About Simplifydigital Web Services

Where we started out

Simplifydigital started life as a retail business in London in 2007.  It was launched by two ex-BSkyB executives to provide impartial switching advice to TV, broadband and home phone customers in the UK market. 

The market for TV, broadband and home phone “bundles” is complex, with over 4,500 deals to choose from, a lot of technical jargon for the consumer to understand and an often tricky switching process.  As a result, online sales conversion is relatively low, with many customers finding it easier to buy (and manage the switch) over the phone.

Simplifydigital’s engineering team started with a clean sheet of paper and developed sales software designed to deliver a simple and effective consultative sales process online, over the phone and face-to-face. It soon became clear that this unique perspective in the TV, broadband and home phone industry could be applied to other clients within the industry and beyond and Simplifydigital Web Services (SDWS) was born three years later in 2010.

A rapid growth trajectory

Simplifydigital continues to grow very rapidly, with SDWS the fastest growing business unit within the organisation. Our growth performance was recognised in 2013 by Deloitte, GP Bullhound and Tech Track and in 2014 we are delighted to have achieved an even higher position in the Tech Track 100 list.

Meet the SDWS management team

Charlie Ponsonby
Chief Executive Officer

Charlie co-founded Simplifydigital in 2007 based on his experience of selling TV, broadband and home phone packages at Sky in the UK, where he was Marketing Director for six years. Charlie started his career as an economist after leaving Cambridge University, working on trade policy in Africa, the Middle East and South Asia. He then joined Andersen Consulting (Accenture) as a strategy consulting before joining the UK retailer Selfridges as a Board director aged 29. From there he moved into interactive TV, before joining BSkyB in 2001.

Lawrence Bleach

Lawrence co-founded Simplifydigital, leaving Sky where he was Retail Marketing and Distribution Director, to start the business in 2007. Before joining Sky, Lawrence held senior commercial positions at Colgate Palmolive and Walkers Snacks. Lawrence originally qualified as a Management Accountant, before studying an MBA at Cranfield School of Management.

Frederick Jowett
Chief Technology Officer

Fred has been Chief Technology Officer at Simplifydigital since 2012. He is the driving force and creative mind behind our SaaS software solutions and technical infrastructure. An industry leader with over 20 years’ experience in technical services architecture and software engineering, Fred invented several patented Data Transmission and Distribution methodologies. He is an expert in Agile and software design and holds a PHD in Radio Astronomy from The University of Manchester.

Vladimir Radivojev
Data Director

Vladimir joined Simplifydigital in 2012, leaving OgilvyOne where he was Head of Data Strategy and Analytics. With over 15 years’ experience, Vlad has worked in data long before it became big or fashionable. As well as managing the database that underpins the whole SDWS operation, Vlad has developed the data department into its own P&L with a range of products including pricing models, Elasticity Indexes and Market Intelligence SaaS. Vlad most enjoys making data products that create profit in clients’ day-to-day businesses.


Florian Ritzmann
Head of Energy Sector Solutions

Florian has a wealth of experience in building and scaling ebusinesses. Prior to joining Simplifydigital he helped set up and run a number of new price comparison services. More recently he helped re-launch an established price comparison service and put together a hire car insurance price comparison service in Germany. Born in Germany, Florian went to school in Italy, France, Nigeria, Japan, got a BA from the University of Virginia and an MSc in Economics at the School of Oriental and African Studies.

Contact Simplifydigital Web Services

Want to request a demo of our SaaS services, or enquire about current employment opportunities? Get in touch!

The SDWS management team are always happy to hear from you.