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 — 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 — 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 — 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 — 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 — 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