You found the perfect tool.
Then you saw the pricing.
Enterprise software with features you will never use. Annual contracts designed for 50-person teams. What you actually need is simpler, cheaper, and built for exactly how you work.
This page explains how I build custom apps for small businesses, what things actually cost, and how to know if you even need one.
Before you spend anything, you should know:
You might not need a custom app. Sometimes a spreadsheet with clever formulas solves the problem. I will tell you if that is the case.
Mobile apps cost more than web apps. But most business tools do not actually need to be in the App Store. A web app that works on your phone often does the job at a fraction of the cost.
The prices on this page are real. They come from tools I have built, not hypotheticals. Your project might cost more or less depending on complexity.
I am not interested in building things you do not need. If there is a simpler solution, I will tell you. That might mean you do not need me at all.
First Question: Do You Actually Need an App?
Sometimes people come to me wanting an app when what they really need is simpler. Before we talk about building anything, I'll ask what you're trying to achieve. The answer might be:
- A spreadsheet with some clever formulas
- A workflow connecting tools you already use (no code required)
- A simple website with a form
- An existing app you didn't know existed
I'm not interested in building things you don't need. If there's a simpler solution, I'll tell you. That might mean you don't need me at all, and that's fine.
Custom apps make sense when you need something specific. Something that does not exist. Something that has to work exactly the way your business works.
Not sure what you need? A Power Hour helps map your whole workflow before deciding what to build.
Found the Perfect Tool But Can't Afford It?
You find software that does exactly what you need. Perfect features. Solves your problem. Then you see the pricing. It's built for corporations with enterprise budgets. Thousands per year. Per user. With features you'll never touch and complexity you don't need.
This is where custom development becomes surprisingly economical.
One of my recent projects started exactly this way. A GDPR consultant found an enterprise document redaction tool that would have transformed her workflow. The pricing was designed for large legal departments, not independent consultants. Completely unaffordable.
So I built her something with the same core functionality, customised to exactly how she works, at a fraction of the cost. The enterprise tool had features she'd never use. Mine has features she actually needs. Theirs required sending documents to their servers. Hers runs locally, so client documents never leave her machine.
If you've found software that's perfect except for the price tag, it's worth having a conversation.
Mobile App vs Web App: Different Things, Different Costs
When people say "app," they might mean three quite different things.
Web Apps
Live in your browser. You visit a website, and it does something useful. Think Google Docs, Trello, your online banking. They work on phones too (if built properly); you just open them in a browser rather than downloading them.
Native Mobile Apps
What you download from the App Store or Google Play. Built specifically for phones. Can do more with your device. Work offline more reliably.
Progressive Web Apps (PWAs)
Sit in the middle. Technically web apps, but they can be "installed" on your phone's home screen and behave almost like native apps. No app store required.
For most business tools, a web app or PWA does everything needed at a fraction of the cost of a native app.
Native apps make sense when:
- You need to be findable in the App Store (for brand presence or discoverability)
- Your app needs to run in the background when closed (tracking, syncing)
- You need deep device integration (Bluetooth devices, health data, NFC)
- Your users genuinely expect that native experience
I'll be honest about which approach fits your situation. I'd rather recommend a cheaper option that works than sell you something you don't need.
Where Does the App Live?
Every app needs to be hosted somewhere. This affects cost, responsibility, and how much independence you have.
Option A: I host it for you
The app runs on my infrastructure. You get a web address and a login. I handle all the technical bits. Works well for people who want zero technical involvement. Trade-off: you're dependent on me. Monthly fee applies.
Option B: It lives on your account
We set you up with a hosting account (something like Vercel, which is straightforward and often free for simple apps). The app runs there. You own it. Works well for people who want full ownership. Trade-off: if something breaks and you're not technical, you'll need to call someone.
Option C: Your account, I keep access
The app lives on your infrastructure, but I can still update and maintain it. Usually paired with a monthly support arrangement. Works well for most situations, honestly. You own it, but you're not on your own.
What Happens After It's Built?
Software isn't furniture. You don't build it once and walk away forever.
Apps exist in an ecosystem. Browsers update. Services they connect to change. Security vulnerabilities get discovered. Things drift.
