We believe in making the photography industry a better place

A place where photographers are empowered to succeed on the basis of their art — not SEO, Instagram, or ads.

Focal Website & Backend Platform



We're a passionate bunch.

We love photography and want to see the industry thrive. We also share one thing in common: we're not afraid to be different. It's why we work hard to create tools that empower professionals and break the mould. And we do it all while providing personal, hands-on support that is second-to-none.

Lachlan Shum

Founder, CEO

Jason Mah Ming

Investor, CFO

Tom Kirk

Software Developer

Tylan Bayley-McPherson

Software Developer

Matthew Wang

Software Developer

Nathalie Heyden

Community Manager

Heidi Suen

Website Designer

Max Cameron

Website Designer

Harry Davies

Customer Success Manager

Kirsty Tait

Web & UX Designer

Cary Jones

Website Designer

Cicely Farlette

Website Designer

Ben Joubert

Photographer Partnerships Manager

Oscar Blyth

Photographer Partnerships

Sarah Foreman

NAC Events Manager

Rosalie Connolly

Events Marketing Specialist

Madelyn Waldhaus

Performance Marketer

Kimi Moore

Web & UX Designer

Sebastian Huxley

Content Designer

Marlboro Wang

Photographer Liason
Success! Thank you for subscribing.
Oops! Something went wrong while submitting the form.