Additional Coverage:
- I moved my family and company from the UK to the US. Now that I’m bringing in millions, I worry about ruining my kids. (businessinsider.com)
From London Techie to Austin CEO: Jo Baker’s Unconventional Path to $15M Success
Austin, TX – In a world often dominated by stereotypical images of tech founders, Jo Baker stands out. The 53-year-old CEO of Austin-based ShipperHQ, a shipping rate management software company, is a self-described “mom” with a working-class English accent more akin to a gritty 80s film than a period drama. And she’s perfectly fine with that.
Baker’s journey to leading a company with 47 employees and $15 million in annual revenue is as unique as her persona. It began in London, where she was the primary earner for her family.
While her husband, a stay-at-home parent, dabbled in an eBay business, Baker found herself creating software to solve the common shipping woes he encountered. What started as a free program soon garnered thousands of downloads and a growing demand for her expertise.
“One day, while taking the train to work, I ran the math,” Baker recounted. “If I could make £100 a day, I could get by.
I called my husband and said, ‘I’m handing in my notice.’ He told me I was nuts.”
Despite her husband’s initial skepticism, Baker took the leap. While replacing her corporate salary took time, the business steadily grew.
In 2013, she made the significant move to the United States, where the majority of her business was located. “It wasn’t glamorous,” she admitted, recalling a year where she had just $68 for Christmas presents after paying everyone else.
The company has since adapted through various challenges, including the current shift towards AI, which Baker sees as another opportunity for growth.
Today, ShipperHQ is a thriving Austin enterprise. Baker acknowledges that she doesn’t fit the typical “Austin tech CEO” mold, but she’s no longer bothered by it.
“Over time, I’ve become sick of justifying the fact that I don’t fit the mold,” she stated. “I want to show that you don’t have to look or sound how people expect.
The success of my company speaks for itself.”
Baker’s drive for financial security stems from a profound personal experience – the death of her mother from cancer at a young age, which left Baker in debt and struggling. This past trauma fueled her desire to build stability for her own sons. “If I died, I wanted them to be able to stand on their own two feet without me,” she explained.
It took 12 years, but by 2021, driven by increased revenue during the pandemic and a newfound self-trust, Baker finally felt financially secure. This allowed her to shift her focus from relentless growth to enjoying life and her teenage sons.
Mindful of the potential pitfalls of wealth, Baker has even enlisted the help of a wealth counselor to guide her family in processing their feelings about money. Subtle lessons are ingrained in their daily lives, from asking permission before adding items to the grocery cart to Baker’s personal preference for a “dive bar over a swanky restaurant.”
This year, the family will revisit Fiji, a place they vacationed when her sons were small. This time, however, Baker hopes they will fully grasp the hard work and dedication that made such experiences possible.