We design and build custom software, automations and AI implementations.
What we build
Applications built around how the business actually works, instead of a business reshaped to fit software somebody else designed.
The repetitive work that quietly eats hours every week: data moving between systems, reports assembled by hand, the same message sent for the hundredth time.
Used where it genuinely streamlines a workflow, and deliberately left out where it does not. The measure is fewer manual steps, not more technology.
Sometimes you don't need a project, you need an experienced pair of hands for a few weeks. We'll sit with your team, work out the architecture, or take the thing that's stuck off your plate.
Complexity
Most of the difficulty in a business is not that anything is missing. It's the fact that the work is scattered across tools, inboxes, and in people's heads, with no single source of truth.
Approach
Before we build anything, we get to know the problem and the people who have it — how the work runs today, where it breaks down, and what the people on the other end of it actually need. Understood properly, most problems turn out to be narrower than they first appear. That is what lets us build the right thing instead of the large thing.
Understand your problem
A short call about how the work runs today, where it stalls, and what it costs you when it does.
Research before building
For a product you intend to sell, that means market and competitive research first, so the thing that gets built has somewhere to land.
Design for outcomes
We size the build against what it actually saves or earns. If that number does not work, we say so.
Build in the open
You see working software early and often, and you talk to the people building it, start to finish.
Platforms
We have spent years designing for every size of screen, from a phone held in one hand to a monitor on a desk. Each platform has its own conventions, and we know them well enough to build something that belongs there — a genuinely native experience rather than one layout stretched to fit.
Who we are
Product engineering
10 years across billing and payments, messaging and automation, and shipping native apps end to end. Built the invoicing, payments and automated messaging that a field service company now runs on, from an empty repository to the software its customers use every day.
LinkedInArchitecture and AI strategy
30 years across financial services, developer tooling and open source. Principal engineer leading a six-engineer team, author of open-source developer tooling, and the person who built a company's AI engineering strategy from evaluation through to production.
LinkedInProduct and creative direction
20 years running product and design teams, taking software from an idea to a business. The research and positioning work that decides what is worth building at all.
LinkedIn