Technology is the easy part. The business is the work.

I started Betters Agency out of love for technology and for building long lasting relationships with great people. The agency exists because of something I saw running my own business. Independent operators are at a real disadvantage when their systems are fragmented, and most of them cannot afford to get the fix wrong.

Before this I managed an Automation Center of Excellence for a multinational corporation, where the business process automations I implemented supported more than $4B in revenue. I have also worked in retail management, insurance, construction and lighting, which sounds like a scattered list until you notice that every one of them runs on process. I started a small family insurance agency of my own, grew it, and stepped back to an absentee role once it could run without me.

What I do now is sit with leadership teams and work out what the business actually needs before anyone starts talking about software. Outside of work I fly. Private pilot, IFR rated, and a volunteer rescue pilot with Pilots N Paws.

Christian has spent more than ten years on complex Dynamics 365 implementations, and most of that on the customization work that begins where the out of the box product stops. He is the person you want on an engagement where the requirement does not fit a standard form, a standard workflow, or a standard report.

His specialisms are Dynamics 365 CRM, Project Operations, and Marketing, along with the custom AI solutions layered on top of them. In practice that means designing a data model that will still make sense in three years, building the modules and integrations that make the platform fit the business rather than the other way around, and knowing which requests are genuinely worth customizing for and which are better solved by changing the process instead.

He is also, by common agreement, one of the most genuinely caring people you will meet. Outside of work he plays video games and volunteers at events like Habitat for Humanity.