I am Alex Reinholdsson.

Swedish, and I live and work in Hattem, in the Netherlands. I spent sixteen years in sales and kept running into software that cost more time than it gave back. The CRM you update because you have to. The Excel sheet that is really the customer database. Now I build the tools I wished I had back then.

Most of it I build myself, with a small number of clients at a time. If a project calls for a specialist, I bring one in, and you know that up front. You talk to the person who builds it, and when something breaks, you call me. AI helps me write code. Everything it writes I test and read myself, and it only goes live once it works on a copy of your data.

Alongside client work I build and run my own software: CreatorScope for YouTube creators, Ledgerbox for my own bookkeeping, Race Control for my racing team, RoughCut for my own edits. That is how I find out myself what it costs to keep something running every day, and what happens when an integration breaks at night.