BusinessOptics was founded in 2010 by a team of actuaries, mathematicians, data scientists and computer scientists to deliver significant business value to organizations by enabling smarter business decisions. As a result of this requirement the BusinessOptics prescriptive analytics platform and a range of industry specific solutions were developed and brought to market. Both medium and large enterprise customers across a spectrum of industries as well as global consulting partners are reaping the benefits through their relationship with BusinessOptics.

The business modelling and prescriptive analytics platform is based on cloud technology that provides various integrated business solutions, such as:

  • Prescriptive Sales and Customer Retention analytics
  • Logistics and Supply Chain Optimization
  • Prescriptive Credit Risk analytics

Our Team


Executive Director

Brad's background in business, computer science and actuarial science helps guide the vision of a modern software company creating sophisticated solutions for modern businesses.

He previously worked within the insurance industry, building and deploying web-based ERP systems for insurance companies in Africa. Brad is an actuary with Business Science Honours degrees cum laude in Actuarial Science, Statistics and Computer Science, and a Business Science Masters degree in the applications of machine learning techniques to risk management.

Brad Profile


Chief Technology Officer

James is responsible for the design of the system and overseeing its implementation.

He has previously worked in a variety fields, overseeing projects in oil and energy, automated industrial systems, computer vision and security, mobile auditing, robotics, financial systems and environmental planning systems.

He has a graduate degree in the Mathematics of Computer Science, which he obtained at the top of his class.

James Profile


Non-Executive Director

Peter originally trained as a lawyer and began his career in IT at Dimension Data in 1988 through his appointment as General Manager.

As a member of the group’s original management team, his appointment was quickly followed by a position on the Dimension Data Board. Peter later took control of the group’s South African operation in 1990, during which time he set up the pioneering VPN business, OmniLink, and later oversaw the logical merging of OmniLink with the group’s highly successful ISP, Internet Solutions. Peter’s attentions were then turned offshore, as he was appointed President of Dimension Data’s United States operations.

Drawn back to his roots, he subsequently rejoined Dimension Data South Africa in 2002 and returned as chairman. In 2007, Peter resigned from Dimension Data and has since been involved in an advisory capacity with a number of start-up businesses.

Peter Hird


Non-Executive Director

Richard is an ICT entrepreneur who has been active in the South African and international market since the 1980s.

Some of his more notable ventures include co-founding Dimension Data, Dark Fibre Africa, the Protocol and the Archway Venture Partner venture capital funds.

Richard Came


Chief Operating Officer

Murray joined BusinessOptics as Chief Operating Officer in October 2017. His previous experience includes starting up a small scale private equity company, and held multiple financial and operational positions at an LSE listed mining house.  He completed his articles at Ernst and Young where he obtained his CA(SA). B.Comm, CA(SA), CFA.

Murray Photo


Senior Analyst

Simon holds undergraduate degrees in Applied Mathematics and Computer Science from the University of KwaZulu-Natal as well as a Masters degree in Mathematics from Royal Holloway, University of London and a Graduate Diploma in Economics from London School of Economics. He also holds the Financial Risk Manager (FRM) designation – certified by the Global Association of Risk Professionals. Simon has varied experience in data analytics and risk management in the financial sector having worked as a Analyst Developer at Absa Capital and a Data Analyst at the South African Revenue Service before joining the BusinessOptics team.

Simon Grest



Alex Hall recently graduated with a BSc (Hons) in Computer Science in which he consistently won awards for high achievement. He has gained work experience at a variety of different technology companies working on a range of systems including: energy simulations, large scale consumer websites and  public cloud infrastructure. Prior to joining full time he interned at BusinessOptics twice as part of the #breaktherules program.

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Data Scientist

Philly holds a BSc Geomatics engineering degree from the University of Cape Town, where he focused on geographic information systems, photogrammetric computer vision systems and LiDAR 3D modelling. Philly is currently completing his MSc(Eng) in Radar and Electronic Defence (UCT) in the Department of Electrical Engineering. His research is in computational electromagnetics and stealth technology in aircrafts. Philly's skills in programming, digital signal processing and mathematics made him a fitting candidate as a machine learning data scientist.

Philly Photo