About Us

It all started with
a simple question: So What?

We built So What Labs to help marketers cut through the noise and focus on what really drives results.

Meet the Team

Lean by design and focused on what matters.

Alam Shukla

Founder, CEO

Alam Shukla is the Founder, CEO of So What Labs — an AI-powered platform built to turn complex marketing data into clear, actionable decisions.

A technologist and product thinker at heart, Alam operates at the intersection of engineering, analytics, product, and business – leading the vision, architecture, and execution of a system designed to unify the entire marketing stack. Under his leadership, So What Labs has evolved into an intelligent, connected platform that goes beyond dashboards to deliver real-time insights, recommendations, and execution across channels.

Alam’s work is driven by a simple belief: marketing doesn’t need more tools – it needs better decision systems. This philosophy underpins the development of So What Labs’ AI engine and its broader ecosystem, connecting data, context, and action into a single, continuously learning system.

With a background spanning technology, marketing, advertising and strategy, he brings a uniquely integrated perspective – combining deep technical understanding with a clear focus on real-world business outcomes.

Soham Shukla

Co-founder

Soham brings to So What Labs deep experience in building, scaling, and creating value across the full lifecycle of a business. An engineer and management graduate by training, a writer by passion, and an entrepreneur at heart, he is best known as the Co-founder of Disha Microfin — a financial services institution focused on lending to underserved, bottom-of-the-pyramid segments.

Founded in 2009, the business scaled rapidly following private equity investment, expanding across southern, central, and western India, including growth through strategic merger. In 2015, it was awarded a Small Finance Bank license and transitioned into Fincare Small Finance Bank, which began operations in 2017.

As Co-founder and senior executive, Soham led the microfinance vertical — building and managing a network of 700+ branches serving over 3 million customer households with credit and banking solutions.

In 2025, Fincare merged with AU Small Finance Bank. Soham continued through the transition, supporting integration and continuity, before joining So What Labs in January 2026 as Co-founder.

Greg Illsley

Head of Engineering

With over 30 years in software development and IT, Greg is the technical architect behind So What Labs. A practical, detail-focused engineer (with zero tolerance for bugs), he specialises in building robust, scalable systems that solve real-world problems.

His experience covers the full software lifecycle — from architecture and build through to deployment and long-term support. He’s delivered solutions across multiple sectors, working with global brands such as Marks & Spencer and adidas, as well as public sector organisations including the Teacher Training Agency and the Olympic Delivery Authority. The result is a strong grasp of enterprise complexity, balanced with a pragmatic, delivery-first mindset.

Greg has operated as a technical lead, senior manager, project manager, and trusted advisor, working closely with senior stakeholders to turn business needs into effective technical solutions. At So What Labs, he focuses on modern, high-quality engineering — combining proven technologies with a pragmatic approach to new ones, and building systems that are reliable, scalable, and ready to grow with the business.