does not), and then build custom software tools that work for you.
The first thing I built was a whole business
To prove what was possible, I built a complete operating system for my own company, Rugs of Petworth. It is an SEO command centre, inventory hub, content pipeline and reconciliation tool in one - connecting Shopify, Xero, Google, Semrush and a staff-facing AI WhatsApp assistant. It turns raw data into tasks, drafts and a prioritised fix queue rather than another dashboard nobody reads.
This tool has drastically reduced the administrative burden of my staff, and they are now free to focus on what really matters - marketing and sales. See the full case study →
Why you can trust me to deliver
Before ToolUp.biz, I founded and ran Rugs of Petworth for eighteen years, building it from a small store with a small loan into one of the UK's most admired handmade rug boutique showrooms. I personally source luxury hand-knotted rugs from artisans across Pakistan, India, Afghanistan and Turkey, developing a reputation for craftsmanship, authenticity and ethical sourcing in a traditionally opaque market.
In the same period, I have also run several community organisations in Petworth, including Petworth Business Association (2014-2018), Petworth Park Cricket Club (2016-2026) and Petworth Park Sports Club (2024-2026). I'm a trustee of Leconfield Hall (and co-founded it's cinema in 2012), and have built time-saving tools for all of these organisations.
As a small business owner, I've had to learn how every part of the business works, what can be made easy with subscription software, and what workflows remain the most demanding of my staff's time. Since discovering AI-powered software development, I've been able to build a platform for my business that would have been unaffordable through traditional developer houses. I have transformed by business with these tools, and I can now do the same for you.
How I work
I work with businesses on a freelance basis to build custom smart tools to streamline processes in any corner of the organisation.
If you are a founder looking to automate a process, streamline a system, or turn a recurring business headache into a tool that just works, I would love to hear from you.