Georgie Carter

Founder of Pepped - lifecycle marketing for DTC health & wellness businesses | The Telegraph Top 100 Female Entrepreneurs to Watch

👋 Hi, I’m Georgie — Founder of Pepped, a lifecycle marketing agency that helps DTC lifestyle, health, and wellness brands scale sustainably by turning one-time buyers into loyal, repeat customers.

With over a decade of experience in email, SMS, and WhatsApp marketing, I’ve helped dozens of brands boost customer retention, increase LTV, and grow revenue — all without relying on endless paid acquisition.

At Pepped, we build data-driven lifecycle marketing strategies that:
💌 Convert browsers into buyers through high-performing welcome and post-purchase flows
🔁 Turn customers into repeat purchasers with personalised retention journeys
📊 Drive consistent, measurable growth through testing, optimisation, and performance insights

Our clients see meaningful lifts in repeat purchase rates, customer loyalty, and retention-driven revenue — because we focus on what really matters: keeping your customers coming back.

Recognised by The Telegraph as one of the Top 100 Female Entrepreneurs to Watch, I’m passionate about helping DTC brands achieve sustainable, profitable growth through smarter lifecycle marketing.

👉 Download The DTC Customer Retention Playbook (https://growth.peppedup.co.uk/retention-guide-2024-2977) or subscribe to The Pepped Periodical for practical tips, frameworks, and data-backed insights on boosting customer retention.

CEO & Founder

Pepped is a boutique lifecycle marketing agency that helps growing health and wellness businesses attract, convert and retain more customers.

We work with businesses in the UK and US who are disrupting the fitness, health and wellness industry, from Unicorn status global brands such as Houzz and Hims to scale-ups such as Alexia Clark LLC and Jennis (Dame Jessica Ennis-Hills's fitness app)

Pepped is a collective of experienced marketing specialists who put health and wellness at the very heart of what they do.

► We specialise in the following areas; lifecycle marketing, CRM, email marketing, customer journey mapping, lead acquisition, content creation, content strategy, sales funnel optimisation, copywriting, website design, customer retention, customer engagement, customer loyalty and referral strategy.

Hi, I’m Ben. I’ve been building software solutions for over two decades, helping businesses simplify their software and solve complex problems with tailored technology.

My journey began in the '80s. I was super excited by the possibilities of programming and the idea of making a computer do something new. That curiosity led me to pursue Computer Science, and eventually to co-found (with my brother) Full Metal Software in 2004.

At Full Metal, we specialise in creating bespoke software that fits seamlessly into existing business processes. Our approach is grounded in understanding the unique challenges each client faces and developing solutions that are both effective and sustainable.

Over the years, I've worked with a diverse range of industries, from logistics to retail, always focusing on delivering software that makes a tangible difference. I believe in building long-term relationships with clients, ensuring that the software evolves alongside their business needs.

The love of problem-solving is what gets me up in the mornings, except on the days when I’m coaching my son’s football team. 

In fact, as a father, I see a lot of parallels between kids and developers. They’re all very individual personalities with unique points of view!

If you're looking for someone who can translate complex requirements into practical software solutions, send me a message.

fullmetalsoftware.com | info@fullmetalsoftware.com | +44 (0) 1604 664 390

Ben Thomson

Most CRMs are nothing more than very expensive filing cabinets.

Over my years in software development, I have seen countless companies pour money into off-the-shelf systems that merely record the past.

We stuff them with contact details, notes, and complaints. 

They are static, missing the future, and offer zero competitive edge.

Frankly, things often go a bit pear-shaped when businesses expect generic software to drive growth.

At Full Metal, we believe your data should not sit in a digital graveyard. A traditional setup records yesterday's news but cannot predict tomorrow's revenue.

That is where bespoke AI changes the dynamic. Instead of passive records, you get an AI brain that never sleeps.

By integrating predictive analytics, the software sees customer churn before it happens. It uses Natural Language Processing to read the mood of your client emails. Add machine learning into the mix, and the platform gets smarter with every single interaction. It is about shifting from managing records to proactively building relationships.

We build these solutions to slot straight into your existing Microsoft or .NET stack. There is no need for a rip-and-replace overhaul, meaning no disruption and no downtime for your operations.

Sales teams stop chasing dead ends and close more deals, whilst your staff refocus on strategy rather than repetitive grunt work.

Are you ready to turn your passive data into proactive revenue, or are you happy paying for a static filing cabinet?

Founder and Ops Director @ Full Metal Software | Improving Efficiency and Productivity using bespoke software

Is your CRM a digital graveyard?

Have you looked closely at your software subscription invoices recently?




Off-the-shelf solutions ask for less cash upfront, offering a predictable monthly fee that appears very attractive to growing businesses watching their cash flow.

