Intro
Our guest for this episode is Alex Feltwell, CEO and co-founder of Atomise. Alex brings a wealth of experience from the tech industry and is dedicated to delivering custom solutions that drive innovation and foster sustainable growth.
Meet our guest
Name: Alex Feltwell
What they do: Alex Feltwell is the CEO and co-founder of Atomise, a company dedicated to digital transformation, scalable software solutions, and DevOps. He has led numerous projects across various sectors, notably in UK fintech, and is adept at simplifying complex challenges and promoting collaboration.
Interesting fact: Atomise prioritises a consultative approach, focusing on the specific problems of each client before proposing technology solutions. This method ensures that technology aligns with the client’s actual needs, rather than just implementing trendy solutions like AI without a clear purpose.
Where to reach them:
- Alex’s LinkedIn
- Atomise’s website
- Atomise’s Facebook
- Atomise’s Instagram
- Atomise’s X
- Atomise’s LinkedIn
- Atomise’s YouTube
Quote
We initially had a different name, ‘Kune,’ chosen for several reasons, but the main one was that it means ‘together’ in Esperanto. This concept translated into the brand, but we were almost trying to be too clever with it. Unless you’re fluent in Esperanto, you’re not going to pick that out as a reason. So we took a step back and really started to look at what we do, why we do it, and who we work best with. Then we crafted that messaging around that to start the conversation before they’ve even spoken to us. People understand what we’re like as a business and how we’re going to work. If that attracts them, then it’s worth a conversation, and from there, it’s just a commercial discussion.
Alex Feltwell, the reason for rebranding from Kune.Consulting to Atomise
We’d had bits of feedback around the brand name (Kune.Consulting); people struggled to pronounce it and constantly asked what it meant. We also faced frustration with the .consulting domain extension—not all websites would accept it, and as tech providers, that clash told us something wasn’t right.
Alex Feltwell on the reason to rebrand from Kune.Consulting to Atomise
We had to pay a bit more, but if we’re going down this route, this was really a key part of asserting ourselves as a proper company with an exact brand match domain name, so we invested in that as part of the rebrand as well.
Alex Feltwell on investing in the EBM domain Atomise.com as part of the rebrand
Short overview
At the start of our conversation, Alex outlines his extensive background in financial services, focusing on wealth management and FinTech. He introduces Atomise, formed in 2022, committed to improving transparency, efficiency, and outcomes within the financial sector through bespoke software solutions.
Alex discusses the company’s rebrand from Kune to Atomise, facilitated by the branding agency Firestarter, to represent their values better and enhance brand recognition. This strategic move included securing the Exact Brand Match (EBM) domain Atomise.com, strengthening the company’s market presence and attracting like-minded, ambitious clients.
He addresses common digital transformation mistakes, noting clients often have unrealistic expectations and overlook the need for sustainability. Atomise champions scalable approaches that are built to last, focusing on a deep understanding of the client’s needs to deliver impactful technology solutions.
Regarding AI, Alex dispels myths about its capabilities, highlighting the importance of proper training data and integrating AI effectively to add real business value.
Looking ahead, Alex is excited about expanding the team and promoting the new brand to attract clients who align with their values. Atomise remains committed to delivering sustainable, scalable tech solutions and building trust through its consulting and tech services.
Key moments
- Introduction and Background of Alex Feltwell (0:05)
- Challenges in Financial Services Digital Transformation (1:54)
- Atomise’s Approach to Software Delivery (4:39)
- The Rebranding Process (8:12)
- Impact of the Rebrand on the Team and Clients (15:08)
- Common Mistakes in Digital Transformations (19:15)
- The Role of AI in Digital Transformations (22:34)
- Future Plans and Ambitions (33:53)
- Closing Remarks (36:31)
We host engaging conversations about naming, branding, and entrepreneurship, exploring everything from initial triumphs to the hurdles along the way. If you’ve got insights on innovative branding strategies, lessons learned from entrepreneurial ventures, or thoughts on the significance of a solid domain name strategy, and you’re keen to chat about them, we’d love to hear from you!
The right domain names are a valuable investment for any brand. If you’re ready to secure the perfect domain name for your business, reach out to us for assistance. We’re here to help you find and acquire the ideal domain for your brand.
Other resources
Alex Feltwell Atomise Atomise.com interview Kune.Consulting rebrand rebranding
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