AdTecher is the brainchild of co-founders Charlie Wheeler and Andy Hardwick, who are on a mission to make advanced digital marketing tools accessible, effective, and easy to use for eCommerce merchants. With a shared vision and complementary skill sets, they’re building an AI-powered platform that simplifies advertising and data-driven marketing for small businesses.

“I’m fortunate to be building this venture alongside a fantastic team, including our co-founder and CTO, Andy Hardwick,” says Charlie. “He brings deep expertise in systems architecture, automation, and scalable cloud infrastructure.”

Andy’s experience in building robust platforms and leading technical teams have been instrumental in shaping both the product and its long-term direction. He also brings particular strength in the connected TV (CTV) space, where AdTecher is developing strong product direction.

“Together, we’re aiming to empower merchants with tools that make data-driven, paid and unpaid marketing not just possible, but easy and effective.”

Charlie, whose background lies in technology and product development—especially in SaaS platforms like online ordering—was motivated by a persistent challenge he saw in the market.

“Over time, I realised there was a real need for smarter, more accessible marketing and data tools tailored for small and medium sized merchants,” Charlie explains. “That motivated me to start my own business focused on solving that challenge.”

AdTecher’s mission is clear: empowering merchants with smarter, simpler AI marketing. The startup is building an AI-powered platform that automates online advertising and marketing for eCommerce merchants - such as those on platforms like Shopify - making it easier for them to grow sales without the complexities of traditional digital tools.

“We’re solving the problem of complicated, expensive, and often ineffective digital advertising for small merchants,” says Charlie. “It’s important to me because I believe every business, regardless of size, should have access to powerful tools that help them compete and grow in the digital marketplace.”

The inspiration for AdTecher came directly from working with small businesses and witnessing their struggles with existing advertising solutions.

“I saw firsthand how costly and complicated existing solutions were, which sparked the idea to build something more intuitive and affordable that truly empowers merchants.”

The platform isn’t just about making ads easier; it’s about delivering real, measurable value. AdTecher offers advanced data modelling, giving users insights that help them make informed decisions and drive performance. By focusing on automation and accessibility, the team aims to give SME merchants the tools they need to save time, reduce waste, and grow sustainably.

Charlie and the team have an ambitious long-term vision:

“We want to become the go-to AI data intelligence & marketing platform for eCommerce merchants worldwide, constantly evolving to deliver smarter, more personalised tools that simplify how businesses connect with their customers.”

That ambition is grounded in a strong belief that small businesses should have a better shot at competing in the marketplace. He explains,

“We hope to make a meaningful difference by democratising access to advanced marketing technologies, helping merchants locally and globally compete on a level playing field and thrive in an increasingly digital world.”

AdTecher recently joined the Cooper Project, a move that was recommended by regional business advisor Morgan Killick.

“Morgan has provided us with some fantastic recommendations and advice so far - the Cooper Project being one of them,” he says. “It offers a unique blend of expert knowledge, community support, and tailored resources that can accelerate our growth and help refine our product-market fit.”

While on the programme, Charlie hopes to sharpen AdTecher’s business strategy, validate the product with real customer feedback, and make progress toward key startup milestones.

“We want to deepen our knowledge in fundraising and go-to-market strategy, connect with potential investors and partners, and achieve key milestones like launching our MVP and securing early adopters.”

For Charlie, one of the most rewarding moments in the journey so far has been watching early users engage with the prototype. “It’s a powerful validation that we’re solving a real problem.”

Based on his experience to date, Charlie has the following advice for aspiring founders:

“Start by talking to your potential customers as early and often as possible. Validate the problem before building a solution - you can sell a solution before it's built. Don’t be afraid to iterate based on feedback. It’s all about learning fast and staying adaptable. Oh, and remember: good distribution is more important than ever!”

Discover more about Adtecher on the website: www.adtecher.com and connect with Charlie on LinkedIn to stay up to date with his founder journey.