Skip to content
Book a chat

about Lee Booy

I've been the CTO and the COO. Now I sit at your table.

I'm Lee Booy. I've spent 25 years in tech and operations. I was IT Director at amaysim through its ASX listing, the first CTO at The Missing Link, and COO and co-owner of The ID Crowd until the team joined Deloitte. Scaling is where a lot of good owner-led businesses get stuck, and plenty of owners have never had anyone beside them who's done the job. So I set up antics to be that person, a day or two a month, until your own team can run it.

Book a 30-min chatSee the packs and prices
Lee Booy, arms crossed, in the studio
Lee BooyFounder of antics. Part-time COO and CTO, Sydney.

Where Lee has led, before antics:amaysim, through its 2015 ASX listingThe Missing Link, $120m IT servicesThe ID Crowd, which joined Deloitte in 2022Deloitte, COO & Principal HCaaS

before antics

Four businesses, from the inside. What I found, what I did, what changed.

Before antics: results from Lee's employed and owner roles. These businesses aren't antics clients.

Before antics · The ID Crowd, 2019-2022

Invoiced in one week instead of six.

When I arrived

I was COO and co-owner of a digital learning business across Melbourne, Sydney and Brisbane, with 16 people. Invoices went out six weeks after the work, and we had three to four weeks of runway.

What I did

  • Rebuilt delivery into small teams, with a CRM and a capacity forecast checked with sales twice a month.
  • Built the financial forecast, an early warning for project delays, and one dashboard.
  • Opened the books to the whole team every month, with a profit-sharing scheme I designed and ran.
  • Added a rule in the project tool that flagged work ready to bill. The problem was visibility, not effort.
  • Negotiated the deal that took the team into Deloitte, and ran the data room and due diligence.

1 weekto invoice, down from six

3-4 monthsof cash runway, up from 3-4 weeks

50%growth a year

Growth doesn't fix cash; getting paid faster does. And a team that can see the numbers makes better calls.

Deloitte press release, 23 Aug 2022

Before antics · The Missing Link, 2017-2019

Customer satisfaction from under 50% to 98%.

When I arrived

I was the first CTO of a $120m IT services business, leading 60 engineers, architects and project managers. Customer satisfaction was under 50%.

What I did

  • Restructured the managed services division into agile teams, and got it back to double-digit growth.
  • Put real-time performance dashboards in front of everyone.
  • Took the business through SOC2 and ISO27001, and helped stand up the security operations centre with the CISO.
  • Launched an RPA business line and built an enterprise maturity assessment.

98%customer satisfaction, up from under 50%

86%staff satisfaction, up from 60%

60engineers, architects and PMs led

Unhappy customers are usually a process and visibility problem first.

techpartner.news, 20 Sep 2017

Before antics · Deloitte, 2022-2024

A timesheet bot deployed to 15,000 people.

When I arrived

I was a Principal. Late and missing timesheets meant revenue leakage: hours worked that never made it onto an invoice.

What I did

  • Mapped the conversation flows for the bot and wrote the comms that went with it.
  • Deployed it to 15,000 employees, using behavioural nudges to change the habit.
  • Moved a team from Excel to Power Automate and Power BI.
  • Restructured a team of about 80 around clear roles and KPIs.

15,000employees it was deployed to

About 80people in a team restructured

Excelto Power Automate and Power BI

AI adoption is a behaviour problem more than a technology problem.

Before antics · amaysim, 2013-2017

Systems that kept up through 5x growth and an ASX listing.

When I arrived

I was IT Director. The business was growing fast and heading for an ASX listing, and uptime sat around 90%.

What I did

  • Moved to AWS with self-healing infrastructure, and upskilled 80+ staff in DevOps.
  • Restructured engineering into product teams across Sydney and Manila.
  • Set up the ops, DevOps, BI, PMO and security operations teams.
  • Ran IT for acquisitions and negotiated seven-figure IT contracts.

99.9%uptime, up from 90%

1m+customers, through 5x growth

2015ASX listing, with the tech stack highlighted as a strength

Build the systems a step ahead of growth.

how I work

A few owners at a time. A date on everything.

I've hired about 100 people, and set up ops, DevOps, reporting, project and security teams from scratch.

Run on Traction? I've worked that way for years, and I cover the tech too.

  1. A small number of businesses at a time.

    Your days are booked ahead, so you're not competing for them.

  2. On site when it's useful.

    Each pack says how much. The rest is remote, around the monthly meeting.

  3. Everything gets an owner, a date and a check a month later.

    That's how a change sticks instead of quietly sliding back.

  4. I tell you when something isn't worth doing.

    At The Missing Link, a two-person offshore team sat cut off from 60 staff in Sydney. Doing offshore properly meant changing how everyone worked, so I closed it and rebuilt the process onshore.

  5. The goal is to hand it over.

    Success is the month you don't need me. I step down to the monthly rhythm, then we stop, and you keep everything we built.

who you'll work with

Me on the COO and CTO work. Nic on the training.

Line illustration of Lee Booy, arms crossed

Founder

Lee Booy

Leads the COO and CTO work: the monthly rhythm, the compass, and the hands-on days in your business.

Fractional COO & CTO
Line illustration of Nicole White, hands on hips

Training and learning lead

Nicole White

Leads the AI training side: team sessions, the leadership half-day and the embedded program.

Former founder and CEO of The ID Crowd, a digital learning agency, and a reformed Deloitte Partner. A rare breed of designer, bringing strategy and creativity to workplace education.

Team training

For builds, I bring in a developer, quoted first.

outside client work

Time with founders, too.

I've mentored founders at Techstars on tech strategy, financial modelling, and privacy and cyber, and I went through Antler's startup residency.

get started

What would you hand over first?

  1. 1A 30-minute chat. No prep, no pitch deck.
  2. 2A one-page plan with a pack and a price. Or two days under the hood first, if you'd rather see it properly before committing.
  3. 3Start month to month.

Not sure you're the right size or stage? That's what the chat is for.

Not a calls person? Send a brief.

Written reply within two business days. No mailing list unless you ask.