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HERO ORIGIN STORY
Sam (the middle-aged bald one) started his career in tech recruitment in the mid-nineties, helping to recruit for software developers for banks and finance companies.
In 2003, Sam met John (The one with the beard), a fresh-faced software development manager straight out of university.
Sam went on to help John build a team of Microsoft .NET Developers for HFS Loans just before they were acquired by Capital One.
They kept in touch, but their careers went in different directions.
Sam spent four years working for a data analytics start up, helping them to launch a TV advertising analytics platform, then went back into recruitment, working for a couple of established tech recruitment businesses.
John held various leadership roles, including CTO and CIO, then in consultancy he led high-growth businesses through major digital transformations in manufacturing, housing and banking and finance.
Fast-forward to September 2021, Sam set up True Worth with his son, Jamie (the trendy hipster on the far left).
Early in 2024, Sam and John reconnected, and thought that they could bring their collective expertise together to help businesses.
Jamie Helm, (right) joined the business in 2025 to help us build an AI platform that helps our customers to embrace and get ROI from AI.
Sam leads people and talent, John and Jamie Helm drive the technology and AI platform, and Jay leads marketing and brand.
True Worth is here to give you an honest read on what's worth doing — and to deliver it.
MEET THE TEAM
Sam Mikkelsen - Founder
Sam has spent more than 25 years working in tech recruitment and consultancy sales. In that time, he has helped thousands of companies hire tech teams from scratch or build and deploy teams of contractors to deliver highly complex technical projects.
Having also spent four years working for a data analytics start-up Sam also has a unique first-hand understanding of how software teams work and how tech products are built.
Sam's role is consultative, and he is here to help companies that are growing or going through change and establish whether they might need recruitment or consultancy services and solutions, or potentially both.
Sam's strengths lie in collaborating with people, understanding business needs, and translating them into technical requirements.
Over the last five years, Sam has helped unite over 180+ tech leaders and subject matter experts who now form the True Worth Collective.
When he isn't building tech teams, he's a long-suffering Man Utd fan, dad to three, he enjoys hiking up mountains with his wife Nic and Duke the Cocker Spaniel, ideally in the camper van, close to a lake!
Sam - Founder of True Worth
John Welsh - AI Consultant CIO & Partner
John is a hands-on process person, the type of guy who develops a prototype over the weekend instead of a PowerPoint presentation. He's spent the last 20 years helping organisations realise tangible value and achieve their objectives through the innovative application of technology.
With hands-on technical experience as well as deep commercial understanding, he translates complex business problems into deliverable technical and process solutions.
Having worked everywhere from large corporates to startups, including a number of high-growth SMEs, he has a broad range of experience in most environments and specialises in AI tools and driving operational efficiency.
Areas of Expertise: Technology leadership in Software Development, Automation, AI, Agile delivery, Programme Management, Strategic planning, Business Transformation, Process engineering.
Industries: Finance, Manufacturing, Consultancy, and Housing.
When John isn't developing prototypes for new clients, he's a dad to two and husband, but also a big motorsport fan, he has his own classic Mini that he fixes himself and plays golf left handed after switching from right handed after a knee replacement operation. He can literally do anything!
John Welsh - CIO & Partner
Jamie Mikkelsen - Social Media and Marketing
At True Worth, we pride ourselves on delivering impactful, design-led solutions that elevate our clients' brands and messaging.
As our Creative Lead, Jamie brings a wealth of expertise in graphic design, branding, and digital storytelling to ensure our visual identity is both engaging and effective.
Jamie is a graduate of The University of Northumbria and moved to Newcastle full time after he graduated in advertising and marketing.
He has a passion for UI/UX design, and multimedia content creation and has a keen ability to transform ideas into compelling visual narratives.
For the last 7 years he has worked across digital and print media, working with senior stakeholders to craft branding, marketing collateral, and digital experiences that resonate.
Technically he has worked extensively with the Adobe Creative Suite, motion graphics, video editing, and accessible design, ensuring every project meets the highest creative and functional standards.
Whether it’s developing a cohesive brand identity, refining user experiences, or crafting visually striking marketing materials, Jamie ensures True Worth’s creative vision translates into tangible business results.
When he's not creating amazing visuals for True Worth and our design clients, Jamie has a real love of cooking. Whether it's a Sunday roast, a Bolognese or a Lebanese feast Jamie is most at home in the kitchen surrounded by family and friends! He also loves dinosaurs!
