Custom web applications · Integrations · AI-accelerated delivery
Alex Hedström
When page builders aren't enough, you need software built for how you work.
I've built for the web for 30 years. Today I use AI to move faster — so you get custom applications and integrations without the template compromises.
How I help
What companies get stuck on
If any of this sounds familiar, you're in the right place.
01
You’ve outgrown the page builder
Wix, Squarespace, and WordPress themes stop where your real requirements begin. I build the application underneath.
02
Your tools don’t talk to each other
CRM, payments, bookings, inventory, email. I connect the stack so work stops living in spreadsheets and copy-paste.
03
Off-the-shelf forces you to adapt
Your process is the product. I shape the software around it, not the other way around.
04
The site looks fine. It still underdelivers.
Slow, fragile, or impossible to extend. I rebuild for performance, clarity, and the next three years — not the last three.
05
You want AI that earns its place
Not a chatbot sticker. Thoughtful AI in the product or the build process, guided by someone who’s shipped software long before the hype cycle.
Selected work
A few things I’ve built
Custom applications and focused products — built for real use, not demos.
Community
BlueFeed
A social space on your web site. Share dives, spots, and stories on your BlueSky account and add the feed easily on you WordPress site with a simple plugin.
bluefeed.social
Wellness
Breathely
Breathwork made simple. Guided sessions for calm, focus, and recovery — on land and between dives.
breathely.com
AI
Aigora
Evidence-based discussions about AI in higher education
aigora.se
Clients
Teams I've built for
Client note
In their words
“We at Flowin are incredibly pleased with the work Alex has done on our website. Previously, we had a great product, but our website didn't make it easy for our customers to understand why. Alex helped us clarify our messaging and create a site that truly reflects our passion for helping athletes train effectively and avoid injuries. The results speak for themselves — our sales have increased significantly, and we are receiving a wealth of positive feedback from our customers. We highly recommend Alex to any company looking to take their website to the next level.”
Next step
Stuck on a build that templates can't finish?
Tell me what you're trying to make work — I'll tell you honestly whether a custom application is the right move.