About Our Company

How We Started the Journey

Our Beginnings

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Our founders are a husband and wife team based in Brooklyn, New York. They have both worked in IT for over two decades - she is a CRM and marketing technology specialist and he is a hands-on CTO specializing in software architecture and engineering. Along their respective career paths, they had similar experiences working with vendors which left them dissatisfied with the quality of service and the cost of solutions.

They both believe that the "high risk, high cost" expectation that people have when they even consider starting a technology project, is an injustice . Our founders knew they could make technical expertise more equitable, so after more than two decades of business and technical leadership experience they formed consulting company that views its clients as partners, and measures their success by the satisfaction of their clients...
New York App Lab was born.

Our Mission

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Technology has become a vast marketplace of competing platforms, languages, and offerings, and every vendor is trying to sell you on the idea that their product and/or services are the best thing since sliced bread. Companies that want to stay current are left on their own to sift through the options and ultimately decide who to believe and how to proceed. New York App Lab has one mission: to guide companies through this technical wild west, and deliver top quality products and services at a reasonable cost. Our founders aren't greedy people - they aren't trying to get rich - just make an honest living by making their customers happy. They know that if you are sensible with your operating costs then you don't have to charge your clients an arm and a leg just to keep a roof over your head.

Our founders also firmly believe that good things happen to good people. As team leaders their success has come be prioritizing the happiness and success of the people on their team. As project and client managers, their success has come by providing the honesty, support, and transparency that they expect from the vendors that they engage. These values are engrained in the culture at New York App Lab and we have faith that if we treat our clients like true partners, and expect nothing more than a fair day's pay for a fair day's work, we will succeed.

How We Do It - Secret Sauce?

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During the course of their careers, our founders built a network of trusted designer and developer resources - all of whom were hand-selected based on their personal experience collaborating with them on projects, as well as their alignment with our commitment to deliver top-notch service for a reasonable cost. This network is one of the ways that we keep our operating costs down. We also don't spend money on fancy offices, sales reps, or advertising & marketing. We believe in the power of word of mouth, and we also aren't looking to work with the types of customers that are only impressed by an office view overlooking the city from the 50th floor.

Lower operating costs enables our real "secret sauce", which is our comittment to white glove service on every project. Our founders are our customers' first point of contact and remain their primary point of contact, and it's also not uncommon for them to fill the role of project manager, architect, and/or technical lead on projects. Placing emphasis on the collaborative process with our clients and providing the best project leadership, is our commitment... and it has consistently delivered the best results.

Our Leadership

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Meet our co-founders...

Simon

Simon

Technology @ NY App Lab

Ayesha

Ayesha

Business @ NY App Lab

Simon has the strategic vision of a leader and the hands-on technical proficiency of an architect. With over two decades of experience in c-level technical leadership positions on projects for a variety of industries that includes b2b/b2c commerce, finance, medical/health care, media, government, education, and non-profits. As a hands-on full-stack CTO, Simon not only leads strategic thought and data & engineering - he owns and participates in the entire Software Development Life Cycle. He is an accomplished author, technical instructor, and public speaker, and is reputable as an innovator as well as for being a pragmatic and creative problem solver. Simon loves bridging the gap between technical and non-technical stakeholders, and he is passionate about customer satisfaction.

Ayesha is a highly accomplished CRM and email marketing leader with over 10 years of experience that includes consulting on large-scale CRM data models and executing personalized campaigns across diverse, high-volume industries, including legal services, media, and entertainment. She specializes in customer lifecycle strategy, marketing technology architecture & automation, and team development. Ayesha has been recognized for transforming digital communication into a primary revenue channel for clients, through strategic thought leadership and technical expertise. Her focus is on building seamless, trust-building customer experiences while ensuring strict adherence to data privacy and regulatory compliance.