I build tools for people who build with WordPress.

I sold my first piece of software at 14. The years after that went into infrastructure — servers, networks, operating systems — which is not where anyone expects a WordPress story to start.

It started properly when my brother wanted an eCommerce store. I built it for him, found out what plugins could do, and never really left.

Around 2017 I bought a security plugin. That turned into ExpressTech — thirty-odd people now, and a shelf of WordPress plugins including Quiz and Survey Master.

In 2021 I started InstaWP, because spinning up a throwaway WordPress site was still absurdly slow. It does sandboxes, staging and migrations without you thinking about a server. Automattic put seed money in.

Lately it's InstaPods — deploy any app with one command. This blog runs on it.

I like small tools that remove one specific annoyance. I'd rather ship something rough and fix it in public than polish something nobody has used yet. Most of what I know came from the second kind of mistake.

The bench is what I'm working on now, half-built things included.The writing is what broke along the way — orsubscribe and let it come to you.