Custom software and AI integration, built in-house by someone who ships and maintains their own products.
from £400
I build software the way I build brands.
Properly, in-house, accountable.
Two ways I work with AI
Build
I design and ship the software, end to end.
You’re hereAdvise
I bring your existing team up to speed on AI.
See AI advisory →Scope of work
What’s included
- AI advisory & team enablement
- AI integration & automation
- Custom web application development
- Internal tools & dashboards
- API design & development
- SaaS product development
- Technical consulting & architecture
- AI agents & assistants
The approach
How I think about it
Most agencies don't build software. They wireframe it, scope it, and hand it to a sub-contractor. The output is shaped by that handoff, and it shows.
I build software directly. Same person on the design, the front-end, the back-end, and the deployment. The decisions hold together because one head is holding them.
I also build my own products. Playbook is the first. That changes how I approach client software. I know what it costs to maintain something, because I maintain things myself.
Process
How I work
- 01
Scoping
I map out the problem, the users, and the constraints. I tell you what is possible, what the smart approach is, and what it costs.
- 02
Architecture
I design the system before building it. Data models, API contracts, and component structure agreed before any code is written.
- 03
Build
I build iteratively, shipping working software in stages so you can see progress and course-correct early.
- 04
Handover
You receive working, documented software, with or without ongoing support from me, depending on what you need.
Selected work
What I’m putting my name to
Playbook
AI-powered contact centre platform for UK teams.
Built agent-first. Zero telephony integration required. In active development.
More work coming as it ships.
What this isn’t
Work I don’t take on
- Enterprise system rewrites or legacy migration projects.
- Projects with no clear owner on your side.
- Outsourcing-arbitrage builds dressed up as bespoke software.
How I work commercially
Engagement model
Fixed-scope projects
Clear deliverables, clear timeline, clear price. No scope creep, no surprise invoices.
Monthly retainers
Ongoing capacity for clients who need it. Cancel monthly.
Founder-direct contact
You talk to the person doing the work. No account managers, no proxies.
No meeting bills
I bill for work, not for meetings about work.
Quick answers
Common questions
Node.js, Express, PostgreSQL, React. Anthropic API for AI features. Cloudflare and Railway for infrastructure. I pick stacks I can maintain, not stacks I want to learn.
Web-first by default. Mobile builds case-by-case. I'll be honest about whether it's the right call for your project.
Either a maintenance retainer or a clean handover with documentation. Your call.
Yes. Most of my AI work is integration into existing systems rather than greenfield builds.
No. That's not the work I do well. I'll tell you who does.