We believe Curiosity unlocks potential. Being Open-minded, exploring new ideas, and challenging assumptions, we discover better ways to deliver incredible software. Diverse teams brings unique perspectives, experiences, and strengths, and innovation happens when people see the world through more than one lens. We strive to make software Simpler, easier to use, clearer, and remove unnecessary barriers, to create a platform that’s elegant, practical, and effective. Quality is our commitment to excellence (not perfection) and being dedicated to deliver work we’re proud of – we continuously improve because quality is how we earn trust and deliver value. Together these values create an environment where our team contributes our best, grows through our strengths, and achieves extraordinary results
Startup teams are often expressed in terms of Hustler, Hacker, Hipster, sometimes Handler, sometimes even Hiker. Though, like our software, our team doesn’t fit into prescribed roles:
| Hustler | Hacker | Hipster | Handler | Hiker | |
| Alex Russell Founder | X | X | / | / | |
| Aisha Nukovic Co-founder | X | / | / | X | |
| Nick Brunet Developer | X | X | |||
| Cam Rieger Developer | X | / | X |
If you’re not familiar or you’re interested in a neat description of the first three roles (Hustler, Hacker, Hipster), here’s a link to an article on Medium.com. Now that’s not to say that our team aligns to these roles perfectly!–just that these are the roles with which we most closely align. Mind you, the examples in this article aren’t particularly bad role models!
Alex Russell incorporated IT From Blighty in 2025. After Alex’s was (and thousands of other names were) added to IBM’s 2025 Q4 list of layoffs, he started working on auxillery software full-time. Alex is an Engineering Graduate from University of Bristol (2000) and spent his IT career working for brands including IBM ($67bn revenue, 2025), Federated Co-operatives ($60bn revenue, 2022), YYC, Best Buy, Finning, SportChek (paid by Forzani Group, primarily working on project for Mark’s Work Wearhouse, a Canadian Tire company!), Barclays Investment Bank, Aviva, Sky, BT, and Visa. In the past, Alex has been PMP, ITIL, and TOGAF certified, has been accredited on Red Hat and AWS, and completed a mini-MBA online from LSE. Alex loves Development and Operations, Systems Integration, and Platform Management, and has a passion for making things simpler and easier to use.
Aisha Nukovic has a degree from University of Toronto and postgraduate certificate in Software Development from University of British Columbia. Alongside her technical background, she has professional experience in leadership, team coordination, and stakeholder communication through roles as a manager and liaison, where she worked closely with diverse teams, handled complex interpersonal situations, and helped drive collaboration and execution. In the past, Aisha has been a youth delegate for the United Nations and has a special interest in accessibility, human rights, and gender equality.
Together we’re advocates of Mike Moyer’s ‘Slicing Pie‘ and ‘Will Work For Pie‘