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About

Web developer. Thirty years in. Still building.

Custom applications and integrations for companies that need more than a page builder.

The short version

  • Experience30 years building
  • FocusCustom apps & integrations
  • Based inSweden

Senior craft.
Modern speed.

I'm Alex — a web developer based in Sweden. For 30 years I've helped companies build what page builders and off-the-shelf tools can't: custom applications, integrations, and interfaces that fit how the business actually works.

I don't use AI because I need a substitute for experience. I use it because experience plus speed is a better offer — more options explored, more shipped, same standards. Judgment stays human. Delivery moves faster.

If you need more than a template, I'm the person who builds the thing underneath.

Elsewhere online

How I work

Built around your constraints — not mine

The goal isn't a prettier website. It's software that removes friction from how your company runs.

  1. Start from the problem

    Not from a template, a framework, or a trend. We define what “done” looks like for your business — then build toward that.

  2. Fit the way you work

    Your process, roles, and tools matter. The software should absorb that reality instead of forcing everyone into someone else’s workflow.

  3. Connect what you already have

    CRM, payments, bookings, email, inventory. Integrations that remove copy-paste and keep data where it belongs.

  4. Ship with judgment

    AI helps me move faster. Experience decides what ships. You get more options explored — without lowering the bar.

What you get

A clearer path to software that fits

  • Clarity before code

    You’ll know what’s custom, what’s not worth it, and what a realistic path looks like.

  • Software that lasts

    Built for the next few years of your business — maintainable, extendable, not locked to a page builder.

  • Honest recommendations

    If a simpler tool is enough, I’ll say so. Custom work only when it actually earns its cost.

Curious whether custom work is the right move for your situation?

Start a conversation

Testimonials

What clients say

  • “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

Away from the keyboard

Freediving, briefly

I train freediving — depth on a single breath. Patience, precision, and knowing when to push still shape how I work. The work itself, though, is software for companies with real constraints — not a metaphor you have to buy into.

Personal profiles

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.

Tell me what you're stuck onSee selected work