Mathew Prior, CEO of TrustedHousesitters, shares an honest look at what it really means to build and protect trust in a modern tech business. In a world where consumers expect seamless technology, instant support and constant innovation, trust has become the ultimate differentiator. Yet building it is complex. From navigating pricing changes, to investing in product improvements with a lean team competing against global giants, trust is not a slogan. It is a system. Mathew will unpack what the TrustedHousesitters trust playbook looks like in practice. How do you embed trust into product decisions, platform governance and customer communication? How do you balance transparency with commercial reality? And how do you scale responsibly without losing the human connection that built your brand? This session offers a grounded, practical perspective for founders and leaders who understand that in today’s digital landscape, trust is not a marketing strategy - it is infrastructure.