Insights

Bringing Clarity and Action to Complexity with Somos Advisory Board Member TJ Thinakaran

Aug 14, 2025

At Somos, trusted communications are built on the expertise of leaders who can connect big ideas to real-world outcomes. TJ Thinakaran embodies that approach as a member of the Somos Advisory Board. With a background that spans real-time communications and enterprise solutions, he combines technical insight with practical know-how. His perspective helps the Advisory Board drive its mission to strengthen the telecom ecosystem and advance solutions that inspire trust.

In this Advisory Board Spotlight, we take a closer look at TJ’s journey, the experiences that shaped his leadership and the impact he brings to Somos and the broader communications industry.

Building Momentum Through People and Ideas

TJ’s career has been defined by a consistent focus: bringing people and ideas together to create momentum. “My journey started as a software engineer but quickly expanded into a passion for team-building and strategic growth,” he shares.

That passion has carried him through two decades as an operator, founder, advisor and mentor. He co-founded EZ Texting, one of the earliest SaaS messaging platforms, and scaled it from five employees to more than 110. Today, as Founder and CEO of CasselRoad, he helps organizations in telecom, healthcare and AI navigate growth and complexity, all while maintaining focus on what matters most.

This experience — balancing innovation with practical execution — directly informs the perspective TJ brings to Somos, helping the organization anticipate challenges and act with clarity in a fast-moving industry.

Guiding Founders and Enterprises Toward What Matters Most

Whether advising startup founders or enterprise executives, TJ is known for cutting through complexity to focus on essential actions. He often encourages teams to “start before you’re ready” and to understand processes deeply before automating or delegating. Small inefficiencies, he notes, can start almost invisibly but grow into major problems if not addressed.

He also challenges organizations to regularly evaluate long-standing processes with a simple question: If we weren’t already doing this, would we start today? This mindset, rooted in urgency and clarity, helps leaders avoid unproductive habits and focus their energy on the work that drives results — a philosophy he brings to his guidance at Somos.

Mentorship That Moves People Forward

Beyond his work with enterprises, TJ is deeply invested in mentorship. At UCLA Anderson School of Management, he advises MBA students through 20 weeks of immersive strategy work, from research and prototyping to real-world business pitches.

Each year, he sees the rewards of this hands-on approach. “One or two teams often choose to turn down attractive job offers to pursue their startup full-time,” he says. “To me, that’s the ultimate reward.”

By encouraging students to prioritize R&D and sales, understand their target users and embrace storytelling, TJ helps cultivate the next generation of leaders — skills that align closely with Somos’ own mission of fostering trust and innovation in communications.

A Trusted Voice in a Fast-Moving Ecosystem

TJ Thinakaran’s presence on the Somos Advisory Board brings a valuable lens to the entire communications ecosystem. With nearly 15 years of connection to Somos and extensive experience in strategy consulting and startup mentorship, he helps ensure the organization’s initiatives are aligned with the industry’s evolving needs. By providing near-real-time guidance on trends like RCS, AI, frictionless authentication and network APIs, TJ helps Somos not only stay ahead of emerging technology shifts but also translate them into benefits for carriers, enterprises and end users.

“I think of my role as mid-journey air traffic control,” he explains, ensuring that Somos makes timely, well-informed strategic adjustments that strengthen trust and connectivity across the industry.

To learn more about how TJ and other Advisory Board members help guide Somos’ leadership in telecom innovation and trusted identity, visit www.somos.com/about/our-team.