pronounced "hellish". yes, deliberately.
Who
Building for founders and businesses since 2019. You talk directly to the person making your product.
Why
Software can feel big, slow and expensive to start. I keep it clear: a written plan first, then working software you can try early.
What
From the first sketch to launch day, and after.
Most projects start behind one of these doors. Not sure which one is yours? That's what the first call is for.
For iPhone and Android, all the way into the app stores.
Tools your team or your customers open every day.
Sorting, drafting and flagging, with a person in control.
Fast, in every language you need, with forms that reach you.
Freelance contract · ongoing since 2025
No more manual month-end close. Eagl turns a finance team's know-how into automation.
AI agents that catch booking errors before they hit the close, reconcile every account, and book, follow and reverse accruals. I work inside their team on a long-running freelance contract.
Read the story →
No more manual month-end close. Own product · live
An app that helps independent boutiques bring good customers back.
It tells the owner who to contact today, and why, then drafts the message. Nothing goes out until the owner presses send.
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In progress · launching soon
I'm building a careers site and admin app for a sales recruiter.
With a one-minute application, an event page and a phone-friendly admin app for the founder.
Full story when it launches
In progress · launching soon
I'm building a website for a menswear agency, in three languages.
Store owners will see the collections and plan a showroom visit.
Full story when it launches
Side project · live
Trailers instead of posters. Swipe, pick tonight's film, see where it streams.
In the App Store, on Google Play and in the browser. Friends can talk each title over in its own thread.
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How it works
A website can take days, a full system takes weeks. We work out what fits once we know what you're building.
The full process →Step 1
We take the problem apart. You get a written plan.
Step 2
Quick prototypes, so wrong ideas get thrown away cheaply.
Step 3
We build it in small steps, and you can try it as we go.
Step 4
App store reviews and all the small print. A calm release.
Step 5
I stay around, or hand it over cleanly. You're never locked in.
Journal
Guides
What happens when you bring me an idea for an app: I listen, learn your jargon and walk through the steps your user takes, with you.
Build stories
Felix is my own product and the first pilot has yet to start. Which features came out of sales calls, and why a newsletter is not one of them.
Studio notes
A small terminal with jokes, ⌘K, g shortcuts, a clock and a few easter eggs you have to find yourself. Plus why they are there.