Simple Machines is a diverse and globally connected team of individual talents. Everyone in the company is among the industry's best at what they do. That’s why they’re here. We have a collective obsession with the future and a passion to create real change through technology.
About us.

We are Simple Machines.
We welcome the ambitious. Embrace the talented.
We thrive in complex environments, solving challenging problems.
We apply instinct and intelligence to design, build and innovate.
Our work transforms organisations and improves lives.
We are creating a better future by engineering data to life.
We thrive in complex environments, solving challenging problems.
We apply instinct and intelligence to design, build and innovate.
Our work transforms organisations and improves lives.
We are creating a better future by engineering data to life.
Our values.
We Are Committed to Excellence.
We don’t settle for good. We go after greatness with everything we’ve got. Our focus is relentless. We aim higher, we move faster, and we deliver more. We don’t just want to meet the benchmark, we want to be it. We don’t seek to simply compete, we intend to outperform. And we expect nothing less than to be the best.
We Do the Right Thing, Not the Easy Thing.
Principled behaviour means everything to us. And our guiding principle is always do the right thing. We don’t just talk about ethics—we live them. Integrity, humility, fairness, transparency-these aren’t empty buzzwords, they’re how we show up for each other, and for our clients. We choose long-term relationships over shortcuts, always. And we never, ever compromise on our values.
There Is Gravity to Our Unity.
We’re not just a group of talented individuals—we’re a team. Every person brings something unique to the table, and those individual strengths fuel our collective success. We support each other, fully and without hesitation, because we know that when exceptional talent comes together with a unified purpose, what seems impossible becomes inevitable. Great things aren’t only doable—they’re going to happen.
We Give Back to Our Community with Focus.
We contribute to our communities in ways that matter. We care deeply about the places we live and work, but our engagement doesn’t stop there. We’re committed to the global tech community; we support ideas and efforts to create positive, lasting change. Whether it’s driving social and environmental progress or advancing education for the next generation of technologists, we’re all-in.
Our community.
We contribute to and strongly engage with the wider technology community.
Many of our team speak at local and global events and we contribute to open source projects around the world.

Our leadership team.

Daniel Pritchard
CEO
Sydney, NZ
Daniel Pritchard

Fiona Wise
Managing Director
Sydney, AU
Fiona Wise

Jason Martin
Chief Technology Officer
Sydney, AU
Jason Martin

Victoria Papadakis
Director Finance
Sydney, AU
Victoria Papadakis

Johan Jordaan
Director Technology
Sydney, AU
Johan Jordaan

Hamish Rickerby
Director Technology
Christchurch, NZ
Hamish Rickerby

Simon Scoltock
Director Technology
Christchurch, NZ
Simon Scoltock

lain Cardnell
Director Technology
London, UK
lain Cardnell

Daniel Le Clere
Director Technology
London, UK
Daniel Le Clere

Apurva Kochar
Director Technology
London, UK
Apurva Kochar

Simon Kilroy
Director Consulting
London, UK
Simon Kilroy

Karolina Bakowska
Associate Director Delivery
London, UK
Karolina Bakowska

Adam Renvoize
Associate Director Product
London, UK
Adam Renvoize

Kristan Tailor
Associate Director Product
London, UK
Kristan Tailor

Patrick Wadden
Associate Director Product & UX Design
London, UK
Patrick Wadden

James Gatehouse
Associate Director
Christchurch, NZ
James Gatehouse