AI-enhanced
development studio.

Boutique studio based in London, UK. We build web apps and mobile applications that solve real problems. We work as embedded, vendor-neutral engineers (FDE) — sitting with your team and picking the right tools, not pushing our own.

Our favourite stack is Flask | React Native + Expo for mobile

See where the line sits

The thesis

Built to fit,
not bought to bend.

Traditional all-in-one ERP suites will be leapfrogged in greenfield projects — not because ERP disappears, but because AI collapses the cost of bespoke software while the advantages that once justified the suite quietly erode. The centre of gravity moves.

Fig. 1 — The inflection · cost of building vs. cost of fitting a suite, over time

The four shifts

The centre of gravity shifts —
from the suite to the operator.

generic, all-in-one suites

domain-specific systems

configuration-heavy rollout

rapid build-and-evolve

vendor-led product logic

operator-led workflow design

“best-practice” standardisation

fit-for-purpose software

A greenfield company no longer asks what system it should buy. It asks what system it should create — the business, encoded in software.

Five structural forces

What is pulling the centre of gravity.

No legacy to defend

Greenfield starts without process debt. Design around the business model, not a suite.

Build cost collapses

Specify, generate, test and document faster — the 80% solution ships with a smaller team.

Breadth is not fit

Suites trade depth for surface area. Bespoke targets a sharper, narrower operating model.

Delivery is the product

Licences, partners, customisation and migration compress into one small build team.

Composable by default

Best-of-breed already wins on quality. AI makes integration and orchestration cheap.

This is what we do.

We are the small build team on the other side of that compression.

Disintermediation

The delivery stack compresses.

The old model sells a platform and a project — five cost layers, each with its own margin. The new model sells a working system, and the partner ecosystem turns out to be a cost layer rather than a benefit.

Fig. 2 — The delivery stack compresses

Who is most exposed

Why the mid-market suite is most exposed.

The flexible mid-ground suite — broad enough to be sold as an ERP, cheap enough to attract small firms, open enough to customise — is the most exposed of all. The same positioning is the vulnerability.

Low cost

bespoke is getting cheaper too

Breadth

greenfield rarely needs it all on day one

Modules

integrations increasingly substitute

Openness

fit and speed matter more than openness

The flexibility paradox: too little customisation and the business bends awkwardly around the system; too much and the build turns fragile.

Who this is for

Not replacement, but segmentation.

ERP does not die. It keeps the ground it is genuinely good at. What changes is where the new work goes.

Fig. 3 — Not replacement, but segmentation · where each model holds

Brownfield

REGULATED · STANDARDISED

ERP suites stay strong

Mid-market

HYBRID

ERP core + bespoke layers

Greenfield

DIGITAL-NATIVE

AI-bespoke gains fast

Where we work

The strongest objection

ERP vendors offer reliability, auditability and an integrated backbone. For firms with mature controls, the suite is the conservative, defensible choice.

The answer

In greenfield, reliability is not rigidity. A new company values adaptability and fast iteration. Build to the business and the fit premium outweighs the comfort of a monolith — and the reliability gap keeps narrowing.

ERP wins when software is scarce and implementation labour is expensive. Bespoke wins when generation is cheap and specificity matters — and greenfield sits exactly at that inflection.

Read the field guide

Portfolio