Selected work

Systems, products, and operating decisions.

Built from zero, tested at scale, and carried beyond the technology.

ArticlesBase, Co-Founder & CTO

From first production version to internet scale.

The build

I co-founded ArticlesBase, wrote the first production version, and led its technical direction as the bootstrapped publishing platform grew into a profitable business.

The scale

The platform ran across approximately seven production servers with a master database, two replicas, memcached, load balancing, and an in-house SEO platform.

The outcome

Years of Google algorithm changes reduced traffic and the company was sold. The experience shaped how I think about platform risk and resilience.

~1M
daily unique visitors: Top 200
Alexa rank at peak: 5,000+
new articles per day: ~15
people at team peak

Figures marked ~ are approximate.

Webika, Co-Founder & CTO, since 2008

A studio for commercial judgment.

Webika has built and launched products across multiple business models. The operating test stays consistent: can the technology support a useful product and a real business?

Built and commercialized

SaaSAffiliate productsPerformance marketingAnalyticsE-commerceA physical product sold on AmazonAI-native SaaS

Products in the world.

HookTide

An AI-native LinkedIn product that models a user's voice and turns professional presence into an operating workflow.

AI-native SaaS

Rivi

An AI-powered WhatsApp agent for customer engagement, review collection, and private feedback routing.

Customer engagement

chatib

AI moderation, safety, analytics, product optimization, and scaling guidance for a large chat platform.

Co-owned · advisory

ConvertFiles

A live, monetized file-conversion service I co-own and rebuilt solo, processing thousands of conversions a month.

Co-owned product

Legacy platforms, rebuilt.

COLOURlovers

Co-owner, sole technical lead · live Sept 2026

Relaunched a ~20-year-old PHP community archive on Next.js. Moved ~60 GB out of a 215 GB legacy database, kept every detail URL, and reopened signups with anti-abuse controls.

Zips

Webika product, sole developer · live Oct 2026

Rebuilt an Israeli address platform of ~790K URLs from PHP CodeIgniter to Next.js, live 11 days after assessment. SEO parity was checked URL by URL against a 270-URL baseline sample, every deviation was logged, and the cutover was rehearsed.

Figures marked ~ are approximate. Built with coding agents; I own the architecture, review, and release.

Selected architecture proof

AI systems designed to be operated.

The difficult work is not calling a model. It is deciding what the model may control, how quality is checked, what failure means, and whether the economics hold.

Cross-vendor validation

Testimize

Deterministic ground truth feeds an OpenAI draft, Claude reviews it, and only failed sections enter a repair pass.

Multi-stage voice modeling

HookTide Voice Engine

Language analysis, Claude-based interpretation, OpenAI embeddings, deterministic synthesis, and a gated rewrite step.

Bounded agentic workflow

Rivi

A WhatsApp agent can escalate support through one controlled tool, with a three-step ceiling and deterministic fallbacks.

Also co-founded.

Wikiz / LetsQuiz

CTO & Co-Founder, 2022-2025

Wikiz built a fresh take on Wikipedia and LetsQuiz, a multilingual quiz platform that moved from a knowledge-graph approach to generative AI.

BetterHotel

Co-Founder & CTO, 2016-2018

Helped travelers get the best hotel experience for their budget, including complimentary upgrades.

Building something? Tell me about it.

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