About Tom
I build things, fix things, and I've done it enough times to know what actually works.
I've spent most of my career building software and helping the people running it make better calls - sometimes as the developer, sometimes as the CTO, always hands-on.
I was CTO of a company that grew profitably and was acquired in 2024. These days I do the same job in smaller doses, as a fractional CTO, adviser and developer for founders who need that experience without hiring it full-time.
I still write code. I think that matters.
- Former CTO
- Successful exit
- 20+ Years building software
- Code or consult
How I ended up here.
I was CTO of Cat in a Flat, a cat-sitting marketplace I first worked with as a freelancer when it was in its infancy. I ended up staying for the best part of a decade - effectively the only developer for most of that time, writing the bulk of the codebase across web and mobile and working directly with the two founders as the company grew and grew. It was acquired by Rover, the world's largest pet-sitting marketplace, in 2024.
Before that, most of my career was in-house: eight years at Delib, where I took on Scrum Master duties for a small team of equals, building consultation tools used by central and local governments across the UK, Australia, the US and Canada. After that I spent a couple of years leading Salesforce projects for clients including BTS and Shell.
I set up Heleli Ltd in 2019 to focus on my own ideas, though most of the years since went into direct client work rather than the business itself. This is that experience, formalised.
No theatre. No big consultants.
Just practical advice and hands-on help when you need it.
How I work.
Problem Solving
Untangling a genuinely tricky problem is a creative process, not a mechanical one. It's my favourite part of the job - more satisfying, most days, than building something new from scratch. Sometimes the hardest part is just working out what problem you're actually trying to solve.
Been There
Two decades across languages, company sizes and stages - startups, agencies, established product teams, and a company that got acquired. If you're going through it, there's a good chance I've been through some version of it myself.
Right Tool, Right Job
I'll use whatever's right for the problem, not just what I know best. Every problem is a different shape, and I still enjoy picking up something new when that's what it needs.
Plain English
I don't do jargon, and I love a good analogy. A technical decision that can't be explained in plain English is usually one nobody's thought through properly, yet.
Voice of the User
I care more about the problem a user actually has than how clever the solution looks. I'll push back on a technical choice, or a shiny feature, if it doesn't actually serve them.
Straight Answers
I'd rather give you the boring answer that actually works than the exciting one that doesn't. If I don't think I'm the person you need, I'll tell you - I won't waste your money pretending I am.