At a Glance

Techable is a technology company specializing in refurbished electronics, device trade-ins, and lifecycle solutions. Founded in 2016, its mission is making technology more affordable, accessible, and sustainable through the entire device lifecycle. 

Who is Jonathan Brax?

Meet Jonathan Brax, founder of Techable.

About Techable

Techable wasn’t Jonathan’s first company. Rather, that first company was called (Great Buy Electronics) Great  Electronics, which then merged into TechGator. But in 2014, Jonathan was bought out of that company. It wasn’t until two years later that he started Techable, an electronics company designed to make technology affordable and accessible. The best way to do that? Refurbished tech.

Jonathan knew he’d have an uphill climb but he wasn’t about to give up. In fact, he set the goal to provide exceptional customer service, make sure everything was properly tested and then stand behind everything they sold. And that’s exactly what he’s done ever since.

Jonathan’s Journey

Techable operates with a lean, specialized team that combines in-house expertise with remote support. By investing in automation and clearly defined responsibilities, Jonathan has built an efficient operation that can scale without requiring a proportionate increase in headcount.

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Business Growth and Revenue Strategies

Since founding Techable in 2016, Jonathan has built the company into a multimillion-dollar electronics business through bootstrapping and continuous reinvestment. Rather than relying on outside investors, he's focused on building sustainable operations, improving customer experiences, and leveraging technology to compete with much larger companies.

To take that growth even further, Jonathan is leaning heavily into AI. It has evolved so much that it offers tremendous potential, acting as a true equalizer for businesses of all sizes. Where small businesses like Techable could never have competed with industry mega-giants before, AI is suddenly making it possible. Jonathan is actively looking for every way to make AI work for the company while systematizing operations wherever he can.

Where some might think it is simpler to leave things as they are, Jonathan wants to ensure every part of the system is fully optimized and automated, especially their inventory management. The next-generation system he is currently building will list items automatically, remove them automatically, and handle much more. The goal is to make the process from the moment a device enters to when it leaves as seamless as possible while reducing the chance for mistakes. 

Taking the Extra Time

Jonathan acknowledges that all entrepreneurs probably feel like they’re responsible for a lot of things all at once. And there are plenty of times he feels dragged into issues that might not really need him. But if he had the extra time he’d be working on building the business. Reinvesting in the business and providing exceptional service is the most important thing for him, and it’s where he would spend any time he could.  

Building Revenue

One thing that’s extremely important in building a business and continuing to grow is transparency. Telling people the truth even if it’s not what they want to hear. If you can’t do something then it’s important to let the customer know and be honest. And when you’re working with customers it’s important to take them seriously and to pay attention to what they’re looking for and what they need.

In fact, paying attention and taking the customer seriously was an important factor in Techable getting their very first rental deal with Mr. Beast. Jonathan admits that no one believed they were really talking to Mr. Beast’s team and that almost cost them a huge deal. But they managed to realize their mistake in the end and fix the situation in time to make it happen.

Bringing in Business

Bringing in new customers is a long process and they come about from different places. Some come from Google Shopping. Others come to the website itself. Some get information first through the content piece and SEO optimization. But the most important thing is just making sure that there are plenty of touchpoints to draw people in.  

Techable’s CX Philosophy 

The age-old wisdom of treating everyone the way you want to be treated holds true at Techable as well. Jonathan wants to make sure that his company is doing what it takes to keep the customers happy and to provide them with the service that they need and that’s something he evaluates in every company he interacts with.

With so much of his own business involved in customer service, Jonathan feels a personal involvement when it comes to reaching out to other businesses as well. When they don’t respond within a reasonable amount of time it feels like they’re not trying and they don’t really care. That’s something that he never wants his own customers to feel like.

Jonathan sees significant potential for AI to improve customer service by reducing response times, assisting employees, and automating repetitive tasks. However, he believes human oversight remains essential, particularly when resolving complex issues or making decisions that directly affect customers. The goal isn't to replace people with AI, but to give people better tools to serve customers.

Taking Care of Customers

Techable prioritizes responsive, accessible customer support through phone and email, with an emphasis on addressing inquiries quickly and resolving problems fairly. Jonathan believes that standing behind the products you sell, especially when something goes wrong, is one of the most important factors in earning long-term customer loyalty.

In practice, that commitment means making sure customers receive a response within an hour whenever they reach out with questions or concerns. Resolving issues efficiently is a core part of the training at Techable, because Jonathan knows that while there may be tough months or even tough years, exceptional customer service is what allows a business to bounce back. Failing to provide that highest level of support can cost everything.

Taking care of customers also means going the extra mile in everyday moments. It means offering student discounts to help learners get the tools they need, or giving a free shipping upgrade to someone who needs a new computer for a big project. By putting themselves in the customer's shoes to figure out how to make that person’s life a little better, Techable earns the trust that keeps people coming back.

Innovation and Adaptability

Jonathan wants to ensure the company grows and develops sustainably, which means tackling the most critical infrastructure first before expanding into new areas. The top priority on that list is upgrading how they manage devices from start to finish.

Jonathan is investing in a next-generation inventory management system designed to streamline the entire device lifecycle, from intake and testing to inventory tracking, marketplace listings, and fulfillment. By automating repetitive processes and synchronizing inventory across sales channels, Techable aims to reduce errors, improve efficiency, and create a foundation for continued growth.

Once this new system is fully in place, Jonathan plans to hire a few more team members to free up more of his day. That shift will allow him to hand off day-to-day operations to his well-equipped in-house team and focus on big-picture strategy. From there, he is eager to expand into more B2B work and rentals, including both physical product rentals and virtual access rentals for teams testing software or running AI builds. 

Improving Moving Forward

The most important thing for Jonathan is making everything as seamless as possible and cutting out the friction. After all, friction can be a real killer when it comes to e-Commerce. So, making sure that friction is resolved and making sure that customers can both buy and sell with ease, are two of the most important aspects for Techable.

Peeking Behind the Curtain

For Jonathan, peeking behind the curtain has actually become a lot easier with AI. It lets you reverse engineer everything and figure things out for yourself. But if he were able to look at some of the things his competitors are doing, he’d like to look at the way Backmarket has scaled themselves so quickly. They did get a big influx of money in the form of an investment, but the way they were able to grow so quickly was still noteworthy. Jonathan would love the opportunity to understand more about how they did it and how he could replicate some of that growth with a bootstrapped company.