This is interesting but if they operate as sole traders that would be on companies house too unless they operate as a partnership (this is risky). If you click on Joel's name on companies house it reveals all the companies hes been or is a director forIf there's any family who know how to hide assets and money, its Joel's lol - no shade.
I think they operate through their limited company and also as sole traders and split their income this way. They also pay themselves a lot as there's not much use money sitting in the bank for their type of 'company/business'