Meet the Team

James Friedman

Co-Founder

I co-founded Untap to help level the playing field for small businesses when it comes to modern technology. With a Master's in Professional Accounting and a background in finance and consulting, I've spent years working alongside business owners—seeing firsthand how confusing and out-of-reach advanced technology can feel without the right guidance or access point. Untap came from a need to turn complexity into clarity for business owners.We're here to make technology that learns and adapts, easy to understand, simple to use, and actually helpful in day-to-day business. It's about giving small businesses the edge they deserve.

Peyton Hobson

Co-Founder

With a career spent building high-impact products as a software engineer, I co-founded Untap to bridge the gap between advanced technology and real-world business needs. My experience developing and integrating AI solutions has shown me how transformative these tools can be when they're accessible and thoughtfully designed.At Untap, I'm committed to creating technology that empowers businesses to achieve more with less effort—freeing up time and energy for what truly matters. I believe powerful AI should be practical and genuinely useful, and that's the standard I strive for in everything we build.