Product Engineers — Queenstown, NZ
Product thinking,
not just code.
I started as a Product Manager before becoming an engineer. That means I ask the right questions before writing a single line of code.
I now run a team built the same way. We embed inside businesses, rebuild their data structures, platforms, and software, and enable them with AI on top.
What's the deal?
At the end of 2022, while working as a Product Manager, I got sick of not being able to build things. I felt like it was pointless thinking about what without the why — and vice versa. The best products I'd been part of fell at the intersection of both.
I taught myself to code and started building. I've since grown multiple businesses with 50,000+ users, shipped apps, built AI agents, and rebuilt the systems underneath companies that were held back by software that didn't fit.
Now I run a team of engineers built the same way. We get deployed into businesses, rebuild their data structures, platforms, and software from the ground up, and layer in AI where it actually moves the needle. Product thinking built in from day one.
We're entering an era where customised software is finally viable for businesses that aren't enterprise. The cost of building and running your own technology stack has dropped to the point where it makes sense to own it. We exist to make that happen.
The Problem
Why most software builds fail
Someone charges you $10,000, plugs something on top, and disappears. It doesn't grow with your business. It doesn't connect to your other tools. It never pays for itself.
The usual story
- No one thought about the business outcome before writing a line of code
- Something gets bolted on top of a broken foundation and called "done"
- It doesn't connect to the other software you rely on
- It can't grow as your business grows
- You get burnt. The build doesn't pay for itself. You're back to square one.
How we do it differently
- Start with the full picture — your data, your workflows, your goals
- Rebuild the foundation so AI and automation have something solid to plug into
- Wire everything together so your systems actually talk to each other
- Build it to grow with you, not against you
Once we build it, we charge a small monthly maintenance fee to keep everything running, updated, and working as your business grows.
Services
Here's how we can help
Hover any area to see what's inside.
Strategy
We start by understanding your business, your goals, and where your current technology is helping or holding you back.
Automate
We remove the manual work sitting between your systems, build the pipelines your data needs to flow through, and deploy AI agents that actually take action.
Build
When the right answer is purpose-built software rather than a patched SaaS tool, we design and build it properly from the ground up.
Enable
Get your team using AI tools properly, or give your vibe-coded app the review it needs before real users arrive.
Maintenance
Once we build it, we charge a small monthly fee to keep everything running, improving, and working with your business as it grows.
Interested in just one of these? Get in touch.
Client stories
What clients say
Real feedback from real projects.
I engaged Anthony to build an integration between two platforms in our software stack. Before him, I was spending 2–3 hours daily on tedious manual data entry that risked corrupting our BI data. I spoke with 18 engineers before finding Anthony — he was the first who made me feel heard and could translate complex technical ideas into plain English. He delivered exactly what he promised: a seamless integration that just works. The manual work is gone, our data is clean, and communication throughout was top-tier. If you need integrations built, Anthony is the only person I'd call.
How we work
How we work
The same four steps, every time. No surprises.
Understand
We spend time with your team to understand how the business runs, what tools you use, and where the friction is. Commercial context first. Code comes later.
Audit
We map your software stack and workflows. We identify what's costing you more than it earns, and where a purpose-built system would outperform a subscription tool.
Build
We build iteratively, replacing or improving one system at a time. We test with real users and measure against the baseline. No big-bang releases.
Measure
We track subscription savings and revenue changes against baseline. Because the only reason to change anything is a measurable outcome.
Free resources
Figure out your next move
Practical tools to cut through the noise and give you a clear direction.
Case studies
Work I'm really proud of
Built to solve real problems, not just to ship something.
RAG Pipeline Optimization for Tender Writing Platform
Consulting engagement to optimize RAG pipeline, reducing costs while improving answer quality through better chunking, evaluation frameworks, and model selection.
Thread Recruitment Integration
A webhook integration between ManyChat and TeamTailor that eliminated 2-3 hours of daily manual data entry and data corruption risks.
Onsen Hot Pools Rostering Automation + AI Agent
An AI rostering assistant that automates the process of generating weekly rosters, managing staff and services on behalf of the Onsen Hot Pools team.
Brand Strategy Creation Automation for The Wedge
An AI-powered web application that automates the generation and refinement of client marketing strategies
Coachi - AI Running Coach
An AI running coach that, powered by the brain of an ultrarunner, can coach any runner to a specific running goal.
Speaker Booking Automation for Recruiting Brainfood
An automation workflow that reduces the time spent sourcing, booking, and confirming guests for a weekly talk-show series.
Quotee - AI Quoting Assistant
A modern, AI-enabled full-stack web-application helping brands quote complex products & services with AI.
Southern Rivers Fly Fishing - AI Booking & CRM Platform
A full-stack AI-powered booking system with email monitoring, automated client responses, payment processing, and guide management portals.
Fittir Running Shoe Specialist AI Agent
An AI Agent who processes 1000's of reviews for each shoe, and then can respond to questions for product data and customer questions.
Writing
Latest from the blog
Thoughts on AI, product development, and building things that matter.
FAQ
Frequently asked questions
Everything you need to know about working with us.
Get in touch
See what's possible
Tell us about your business and what you're trying to achieve. We'll give you an honest assessment of where we can reduce costs, remove friction, or build something that moves the needle.
Book a free consultation