Fli SOFT

Overview

Fli SOFT is where I learned to ship. It began as a way to fund my curiosity and grew into a studio that treats software the way a craftsman treats a workbench — with care.

Problem

Most software teams optimize for output. Very few optimize for the felt experience of using the thing they built.

Solution

A tight group of engineers and designers who work directly with founders, ship in weeks, and stay opinionated about the details.

Architecture

Modern TypeScript across the stack, boring where possible, ambitious where it matters.

Timeline

1. 2023
   Founded
2. 2024
   First long-term clients
3. 2025
   Studio model

Lessons learned

• Say no more than you say yes.
• The brief is never the brief.
• Small teams outrun everyone.

Roadmap

• Focused engagements with founders.
• Internal tooling for Diver AI.
• Open-source contributions.