Built for one travel advisor first

How it started

Creo started with a simple problem. My mom is a travel advisor, and she was spending hours every week turning supplier invoices into polished, client-ready proposals.

She's good at what she does. Her clients book luxury trips and expect a luxury experience from the first document they receive. But the work of building those proposals, pulling details out of supplier PDFs, writing about each place, formatting the pricing, applying her branding, had nothing to do with why she became a travel advisor. It was just time.

So I built her a small desktop app. She'd upload a supplier invoice, and a little later she had a branded proposal ready to send. Then we started counting how many other advisors spend their week the same way, and Creo became a product.

The name comes from Latin — creo means “I create.” That's what travel advisors do. They don't just book trips — they craft experiences, build relationships, and create moments their clients remember for years.

“The work of building proposals had nothing to do with why she became a travel advisor. It was just time.”

Who builds it

My name is Nick Edridge. I work in technology consulting at a Big 4 firm, helping enterprise clients implement software and make it work in the real world. I've spent the last several years at the intersection of business process and technology — close enough to understand how the right tool genuinely changes how people work, and how the wrong one just adds friction.

I studied Marketing at undergrad and went on to do a Master's in Business Analytics, where the program focused on machine learning, generative AI, and data modeling. When AI tools became capable enough to do what I'd been doing manually for my mom — reading documents, extracting structured information, writing contextually appropriate copy — I rebuilt Creo as a web application that any travel agent could use.

Creo isn't a side project built on guesswork. It's a tool built by someone who has watched enterprise software succeed and fail based on whether it actually fits the workflow of the person using it. Every decision in Creo — from how invoices are parsed to how proposals are formatted — is driven by one question: does this make the travel agent's job meaningfully easier?