Behind The Tool: Ben From Protect+

Let’s start with a quick overview. What is Protect+ and how does it serve modern eCommerce brands?

The Smarter Post-Purchase Protection for Modern Brands. Reduce lost package claims, improve customer satisfaction, and boost profits—all with Protect+.

Was there a moment when it clicked that post-purchase pain points were a real opportunity to tackle?

Honestly, it wasn’t one big lightbulb moment — it was more like a pattern I kept seeing over and over again working with e-commerce brands. Merchants were spending so much to acquire customers, only to lose control after the purchase was made. Whether it was issues with damaged packages, frustrating return flows, or no real way to offer ongoing value to loyal customers — it was all friction, and it felt like no one was tackling it in a connected way.

What really pushed me to act was seeing how these post-purchase gaps weren’t just costing brands money — they were hurting customer trust. I thought, why isn’t there one system that can handle this entire experience — from protection to perks — and actually feel native to the brand? That’s when Protect Plus was born. Not as just another app, but as a platform to let merchants turn post-purchase into a strength instead of a pain point.

In your opinion, what’s something most D2C brands tend to get wrong about the post-purchase experience?

Most D2C brands treat the post-purchase experience like an afterthought — just something that happens once the sale is made. But the truth is, that’s where brand loyalty is either built or lost. Too many brands rely on generic tools or patch together multiple apps that don’t really talk to each other, which creates a clunky experience for the customer and a headache for the team managing it.

Let’s rewind a bit. How did your own background lead to building Protect+?

I jumped straight into tech and web development right after school — no traditional career path, just straight into the deep end as a freelancer. I landed my first big opportunity with a company in LA, and at 18, coming from Scotland, that was a massive step. I ended up leading their engineering team, which was surreal at the time, but it taught me a lot about building under pressure and delivering real outcomes.

That experience helped me realize that my strongest skillset was actually in service — not just writing code, but understanding what brands really needed and how to support them long-term. So in 2018, I started Media Carry, an ecommerce development agency. We worked hands-on with D2C brands, which gave me a front-row seat to their pain points — especially around the post-purchase journey. By 2024, it was clear that software could solve these issues at scale, and that’s when I launched Protect Plus.

You’ve mentioned that simplicity is a core value for Protect+. Why is that so important — and how do you build for that in practice?

Simplicity is everything at Protect+ — not just in the user interface, but in how the whole platform fits into a merchant’s workflow. One of the biggest frustrations we kept seeing was how clunky and rigid existing tools were. Brands were getting tied into heavy contracts, forced to use bloated systems that took weeks to implement, and once they were in, making changes felt impossible.

We built Protect+ to be the opposite of that. It’s lightweight, fast to launch, and flexible by design. Whether it’s enabling package protection, setting up a returns flow, or launching a membership program — everything’s built to feel native to your brand and easy for your team to manage. No sales calls, no 12-month contracts, no red tape — just software that works for you, not the other way around.

One of the biggest differentiators for Protect+ is the revenue-sharing model. How does it work, and why does it matter?

Exactly — one of the things we wanted to change with Protect+ was the idea that post-purchase tools are just a cost center. Traditionally, things like package protection or returns software come with fixed monthly fees or usage-based pricing that eats into margins. We flipped that on its head by creating a revenue-sharing model that actually rewards merchants for offering these services.

Take package protection as an example: when a customer opts in at checkout, a portion of that fee goes to the merchant. So not only are they covering the risk, they’re generating extra revenue every time it’s used — and customers love the peace of mind. Same goes for memberships and warranties — we help brands create premium, value-added experiences that customers are happy to pay for, and merchants see a real return.

It’s a win-win: customers get a better experience, and brands turn the post-purchase journey into a new profit stream rather than just an operational cost.

What’s one major shift happening in post-purchase protection that brands aren’t paying enough attention to?

One big shift is that post-purchase protection is becoming part of the brand experience, not just a support tool. It’s moving beyond just covering lost packages — now it’s about speed, transparency, and giving customers real value after they buy.

Brands that get ahead are bundling things like protection, returns, and memberships into seamless, branded experiences that build trust and drive loyalty. It’s a shift from reactive to proactive — and most brands aren’t thinking that far ahead yet.

You’ve worked closely with clients. What have you learned about being a true solutions partner — not just a software provider?

Don’t just ship features — solve real problems. Being a great partner means listening, staying close to the pain points, and building solutions that make life easier for both the brand and their customers. Simplicity wins every time. One of the things we did so well was provide private Slack channels with our clients or merchants where I could personally speak with heads of customer support teams or even a lead marketing buyer to nail the experience.

Looking back, what’s something you would’ve done differently from day one?

If I could go back to day 1, I think I would've focused on being a product company vs providing a service that's so deeply rooted to just me. If I ever took days off or if I was sick in my early days, the business would come to a halt. This caused a ton of stress and anxiety at such a young age — I didn't have the resources I have now to bring on account managers and customer support personnel.

What’s the best piece of advice you’ve ever received?

I'll keep this one short and sweet: Foundations first — scale comes after.

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