Vision
Anyone who understands a problem well enough to describe it should be able to get
the software that solves it — while the problem is still worth solving.
Mission
We close the distance between a real need and working software. Sometimes that
distance is knowledge, sometimes it is time — and very often it is simply price.
A tool a large firm would quote against a hospital's budget is out of reach for a
six-person practice, so the practice does without, or bends its work around
software that was never meant for it.
So we learn the domain until we could do the job ourselves, build on whatever
platform the work actually happens on, and ship in weeks what the industry quotes
in quarters — including the small, unglamorous tools nobody else thinks are worth
building, and the custom ones a small business was told it could never afford.
We stay small enough to change direction in a morning. We work to bring the end
user's cost down rather than the industry's revenue up. And we spend our time on
problems that make somebody's day measurably better, not on whichever category is
currently fashionable.
The point
Democratising software development — and not as a slogan. Concretely: making the
building of genuinely useful tools reachable for the fields and the people the
industry has priced out, and spending that capacity on work that returns
something to the society using it rather than on whatever extracts the most
from it.
We found these problems by hitting them.
Nobody here discovered this work in a market study. The people who write our
software have worked in the fields it serves — neurodiagnostics and the wider
healthcare setting, software engineering, and product management. And what gets
built is not decided in a roadmap meeting: it is decided by the person with the
problem, describing it in their own words, to the person who will write the code.
When you have personally lost an hour to a form that should have been three
clicks, you do not need a discovery workshop to know what to build.
It is also why we see what the large vendors miss. Their roadmaps are built around
markets big enough to justify a sales team, which leaves an enormous amount of
real work unserved — too specialised, too small, too boring. That is precisely
where the hours are being lost, and it is where we work.
Nothing sits in the middle.
No account manager translating your problem into a brief. No analyst turning the
brief into tickets. No hand-off to a team that never met you, building something
adjacent to what you asked for. The person who understood the problem writes the
code.
Every layer removed is money and months removed with it. A tool a large firm would
scope across two quarters and price against a department budget takes us weeks,
because we are not paying for the meeting where it gets explained a fourth time.
It is not clever and it is not a discount — it is arithmetic. It is also what puts
custom software, fitted to how a small business actually works, within reach of
one that was told it could only afford something off the shelf.
Faster is not looser.
Moving quickly is not the same as skipping steps, and in a field adjacent to
healthcare that distinction is the whole job. Requirements still get written
down. Edge cases still get hunted. Accessibility and localisation still happen
during the build rather than in the week before launch. Nothing ships that we
would not use ourselves.
What we remove is the overhead around the work: the meeting held to prepare for
the meeting, the brief that translates your words into somebody else's, the
sign-off queue, the ceremony that exists to coordinate a team we do not have.
The process is simplified. The work is not.
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01
Slow is a choice, not a law.
Most of the delay between a need and its software is organisational, not technical.
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02
Small is the advantage.
Nothing sits between the person with the problem and the person writing the code.
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03
Price is a feature.
Software priced beyond the people who need it has failed, however good it is. The industry's answer to AI has been to raise what it charges; ours is to use it to lower what you pay.
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04
Domain first.
We learn the job before we design for it. The first version lands close enough that the next one is a refinement shipped in days — not a rebuild of something that missed.
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05
Worth doing before worth selling.
We pick problems by whether somebody's day gets better, not by whether the category is fashionable. A great deal of genuinely useful software is commercially unglamorous, and that is precisely where we want to be.
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06
AI should give something back.
Most of the money in this technology is being pointed at extracting more value rather than delivering more of it. We use it to put expert knowledge in front of more people at a lower price — and we say plainly, in the interface, wherever it has been used.