"In 2019, Drew Smith and Ben co-founded Upp, an “inventory intelligence platform” that helps retailers to increase their margins by automating advertising and improving the performance of their Google shopping channels.

The company now has 25 staff and customers including the suit and shirt retailer Charles Tyrwhitt and the e-commerce marketplace OnBuy. White expects turnover to hit £5 million next year and is bullish about its prospects. He predicts that it will be “the biggest thing I've been involved in”.