Marcus Smith

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Marcus Smith
Marcus Smith, Innovation Architect and founder of Hey Jude. Picture taken from LinkedIn profile.
South Africa
NationalitySouth African
Alma materUniversity of Otago, New Zealand
OccupationFounder and director of Hey Jude
Known forCreating Hey Jude

Editor: Marthia Keorapetse

Marcus Smith is a South African Innovation Architect currently located in New Zealand, and the founder and director of Hey Jude, a personal assistant app launched in 2017.


Marcus Smith obtained his Bachelor of Health Sciences (BHSc) in Radiation Therapy in 2000 at the University of Otago, New Zealand. In 1999 to 2001, he started his role as a Medical Radiation Therapist in Auckland Hospital. In 2003, Smith obtained a National Certificate in Sport Event Management at Sport, Fitness and Recreation Training Industry Organisation (SFRITO). He obtained his certificate after working in the Information Technology (IT) Service, as IT and Events Manager at Sport Waikato from 2001 to 2003. From there on Smith worked at CodeBlue from 2003 to 2012. CodeBlue is an IT Service company in New Zealand.[1]

In 2013, Smith graduated with a Diploma of Business and Administration, Management at Massey University. He worked as a Director at AskYourTeam from 2013 to 2014 before moving to South Africa to work with Private Label Promotions (PLP) Group [2]. AskYourTeam is a cloud-based performance improvement software.[3]

When Smith moved to South Africa to work with PLP, his kids broke a djembe drum in the house they were renting. The drum lay around in the house for months until he asked the lifestyle team at PLP to find a supplier to fix it. While the team sourced a supplier, Smith had to take the drum, pay for it and bring it back. The experience got him thinking about an all-in-one service that could facilitate and help clients with fixing issues such as this one, a virtual assistant that could also pay for the fixes, find the best supplier, negotiate the rate and so on. Smith then conceived the Hey Jude app.[4].


By integrating artificial intelligence with emotional intelligence, Marcus Smith launched the Hey Jude application in 2017 [5]. The app was recognised as the “Best South African app” in the same year at the MTN Business App of the Year Awards. The app has expanded to New Zealand, Australia, the UK and UAE. The app has been funded by the Private Label Promotions (PLP) Group, which has allowed it to function in both the business-to-consumer (B2C) and business-to-business (B2B) space.[6]