Keel is a London-based startup offering modern businesses a much-needed third choice between off-the-shelf and no-code tools. Keel has developed a powerful programmable operations platform which offers all the benefits of bespoke tooling without the need to build from scratch. Keel was founded in 2022 by Benoit Machefer, Tom Frew, and Jon Bretman, who directly experienced the frustration of being underserved by off-the-shelf software when scaling the fastest growing online pharmacy in Europe to over $130M revenue. The company represents a compelling vision of a future without legacy ERP, where ops teams and engineers work more closely together building bespoke tools on the robust and secure Keel platform.