We started 10APEX in 2024 with one rule: the people who plan the work are the people who build it. Two years on, that is still the whole model — no bench, no hand-off, no layer between you and the engineer.
Our journey
We are a young studio and we would rather say so plainly. Here is what actually happened, in order, and what each stage taught us about how to build.
The studio opened in 2024 around a frustration we had both seen from the inside: software projects rarely fail on the technology, they fail because nobody stayed close enough to the problem. We took on websites and customer-facing platforms, and made a habit of asking what the business actually needed before agreeing to what had been requested.
Retail, hospitality, property, healthcare, logistics and professional services. Different sectors, the same underlying jobs — make it fast, make it findable, make it something a non-technical team can run. Most first projects turned into second ones, which told us more about the model than any pitch would have.
Clients kept asking us to remove the same repetitive work — lead research, inbox triage, first-line support, data entry between systems. So automation, chatbots and agents became practice areas in their own right, built with the same discipline as the rest: logging, guardrails, a human in the loop where one belongs.
Six service lines is enough. The plan from here is depth — longer partnerships, more of the systems our clients run on day to day, and keeping the things that made the first two years work: senior people on the tools, direct communication and full ownership handed over at the end.
Core purpose
Two statements we genuinely use — when deciding which work to take, and when deciding how to build it.
To build businesses the software they actually need — websites, platforms, CRM systems and AI automation that make the day-to-day measurably easier. Practical engineering over impressive demos, and an honest answer when the right build is smaller than the one being asked for.
To be the studio clients keep for years rather than the one they replace after launch. That means systems that stay maintainable, AI that earns its running cost, and a working relationship where you can talk to the person who wrote the code.
What we stand for
Four things we hold ourselves to. Each one is written so you can tell when we have failed at it — that is rather the point.
Tested, secure, documented and readable by whoever inherits it. We write code assuming someone else maintains it next year, because that is usually what happens.
Realistic timelines, early warning when scope is at risk, and a straight answer when a feature is not worth building. You will hear the bad news from us before you find it yourself.
We ask about the business before the brief. Understanding how the work actually gets done is what separates software people use from software people tolerate.
We adopt technology when it solves a client problem, not when it trends. Anything we put into production has to be something we are willing to support at 2am.
Why choose us
You live with a technology partner for years. Here is what working with a small senior studio actually gets you, and the standard attached to each.
The engineers in your kick-off call are the ones who write the code. There is no junior bench to be passed to once the contract is signed, because there is no bench.
Senior Team compositionTwo-week cycles ending in a demo-able build, so progress is something you use rather than something you are told about in a status report.
2 wks Release cadenceStrategy, design, build, deployment and support from one team — nothing dropped in the gap between an agency, a contractor and a hosting provider.
6 Practice areasSystems that absorb new features, new regions and more traffic without the rewrite that usually lands about eighteen months after launch.
10× Headroom by designYour repository, your cloud accounts, your data, documented. No per-seat licence back to us and no proprietary platform holding the work hostage.
100% Code you ownMonitoring, patching and a prioritised change queue once you are live, because the version that ships is rarely the version that succeeds.
24/7 Monitoring coverageLet’s build something good
Whether it is a new build, a platform that has started slowing you down, or repetitive work you want automated away — tell us the problem and we will tell you the right way to solve it, including when that is less than you expected.
Web DevelopmentChatbotsCRM DevelopmentSaaS ProductsAI AutomationAI Agents