Maintenance covers:
- Keeping underlying components current
- Adapting when external services change
- Renewing domains and certificates
- Being available when something unexpected happens
You have two options:
- Maintenance arrangement (monthly fee, I stay involved)
- Full handover (it's yours, including the responsibility)
Neither is wrong. But if you're not technical and choose full handover, understand you're accepting risk. Eventually, the app might need attention you can't provide.
What Actually Affects the Price
The app itself:
- How many screens and features?
- How complex is the logic?
- Does it need user accounts?
- Does it store data? How much? How sensitive?
Integrations:
- Does it connect to other systems?
- How many? How complex?
- Do those services have their own costs?
Platform:
- Web only, or mobile too?
- If mobile, is a PWA enough or do you need the App Store?
Your involvement:
- Do you have technical people who can help?
- How clear are your requirements?
- How much guidance do you need?
Real Examples With Indicative Pricing
These are actual tools I've built. The prices aren't quotes; they're reference points to help you gauge what different levels of complexity might cost.
Chrome Extension
£300 - £800
A small tool that lives in your browser and does something useful. Quick to build. Focused on doing one thing well.
Examples: Extract data from websites, add functionality to tools you use, automate browser tasks
Simple Utility App
£800 - £1,500
Browser-based, no backend. Single clear purpose. Runs entirely in your browser with no server or database.
Examples: AI-powered file renamer, document converter, batch processor
Multi-Feature Utility
£2,000 - £4,000
More complexity, still browser-based. Multiple interconnected features, project-based workflows.
Examples: Photography workflow tool, image processing pipeline, saved project settings
Document Processing Tool
£1,500 - £3,000
AI-powered document handling. Multimodal processing, batch queuing, structured output.
Examples: PDF to Markdown converter, document analyser, content extractor
Compliance Tool
£2,500 - £4,500
AI integration with security focus. Interactive review, batch processing, local deployment option.
Examples: PII detection and redaction, document anonymisation, audit preparation
App With Backend
£3,500 - £6,000
User accounts, stored data, external integrations. Needs a server and database.
Examples: Content dashboard, monitoring system, workflow manager with persistent storage
Important notes on these prices
Prices would be higher if:
- Significant discovery work needed
- Multiple complex integrations
- Native mobile app (App Store) required
- High security or compliance requirements
Prices might be lower if:
- Simpler than the examples shown
- You can handle some aspects yourself
- We find an existing tool that covers most of what you need
See these tools in action: visit the portfolio
How We'd Work Together
- 1
Initial conversation (free)
We talk about what you're trying to achieve. Not just what you think you want built, but what problem you're actually solving.
- 2
Scoping
If it seems like a good fit, I put together a clearer picture of what we'd build, which approach makes sense, and what it would cost.
- 3
Agreement
We agree on scope, timeline, payment terms, and what happens after (maintenance or handover).
- 4
Building
I build it. Regular check-ins so you see progress and can flag issues early. No surprises at the end.
- 5
Delivery
You get the app, documentation, and whatever training makes sense. If we have a maintenance arrangement, that begins.
Not sure if you need something custom?
Most people do not know until we talk. A 15-minute call is enough to figure out if a custom tool makes sense, or if there is a simpler solution.
If there is, I will tell you. I would rather point you to an existing tool than build something you do not need.
Or if you want to explore first, start with a Power Hour to map your whole workflow.
Common Questions
Can you give me a rough quote over email without a call?
Sometimes, if what you need is straightforward. But usually a quick conversation saves both of us time, because I'll ask questions you hadn't thought of yet.
Do I need to know anything technical?
No. That's my job. You need to understand your business and what you're trying to achieve.
What if I need changes after it's built?
If you have a maintenance arrangement, small changes are typically included. Bigger changes get quoted separately. If you've had a full handover, I can still help; we'd just agree terms for that work.
Can you maintain something someone else built?
Possibly. Depends on how it was built and how well documented it is. Happy to take a look.
What about apps that need to connect to our existing systems?
Integration is usually possible but adds complexity. Tell me what systems you use and I'll assess what's involved.