The person behind HiTide
Hi, I’m Joe Peel.
I’m a software engineer and a straight-talking technical partner. I help growing businesses turn disconnected tools and awkward processes into systems that work together.
Through HiTide’s 90-Day Systems Partner programme, I work directly with B2B service businesses to understand what is slowing them down, agree what matters most and build the software to make it better.
You work with me from the first conversation through to delivery. I ask questions, challenge assumptions and take responsibility for the technical work, keeping you involved without burying you in jargon.
Away from the keyboard, you’ll usually find me making pizza in my wood-fired oven or walking my corgi around Milton Keynes.
My development philosophy
Good software starts with understanding your business. The aim is to make everyday work easier, give you better information and free your team to focus on what they do best.
- Clear communication
- You should always know what is happening, why it matters and what comes next. I explain the choices in plain language, and I’ll tell you if I think there is a better way to solve the problem.
- Strong foundations
- I build software to be secure, maintainable and ready to evolve. Where your existing tools work well, I connect and build around them. New software should earn its place by solving a real problem.
- Progress through action
- We agree the priorities, get useful improvements into your team’s hands and learn from real use. That feedback helps us refine the plan and decide what to tackle next.
- Practical use of AI
- I use AI to explore ideas and accelerate development, backed by engineering judgement and careful review. In your business, I look for places where it can remove repetitive work and create useful results.
Let’s talk about your systems.
Tell me where the friction is. We’ll talk through what you need and whether a 90-day transformation makes sense for your business.