I built Actually because I kept doing the same review by hand.

For 20 years I've worked across brand, digital and product design, inside teams at Boots, BMW, Avon, RS Group and the Department for Education, and most recently at the DWP on the service people use to claim disability benefits. I've sat in the room when a product goes wrong. It's rarely the idea. It's that nobody walked through it as the person using it for the first time.

That's the review I do for founders. Then AI builders arrived and I started seeing the same product, in the same state, 3 times a week. Live, launched, and people not getting it. So I wrote down every question I ask in that first hour and built an engine that asks them of any page you give it. That's Actually. It reads your site the way I would and hands you the marked up page.

I grew up in South Africa and decided at 13, watching animators at Disneyland, that I'd make things for a living. My parents had me down for accounting. I signed up for graphic design without telling them. 20 years later I've been a packaging designer, an art director, a web designer, and a product designer inside 4 big consultancies. In 2026 I resigned from a job I'd been unhappy in for 4 years and started The Quiet Rebuild. Actually is the first thing I've built that's mine.