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About Bailee

It starts with someone wanting to know what’s happening to their car.

A customer has handed something they care about to a specialist. Solving that one simple problem well is where Bailee begins, and everything else grows from it.

Why the name?

bailee

bay · LEE

noun · law

A person or business entrusted with another person’s goods.

That’s exactly what happens when a customer hands you the keys, or boxes up their calipers and sends them to you. Often it’s something valuable, rare or deeply personal. Bailee is built around that moment of trust: helping you look after the work properly, communicate clearly and show the care that goes into every job.

Why we built Bailee

Great work deserves a customer experience to match.

We’ve spent our careers around the UK automotive aftermarket. Again and again we saw the same thing: specialists doing outstanding technical work, and customers left in the dark while it happened. The photos existed. The knowledge existed. There was just no easy way to get it to the customer.

Garage software is built to run the workshop: bookings, estimates, invoices and parts. None of it is built around what the customer experiences while their car is with you. So we started with one question.

What does the customer need to see while their vehicle is being worked on, and how can we show them without creating more work for the workshop?

Our mission

Make having specialist work carried out on a vehicle a better experience, while helping the specialist get more value from the work they already do.

The founders

Automotive aftermarket, meet software.

Simon Johnson and Phil Morton have worked together since 2007. Their partnership began in the automotive aftermarket, helping bring Euro Car Parts online with its first e-commerce offering. Both work full time on Bailee.

SJ

Simon Johnson

Co-founder · Product & Commercial

More than 20 years across automotive e-commerce, digital product and B2B marketing technology. At Euro Performance and Euro Car Parts, Simon helped establish the B2C and B2B e-commerce divisions, presenting complex automotive product data in a way customers could use. He later led product across SaaS, digital publishing, lead generation and distributed marketing.

At Bailee he leads product and customer experience, and onboards every early access workshop.

PM

Phil Morton

Co-founder · Technology

Almost four decades in software and automotive technology, including around 20 years with Kerridge Computer Company and ADP Dealer Services, where he was eCommerce Manager. Since 2007 he has been a director of Commcam, delivering software and e-commerce solutions, and since 2017 has run Philelsol Limited, specialising in software development.

At Bailee he leads the engineering behind the platform.

01Automotive aftermarket

Deep, first-hand knowledge of how UK automotive businesses and their customers work.

02Software & e-commerce

Decades of building platforms that real businesses rely on every day.

03B2B marketing & growth

Platforms designed to generate engagement, leads and commercial value.

Not a software team learning automotive from scratch. Not automotive specialists learning to build software. Both, working together for nearly two decades.

Why workshops can trust us

Automotive people, building for automotive specialists.

We know the trade

Our careers started in the UK automotive aftermarket, from Euro Car Parts to the parts suppliers behind it.

We build it ourselves

Bailee is designed and engineered by its founders. When you ask for a change, you’re talking to the people who make it.

You talk to the founders

Demos, onboarding and support come directly from Simon and Phil. No call centre, no handovers.

You stay in control

You decide what customers are sent, and nothing is posted publicly without your approval.

It fits around you

Bailee works alongside your existing software, and its stages bend to fit the job rather than the other way round.

It has to earn its place

Try it through an 8–12 week supported pilot on terms agreed up front. Continue only if it’s worth it.

Talk to the founders

Fifteen minutes with the people building it.

No sales team, no script. Just a look at what your customer would see, and an honest conversation about whether Bailee fits your workshop.

Book a 15-minute demo hello@bailee.app