Need leadership, not just delivery?
For organisations that need senior technical ownership one to two days a week — architecture, systems, vendors and delivery — there is a dedicated engagement, serving the UK and US remote-first.
The studioLead + bench · London N22
Founder-led.
Zero layers.
HG Studio is a small, founder-led software studio in London. Henry leads every build; a bench of specialists joins as the scope demands. No account managers, no layers between you and the person responsible.
Built by someone who has spent years on your side of the counter. A decade in the UK cycling trade, eight years in an FCA/SRA-regulated legal group, three in the NHS. The results are on the work sheet.
Free 30-minute callTalk directly with the person responsibleYou own the code from day one
- Companies House
- 12787432Beyond HNGT Ltd, trading as HG Studio · England & Wales
- ICO register
- ZC087233Data-protection registration
- Trading address
- N22 7DEGreenside House, 50 Station Rd, London
- Registered office
- TW16 6AF62 Thames Street, Sunbury-on-Thames
One person answers for the build. The bench is attached to it, not between you and him.
Henry Goff has been building for the web for two decades and leads every build from the discovery call to care. When a project needs more hands — product design, native iOS, data & AI, SEO — trusted specialists join on a contract basis, sized to the scope.
- How every build runsfour steps
- 01
Discovery, free
30 minA 30-minute call. What the problem costs you in hours or leads, and an honest read on whether building is the answer.
- 02
Scope, fixed
written · you own itThe current workflow, the target workflow, integrations and compliance, written down with a fixed price and a start date.
- 03
Build in the open
staging from week oneA staging link from the first week, tested on real data, with the bench attached where the scope needs it.
- 04
Ship and care
from £400/mo · optionalLaunch, measure, and a care plan if you want one: kept live, patched, monitored and backed up, with a direct line.
- 01
- Studio leadaccountable
Henry GoffFounder & developer, London
- Benchspecialist · contract
- Product designeras scope demands
- iOS engineernative apps
- Data & AI engineerpipelines · models
- SEO specialistsites that must rank
fig. 1 — how every build is staffed. You deal with Henry from the discovery call to care; contract specialists are attached per build, sized to the scope, and never sit between you and the person responsible.
What happens if Henry is unavailable.
The first question a sensible buyer asks of a small studio, answered in writing and written into the contract.
- 01You own the repository from day one
The code lives in a repository in your name from the first commit. Nothing is held hostage, and nothing has to be handed over at the end because it was never ours.
- 02Documented to a written standard
Architecture, environment, deploy and runbook notes are part of the build, not an afterthought. Another competent developer can pick it up from the README.
- 03A named backup developer
Every contract names a backup developer from the bench who has access and context. If Henry is unavailable, the work continues with someone who already knows the system.
- 04Response times in the care plan
Care plans carry stated response times, in writing. A system that runs a business is answered for, not left to a best effort.
- 05Repo-ownership clause in every contract
The contract says what the policy says: the repository, the accounts and the domain are yours, transferred or held in your name from the start.
- 06Three builds a quarter
Capacity is stated as a feature, not hidden. Three builds a quarter and at most two large systems in flight means every build gets the lead's attention.
Years on your side of the counter, then years inside compliance.
The studio builds software that survives compliance, scale and real operations because that is where its founder learned to.
- 2000s → now
Two decades building for the web
From hand-coded sites in the Dreamweaver era to Webflow, Next.js and Astro today: SME clients throughout. The tools changed; shipping things that work for real businesses didn't.
- 2012 → 2014
Lunar Cycles, Kentish Town
Business associate and workshop manager at an independent bike shop: marketing, merchandising and service operations. A first-hand education in how small businesses actually run — the till, the workshop, the Saturday queue.
- 2014 → 2017
Royal Free London NHS Foundation Trust
Workforce projects, then Membership & Governance: community engagement for a vanguard trust, running membership elections, overhauling how FOI requests were managed, and redesigning processes that cut patient patch-testing backlogs.
- 2017 → 2026
An AIM-listed legal services group (FCA/SRA-regulated)
Business development manager, then BD trainer, then regional team manager. Rebuilt document management and data handling for legal inspection reports — the full funnel from client sign-up through unique logins, document creation, change management, VAT handling and records — across client, BDM and legal teams. Led a team of six senior sales managers, recruited and trained the BD function, and was the company's top salesperson nine years running.
- 2025 → now
HG Studio and its own products
Founder-led, full-stack software for UK businesses, and products of our own: the sellyourcab.co.uk platform (DVSA & DVLA integrations, a proprietary vehicle-data layer, a WhatsApp/email/SMS sales workflow), a GPS-tracking startup on a fully custom stack, the Lift2 iOS app, and the HG Studio client portal.
- 20+ yrsBuilding for the web
- 8 yrsAIM-listed, FCA/SRA-regulated legal group
- 3 yrsNHS workforce & governance
- Next.js & ReactDevelopment
- AI integrationClaude · GPT · LLM APIs
- Commercial dataPipelines
- n8nAutomation workflows
- CRM & databaseSystems
- Native iOSSwiftUI
Refer a business, get paid
Accountants, agencies and fellow developers who introduce a business that becomes a client are paid £250–£500 per closed introduction, or a standing share on handed-over delivery work.
The questions people ask about a small studio.
Q1Is HG Studio one person?
It is a small, founder-led studio. Henry Goff leads every build and is the accountable name from the first call to care; a bench of contract specialists — product design, native iOS, data & AI, SEO — joins as the scope demands. Small on purpose, with the continuity policy above making that safe to buy.
Q2What happens if Henry is unavailable?
You own the repository from day one, every build is documented to a written standard, a named backup developer is written into the contract, care plans carry stated response times, and the contract includes a repo-ownership clause. That is the continuity policy, and it is on this page because it is the first question a sensible buyer asks.
Q3Who is on the bench?
Roles, not headcount: a product designer, an iOS engineer, a data & AI engineer and an SEO specialist, on contract, attached per build and sized to the scope. They never sit between you and the person responsible.
Q4Do you work outside London?
Yes. The studio is in London N22 and most clients are across the UK; builds run remote-first with on-site days where a workshop, a shop floor or a claims desk needs to be seen. The fractional director engagement also serves US organisations.
Q5Where does the cycling come in?
In the bio, not the positioning: a decade in and around the UK cycling trade is why the studio already knows how a shop, a workshop and a Saturday queue actually run. SunCycles and Ian Bibby Coaching are the visible results.
Talk to the person who will build it.
A free 30-minute call with Henry: what you're trying to build, what it costs you today, and an honest read on whether building is the answer.
Websites from £3,500 +VATAI from £4,000 · automation from £5,000 · apps from £8,000See all packages