You've built something technically solid. People are happy to try your SaaS product, but they’re not quite sure what to do next. They get stuck, a bit confused, and many leave before seeing the value.

Then support tickets pile up with the same questions. Trials quickly drop off and demos don't quite land. Your product has everything users need, they just can't figure out how to actually use it.

Meanwhile, you're spending money on marketing to bring in new users, but UX is costing you customers on the other end.

And the longer you wait, the harder it gets to fix. Because now you have users, and a product that feels like a "Frankenstein," it's functional but clunky, with features bolted on as you've grown.

After 12 years working with 30+ B2B SaaS companies, here's what I've learned:Most engineering teams aren’t set up to solve UX problems. And when that gap exists, users get stuck, don't know what to do next, where to click, or why they should care.

The good news is fixing it doesn't take months of research or endless "what if we try..." cycles. It usually just needs someone who's seen this pattern before and knows what moves the needle.

Imagine your product working like this:

People try it and immediately just 'get it'. No hand-holding or confusion.

Trials turn into paid customers because users reach value fast. Customers stick around because your product is genuinely intuitive. And all those features you've built actually get used.

That's what I do for B2B SaaS companies.I partner with B2B SaaS founders and engineering teams (typically Seed to Series A) who've built something powerful but know it's UX hasn't kept up with the product.

I don't disappear for weeks and come back with a big reveal. I move fast, ship meaningful improvements in the first week, and focus on stuff that matters - better onboarding, higher conversions, and lower churn.

Here’s what that’s meant for some clients:

-  30% growth in revenue (SiteGuru)
-  25% lift in trial-to-paid conversions (SendX)
-  Faster time to market to win those first customers (Ring4, Ascend)

If your product’s confusing people and slowing down growth, let’s chat. Drop me a DM.

Simon McCade

Oliver Catt

Scaling your Sales and CX teams whilst saving you money!

I’m Oliver Catt, and my work sits at the crossroads of leadership development, travel advisor coaching, and contact centre outsourcing.

For the last two decades, I’ve built a career around helping people and businesses grow. On one side, I run leadership training programs that equip managers, team leaders, and executives with the skills to communicate effectively, coach with confidence, and deliver measurable results. My focus is always on practical leadership development that translates directly into stronger teams and better performance.

Alongside that, I’m the founder of Coaching Agents Through Travel (C.A.T.T.), a community for independent travel advisors who want more than just supplier training. We give travel advisors the coaching, sales strategies, marketing tools, and business skills to scale their agencies, attract new clients, and increase commission. It’s about turning great travel knowledge into thriving, sustainable businesses.

The third arm of my work is in contact centre outsourcing. I partner with companies that need customer service, technical support, or appointment-setting solutions, delivering flexible outsourcing that’s people-focused and performance-driven. Having managed large teams across multiple markets, I understand both the operational and human side of running high-performing centres.

Whether I’m training a leadership team, coaching travel advisors, or building outsourced solutions, my goal is always the same: to create strategies that scale, systems that work, and people who succeed.

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Simon McCade

Oliver Catt

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