Most leaders talk about addressing gaps in the market, but few care as deeply about addressing real-world problems as Prime Connect Co-Founder, Chaim Grunfeld.
“People often ask where the ideas come from”, he says, when asked about the reputation he has built for transforming overlooked challenges into successful, scalable businesses over the past 15 years. “The truth is, most of them start with me being slightly annoyed…”.
“It might be a landlord waiting weeks for broadband at the risk of vacant properties”, he explains. “Or a lift company worried about keeping passengers safe due to the upcoming analogue telephone line switch-off. Even a customer needing to send three emails to achieve something that should take just one click…”
That is what inspired the leader of the specialist telecoms and connectivity company to prioritise stress-free fast-fibre pre-installation for commercial property and care homes, and to launch SIMSINLIFTS®, providing multi-roam SIMs for lifts. It is the reason he created easy to use portals for his customer base and the motive behind the Landlord Connect vertical, a hassle-free broadband solution built specifically for property managers.
“I have a habit of questioning things that people have simply accepted as normal”, he says. “I’m driven by questions such as, ‘Why does it take that long?’, ‘Why is it so complicated?’, and ‘Why has nobody yet fixed it?'”.
“Whilst all three businesses look different on the surface”, he tells me, “they all started with the same question: ‘Surely, there’s a better way of doing this?’ Fortunately, enough customers agreed with us”.
Driven by a commitment to simplifying complex processes and improving customer experiences, Chaim has focused on serving niche sectors where practical solutions can deliver significant value across entire property and asset portfolios.
Reflecting on the lessons learned from building what’s now become a multi-vertical group with strong scaling potential, we talked about everything from the role technology and AI can play in driving growth to the opportunities created by the UK’s evolving connectivity landscape. The strongest common theme to emerge, however, was that questioning accepted ways of doing things will continue to inspire Chaim’s next move forward.
“You originally established telecoms and connectivity business, Prime Connect, 15 years ago and have since expanded your business interests with the subsequent launches of SIMSINLIFTS® and Landlord Connect. How do you identify new opportunities in the market?”, I ask him, wondering what exactly he looks for.
It doesn’t take him long to respond. “We look for niche markets with clear pain points we can solve”, he tells me confidently. “Usually, the best opportunities come from taking a relatively simple idea and improving the customer experience around it. We focus heavily on reducing complexity while ensuring every detail is executed properly for that reason”.
But why property and lifts?
Both Co-Founders of Prime Connect, Chaim Grunfeld, and his business partner, Chaim Berkowicz, have property portfolios of their own, giving them insider insight into the challenges people in that industry are currently facing. But it is something more than that for Chaim. “We’ve always been drawn to businesses and sectors built around physical assets and portfolios”, he says, before going on to explain: “A lift company has many lifts, a landlord has many properties, and a care home group has multiple locations. Once a solution works, it can often be rolled out across an entire portfolio”.
His direct, down-to-earth nature shines through. It hasn’t always been easy for him to be so assertive, however.
“We learnt the importance of saying ‘no’ the hard way”, he confesses. “But not every opportunity is the right one. In the early days, we accepted almost every chance that came our way, including B2C customers. Looking back, I would have focussed on specific sectors much sooner”.
Of course, it is easy to recognise that in hindsight. Still looking rueful, Chaim goes on to explain: “By focussing on sectors where we can add the most value, we’ve been able to build stronger businesses and better customer relationships”.
Indeed, it appears people are incredibly important to the ambitious founder. “By staying close to our customers and listening to their challenges, we can adapt quickly and remain competitive”, he tells me. that is been incredibly important to Prime Connect, particularly given how quickly the telecoms and connectivity sectors have evolved in recent years.
Chaim nonetheless maintains quiet confidence when discussing these challenges. “Connectivity has become the fourth utility”, he explains. “The UK’s fibre rollout might have transformed the market, but we are prepared. We continually look ahead at where technology is heading and how we can improve the customer journey. Our focus is not just providing connectivity but on making the process easier for the landlords, property managers, and businesses we serve”.
What better way to secure sustainable, scalable value in a changing market.
But where does AI fit into this?
Still reflecting on the importance of putting customer experience at the heart of everything, Chaim speaks candidly about Prime Connect’s use of technology.
“We embraced AI early on and use it extensively throughout the business”, he says. “It allows us to automate repetitive tasks and operate with a lean team. A business of our size would traditionally require significantly more manpower”.
Noticing the unanswered question in my expression, he elaborates: “From a customer perspective, we have invested heavily in self-service portals that allow customers to manage their services with the click of a button. This gives them greater control, improves response times and enhances the overall customer experience”. So, it is not about replacing people but making their lives better.
That makes sense for a Founder who confidently states: “The key driver of growth across all three brands has been identifying underserved niche markets and developing simple, scalable solutions that solve real-world problems”. Utility pays, particularly when specific.
“Rather than trying to be everything to everyone”, Chaim shares passionately, “we’ve focussed on understanding the specific challenges faced by our customers and delivering services tailored to their needs. Combined with strong partnerships, exceptional customer service, and consistent brand visibility through networking, PR, and industry engagement, this focussed approach has enabled sustainable growth across each business”. It is clear he is proud of the value he has built.
Perhaps that is why he appears unfazed when talking about key business challenges leaders face in 2026 and beyond.
“The pace of technological change is accelerating faster than ever. One of the biggest challenges for business leaders is staying informed and understanding which tools and technologies can genuinely improve productivity and customer experience” he says. Prime Connect has already proven that ability through its own commitment to continued innovation.”Equally important is surrounding yourself with the right people”, Chaim goes on to explain. “Technology can help businesses move faster, but success still comes down to having the right team and partners around you”.
So, what’s next for the Prime Connect group?
“We’ve recently launched Landlord Connect to the wider market and received excellent feedback from early customers” Chaim beams, “which is an exciting milestone for the group”.
“We’ve also recently become an approved Meta Technology Provider, giving us direct access to the WhatsApp Business Platform. Building on that, we have developed our own enterprise messaging solution, which is currently in beta testing. Like our other businesses, it is focused on removing friction by helping organisations communicate with customers more efficiently, automate conversations, and manage leads through a single platform.”Alongside this, Prime Connect is actively exploring acquisition opportunities. “We believe we have reached a stage where strategic acquisitions can accelerate growth by allowing us to integrate proven businesses, teams and customer bases into the group” Chaim shares.
It certainly seems there’s a bright future ahead.
