Keel B2B Case Studies & Customer Successes

Keel is what happens when three people need to build and scale an operations business with no help from off-the-shelf tooling. Before they founded Keel in 2022, they worked at Echo, Europe’s fastest growing online pharmacy that was later acquired by Pharmacy2U. As CEO, CTO and Head of Product, they worked across technology and physical operations shipping 50k medicines to 600k customers daily. When they left, the business had grown to £100m annual revenue. Through this journey, they built a ton of custom software to run their operations. They hadn’t intended to, but they had no choice. Off-the-shelf was inflexible, and they just needed to get things done! By building the tools theirselves, they realised that custom software massively raises the quality of ops, and also that most ops teams won’t ever have access to their own purpose-built tools.