Ep204 – George Hartley (Co-founder & Co-CEO – Bluethumb) on lessons from building a $100M art marketplace

The Startup Playbook PodcastInsights and lessons from the world's best entrepreneurs and investors Twitter Facebook YouTube Instagram Ep204 – George Hartley (Co-founder & Co-CEO – Bluethumb) on lessons from building a $100M art marketplace January 23, 2025 rohitbhargava Podcast My guest for Ep204 of The Startup Playbook Podcast was George Hartley. George is the Co-founder & Co-CEO of Bluethumb, Australia’s largest art marketplace. Since its launch in 2012, Bluethumb has grown into the leading art marketplace platform, connecting over 23,000 artists with buyers and selling more than $100 million worth of artwork. In addition to Bluethumb, George was also the Co-founder and CEO of SmartrMail, an email marketing platform designed to help e-commerce businesses delight their customers and boost sales. SmartrMail’s success led to its acquisition by Relay Commerce in 2022, delivering a 5x return to its seed investors. In this episode, George shares insights into: Why Bluethumb waited three years to raise their seed round and why they’ve stayed bootstrapped since The importance of continuously taking risks and experimenting to drive growth The unique challenges and strategies for scaling consumer marketplaces versus SaaS companies Timestamps: 1:49 George’s background 7:30 His journey from music to tech 11:33 How to know when to stick with something vs pivot 15:45 The early days of Bluethumb 19:52 Staying true to your vision despite external noise 24:18 The fundraising journey for Bluethumb 32:03 The SmarterMail journey 38:02 Identifying and hiring talent 45:34 How he thinks about taking risks and running experiments 52:54 US Expansion Our partners: A big thank you to Freddy Grant and Ed Hartley for their help with this interview! Also a big shout out to our partners for the show: Scendar  Scendar is the OG startup accounting firm in Australia catering to all stages of your business’ life. If you’re busy running your startup, you don’t have time to do your own books and forecast. Instead, fully outsource your finance function, giving you time and resources back to focus on what you do best in growing your business. Find out more at Scendar.com Vanta Vanta helps businesses get — and stay — compliant by automating up to 90% of the work for the most in-demand compliance frameworks. And with over 300 integrations, you can easily monitor and secure the tools your business relies on.Join over six thousand fast-growing companies that use Vanta to manage risk and prove security in real time.Startup Playbook Podcast listeners get access to an exclusive offer of USD$1000 off their plans. Head over to vanta.com/playbook to get access to this exclusive discount. Links mentioned: George’s links: George on LinkedIn Bluethumb Bluethumb on Instagram Art in my Home Podcast People mentioned: Steve Jobs Richard Branson Edward Hartley Philip Slusarski Bradford D. Smart – Topgrading Freddy Grant Lorenzo Ghiberti Companies mentioned: Costco Apple SoundCloud Luxury Escapes Zappos Startmate SmartrMail LivingSocial EVP Klayvio Feedback/connect/say hello: [email protected] @RohitBhargava7 (Twitter) /rohbhargava (LinkedIn) @rohit_bhargava (Instagram) My Youtube Channel Credits: Music: Paycheck Other channels: Find all of the links for the podcast on Linktree here https://traffic.libsyn.com/secure/startupplaybook/Ep204_-_George_Hartley_Bluethumb.mp3Podcast: Play in new window | Download | EmbedSubscribe: RSS admin January 1, 2014 Reply Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat admin January 1, 2014 Reply Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. 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