The Entrepreneur: Reuben Singh, alldayPA and Isher Capital

The man behind Miss Attitude, alldayPA and Isher Capital, we chat to Reuben Singh about finding the right investors, surviving a restructure and more...

Founder: Reuben Singh
Companies: alldayPA, Isher Capital
Description in one line: alldayPA provides call handling technology to businesses and individuals, while Isher Capital is a boutique private equity firm providing capital to entrepreneurs
Previous companies: Miss Attitude
Turnover: £30m

Business growth

Within three bullet points, describe your business model and what makes your business unique:

  • alldayPA provides an on-demand service for businesses and individuals who expect great service in today’s gig economy.
  • We blend cutting edge AI to eliminate human error, whilst still maintaining the human core to our business.
  • We practice what we preach by outsourcing our non-vital processes to other UK companies.

What is your greatest business achievement to date?

My greatest achievement would be my business alldayPA. The work that has gone in and what has come out of it is incredible.

What numbers do you look at every day in your business?

I always look at my client calls every day; being in the call centre industry, I take extra care over our call volumes for our clients as well as the ones I have with them personally each day.

To what extent does your business trade internationally?

My venture capital and investments fund, Isher Capital, is international – with a lot of the business being done in Hong Kong, the middle east and the larger Europe network.

Describe your growth funding path:

Completely self-funded.

What technology has made the biggest difference to your business?

For us it would be industry-specific AI which has all but eliminated human error from our processes. Specifically it would be our Popping system, which allows us to see caller to business information instantly as soon as we receive a call for one of our clients.

Where would you like your business to be in three years?

In the next three years I would like to see alldayPA working at three times the size, with rapid national expansion.

We’re investing heavily in our sector over the next few years as part of an acquisition trail within the UK, with the aim to aid the UK's infrastructure and to maintain job levels for the industry.

Growth challenges

What is the hardest thing you have ever done in business?

Restructuring a business after a downturn. It’s not an uncommon thing in business, but having to restructure can take a toll.

However, with a strong work ethic and self-belief I managed to achieve even more success after a restructure.

What was your biggest business mistake?

Borrowing money from greedy bankers who just wanted to sell money, and didn’t necessarily believe in or care about my businesses.

What is the most common serious mistake you see entrepreneurs make?

Borrowing too much money rather than seeking genuine investments from the right people, who will help their company grow and be nurtured in the right way.

How will your market look in three years?

In the customer service and call centre industry there will be a much greater focus on the quality of service, less on being the cheapest provider.

What is the single most important piece of advice you would offer to a less experienced entrepreneur?

Share the business, share the risk. Don’t borrow, find the best investors for your idea.

Personal growth

Biggest luxury:

My cars.

Executive education or learn it on the job?

Both, side by side.

What would make you a better leader?


What one thing do you wish you’d known when you started?

Never fall out with anyone. Settle everything on a personal level without involving any lawyers or legalities, even if you are in the right.

One business app and one personal app you can’t do without:

My go-to business app would be my alldayPA Virtual Office app. And I couldn’t live without WhatsApp to talk with my family and friends, no matter where I am in the world.

Business book:

My book of life! I’m still writing it though…