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• 5 min read
• Published on 25 July 2025
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View the full Basket:Small Business Champions
Let’s be honest, shall we? Most of us are drawn to the bright, shiny objects of the investment world. The latest AI breakthrough, the electric car company with a messianic leader, or some cryptocurrency that promises to rewrite the rules of finance. It’s exciting, it’s headline-grabbing, and it’s usually a fantastic way to lose your shirt. While everyone is chasing these fleeting trends, I find myself looking at something far more mundane, and frankly, far more compelling. I’m talking about the companies that provide the digital nuts and bolts for small businesses.
It’s not glamorous. It’s the digital equivalent of selling shovels during a gold rush. But my word, it can be a remarkably steady way to build wealth.
View the full Basket:Small Business Champions
Think about your local butcher, baker, or candlestick maker. A few years ago, having a website was a nice-to-have. Then the world turned upside down, and suddenly, being online wasn't just an option, it was a matter of survival. Every small enterprise, from the corner cafe to the independent consultant, had to figure out how to take orders, accept payments, and manage their affairs without relying on foot traffic and a dusty old cash register.
This wasn't a temporary blip. It was a permanent rewiring of the economy. These small businesses aren't going back to the old ways. They can't. To compete today, they need the tools that allow them to operate efficiently online. This has created a colossal, sustained wave of spending on the software and services that make modern commerce possible. It’s an inevitable trend, and one that I think has years left to run.
View the full Basket:Small Business Champions
At the centre of this shift are companies that have become the essential plumbing for small businesses. Take a company like Shopify. It has effectively become the default operating system for anyone wanting to sell things online without the headache of building a custom website. Once a business builds its entire operation on a platform like that, moving elsewhere becomes a nightmare. The cost and complexity of switching are so high that they might as well be locked in. For an investor, that "stickiness" is a beautiful thing.
Then you have the truly unsexy stuff, like Bill.com, which automates the soul-crushing process of sending and paying invoices. For a small business owner, this isn't just a convenience, it's a lifeline. It frees up time, reduces errors, and helps manage cash flow. These aren't frivolous apps, they are fundamental tools for survival and growth.
View the full Basket:Small Business Champions
What makes these companies particularly attractive to me is how they make their money. Most operate on a subscription model. This means they get a predictable stream of revenue every single month, which is the holy grail for any business. It’s not a one-off sale, it’s an ongoing relationship. As their clients’ businesses grow, they use more services and process more transactions, so the revenue naturally expands. It’s a wonderfully elegant model. A collection of these companies, such as the Small Business Champions basket, is built around this very principle of backing the essential service providers of the digital economy.
Of course, no investment is without risk. A sharp economic downturn would undoubtedly hit small businesses hard, and their spending on software would likely take a hit too. And as the opportunity becomes more obvious, you can be sure the tech giants will try to muscle in. But the best of these platforms have built deep moats around their businesses through network effects and high switching costs, which should offer some protection. To me, the potential rewards still seem to outweigh the very real risks.
View the full Basket:Small Business Champions
View the full Basket:Small Business Champions
View the full Basket:Small Business Champions
View the full Basket:Small Business Champions
View the full Basket:Small Business Champions
View the full Basket:Small Business Champions
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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