I build technology products and the systems behind them.

Selected work

1. Atty House · 2026 – present

   A house that can explain itself

   Everything worth knowing about a house is scattered across public records, plans, photos and paperwork, and almost none of it can answer a question.

2. Yak AI · 2026 – present

   Letting customers use a product by saying what they want

   Customers give up on menus, filters and forms. Businesses want them to just ask, without rebuilding their product or handing an AI the keys to it.

3. Coles Group · 2022 – 2025

   Retail media on a new e-commerce platform

   Coles' new website needed ads served, tracked and measured through a third-party provider, behind a business line worth $100m a year, without slowing the teams building the site.

Selected outcomes

• $100m a year in retail media revenue supported by ad capability I delivered at Coles.
• $1m to $4m ARR in a year at IAG's ShareCover, where I set technical strategy and rebuilt the platform.
• Four products in use today, each built by me as the sole engineer: Atty House, Yak AI, Indy and Emry.
• 21 years across startups, enterprise systems and large consumer platforms, in telco, finance, insurance, retail, advertising and SaaS.

Latest writing

1. 13 October 2026

   When AI writes the code, direction is the job

   AI is now good at writing code and tests, but it builds what you point it at. Good direction answers its questions. Great direction helps it make decisions.

2. 12 October 2026

   How to test whether your AI agent follows instructions

   Telling an AI agent how to behave isn't enough. Pair every behaviour with eval scenarios that check it, so changes and model upgrades don't rely on hope.

Now

Building Atty House, which tells the story of a house and answers questions about it with sources. Also Yak AI, Indy and Emry. All four have people using them.