Our Story | The SetUp Crew

Over a decade of building things. Some of them on purpose.

We're a husband-and-wife team based in Hereford. For over ten years we've been building businesses, tools, and ideas together. Some brilliant, some half-remembered, all ours. The SetUp Crew is where we put all of that to work for other business owners: putting Claude to work on the jobs they don't love, and staying with them through the change.

Mark's background is business change: business analysis and project management, mainly in financial services, running large-scale projects and product migrations. Louise's is strategic communications across central government and financial services, including Lloyds Banking Group. So this isn't our first big project.

Over a decade of building

Our story so far

From online estate agents to AI tools, the things we've built, in the order we built it.

2015

We Sell Homes 4 You

Past

An online estate agent before online estate agents were a thing. We saw the opportunity, built it, ran it. The market eventually caught up. We'd already moved on.

2017

Osha Clean

Past

An automation platform for window cleaners: online bookings, card payments, no more cash-in-hand. We built it, ran it, and crowdfunded it. Ahead of its time for the trade services world.

2018

Luma

Sold 2026

A subscription wellness app built around techniques from ACT and CBT, two well-established talking therapies: evidence-based tools for mental wellbeing, made genuinely accessible. In September 2026, Luma was sold to a new owner, who is taking it forward from here.

2019

Work Here Ltd

Sold 2025

A coworking space in Hereford we built from scratch and ran for six years. One of our favourite things we ever made. Sold to another operator in August 2025, and we stayed on to automate their guest access.

2024

Lucky Mutt

Live

A self-serve dog wash in Hereford, built in partnership. Turn up, wash your dog, go home happy. No appointment needed, no groomer required. Just a proper wash station and everything you need.

2025

Salto KS Automation

Live

A bespoke integration between Squarespace bookings and Salto KS door access. When someone books a coworking space online, they instantly receive key access. No staff needed. Since rolled out for another coworking space, and available for other spaces running Salto KS.

2026

LeanStack

Past

A tool that read your bank and credit card statements and spotted subscription overlap, redundant tools, and money quietly disappearing. Built for businesses that knew they were overpaying, but weren't sure where.

Everyday Journeys

2022Est.

Our creative project about redesigning midlife

Starting small, dreaming big, and finding a better path than the one handed to you. We've also walked the Camino de Santiago as a family, which tells you a fair bit about how we approach life. If you're curious, you'll find us on YouTube, Substack and Instagram.

Instagram → YouTube → Substack →

Things we definitely built

Every builder has a drawer full of things they can barely remember. This is ours. These existed. We're fairly confident about that.

Lifestyle Assistants

Past

Louise's lifestyle concierge service for busy families. Personal organisation, errands, and all the life admin that falls through the gaps when you're running a household and a business at the same time.

The Lighthouse Club

Allegedly

An online supermarket of some kind. We genuinely cannot remember what it was. But we built it, we launched it, and somewhere out there it existed. We respect it for that.

Things we haven't built yet

Every good builder has a list of things they haven't got round to. Some of these will happen. Some probably won't. All of them made sense at the time.

Get Sconed

Idea

A takeaway scone business built around a rotating flavour of the month. Because why should scones be boring? Fresh, interesting flavours and the kind of thing people would actually talk about.

Starlink Rental

Idea

Renting out Starlink equipment to people who need temporary satellite internet: remote events, building sites, off-grid stays. The hardware exists. The demand exists. It just needs someone to put them together.

Complaints Manager

Idea

A tool that helps customers make complaints properly: drafting letters, knowing your rights, tracking progress. Because making a complaint shouldn't require a law degree or three hours of your Saturday.

Boxed Move

Idea

Renting out proper moving cartons for house removals. Better than buying cardboard boxes you'll use once and never need again. Sturdy, stackable, delivered and collected.

Over a decade of building things. Some of them on purpose.

Our story so far

Everyday Journeys

Our creative project about redesigning midlife

Things we definitely built

Things we haven't built yet

Tell us about the work you don't love.