Here's exactly how this works.

Fifteen years in enterprise IT — service desk through to application development, leading delivery teams, a Graduate Certificate in Cyber Security from the University of Adelaide. In 2026 I started building AI solutions, websites, and strategy work for businesses directly, using the same AI tools I was implementing for clients. It grew into something bigger than one person answering emails at night, so I built Ember Labs — the company that now does this work properly, at scale, without losing the part that made it work in the first place: one person, listening, before anything gets built.

Every engagement — website, AI automation, strategy, the lot — starts the same way: a paid strategy session through Ember Labs. It's not a sales call. You get a straight report on what's actually worth fixing, what it'll cost, and what it won't. If it turns into a build, that report is the brief. If it doesn't, you keep the report and I haven't wasted your money pretending otherwise.

Why paid, not free — free strategy calls turn into free consulting turn into a pitch. A paid session means I do the actual thinking, not a sales script — and you get something real out of it either way.

  • Strategy & Scoping — the strategy session above. Start here.

  • Custom Builds — websites, AI automation, integrations. Scoped and priced after the session, never before. The usual route to custom software is a six-month agency build from $30,000+ — the strategy session tells you if you actually need that scale of spend.

  • Ember Stories — if you just need content, skip the session — try it free.