THE FOUNDER
I've Been Building Lead Generation Systems Since Before They Had a Name.
22 years. 5 ventures. 2 industries. 2 countries.
One system — refined through every hire, every failure, every market that pushed back.
Now it's yours.
WHERE IT STARTED
$50. Month One. Commission Only.
No base salary. No safety net. No plan B.
I was 23 when I walked into my first sales role.
Commission-only from day one. No base salary. No onboarding budget. No one telling me what to do or how to do it. Just a phone, a desk, and the uncomfortable reality that if I didn't figure this out, I couldn't pay rent.
Month one: $50.
I moved back home. Took out a personal loan to fund myself. And then I made a decision that changed everything: I stopped waiting for someone to teach me a system and started building one myself.
I ran financial expos and captured leads with competitions. I sent free newsletters — not because anyone asked me to, but because I'd noticed the advisors people trusted were the ones who showed up consistently in their inbox. I built a referral program using fee credits before anyone in the industry was doing it. I cold-called directors of high-net-worth businesses at 7am because that was the only time they answered their own phones.
None of it was glamorous. All of it worked.
Three years later: over 700 active clients. Over $500,000 per month in revenue. Built from nothing, funded by a personal loan, in an industry where most people quit inside six months.
"I didn't call it a lead generation system back then. I called it doing what needed to be done."
BUILDING THE FIRM
4 Staff. 5 Years. Seven Figures Per Month.
In September 2006, I co-founded Kinetic Securities with one business partner and four staff — all of us in Sydney, all of us building from scratch again.
The difference this time: I knew the system. I'd proved it at an individual level. Now I needed to prove it could scale.
The growth model was direct. We built Dream 100-style partnerships with financial educators, financial planners, and any business with clients who wanted active accounts — paying rebates on converted referrals. We didn't chase every lead. We went where the concentrations of the right audience already existed, and we made it easy for people to bring them to us.
Within five years: over 100 staff. Four locations. Two countries. Seven figures per month.
Then came Singapore.
In 2009, I moved overseas to set up the Singapore office. New country. Zero existing network. Not a single contact who owed me a favour.
Same system.
Within 12 months: 3,000 new clients. Over $400,000 per month in new revenue.
I didn't do it by working harder than everyone else. I did it by deploying the same structured approach to lead generation that had worked in Sydney — adapted for a new market, rebuilt for a new audience, but fundamentally the same engine.
Then — in August 2011 — Kinetic closed.
Regulatory changes following the GFC made it unviable to operate as an SMB. It wasn't a collapse. It was a controlled wind-down. Every client was made whole. Every obligation was met.
But I walked out of it with something I hadn't expected: doubt.
Had it been skill? Or had it just been the market?
THE HARDEST PART
Three Years of Asking the Wrong Question.
Between August 2011 and February 2014, I did something I'd never done before.
I didn't build. I waited.
The question I couldn't shake was simple: if you take away the market conditions, the tailwinds, the momentum of a growing firm — can you do it again from scratch?
I didn't know the answer. And I wasn't willing to pretend I did.
So I sat in the uncertainty for three years. Not because I was paralysed — because I respected the question enough not to bluff my way past it.
In February 2014, I walked into a leading fixed-income firm. Completely new asset class — bonds. Not the equities and futures world where I'd built everything I knew. New language. New client profile. No existing book. No warm contacts. No favours to call in.
Within 12 months: 300 clients. Over $200,000 per month in revenue.
The doubt was wrong. It had been skill.
"The system worked in equities. It worked in fixed income. It worked in Singapore. It would work anywhere."
THE MOMENT EVERYTHING CONNECTED
Day 5 of a Marketing Challenge. Something Clicked.
In early 2024, I sat down for a five-day AI marketing challenge led by one of the digital industry's most influential strategists.
By Day 5, I'd had a realisation that stopped me mid-session.
