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Custom web applications and integrations

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 help companies get custom applications and integrations without limitations.

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SwedenScroll ↓custom software

How I help

What companies get stuck on

If any of this sounds familiar, you're in the right place.

5 problems

  1. error
    #01

    You’ve outgrown the page builder

    Wix, Squarespace, and WordPress themes stop where your real requirements begin. I build the application underneath.

  2. warn
    #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.

  3. warn
    #03

    Off-the-shelf forces you to adapt

    Your process is the product. I shape the software around it, not the other way around.

  4. info
    #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.

  5. info
    #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.

All work →

Plugins

WordPress plugins I’ve shipped

Small, focused plugins that fix one problem well — built for real WordPress sites.

All plugins →

Clients

Teams I've built for

5 in the directory

clients/
listed: 05type: directory

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.”

Conny Bergstensson · CPO & Founder, Flowin AB
next-step.sh

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.