Built from the inside out

Why I built an agency for this world

When I was looking to start my agency, I could have picked any niche. E-commerce. Restaurants. Real estate. Instead, I chose the one I had lived from the inside — the world of elder care, end-of-life planning, and the businesses that families turn to in their most difficult moments.

As an only child, I was the person responsible when my parents needed help. Not part of a team, not sharing the weight with siblings — just me. During their last years, I visited regularly, looked after their paperwork and bills, coordinated care and everything else a grateful son would do for his parents.

After my mother died, I stood alongside my father through that loss. When he experienced a near fatal car crash, I stayed with him for over 6 weeks until he recovered. To give him back his independence after he was banned from driving, I purchased a mobility scooter for him. The 3 further years he lived was a very special time for both of us and we got to know each other as never before.

When he passed, I repeated everything I had done for my Mum. I handled the funeral, the cremation, the arrangements on the day, the probate, and finally the clearing of the family home.

I know what it is to search for the right provider in those moments. I know that the families reaching out to your business are not shopping casually — they are under pressure, often overwhelmed, and placing real trust in whoever picks up the phone.

That is why I feel a duty to bring together families in need with service providers that clearly do good work but are invisible online. That experience is the foundation of Silver Shield Media — a genuine understanding of the journey your clients' families are on, and what it means for them to find you.

Before starting Silver Shield Media, I had spent around a decade as a management accountant working across logistics, manufacturing, and telecoms — including time at UPS. That background shapes how I run campaigns: with rigour, transparency, and a clear-eyed focus on what the numbers actually mean for your practice. I know how to read a P&L. I know what a cost per acquisition needs to look like to make sense. And I know how to communicate that clearly, without jargon.

Silver Shield Media is also the founding company behind Heritage Care Network — a curated directory of elder care providers across the United States. That gives our clients something no generalist agency can offer: a seat at the centre of the ecosystem, not just a view from outside it.