Custom development should be the last answer, not the first. A good consultant talks you out of code wherever configuration will do, because configuration survives upgrades, admins can change it, and it costs nothing to maintain. But there is a real line past which clicks stop working, and on the other side of it you need someone who can actually write Apex and JavaScript.
When custom is the right answer
- The screen your team needs does not exist — a record page cannot show it and a standard component cannot build it
- Logic that is too complex, too conditional or too high-volume for Flow
- Processing tens or hundreds of thousands of records on a schedule
- Integrations that need callouts, retries and real error handling
- Mobile experiences that go beyond what the Salesforce app gives you out of the box
Lightning Web Components
LWC is the modern Salesforce front end, built on web standards rather than a proprietary framework. In practice that means components that load faster, behave like normal web components, and can be tested properly. I build custom record pages, list and dashboard components, guided interfaces, and full screens that work on mobile as well as desktop.
The case study on the home page is an example: a mobile application in LWC with Apex and REST integrations behind it, giving 50+ coordinators and advisors access to client records on their phones and removing roughly 40% of the time the team spent on data entry.
Apex
Server-side logic: triggers, batch and queueable jobs, scheduled processing, callouts, and the service classes that keep business logic in one place instead of scattered across six triggers. Written with a trigger framework rather than logic dumped straight into the trigger, because the second time someone needs to change the behaviour, the structure is what decides whether that takes an hour or a week.
Tests are not optional
Salesforce requires test coverage to deploy, so everyone writes tests. The question is whether they test anything. Coverage that only exercises the happy path passes the deployment gate and tells you nothing. I write tests against the behaviour — bulk cases, the negative cases, the boundary conditions — which is what makes it safe for someone else to change this code in two years.
Agentforce and AI, where it fits
AI features are worth building when there is a specific repetitive judgement your team makes many times a day, and worth skipping when the real problem is a messy data model. I am happy to build Agentforce into an org, and equally happy to tell you that your money is better spent on cleaning up the data it would be reading from.
Certified, and actually doing the work
Platform Developer I, Platform Developer II and JavaScript Developer I, with development work on Salesforce since 2020 across financial services and ed-tech. You work with me directly — there is no account manager between you and the person writing the code, and nothing gets handed to a junior after the first call.
How this works
A free 20-minute call to describe the problem, then a written proposal with scope, timeline and cost. Development happens in a sandbox with you seeing progress as it goes, not a reveal at the end. After go-live I stay available — most custom work needs a small adjustment once real users touch it.
Common questions
Can you take over code somebody else wrote?
Yes. Inheriting an unfamiliar codebase is normal work. I start by reading what exists and testing what it actually does, then tell you honestly whether it is worth extending or cheaper to replace.
Will we be locked into needing a developer forever?
Not if it is built properly. Anything that can reasonably be configuration stays configuration, custom code is documented, and I will tell you which parts your admin can safely change without me.
Do you work with companies outside Europe?
Yes — I work with clients across Europe and North America, remotely. Overlapping hours and clear written updates matter more than the time zone.