The decision to simply buy a pre-packaged product often looks appealing at first glance.

However, those costs escalate fast.

Most vendors have moved to a per-user monthly subscription model. This starts out as good value for small teams, but as your workforce grows, the number of seat licences increases right alongside annual price hikes.

Subscription inflation is currently running higher than general market inflation. You can look back in a few years and be completely shocked at the scale of the cost increases.

In my experience, I have seen that whilst the upfront invoice for bespoke software is higher, it regularly works out cheaper over a three to five year period.

When you build your own system, you are not paying perpetual per-user fees. If your team doubles in size, your core software costs do not have to double with them.

With off-the-shelf products, you also end up paying for bloatware and features you never use. It is a bit like paying for a premium sports package on television when you only ever watch the evening news.

This clutter confuses staff and can make daily operations far less efficient. When you build, you stop paying for bloat and only maintain what you actually need.

Once your data is locked into a vendor's system, you are at their mercy regarding price increases at renewal time.

If you have ever moved a CRM from one vendor to another, you know how painful this process is!

Building your own bespoke solution means you own the asset outright, eliminating those perpetual subscriptions. It might seem like a heavy lift at the start, but taking the custom route is often a safe pair of hands for your long-term budget.

How often do you review the true total cost of ownership for your core business platforms?

Read our full breakdown on software TCO here:

Open article: The Strategic Crossroads: To Build or To Buy? | Full Metal by fullmetalsoftware.com

The Strategic Crossroads: To Build or To Buy? | Full Metal

Could your biggest competitor buy the exact same software tool and instantly replicate what you do?




If the answer is yes, then your market position is far more vulnerable than you might think.

For two decades, I have watched companies try to stand out in their sector whilst using the exact same underlying technology as everyone else. It simply does not work. The businesses that will dominate their markets in 2026 are those building proprietary software, not subscribing to the same tools as everyone else. 

Think of your business like a castle.

In medieval times, a moat kept invaders out and protected the castle.

Today, bespoke custom software is your moat, protecting your market share from competitors. When you rely entirely on off-the-shelf solutions, you encounter "The Square Peg" problem. You end up reshaping your business to fit their software, not the other way round. 

We believe your software should be fit for purpose.

If your operations involve highly specialised proprietary workflows, unique logic, or sector-specific rules, you need to build. Buying off-the-shelf only creates a recurring, rising expense for something that is never yours. Building creates a strategic, appreciating asset that you own entirely. 

Do not leave your competitive edge in the hands of a third-party vendor. Audit your daily operations and embed your "secret sauce" into code no competitor can copy.  Those are the areas where custom development will deliver a massive return on investment over the long term.

I have put together a document on when to build versus when to buy.

How much of your current tech stack is truly unique to your business, and how much is just borrowed from a vendor?

Buying vs Build

Are you just hoarding customer data, or are you actually using it to drive your business forward?







I have spent a lifetime in the software development world, and if there is one thing I have learned, it is that business is always about people. But for many UK businesses, keeping those connections strong has gone a bit pear-shaped.

We have relied on traditional CRM systems to act as reliable digital filing cabinets for far too long. The issue is that we are now drowning in data, collecting absolute mountains of information but completely missing the actual gold buried within.

Standard, off-the-shelf CRMs are incredibly reactive. They tell you what happened yesterday, but they are pretty rubbish at predicting tomorrow.

When you treat every single customer exactly the same, you are going to lose them to competitors who pay attention.

Generic, batch-and-blast emails simply do not cut it anymore in today's market.

Here is how bespoke AI shifts that dynamic entirely:

✅ Predictive Analytics: Instead of looking backwards, AI analyses past behaviour to guess what is next, like spotting a churn risk before it happens so you can intervene.

✅ Smart Automation: It handles the repetitive slog of data entry, freeing up your team to get cracking and focus on building actual, meaningful relationships.

✅ Better Lead Scoring: Machine learning improves recommendations over time, so your sales team knows exactly which prospects are worth their time and effort.

We build bespoke AI-powered tools specifically to help you understand your customers on a much deeper level. It is about making those relationships smarter, rather than just managing a static list of names and addresses.

We want to give you a system that is genuinely fit for purpose.

Read more on how to upgrade your systems in our latest guide:

https://lnkd.in/evJDVHdV

Are your current systems genuinely helping you anticipate customer needs, or are they just recording past mistakes?

Open article: AI CRM: Bespoke Solutions for UK Businesses | Full Metal by fullmetalsoftware.com

AI CRM: Bespoke Solutions for UK Businesses | Full Metal

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The Battle

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Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ben Thomson's LinkedIn Performance

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