Jamie - Creative Lead
Jamie Helm - Head of AI and Software Engineering
Jamie brings over 22 years of experience across the IT and software development sector, with deep expertise in web development, smart-card payment systems, e-commerce, and ERP platforms. His background blends strong technical capability with extensive organisational leadership across engineering, delivery, and operations.
He has managed teams of up to 80 people, covering engineering, PMO, project management, and support functions. His leadership track record includes M&A integration, restructuring, mentoring line managers, career-path development, and driving long-term motivation and retention inside high-pressure environments.
Jamie now leads the development of Conductor, True Worth AI’s enterprise AI platform. Conductor enables organisations to deploy, manage, and monitor AI agents with document-aware RAG capabilities, full data sovereignty, and zero external dependencies. The platform includes integrated LLM fine-tuning, dataset management, and seamless deployment into existing systems and infrastructure.
Jamie Helm - Head of AI Software Engineering
Our Community, Your Virtual Bench
The True Worth Collective is more than just a network—it’s a community of tech specialists, consultants, and industry leaders who work together to create opportunities and deliver impact.
We offer our clients, Consulting done differently.
Forget the rigid, high-cost traditional consulting models. Instead, gain on-demand access to a Virtual Bench of pre-vetted subject matter experts who bring deep technical knowledge and hands-on experience.
We provide flexible engagement options, whether you need expertise for a few days, a full project team, or a retained solution.
With our model, you get:
✔ The right people at the right time—senior-level talent without the overheads
✔ Specialists in digital transformation, cloud, data, and AI
✔ Industry expertise across retail, finance, supply chain, and more
✔ Pre-screened teams, deployed within 72 hours
✔ Project-based or day-rate engagement, with clear deliverables
True Worth Collective helps you scale expertise on demand, with the flexibility and precision traditional consultancies can’t match.
True Worth Tech Talks: Real Conversations on Tech Transformation
We launched True Worth Tech Talks in December 2022 as a podcast focused on real stories from people delivering technology, data and AI work in the real world. What started as a podcast has grown into a wider platform that includes live events, blogs and written insights, alongside our ongoing podcast series.
Across all formats, the focus is the same. Honest conversations with experienced practitioners about what actually works, what doesn’t, and what they have learned along the way.
We bring together founders, senior leaders, consultants and operators from our network to talk openly about scaling teams, delivering change, using AI in practical ways, and avoiding common mistakes in technology and data transformation.
Check out our page here, where you’ll find:
- Podcasts with industry experts sharing practical experience
- Events designed for open discussion rather than sales pitches
- Blogs and insights based on real client work and delivery experience
True Worth Tech Talks is for leaders who want straight answers, not hype. If you’re responsible for technology, data or change, it’s about learning from people who have been there and done it.
You can listen and watch on Spotify and YouTube, or join us at one of our live events.
Giving back
Supporting Greater Manchester Communities
We are also ambassadors and long time supporters of Forever Manchester, the only charity to support community groups in Greater Manchester.
Since Forever Manchester was established in 1989 they have delivered over £60 million into local communities. All of the money raised for Forever Manchester is used to fund and support over 1,300 community projects each year.
This means they will have supported community activity within one mile of your home or business if it’s in Greater Manchester.
Who we support
At True Worth, we are proud to support Stand Out Socks, a business with an inspiring story of resilience and purpose. Their journey began with co-founder Ross, who, like many individuals with a learning disability, faced significant challenges in securing meaningful paid employment after leaving the education system.
The Covid-19 pandemic in 2020 added another layer of difficulty.
As someone with Down Syndrome, Ross was placed on the Covid-19 vulnerable list, requiring him to shield at home for 12 months with only his parents for companionship. This extended isolation impacted his confidence and independence.
In 2021, after receiving his vaccination, Ross was able to reconnect with family, forming a bubble with his brother, Christian. Determined to rebuild and re-engage with the world, Ross joined Christian in the family business, sparking the idea of starting something new together. Socks, with their vibrant symbolism and universal appeal, became the perfect foundation for their venture.
Stand Out Socks isn’t just a business—it’s a celebration of inclusion, resilience, and the power of family. We’re honoured to champion their mission and the positive impact they create.