Everything being taught — the Value Ladder, the Attractive Character, the follow-up sequences, the Dream 100 partnerships, the perceived-value offer as a lead magnet — I'd been running versions of all of it for 22 years. Without the framework. Without the language. Without ever calling it marketing.
I'd called it business.
The free newsletter at that first commission-only role was a lead magnet. The expos with lead capture competitions were opt-in funnels. The educator partnerships at Kinetic were Dream 100 relationships. The book on bonds I used to attract clients at the fixed-income firm was a book funnel.
I hadn't been doing marketing instinctively. I'd been doing it systematically — I just hadn't had the vocabulary to describe it.
The challenge gave me the language. AI gave me the leverage.
And I started asking a different question:
What would happen if I took 22 years of this system — refined across five ventures, two industries, two countries — and deployed it for business owners who didn't have 22 years to figure it out themselves?
The answer is Leadcraft.
THE PERSON
I Live in Jindabyne. I Bake Bread. I Ride Mountains.
And I Run a One-Man Agency Because That's the Only Way to Do This Properly.
I was born and raised on the Northern Beaches of Sydney. Spent most of my adult life on the lower north shore. In June 2021, during COVID lockdowns, my wife Lea, my son Lachlan, and I came to Jindabyne in the Snowy Mountains for what was supposed to be a three-month winter stay.
We never left.
Jindabyne has no traffic lights. It has a lake, Kosciuszko National Park out the back door, and incredible terrain. From June to September, I'm snowboarding on the mountain almost every day. I've been snowboarding since I was 13. I've done it in Japan, Europe and Canada.
In summer I'm on the mountain bike, throwing the Specialized Stumpjumper down the local trails, or tackling the Thredbo downhill trails on my Enduro. I maintain my own gear—bleeding the SRAM brakes, truing the rims, torquing the bolts—because I like knowing exactly how the machine beneath me works.
Occasionally, I trade the bike for trail running. I did my first serious trail race earlier this year — the Buffalo Stampede in Victoria in March. 22 kilometres, 1,400 metres of vertical gain. I finished. That's all I'll say.
My wife Lea — pronounced like Princess Leia, the Argentinian way — has a background in funds management and is now completing her studies in interior design and building design. She is a serious ultra-runner. Multiple 100km+ events. She makes me look like a casual jogger.
Three years ago I discovered baking. Bread, mostly. Sourdough. The process is deeply satisfying — you follow a precise method, you trust the process, and something remarkable comes out. It's not that different from building a lead generation system. Follow the steps, be patient, don't improvise in the middle, and the result takes care of itself.
That systematic approach doesn't just apply to Leadcraft. I actively operate in complex, high-stakes environments outside of marketing. I am a property developer, directing projects where I run the technical feasibility, financial modelling, and subdivision planning. I am also currently completing my Master's degree in Property Development at the University of Technology Sydney (UTS).
I don't just build this system to business owners; I rely on it for my own ventures.
I run Leadcraft from Jindabyne because I don't need to be in a CBD office to do this work. The system travels. It always has.
— Angus Knight, Founder, Leadcraft
HOW I WORK
One Operator. Direct Access. No Juniors.
Leadcraft is deliberately a one-man agency.
Not because I can't scale — I've scaled before. But because the value I deliver isn't in the volume of output. It's in the precision of the diagnosis and the experience behind the recommendations.
When you work with Leadcraft, you work with me. Not an account manager who relays your brief to a team you'll never meet. Not a junior copywriter working from a template. Me — applying 22 years of lead generation experience directly to your business.
That means I take fewer clients than a traditional agency. It means I'm selective about who I work with. And it means that when I give you a recommendation, it's because I've actually done it — in real businesses, with real stakes, in multiple industries and markets.
The system works because it's been tested. Not in a textbook. Not in a case study. In commission-only sales roles where the alternative to figuring it out was moving back home.
I've been there. I know what works.
"It doesn't matter what industry you're in. A lead generation system either works or it doesn't. The levers are the same."
Ready to Find Out Where Your Business Is Losing Leads?
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