Building More Than Software: The Story of FlockFinder’s Founders
Farming isn’t just an industry—it’s a way of life. It’s built on generations of hard work, early mornings, and an unshakable commitment to feeding the nation. Yet, despite being one of the most vital industries in the UK, farmers are expected to keep up with a never-ending wave of regulations and paperwork—often without the technology to support them. That’s where FlockFinder comes in. FlockFinder wasn’t created in a boardroom. It was built from the ground up by two friends—James and Tommy—who saw an industry being held back by outdated systems and knew they could do something about it.
"We’re not just here to sell software. We’re here to support an industry that keeps our country running."
From University Mates to Founders
James and Tommy first met at university, both studying physics. They bonded over their shared curiosity, problem-solving mindset, a love for tackling big challenges, and beer. Over the years, their friendship grew stronger, and while their careers took them into the corporate world, they always knew they wanted to do something more meaningful—something that actually helped people, and made a real difference on their lives.
For James, that ‘something’ was always farming.
James: From a Farming Family to Fixing Farm Admin
James grew up in a farming family, with his brother still running the farm today. From a young age, he saw firsthand the challenges that farmers face—not just in raising healthy livestock but in navigating the relentless burden of paperwork, compliance, and logistics.
But like many from rural backgrounds, James was drawn to the city for work. He spent a decade working in banking, leading major technology projects at Santander before moving into financial services with EY. However, despite this success, something was missing.
"I always wanted to come back to farming. Seeing my brother buried in paperwork and endless admin didn’t sit right with me. Farmers are asked to do more than ever, but they don’t have the tools to make it easier—that had to change."
One evening, over a few beers, James brought up an idea to Tommy: What if they built a platform that didn’t just manage farm admin, but actually worked the way farmers needed it to? Something simple, something powerful—something that put farmers first.
Tommy: From Machine Learning and Data Science to Farming Technology
Unlike James, Tommy didn’t grow up in farming. Instead, his path took him deep into the world of technology. After university, he started at IBM before pursuing a PhD in machine learning and data science—what people now call AI. He was always building solutions, but never saw the real problems. The changes weren’t world-changing, just incremental improvements.
After finishing his PhD, Tommy continued down the technology route, leading data science teams at EY and the London Stock Exchange. He was at the cutting edge of AI development, building tools that processed complex data and automated decision-making.
Even with all this innovation, it lacked real world impact.
"In the corporate world, it's easy to get lost in projects that don’t have a real impact. I spent years building solutions that didn’t change the world. What I wanted was to build something that actually helped people—something that truly made a difference in people's lives, like farmers."
Through his friendship with James, Tommy was introduced to the reality of farming life. He was shocked by how outdated the technology was, despite farming being such a complex, high-stakes industry. While working in AI, Tommy had seen how automation and smart data could revolutionise industries—so why was farming still stuck on pen and paper?
It was a gap in the market. More importantly, it was a problem they knew they could solve.
Built With Farmers, Not Just For Them
Too many farm management systems are designed in offices, miles away from the realities of daily farm life. They’re built without ever speaking to the people who will actually use them.
James and Tommy knew they had to do things differently.
"Farmers don’t need more paperwork. They need time. And that’s what we’re giving them."
From day one, they were on the ground—talking to farmers, walking the fields, sitting at kitchen tables, and understanding exactly what they needed. Every feature of FlockFinder is built on direct feedback from the farmers who use it.
"We don’t just make assumptions about what farmers need. We ask them. We watch how they work. We listen. Then we build something that fits into their world—not the other way around."
Whether it’s tracking livestock, monitoring medicines, or ensuring compliance, FlockFinder has been designed to be simple, intuitive, and built around the realities of farm life. No unnecessary complexity, no over-engineered features—just a system that works.
Making Compliance Simple
One of the biggest pain points for farmers is staying on top of regulations. Livestock movements, medical treatments, grazing records—everything has to be documented. The problem? It’s time-consuming, frustrating, and easy to get wrong.
James and Tommy wanted to change that.
"We wanted to take the worry out of compliance. No more scrambling for paperwork when inspections come around."
FlockFinder records everything farmers need— medicine logs, health records—so they’re always inspection-ready. No last-minute panic, no stress. Just a seamless system that keeps them compliant without adding extra work.
Technology That Works for Farmers
At its heart, FlockFinder is about giving farmers back control. It’s about making sure they have the tools they need to run their farms efficiently—without being buried in admin.
Tommy gets a real buzz out of seeing the impact first-hand.
"The best part of this job is speaking to farmers and hearing how much our platform helps them. That’s what makes it all worth it."
For James, it’s about being bigger than the product.
"We don’t just want to sell software. We want farmers to look at us and say, ‘These guys actually care. They’re here to help.’ That’s what matters."
A Company That Stands for More
James and Tommy aren’t just building a product. They’re building something bigger—a company that genuinely wants to support British farming.
"This isn’t just about building software. It’s about building something that genuinely makes farmers’ lives easier."
They’re driven by a mission to remove the barriers that hold farmers back, ensuring they have the tools, insights, and support to focus on what truly matters—raising healthy livestock and running a successful farm.
"We want to be known as the company that truly helped farmers. That’s our legacy."
FlockFinder isn’t just another farm management tool—it’s a commitment to the industry, a platform built to make life easier for farmers today, tomorrow, and for generations to come.
