SaaS & eCommerce Development—Built to Scale, Designed to Convert
Whether you're launching an MVP or rebuilding a legacy platform, I combine Ruby on Rails and Next.js to deliver robust, scalable web applications tailored to your business. From SaaS tools to custom eCommerce platforms, I build production grade systems that are fast, maintainable and ready to grow with you.
Powered by the Frameworks Behind the Fastest Growing Products
Ruby on Rails, Next.js, Remix, React and React Native give you speed, control and serious firepower across web and mobile.
Unmatched flexibility.
Build smarter. Launch faster. Scale without limits.
Own every part of your SaaS or Web Application, from backend to mobile. I use proven frameworks like Ruby on Rails, Next.js and Remix to turn complex ideas into fast, flexible and future-proof software.
- Custom SaaS Backends
From user management and billing to analytics and admin panels, I build secure, scalable backends that power your product and grow with your users.
- eCommerce Platforms
Beyond templates, beyond plugins. I build or customise platforms tailored to your product lines, checkout flows and integration needs.
- Mobile Apps That Match Your Web
Using React Native and shared logic, I deliver consistent mobile experiences on iOS and Android without duplicating your stack.
Growth Marketing
Without Platform Limits
Bespoke SaaS gives you total freedom to connect your marketing stack, track user behaviour in real time, and run high-performance campaigns, without relying on clunky third-party plugins or limited integrations.
- Tracking & Analytics Tailored to You
- I integrate GA4, Plausible, Segment and custom pipelines so you can measure what matters—from signups to conversions to LTV—without data gaps.
- First Party Data Ownership
- Own your data. I build and integrate systems that give you direct access to raw user behaviour, without relying on third party cookies or black box tools.
- Conversion Optimised UX
- Speed, structure and semantics all affect conversion. I optimise layout, performance and on page flows to improve funnel outcomes.
- A/B Testing Built In
- From simple split tests to multivariate experiments, I integrate robust experimentation frameworks that tie results directly to your analytics stack.
- Email, CRM and Lifecycle Automation
- Trigger personalised emails, onboarding flows and retention sequences using deep integration with platforms like Klaviyo, Customer.io or custom SMTP.
- SEO and Performance From the Ground Up
- Fast page loads, structured data, semantic markup and clean URLs—SEO is built into every frontend I ship.
Why Ruby on Rails?
Battle Tested for Speed, Scale and Simplicity
Ruby on Rails has powered some of the world's most successful SaaS and marketplace platforms—from Shopify and GitHub to Airbnb. It's not just a framework. It's a philosophy: optimised for developer productivity, maintainable code and rapid iteration.
- Rapid development
- Convention over configuration means less boilerplate, fewer decisions and faster iteration—ideal for MVPs or ambitious roadmaps.
- Robust APIs out of the box
- Easily expose REST or GraphQL APIs that map cleanly to your business logic and scale with your product.
- Rich ecosystem
- Thousands of well maintained gems for billing, authentication, analytics and admin tools save you time and reduce risk.
- Proven in production
- Used by platforms like Shopify and GitHub, Rails has scaled with some of the most successful SaaS companies on the internet.
- Secure by design
- Rails includes security features like CSRF protection, strong parameter filtering and encrypted sessions by default.
- Background jobs made easy
- Run emails, billing cycles and onboarding flows at scale using Sidekiq and other background job frameworks.
- Powerful admin tooling
- Quickly build internal dashboards or admin interfaces for your operations and support teams using tools like ActiveAdmin.
- Built in testing culture
- RSpec and Minitest make it easy to write automated tests, adopt test driven workflows and catch issues early.
- Readable and maintainable code
- Ruby's elegant syntax makes code more enjoyable to write and easier to maintain as your product and team scale.
Why Next.js?
Modern Frontends. Full Stack Power. Blazing Fast.
When your product needs a sleek, fast and highly interactive frontend, Next.js is the tool of choice. It combines React's component model with server rendering, static generation and full stack capabilities—perfect for marketing sites, portals or fully interactive dashboards.
- Server and static rendering
- Get the best of both worlds with server rendered pages and pre rendered content, optimised for speed, SEO and UX.
- Built in API routes
- Create backend endpoints directly inside your frontend project, keeping architecture clean and tightly integrated.
- Tight React integration
- Build on the React ecosystem with full support for hooks, components, and frontend libraries your team already knows.
- Automatic code splitting
- Only ship the JavaScript users actually need, improving performance and reducing load times without extra setup.
- Optimised for SEO and accessibility
- Structured routing, metadata and performance help you rank better and deliver a better experience for all users.
- Flexible routing with file based structure
- Pages are defined in the file system, giving you intuitive control over routes, nested views and dynamic parameters.
- API and frontend in one deploy
- Simplify DevOps by deploying your full stack app as one unit—ideal for serverless hosting on platforms like Vercel.
- Edge ready and cloud native
- Deploy to the edge or scale globally with minimal configuration. Next.js works out of the box with platforms like Vercel and AWS.
- Built for incremental growth
- Add pages, features and API endpoints gradually as your product grows—no need to replatform or rebuild.
Built With Confidence
Why Testing Matters for Your Business
Every line of code I write is backed by behaviour driven specifications using RSpec and Minitest. These aren't just developer conveniences—they're insurance policies that protect your product, your investment and your peace of mind.
- Fewer bugs, every release
Automated tests catch regressions before they reach production, so you can ship features with confidence and avoid costly downtime.
- Living documentation
Behaviour driven specs double as readable documentation, making it easy for anyone on your team to understand what the system does and why.
- Easy handover at any stage
Clear tests and specs make it painless to bring in new developers, onboard partners, or transfer ownership without confusion or tech debt.
- Faster onboarding for new developers
New team members can read tests to understand how the system works, reducing ramp up time and preventing accidental breakage.
- Protect your core logic
Business critical features are backed by repeatable, automated tests—no more 'it worked yesterday' moments.
- Confidence to refactor and scale
With full test coverage, you can refactor or extend features without fear of breaking something elsewhere in the system.
Ready to build something that lasts?
Whether you're launching, scaling or migrating, I'll help you build a backend and frontend stack that's production ready from day one.