Sam Underwood

Sam Underwood: designer, builder, founder

SERP Lens is the current build: a SERP browser for SEO professionals, drawing on consulting work for Soundtrap, Autodesk, Sephora, Compare the Market and a long list of others. A previous bootstrapped SaaS sits at seven-figure ARR, deliberately quiet. Not actively looking for client work, but open to interesting offers.

Building

SERP Lens v2.1

SaaS for SEO professionals. Tracks rankings, surfaces opportunities.

Wordsquared

Word finder for Scrabble, Wordle, crosswords. 300k+ words.

Selected work

  1. Soundtrap 10M users · cloud DAW
    2025—2026
  2. Autodesk $5.5B revenue · NASDAQ-listed
    2023—2025
  3. Joules £218M revenue · 124 stores
    2022
  4. Sephora $16B revenue · 35 countries
    2022
  5. Headout $130M revenue · 35M+ guests
    2021
  6. Virgin Experiences £82M revenue · UK & US
    2021—2024
  7. Interflora 1,200 florists · UK & Ireland
    2020
  8. REISS £346M revenue · Next-owned
    2019
  9. Compare the Market £714M revenue · 7M+ customers
    2018—2020
  10. AO.com £797M revenue · FTSE-listed
    2016—2018
  11. Travel Republic dnata Travel Group · UK OTA
    2016—2019
  12. Photobox 30M+ members · €315M group
    2016

Recent writing All →