In the highly mature and increasingly regulated gambling market of the UK, there is hardly any room for "trial and error" for new brands. However, Paul Colley, the founder of BetTom, chose to enter the market during this critical period, attempting to create a trustworthy small-scale gambling operation brand with a "player-first" philosophy and old-school service ethos.
BetTom launched in May 2024, backed by a team that not only inherited the experience and connections of Goodwin Racing but also almost entirely relocated the original operational staff. BetTom's co-founders include the two sons and wife of Julian Head, the founder of Goodwin Racing, giving the brand a strong "family workshop" character and bringing it closer to the traditional British horse racing service culture.
"We are not here to challenge big companies, we are here to win trust," said Colley.
More important than speed is "response"
In an era where players are generally treated as "numbers" in a database, BetTom aims to provide a warmer experience. Colley pointed out that most operators can take up to a week to respond to customers, while BetTom aims to respond within "minutes." "You are not a number, you are our guest." This is the core value BetTom wants to convey.
On the product level, BetTom collaborates with EveryMatrix to launch a platform that offers standard sports betting and iGaming services, including bet builders, instant withdrawals, and customizable odds—features that are highly valued by modern users.
Non-automated compliance, the last line of defense?
In today's gambling regulation increasingly reliant on AI and automated KYC processes, BetTom goes against the grain by emphasizing that compliance processes must be "manually reviewed." "This is not an option; it is a must-do manually," Colley stated outright. Currently, the largest department at BetTom is the compliance department.
This not only reflects the brand's commitment to responsible gambling but also further strengthens its "people-first" operational philosophy. Although costly, this approach may be another form of "brand moat" for small and medium-sized operators seeking regulatory favor.
The "hold and give up" of horse race betting
The BetTom team has been deeply involved in horse racing for many years, but Colley is pessimistic about the future of horse race betting. As on-site payments move towards cashlessness and younger users shift to esports and virtual sports, traditional horse race betting is no longer a growth engine. He openly admits that BetTom has no plans to venture into on-site venue betting, focusing instead on digital channel horse race betting and other sports markets.
Tax burden, risk management, regulation—how hard is it to be a small operator?
The compliance and financial pressures of the UK gambling market have become the biggest uncertainties for operators. Colley openly worries that the new tax regime expected to be introduced could further squeeze profit margins.
Currently, UK operators face multiple taxes, including a 21% remote gambling tax and a 15% general betting duty, with the Treasury possibly raising these rates in the Autumn Budget of 2025. Especially for brands reliant on horse racing income, any increase in tax rates could further compress their living space.
Conclusion: Small and trustworthy, trustworthy and winning
BetTom does not intend to become the next Paddy Power, nor does it aspire to achieve a "platform unicorn" valuation miracle in the short term. What it aims to do is establish a "reliable brand" in a market dominated by giants and under high regulatory pressure:
Responsive to customers;
Responsible for processes;
Reverent towards the industry.
In today's gambling industry, which often talks about technology, scale, and capital, BetTom's "counter-current" approach may be a gentle reminder to the market: what truly wins players' hearts is not necessarily the biggest or fastest operator, but the most "reliable" one.
