Hospitality thinking. Digital experience. Curiosity about what's next.
GearupSoft is an independent, founder-led consultancy based in Melbourne. We're here to help hospitality businesses turn technology and commercial data into clearer decisions and better customer experiences.
Hi, I'm Ed.
I've spent my career connecting digital experiences, complex technology and business growth.
Before starting GearupSoft, I served as Vice President, Digital & E-Commerce for an international hospitality group, supporting digital commerce across its global hotel portfolio. I later worked in digital product delivery within Australian financial services, expanding my experience in enterprise-scale customer journeys, data and cross-functional change.
I believe the best digital work is not about the tools themselves. It is about knowing where to focus, working with people who understand the business, and making practical improvements that can be measured.
These are Ed's professional roles and experience, not client engagements delivered by GearupSoft.
Let's connect ↗A more useful kind of digital partner.
Business before buzzwords
Start with the value to be created and the decisions to improve. Technology should earn its place.
Clarity over complexity
Teams need insight they can use, not more reporting that adds work without changing outcomes.
Progress through partnership
The best changes respect operational reality, strengthen capabilities and include the people doing the work.
Consultancy today. Ideas for tomorrow.
Working closely with hotel teams is how we aim to discover which business problems deserve better software.
We're building deliberately.
GearupSoft is establishing its advisory practice while exploring an AI-supported commercial intelligence concept. We don't claim an existing product, customer results or integrations that haven't been built.
See the ideas in development ↗Have a challenge worth solving together?
We would love to hear what is working, what is difficult and where your team wants to go next.