Welldone Creative Software

What Welldone Creative Software does

WellDone Creative Software LTD is a privately held UK software company, registered in London and founded in 2003, that develops a specialized suite of seven products for traders on the BetFair online exchange. Its portfolio spans the full trading workflow: MarketFeeder Pro (a betting bot with trigger betting and market analysis), BF Stats (analytics for developing and validating betting ideas), BF Charts (charts aggregator with refresh, filter, and search), X-Feeder (Exchange Games automation), MarketLocator (conditional market search), BF Proxy (access service for geographically restricted or traveling traders), and BetVPS (24/7 hosted betting station). All products are built on BetFair-approved developer credentials and are designed exclusively for the BetFair platform, targeting professional punters and serious individual traders rather than enterprise customers.

The company operates a product-led, self-serve go-to-market model: each product has its own dedicated website (for example marketfeeder.co.uk, bfstats.co.uk, betvps.com) where customers learn about features and purchase or download directly. Pricing is not publicly disclosed but is described as subscription/recurring. Distribution is global in stated scope, while the operating geography is centered in the UK/EMEA. The partnership with BetFair is strategic and foundational, and the company's competitive advantage rests on 20+ years of focused domain expertise, proprietary bot and analytics technology, and approval within a tightly governed platform ecosystem. No institutional funding rounds, acquisitions, leadership changes, or M&A activity are recorded.

The business is small in scale (1-10 employees) and has not raised outside capital, indicating a founder-controlled, profit-style operation rather than a venture-backed growth company. The customer base is a long tail of individual professional and semi-professional BetFair traders; there are no named enterprise or institutional customers. The concentrated platform dependence on BetFair — rather than customer concentration — is the primary structural risk, while AI/ML capabilities are not part of the product surface according to available evidence.

Name

Welldone Creative Software

Legal name

WellDone Creative Software LTD

Website

https://welldonesoft.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

WellDone Creative Software is a London-based, BetFair-approved software developer founded in 2003 that builds and sells seven specialized tools — betting bots, analytics, charts, proxy, VPS, and market search — for professional traders on the BetFair online exchange.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Software Product Sales: Revenue generated from selling proprietary betting and trading software products for BetFair exchange. Each product (MarketFeeder Pro, BF Stats, BetVPS, BF Charts, X-Feeder, BF Proxy, MarketLocator) appears to be sold as standalone software with its own dedicated website.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Welldone Creative Software develops and sells a suite of seven proprietary software tools for trading on the BetFair online exchange, including a complex betting bot (MarketFeeder Pro), an analytics tool (BF Stats), a charts aggregator (BF Charts), Exchange Games software (X-Feeder), a conditional market search tool (MarketLocator), a proxy service (BF Proxy), and a hosted 24/7 betting station (BetVPS). The company is an officially BetFair-approved software developer and focuses exclusively on tools for professional and serious individual punters.

Product overview

WellDone Creative Software is a software development company providing a portfolio of specialized trading tools for BetFair online exchange. The product suite consists of seven distinct products: MarketFeeder Pro (betting bot with market analysis tools), BF Stats (analytical instrument for betting ideas), BF Charts (charts aggregator and viewer), X-Feeder (BetFair Exchange Games software), MarketLocator (conditional search tool), BF Proxy (trading proxy), and BetVPS (24/7 betting station service). All products are officially approved BetFair software, targeting professional punters who engage in trading, trigger betting, market monitoring, and conditional betting.

Differentiator

Problem solved

Functional benefit

Brands

• MarketFeeder Pro: Complex betting bot for BetFair online exchange with numerous betting and market analysing tools.
• BF Stats
• BetVPS
• BF Charts
• X-Feeder
• BF Proxy
• MarketLocator

Products and services

• MarketFeeder Pro A complex betting bot for the BetFair online exchange offering numerous betting and market analysing tools, including trigger betting functionality for professional punters.
• BF Stats An analytical instrument for finding and proving betting ideas on BetFair, providing statistical analysis tools for punters developing trading strategies.
• BetVPS A secure hosted betting service on BetFair, providing a personal betting station that operates 24/7 and enables customers to access the exchange any time and from anywhere.
• BF Charts A BetFair charts aggregator and viewer that consolidates all current and historical charts on one page with automatic refresh, filters, and search functionality.
• X-Feeder Betting software for BetFair Exchange Games that analyzes card structure and supports automated trigger betting to assist trading decisions in casino-style exchange games.
• BF Proxy An efficient proxy service for traveling BetFair traders that provides access to the BetFair exchange from any location, regardless of geographic restrictions.
• MarketLocator A conditional search tool for BetFair that finds markets and selections based on user-defined conditions and supports exporting results or placing simple bets directly.

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature7 records

Partnerships

One partnership is on record.

• BetFaircoreTechnology or Integration · 1 January 2003WellDone Creative Software is an official software developer approved by BetFair. The company has developed multiple products specifically for the BetFair exchange including MarketFeeder Pro (betting bot), BF Stats (analytics), BF Charts (charts aggregator), X-Feeder (Exchange Games software), BF Proxy (trading proxy), and MarketLocator (market search tool). The partnership is fundamental to the company's business as all products are built exclusively for BetFair online exchange.

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Geeks Toy: UK-based BetFair trading software vendor offering automated betting bots and ladders directly competing with WellDone's MarketFeeder Pro in the same niche.
• OddsMonkey: Provider of matched betting and value betting tools targeting BetFair users, overlapping with WellDone's professional punter analytics and discovery tools.
• Bet Angel: One of the most established BetFair betting bot and trading software providers, serving the same professional punter customer base with automation tools comparable to MarketFeeder Pro.
• RebelBetting: Software vendor offering value betting, arbitrage, and trading tools that serve a similar professional bettor segment and compete for shared customer wallet.
• Cymatic Trader: Developer of betting exchange trading software including bots and automated tools, very comparable to WellDone's suite of BetFair automation products.

Emerging players

• Smart Betting Club: Subscription service for tipsters and betting analytics that overlaps with BF Stats' analytical use case for finding and proving betting ideas.
• Profit Accumulator: Matched betting community and tools provider in the UK that competes for the same semi-professional BetFair user base targeted by WellDone.

Broad incumbents

• Betfair: The underlying betting exchange platform that WellDone's entire product suite is built around; Betfair provides the marketplace on which WellDone's tools operate.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Welldone Creative Software