It all started
with frustration
We were tired of brute forcing our way towards generating quality data for ourselves. But even more than that, we were tired of seeing countless entrepreneurs spending more time on admin work than on nurturing their vision.
Optimate began as a solution to that chaos, a mission to make business feel simple again
1. The Beginning
Before Optimate, we were a lead gen consultancy — helping companies grow through automated systems that helped them generate leads, and streamline operations. And it worked.
The business grew fast. Clients came in waves. Results spoke for themselves.
But with each success, something became clear: growth didn’t necessarily mean clarity. We were scaling — but we were also spending more and more time managing the systems that were supposed to save it.
What started as a dream to simplify business had, ironically, become a business that was getting more complex by the day.
2. The Problem
The cracks appeared where things looked strongest. Our clients were growing, but inefficiency crept in everywhere — payments, processes, performance tracking. As volume increased, so did the leaks.
We could see the money moving, but not where it was going. Not just that, it simply didn't add up...
Something had to change.
3. The Solution
The first version of HQ was born. It wasn’t pretty, but it worked. For the first time, we could see what was happening inside the business — real revenue transparency, clean data flow, total operational awareness.
HQ gave us something we hadn’t had before: control. We no longer had to guess where performance dropped off. The data told the story. And when you have visibility, you have power.
We realised that others probably have the same problems — so this solution gave us a sense of direction.
4. The Shift
In 2023, everything changed.
We realised that the system we have built for ourselves was exactly what other businesses needed. A plug and play solution that would be worth way more than our consulting services, for a fraction of the cost. That’s when Apex was born.
The consulting model had served its purpose — but it was time to scale beyond the limits of human bandwidth.
Apex is a CRM designed to do what we used to do manually — only faster, cleaner, and for a fraction of the cost. This turned our process into a product.
And for the first time, businesses could experience the same level of precision without needing a consultant in the room. At least that was the theory...
5. HQ on steroids
As Apex scaled, HQ evolved.
What started as a custom-built system became a plug-and-play SaaS — accessible, transparent, and adaptable for any business.
HQ’s mission was simple: to shine a light on every part of a company’s revenue, to make data collection effortless, and to put clarity back into growth.
It went from something we used internally to something that powered operations across dozens of companies — and counting.
6. Zen Ops
With systems in place and data flowing, the next step was natural — optimisation.
Zen Ops became the consulting arm of the ecosystem, helping businesses identify inefficiencies, automate intelligently, and scale with purpose.
Because systems don’t just save time — they change how teams think.
Zen Ops isn’t about replacing people; it’s about helping them do their best work by designing businesses that work better.
"We'll do the boring stuff, so you can focus on where your business is going"
— Glen, Founder
7. What’s Coming
Optimate’s mission hasn’t changed — it’s just getting bigger. We’ll continue to make business simple. We’ll continue to give founders their time back.
And we’ll continue to handle the admin, the data, the backend, the “boring stuff” — so visionaries can focus on what only they can do: building the future.
For us, this is just the beginning. The systems are smarter, but the mission is the same.
And we’re just getting started.