Daniel

Daniel Bruce

Helping founders and small businesses turn technical complexity into clarity
Founder at Bertie Bookeeper (getBertie)

Areas of expertise

I help founders and small businesses cut through technical complexity when it starts slowing growth.

  • A new product that needs to go from early idea to something customers can actually use
  • Legacy systems that create drag and hold the business back
  • Payment or operational infrastructure that does not yet exist or does not scale
  • Technical decisions that feel overwhelming and keep getting debated without resolution
  • Internal operations that create friction instead of momentum

I work with teams to find clarity quickly, make the right calls, and ship things that move the business forward.

About Me

I build and fix complex software products for founders and small businesses.

Right now I am building Bertie, a bookkeeping tool for digital artisans. Before that, I founded Albert, a fintech business acquired by Santander, and served as CTO and Chief Product Officer across the payments industry.

Founders come to me when technical complexity is slowing them down - whether that means launching a new product, modernising legacy systems, or turning an early idea into something customers can actually use.

I help teams cut through the noise, make sharper technical decisions, and focus on the small number of things that genuinely move the needle.

My track record spans fintech, payments, accounting, and SaaS. I have led product, engineering, compliance, and platform modernisation at scale. Founders I work with move from overwhelm to clarity - with a real plan, working software, and technology that supports growth rather than constrains it.

Available for project-based work, fractional roles, and on-call advisory

Send Me a Message
Intro Call

30 minutes

A quick introductory call to discuss your needs and see if we're a good fit to work together. No commitment required.

View all sessions
Details

Years of Experience

18 Years

Country

United Kingdom

Qualification
1st Class BSc Hons, Software Engineering University of Lancashire 2004 - 2008
Social Links

  • Cofounder at Bertie Bookeeper

    Professional experience in Bertie Bookeeper (getBertie)

  • Fintech Exit

    Built and exited a fintech business acquired by global banking giant Santander.

  • Cofounder at FirstFeature.one

    Working startups to address the 90% industry failure rate

Specialties and Expertise

Areas of Expertise

Technology Consulting

Product & Innovation

Strategy

Specialties

Product vision definition Product opportunity assessment Feature prioritisation Create business plan Build operating model Define success metrics Design execution roadmap Prioritise product bets Assess tech landscape Define tech roadmap

Sessions

Intro Call

A quick introductory call to discuss your needs and see if we're a good fit to work together. No commitment required.

30 min
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Common Questions

I help when technical complexity is slowing growth — whether that's building a new product, modernising legacy systems, launching payment infrastructure, or turning an early idea into something customers can actually use. The common thread is operational or technical problems that need clarity and a clear path forward.

This is a good fit for founders and small business owners who are overwhelmed by technical decisions, stuck on architecture or tooling choices, or need someone with hands-on CTO and product experience to help them focus on what actually moves the business forward.

You move from uncertainty and technical overwhelm to a clear plan, working software, and confidence that your technology supports growth rather than constrains it. Teams ship faster, decisions get made, and the right priorities become obvious.

I founded and served as CTO of a fintech business that was acquired by Santander, and held CTO and Chief Product Officer roles in the payments industry. I've built and launched multiple products across fintech, accounting, payments, and SaaS — so I bring both technical depth and commercial judgment to every engagement.

I scope engagements around specific outcomes from the start. Depending on the problem, work may be advisory, diagnostic, or hands-on. The first conversation is focused on understanding your situation and deciding whether working together genuinely makes sense.