BeeBettor founder on shutting down his app, and the evolution of the betting tool ecosystem

BeeBettor co-founder and CEO Jordan Murphy recently unpacked his journey from early EV bettor to builder—and ultimately, to full-time educator in the betting tools space on an episode of The Modern Edge podcast. The conversation offers an unusually transparent look at the realities of creating a betting product, the explosion of tool-driven wagering, and why Murphy ultimately walked away from the company he built.

Murphy’s introduction to EV betting wasn’t glamorous. He admits he started exactly where many new bettors do: convinced that “ball knowledge” was enough to beat the market. “I definitely fell in that category and I wasn't very good,” he said, noting that it was only after stumbling on an early article explaining pricing that things finally clicked for him.

As a math major, the logic behind pricing models and EV resonated immediately, and helped reshape his trajectory. “It honestly made me feel kind of dumb that I didn't realize it before,” he explained. His early experimentation led him to OddsJam, which became his first serious tool as he immersed himself deeper in the space.

The deeper he dug into EV betting, the more gaps he saw in how tools were built and used. That sparked the idea for BeeBettor, a tool aimed at solving specific frustrations he experienced first-hand. “Mostly the problems I had with existing options in the EV space was lack of customizability,” Murphy said. Users, he felt, were blindly following numbers on a screen without understanding how or why those numbers were produced. And with a close friend who also doubled as a “brilliant software-engineer,” he turned those insights into a working platform that helped define the early EV-tool wave before the market fully caught up.

Although BeeBettor built an early following, Murphy said the realities of operating a tool in a rapidly maturing ecosystem ultimately forced a reassessment. The EV-tool landscape had become increasingly commoditized—a “race to the bottom,” he said, defined by copycat features, price competition, and an audience that lacked context about how the value is created. As his interest in helping bettors understand the fundamentals grew, Murphy found himself more energized by education and working across different tools rather than being tied to a single product. That shift ultimately pulled him away from BeeBettor and toward creating content full-time.

“Educating new people and seeing that journey that I went on and then being able to share that with new people, it was really rewarding,” he said. Creating content, he added, made it possible to teach more effectively while staying tool-agnostic. “Not being tied down to my own tool and being able to explore a plethora of tools is only gonna make the content easier, better, more informative, and just better for the customer.”

When asked what actually defines smart betting, Murphy kept it grounded: “I think to try and, you know, put it concisely is price… I wouldn't even say sensitivity. I would say awareness.” The real edge, he said, comes from knowing where your number sits in the market—“the awareness of, okay, where can I get the best line? Is this a good line? What makes this a good line?”

His advice for beginners is simple but foundational: slow down, think, and make price awareness a habit—even before you fully understand all the math. “You don't even really need to understand it necessarily at the beginning, but just that awareness piece… [being] aware of price is how to bet smart.”

As tool-driven betting continues to scale, Murphy’s shift from builder to educator underscores how bettors look for understanding as much as automation. 

Listen to the full podcast on YouTube, Spotify, and Apple Podcasts.