Custom Web Development
Web applications built to your business logic, not bent around a template — typed end to end, fast on real devices, and yours to maintain.
Explore this serviceProduct Engineering
An engineering team that argues with the roadmap
Agencies build what the ticket says. A product engineering partner asks whether the ticket is worth building, then owns the outcome once it is. We work as an embedded team: shaping the problem, choosing the architecture, shipping it, and staying accountable for how it behaves in production.
- Embedded, not outsourced
- Outcome-owned
- Handover by design
Product engineering is the difference between a contractor and a partner. A contractor delivers a specification. A partner tells you when the specification is wrong — and has enough context about your users, your data, and your constraints to say what to do instead.
How we work with you
We embed with your team: your standups, your backlog, your definition of done. We take a slice of the product end to end — from the problem statement through to the dashboards that tell us whether it worked — rather than picking up tickets other people have already thought about.
That means we are opinionated about scope. If a feature will take three months and move nothing measurable, we will say so before we start rather than after we invoice.
What that buys you
- Decisions made with engineering cost on the table, not discovered afterwards
- A codebase your own hires can join without a three-month ramp
- Fewer features, better ones, and a clear reason for each
Problems we solve
What this work is for
The situations teams are usually in when they bring us this problem.
The roadmap outruns the team
More is committed than can be built well, so everything ships at seventy percent. We help decide what not to build.
Velocity is falling every quarter
Usually not a people problem — it is accumulated coupling. We find the seams and pay the debt down where it actually hurts.
Nobody knows if a feature worked
If success was never defined in numbers, every feature was a success. We instrument first, so the answer is a query.
Hiring is slower than the need
A senior team you can start with in two weeks, and hand back to your own engineers once they are in place.
Our approach
How the work runs
The same sequence on every engagement, so there are no surprises in week three.
Understand
We read the code, talk to your users, and look at the data before proposing anything. Most engagements start by disproving an assumption someone was about to spend a quarter on.
Shape
The problem gets a written definition, a measurable success condition, and an engineering cost — before it becomes a design.
Ship
Weekly increments in production behind flags. Small, reversible releases beat big-bang launches on every metric that matters.
Hand back
Documentation, pairing, and a deliberate reduction in our involvement. A successful engagement ends with your team not needing us.
What's included
What you get
Concrete deliverables — all of it yours to keep, run, and hand to another team.
Embedded senior engineers
People who have shipped and operated systems at scale, working inside your process rather than beside it.
Architecture ownership
The decisions, written down with their trade-offs, so the next team knows why the system looks like this.
Delivery infrastructure
CI, preview environments, feature flags, and a release process that a nervous person can run on a Friday.
Product analytics
The instrumentation needed to tell whether the thing you built did what you built it for.
A team that can leave
Onboarding docs and pairing throughout, so your own engineers inherit context rather than a black box.
Technology
What we build it with
Chosen for the problem, not for novelty.
We are not tied to any of these. If your team already runs something that works, we build with it.
- Product
Typed contracts from the database to the button, so a rename cannot silently break a screen.
- TypeScript
- Next.js
- React
- Prisma
- Services
Small, boring services with explicit boundaries — easier to reason about than a clever distributed system.
- Node.js
- Fastify
- PostgreSQL
- Redis
- Delivery
Everything reproducible from a commit, because a deploy nobody can repeat is a deploy nobody can roll back.
- GitHub Actions
- Docker
- Terraform
- Sentry
Questions
Before you get in touch
The questions that come up in almost every first conversation.
How is this different from hiring an agency?
An agency optimises for delivering the scope it was given. We optimise for the outcome behind the scope, which sometimes means telling you to cut half of it. We also plan our own exit from the first week — an agency rarely does.
Will you work inside our existing team?
That is the normal case. We join your rituals and your repository, and take end-to-end ownership of a slice rather than working in a parallel codebase that has to be merged later.
What size of engagement makes sense?
Usually three to nine months. Shorter than that and we spend most of the time gaining context; much longer and you should be hiring, and we will tell you so.
Can you take over an existing codebase?
Yes. We start with a written assessment: what is load-bearing, what is risky, and what should be left alone. Rewrites are a last resort, not an opening move.
Tell us what you're building.
Bring the problem, not a spec. We will tell you honestly whether we are the right team and outline a concrete first step — no obligation, no sales theatre.