Meet our Founder James Swift
From Domino’s pizza delivery driver to global entrepreneur, James is the founder and driver behind Text Management. After year’s of growing businesses and helping brands, his insight into ‘what works’ in the world of marketing has been critical to our success.
“I’ve got a real passion for this. I love building companies, and I want to have fun while I’m doing it. Some of my business partners have become my closest friends and together we’ve got a lot of energy for growth, and ultimately being really successful.”
James Swift
The story
From starting out delivering pizzas at a Domino’s to building one of the UK’s leading SMS and digital marketing companies, James Swift has spent almost two decades helping businesses build customer data, communicate with them across multi-channels, and ultimately increased the bottom line and profitability for those companies.
Multi-store Domino’s owner
Founder of Text Management
Car enthusiast
From delivery driver to business founder
Started his career...
Working as a Domino’s delivery driver, learning the fundamentals of business, customer service and getting things right
2005
Began experimenting with SMS marketing to increase pizza sales, well before most businesses recognised its potential.
“I thought SMS would be a good opportunity to sell more pizza. We tried it, it worked, and then we really got behind it.”
2012 – Founded Text Management
Helping businesses use SMS and digital communication more effectively.
Growth years
Expanded both his Domino’s operations and Text Management’s services, developing solutions trusted by major brands across the UK.
Today
James now focuses on innovation in customer communication, AI technology, digital engagement, and helping brands build stronger customer relationships.
The life of an entrepeneur
A behind-the-scenes look at James, sharing his day-to-day life, leadership mindset, business strategy, and passion for customer communication and cars.
Why Text Management exists
Text Management was built around a simple belief: businesses should communicate with customers in a way that is fast, transparent, and genuinely useful.
What started as a practical solution for increasing pizza sales evolved into a full-service communication platform trusted by major UK brands.
Today, Text Management helps businesses improve customer engagement through:
- SMS marketing and automation
- AI-powered customer communication
- Data collection technology
- Customer feedback and NPS solutions
- CRM-integrated messaging systems
- Operational communication tools
Keeping up with the evolution
James recognised early that customer communication was becoming increasingly digital. From simple SMS campaigns to advanced AI-powered solutions like Sophie, Text Management has continually evolved alongside changing customer expectations.
One of the company’s breakthrough innovations came through digital wallet technology.
“Wallet is an absolute animal for prospecting.”
What began as a smarter way to collect customer data at university fresher events evolved into a scalable digital engagement solution designed to simplify customer acquisition and retention.
Learn more about data collection with wallet.
“AI is going to transform customer service.”
James believes AI will fundamentally reshape how businesses handle customer communication.
Using takeaway ordering as an example, he highlights how AI voice assistants can solve one of the industry’s biggest operational problems: missed calls during busy periods.
“AI is going to be amazing in that space.”
“It’s going to always answer it, it’s always going to upsell, it’s always going to give you the best deal, and it’s going to come up with other alternatives where the employee may not”
This thinking directly inspired Sophie, Text Management’s AI voice ordering assistant designed for restaurants and takeaways.
Marketing philosophy
One of James’ core beliefs is that many businesses under-market themselves.
While others worried about sending “too many” messages, James focused on relevance and consistency.
“Sending one message a month is almost not telling anyone anything.”
His approach helped produce some of the strongest-performing Domino’s stores in the network, driven by frequent, targeted communication and a customer-first mindset.
Beyond business
Cars, technology, and performance
Outside of business, James has a strong interest in automotive technology and performance vehicles.
He’s particularly interested in how electric vehicles and emerging technologies are reshaping the future of driving. From high-performance cars to future technology, innovation remains a constant theme across both his professional and personal interests.
Driven by progress, not retirement
With a mindset powered by pure work ethic, for James, business is less about an end goal and more about continuous improvement, challenge, and growth.
“I’ve not even thought about when I’m going to stop.”
Whether testing new technologies or improving customer experiences, the focus remains the same: keep pushing forward.
Ready to improve customer communication?
Discover how Text Management helps businesses engage customers smarter through SMS, AI, and digital solutions.
