About the founder
Henry Goff.
Builder, start to finish.
Two decades building for the web, three years inside NHS governance, eight years transforming systems in an AIM-listed, FCA/SRA-regulated legal services group, and now HG Studio, where you deal directly with the person responsible for every build.
The road here
2000s to today
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 to 2014
Lunar Cycles, Kentish Town
Business associate and workshop manager at an independent bike shop: marketing, merchandising and service operations. First-hand education in how small businesses actually run.
2014 to 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 to 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), spanning 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, often double the next best.
2025 to now
HG Studio & 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, and 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.
How I work
Founder-led means exactly that: I scope it, I build it, and I answer for it, bringing in trusted specialists when a project needs more hands. The proof is on this site: named clients, approved numbers, and products we ship for ourselves.
Need leadership, not just delivery?
For organisations that need senior technical ownership one to two days a week (architecture, systems, vendors and delivery), there's a dedicated engagement for that, serving the UK and US remote-first.
Fractional Technical Director