I build the tools and AI workflows your team actually uses.

Independent technology consultant in Kraków. I work out what your business needs, build it, and keep it running, or train your team to run it themselves.

Book a 30-minute call Send a message
Nathan Massey
Photo by Dishant Mistry
10 years
at Apple and Tesla, learning how the best products get delivered
White Label Loyalty
6+ years
at White Label Loyalty, running operations and internal software end to end
Since 2026
as an independent consultant, building products at Widget Industries and a community of creators at Abundance
Recent projects

Here's what I've delivered recently.

White Label Loyalty, enterprise loyalty SaaS, Leeds

Seven production apps in ten weeks.

Four SaaS subscriptions replaced by software built around how the business works, and run by its own team.

Read the case study

Billing

Invoicing & revenue operations

Portfolio

Client 360 for account managers

Legal

Contract lifecycle & e-signature

Team

HR platform & staff directory

Recruit

Recruitment & careers site

Solution

Solution design & quoting

Helm

Leadership & investor dashboard

7 apps

Documented and handed over to the team

Read the case study
Nathan understands our business as well as anyone, and the software he delivered fits exactly how we work — our team runs its own operations on it now.
Achille Traore
CEO, White Label Loyalty
What stood out for me was the quality of the handover. Seven production apps arrived fully documented — runbooks, backups, CI/CD, starter tasks — so my team could own and extend the estate straight away.
Matt Webb
CTO, White Label Loyalty

Skawińska Komunikacja Gminna, municipal bus operator, Skawina

A town's buses in Google Maps.

11 bus lines that existed only as PDF timetables, now in Google Maps where residents plan their journeys.

Read the case study
Map of the SKG S-line network: 11 lines and 233 stop poles
The S-line network, drawn from the timetable feed: 11 lines, 233 stops.

Something similar slowing your team down?

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Services

What I can do for your business.

Internal apps and tools

Paying for SaaS that almost fits? Software built around how your business actually works.

See the White Label Loyalty case study

AI training and coaching

Your team has AI tools but output hasn't changed? Workshops on your real tasks, and 1:1 sessions for leaders.

Talk to me about this

AI-operated processes

Manual work everyone agrees should be automated? AI does the routine steps and people handle the exceptions.

Talk to me about this

Systems that talk to each other

Data typed in twice because tools don't connect? Connected systems your team and your AI assistants can use.

Talk to me about this

For individuals: home automation and 1:1 technology coaching. See personal services

Working together

How working together starts.

1

Tell me what's wrong

Book a call or send a message. You get a straight answer, even when it's that you don't need me.

2

Get a written plan and a quote

A short look at how things work today, then a written plan of exactly what I'll deliver and a fixed quote for what it will cost, before any work starts.

3

Get a working system

I build it and put it to work, then keep it running or hand it to your team with documentation and training.

Building with AI

One prompt is just the tip.

Building something with AI looks quick. Making it something your business can rely on is the part underneath.

"I'll just ask AI to build it."

What it looks like: one prompt, a working demo.

What it really takes

  • Subscriptions and token costs
  • Never one prompt: reviewing output and re-prompting
  • Keeping up with AI tools, a full-time job in itself
  • Testing it's safe, secure and compliant
  • Setting up and maintaining where it runs
  • Training your team to use it
  • Becoming the support desk when it breaks or needs changing
  • Your data and privacy: GDPR and the EU AI Act
  • Wrong answers that look right, checked while in use
  • Connecting it to your existing systems and messy data
  • Models retired, prices changed, behaviour drifting
  • The project that stalls at 80%
  • Time away from your actual job
Why me

Most people use 1% of what today's AI tools can do.

I'll teach you how to use the other 99%, or if you don't have time to learn, I'll build what you need for you. Here's the experience behind that.

Experience Reliability Speed A great solution
  • Feels effortless to useKnowing what a great user experience should feel like, from ten years at Apple and Tesla.
  • White Label Loyalty
    Reliable and secureRunning business-critical systems at White Label Loyalty: data, security, backups and support.
  • Delivered fastThe newest AI tools, used daily on my own work, so solutions arrive in weeks, not months.
My Apple staff badge, lanyard and business card from Apple Trinity LeedsAn Apple sign outside an Apple officeThe Tesla showroom in LeedsMy Tesla employee badge
2009 to 2019

Apple, then Tesla

Ten years inside two of the world's most demanding product companies, where every customer interaction is designed.

For you: Software that feels obvious to use, built to the standard you'd expect from a premium brand.

Me working at a laptop during my White Label Loyalty yearsMe presenting to the White Label Loyalty team
2019 to 2026

White Label Loyalty

Ran the operations myself: finance, legal, HR, recruitment and client delivery, and built the internal software behind them.

For you: I understand business problems from the inside, so the tools I build fit how the work is really done, and people use them.

Me talking through a problem with a colleague
Since 2026

Independent

Building products at Widget Industries and a community of creators at Abundance, and running my own operations on AI systems I've built.

For you: Current, practical knowledge of what AI does well and where it fails, tested on my own work before it touches yours.

Questions

Before you get in touch.

Who do you work with?

Mostly small and mid-sized companies in the UK, the EU and Poland that have outgrown spreadsheets and off-the-shelf tools, and teams that want to get real value out of AI.

How does an engagement start?

With a 30-minute call or a message. If I can help, I do a short assessment of how things work today and send a written scope. Nothing starts until you've agreed to it.

How is the work priced?

Each stage is scoped in writing after the assessment and priced as a fixed fee for that stage, so you know the cost before work starts. Keeping a system running afterwards is a separate monthly arrangement.

What happens to the software if we stop working together?

You own it. It runs in your accounts, comes with documentation, and your team or another developer can take it over.

Do you work remotely? In which languages?

Remotely with clients anywhere, and in person around Kraków. Engagements run in English.

What technology do you use?

Whatever fits what you already run: modern web stacks, the leading AI models and the tools your team already uses. Nothing you couldn't take over later.

Nathan Massey
Let's talk

Tell me what's slowing you down.

A 30-minute call or a quick message is enough. I'll give you a straight answer on whether I can help, and what I'd do.

  1. 1 You book a call or send a message
  2. 2 We align on the problem and the options for solving it
  3. 3 If I can help, you get a written plan and a quote
Book a 30-minute call Send a message