For companies that deserve better than what they've been getting. The kind of work that takes your idea seriously, asks the hard questions, and ships something that actually earns its place.
Let's talkWhat Magpie does
Custom apps, internal tools and AI tools for teams who need working software without the usual drag.
A direct relationship with the people making the thing. No account managers translating between you and the work. No six-week discovery phases. No decks about decks.
The difference
Most agencies do whatever you want. Magpie helps you get what you need.
Those look similar on paper. They're not. One bills for hours. The other treats your time, money and ambition like they matter, which means saying when an idea won't work, killing a direction mid-project if the evidence says so, and building what will actually move your business.
Who it's for
Founders who want a product shipped. Teams with an internal tool that's holding them back. Operators who've been let down by agencies before.
Often in health, addiction recovery and the charity sector, but never only. If that sounds like a relief, we'll get on. If you need a 40-page procurement portal and a six-month gate-review process, Magpie isn't the right fit, and that's okay.
Who's behind it
Magpie is founded by Jennifer Reich.
A builder by instinct, with years in health and tech behind the work. The same obsession applied to every project: find the optimal path, stick with it, deliver something that makes a client's day genuinely better. That's the whole job.
About the name
Magpies are among the cleverest birds in Britain. They're one of very few non-mammals to recognise themselves in a mirror, which scientists take as a sign of self-awareness.
They collect the best things, not every shiny thing. They build with what they find. They're adaptive, resourceful, and a little cheeky.
That felt right.
What Magpie believes
Help, or get out of the way. The work only matters if it makes someone's life better.
Ship it when it's right. Sit with it when it isn't. Knowing which is the whole job.
Evidence flips opinion. Commit hard. Un-commit faster.
The best idea wins, even when it came from somewhere else.