How to Scale a Tech Business in the UK: Lessons from Paul Chorley, Automate Pro

The Entrepreneur Lab, is were we share unfiltered stories from founders who’ve been there, the breakthroughs, the setbacks, and the lessons learned along the way. These conversations dive into what it really takes to build, scale and sustain a successful business, from resilience and culture to growth capital and international expansion.

Scaling a tech business in the UK is no easy task, especially when you’re up against industry giants. For Automate Pro, the answer lay in automation. By streamlining repetitive software development tasks, the company unlocked faster delivery, global growth, and a bold vision for the future. In this Entrepreneur Lab interview, CEO and co-founder Paul Chorley shares the lessons behind Automate Pro’s journey, from resilience and strategy to culture, growth capital, and international expansion.

“We wanted to remove the manual, repetitive, soul-sapping tasks.”

Paul Chorley, CEO and co-founder of Automate Pro, explains that much of software development is still done the same way it was 20 years ago. Testing, documentation, and release tasks are often carried out manually, slowing down delivery and draining productivity. Automate Pro changes that by using AI and automation to eliminate inefficiencies, freeing teams to focus on higher-value, more fulfilling work.

“It’s the worst news you could receive as a founder.”

Just as Automate Pro prepared to launch, ServiceNow, the very platform they build on, unveiled its own competing product. For Paul and his co-founder, it was a make-or-break moment. Instead of walking away, they took a hard look at their strengths, their differentiation, and the value they could bring to customers. That decision to continue proved to be pivotal, showing how resilience and focus can turn even the toughest challenge into a catalyst for growth.

“Set the goal. Set the plan. Execute against the plan.”

For Paul, success doesn’t come from luck, it comes from discipline. His approach rests on three clear phases:

1. Defining an ambitious yet specific aspiration.

2. Building a strategy and plan that makes success inevitable.

3. Executing that plan with relentless focus and consistency.

It’s easy for founders to be distracted by shiny new ideas, Paul admits. But long-term success demands clarity, commitment, and the courage to stick with the plan.

“Build the people, the people build the business.”

Paul stresses that great businesses are built on trust and culture. From the start, Automate Pro focused on authentic values like selflessness and having fun, principles that shaped the company’s culture as it grew. Hiring specialists who could outperform the founders in their respective roles was equally important. As Paul notes, leadership is about empowering the right people and trusting them to deliver, not trying to do everything yourself.

“I want Automate Pro to be the first billion-dollar company in the ServiceNow ecosystem.”

With expansion already underway in the US, APAC, and Europe, Automate Pro is scaling fast. Paul emphasises that thinking big changes how founders make decisions, pushing them to take bolder steps and embrace growth opportunities. Partnering with YFM gave the business not only capital but also the confidence and strategic support to make those bigger bets, accelerating Automate Pro’s journey towards unicorn status.

Ultimately, Paul’s vision is ambitious but grounded:

“I want Automate Pro to be the first billion-dollar company in the ServiceNow ecosystem.”

It’s a bold goal, but one built on resilience, culture, and the discipline of execution. For Paul, thinking big isn’t just about valuation; it’s about unlocking opportunity for his team and building a business that lasts.

At YFM Equity Partners, we’re committed to supporting ambitious entrepreneurs as they scale and grow. For more entrepreneur news, take a look at our other articles and videos, and subscribe to our newsletter. Watch The Entrepreneur Experience Video Series for more insights and advice from leading UK entrepreneurs and thought leaders in the business ecosystem.