Dr Serge Santos isn’t your typical entrepreneur. With a PhD in Computational Chemistry and advanced degrees in finance and physics, including an MSc from London Business School, he brings a unique scientific mindset to the world of business.
Now known as The Business Physicist, Serge has founded and scaled multiple ventures across finance, engineering and technology. In this interview, he shares how he applies the principles of science to the realities of entrepreneurship, and why mindset, culture and resilience are at the core of long-term success.
You began your career with an impressive PhD in Computational Chemistry and advanced degrees in finance and physics, including an MSc from London Business School. What drew you toward entrepreneurship, and how did your scientific training lay the foundation for your business ventures and resulting success?
“My entrepreneurial journey began unexpectedly in my early forties after I was made redundant from a hedge fund, where I’d spent years developing a strategy. At that point, I had to choose between returning to the familiar world of finance or exploring something completely new. With some savings and a sense that it might be my last real shot at reinvention, I chose to take the leap into entrepreneurship.
“What really gave me an advantage wasn’t just business school – it was my scientific training. Science taught me to structure complexity, think strategically and recognise patterns where others might see only chaos. Those skills proved invaluable in business, from managing negotiations to financial planning. More importantly, science taught me to make decisions based on rational analysis rather than emotion.
“I approach entrepreneurship much like a physicist approaches a theory – methodically and patiently, with an emphasis on preparation over hope. For me, success isn’t about sudden inspiration but about daily, disciplined effort. I aim to build things that last – structures that outlive me, provide value to society and hold up under pressure. That mindset continues to shape everything I do as the Business Physicist.”
In 2014, you founded your first financial services company and achieved a successful exit within three years. What were the pivotal strategies behind that success, and what lessons did you learn?
“Certus Capital began with just me and a laptop, focused on raising debt for distressed corporates. My first major break came when a German listed company asked me to arrange over $100 million in debt. After months of work – structuring, negotiating, leading the legal effort – the deal was ready. But two weeks before closing, the owner tried to avoid paying me for what I had delivered.
“The deal still closed and eventually grew to $700 million, but I had no choice but to take the client to court. That moment transformed me from financier to litigant, standing alone against a multinational corporation in the UK High Court. The trial was intense, with translators, elite barristers and months of legal fees that I personally shouldered. I was claiming $15 million, and I knew that if I lost, I’d be financially ruined.
“The experience taught me how brutal and uncertain litigation can be, even with a solid case. But I treated it like a physics problem – stripping out emotion, weighing probabilities and preparing for every outcome. After a gruelling cross-examination, the company made a settlement offer, which I accepted.
“That experience cemented three core lessons for me: resilience is about continuing with clarity under pressure; legal protection is essential, not optional; and scientific thinking – systematic, rational, long-term – is an immense asset in business.”
You have positioned yourself as ‘The Business Physicist’, where you refer to the “innovative application of scientific principles” to entrepreneurship as key to your success. Can you provide insight into how your scientific background has influenced your approach to business?
“The “Business Physicist” is more than a title. It reflects my belief that scientific discipline is key to thriving in the uncertainty of entrepreneurship. Physics taught me to test hypotheses, think long term and seek patterns beneath the noise. That mindset helps me stay grounded when things are uncertain, trusting that doing the right things consistently will move the business in the right direction.
“I often see challenges through a scientific lens. When dealing with uncertainty, I think of Heisenberg’s principle: you can’t know everything at once, so focus on what matters most. When aiming for growth, I think in terms of momentum and escape velocity – build energy in the right direction and let it compound. I even approach complex decisions using concepts like Markov processes, evaluating each step based on probabilities and future outcomes rather than dwelling on the past.
“What science ultimately taught me is patience. Just as great theories are built layer by layer, meaningful businesses are too. It’s tempting to chase shortcuts, but long-term resilience comes from respecting the fundamentals.”
You currently own and lead two very different businesses – Funding Alternative Group and Compressed Air Centre – and often reflect on the importance of teamwork for business success. How do you cultivate a culture of collaboration, and what leadership practices do you prioritise to empower your teams?
“I now group my ventures under Bedrock Investment, which includes Funding Alternative in finance, Compressed Air Centre in engineering and a new SaaS business I’m launching with a Slovenian partner. Each is different, but all are built on a shared culture, because culture isn’t just important, it’s everything.
“As a leader, I believe you must live the values you expect from your team. People watch what you do more than what you say. That means showing integrity in the small things, maintaining respect in difficult moments and demonstrating discipline when the pressure is on.
“I prioritise empowering my teams, trusting them to make decisions, and focusing only on what I can control. I also place huge importance on hiring. I regularly ask myself if I’d rehire each team member today without hesitation. If the answer is no, that signals a deeper issue. And I work hard to avoid micromanaging, because control stifles creativity while trust releases it.
“In my view, culture acts like an invisible field. When it’s strong, people align naturally. When it’s weak, no amount of strategy can compensate.”
Looking back at your journey, from the launch of your first company to winning Entrepreneur of the Year in the Business Brilliance Awards, what moment or turning point do you think has been vital to your success?
“The biggest turning point came when I realised that entrepreneurship is a continuous stream of problems. Early on, I saw every setback as an unfair disruption. But over time, I reframed those moments as constants in the system and part of the job. That shift changed everything. I stopped being frustrated and started learning from each challenge, which made me more resilient.
“Another important mindset shift was seeing business not as a “must-win” battle but as a long-term journey to build something meaningful. When you work with discipline and curiosity, success follows.
“The final lesson was about people. I follow a simple policy: no egos, no toxicity. Life is too short to work with arrogant or narcissistic individuals, no matter how talented they may be. The right people create the right culture, and culture is the greatest multiplier of success.
“Awards are gratifying, but they are symptoms, not the cause. The real cause is mindset.”
What key piece of advice would you offer to individuals with strong technical or academic backgrounds who are considering a shift into business and entrepreneurship?
“First, work on your communication. No matter how deep your technical knowledge, if you can’t convey ideas clearly and connect with people, your influence will be limited.
“Second, blend structure with pragmatism. Scientists thrive on process, but entrepreneurs must act under uncertainty. Learn when to follow the method and when to move with what you have.
“Third, develop your commercial instinct. Business is about understanding how value is created in the real world. Be observant, ask questions and stay curious.
“Also, stay systematic. Document your progress, prepare for contingencies and build resilient systems. The same discipline that makes science work also strengthens businesses.
“Most importantly, enjoy the journey. I try to build things that matter to me, not just things that impress others. If you find joy and purpose in what you do, success becomes the natural result.
“In my experience, the same principles that govern nature – clarity, balance, resilience and meaning – also build the best businesses.”
