I've worked inside agencies.
I know what they get wrong.
I’ve spent 15 years building for agencies and helping them align their web development teams, making things more structured, simplified, and systemised. Then I went independent to work directly with founders.
The pattern I kept seeing was the same everywhere: confusion and complexity as the default. Tools chosen for the wrong reasons. Teams that couldn’t explain the decisions they’d made. Founders left with something that looked fine but didn’t work for their business.
I built this practice to do the opposite.
You deal with me directly, from the first conversation to the final handover. No account managers. No subcontractors. No one who wasn’t in the room when the decisions were made.
I tell you what to build, why, and what it will cost you if you build the wrong thing. I think about your business first. The tools come second. Every technical decision has to earn its place if it adds complexity without adding value, it doesn’t go in.
I work with founders across Europe, USA and the UAE. I take on a small number of projects at a time so each one gets the attention it deserves.
Clarity over complexity
If I can't explain why a decision was made in plain language, it's the wrong decision.
You own everything
Code, hosting, domain, data, all in your name from day one. Not when we part ways.
Long-term thinking
Every choice I make is measured against where your business will be in three years, not next quarter.
No tools for the sake of it
I don't follow trends. I use what works at your specific scale and has a long support horizon.