The honest version of "why choose me"
Not a list of adjectives. Here's what actually happens on a project with me.
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I scope before I build. You get an architecture plan before I write a line of code, so there's no surprise mid-project.
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I say no when you don't need custom work. If a template or an existing app solves it, I'll tell you — even if it means a smaller invoice.
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You get documentation, not dependency. Every build ships with a plain-language explanation of how it works.
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I work your time zone, not mine. Clients across the UK, US, Canada and Australia — communication is scheduled around you.
Six kinds of work, all with logic in them
Each one is something a page builder or an AI site tool can't produce on its own.
Split-payment marketplaces
Two-sided marketplaces where one payment needs to divide automatically between multiple parties — the Uber/Airbnb pattern.
Role-based access control
Different user types — admins, vendors, customers — with different visibility, enforced on the backend, not hidden in the UI.
Firebase-backed architecture
When native site-builder data collections aren't enough — real-time sync, relational data, external logic.
Custom API integrations
Connecting your site to the tools you already run on — CRMs, payment processors, booking systems — with real error handling.
Full custom / MERN builds
When the project outgrows a site builder entirely — a bespoke React, Node, and MongoDB application built from scratch.
Audits for underperforming sites
If your current site was built fast and cheap and it shows, I'll tell you exactly what's wrong and give you a scoped fix.
Real reviews, from Wix Marketplace and Upwork
Unedited, pulled directly from client feedback on the platforms I work through. See more on Wix Marketplace →
“We hired Anum to build custom functionality on our Wix website, including third-party API integrations and advanced database workflows. Several developers told us our requirements couldn't be achieved within Wix, but Anum not only delivered the solution, she also suggested improvements that made the system easier to manage. We continue to work with her for ongoing development.”
“When we accidentally disrupted our CMS register and caused issues with the functionality of our app, we were incredibly relieved to receive a fast and decisive solution within less than 24 hours. Anum immediately approached the situation with professionalism, precision, and a clear understanding of the problem — and personally handled everything.”
“Anum was very pleasant to deal with. She had to pick up from a previous developer who could not complete the job, which made estimating the effort harder than expected. To her immense credit, she did not give up — she just put in the effort required to get it over the line.”
“We hired Anum for custom site functionality work and she delivered exactly what we needed. The requirements involved improving and extending existing CMS behavior — she quickly understood the structure and implemented the solution without disrupting anything else on the site.”
“Anum was very responsive to my requests, delivered the project on time, and was very professional. I would definitely recommend her services and talent to clients seeking web design or web development.”
“Amazing work, highly recommend her and definitely will hire her again.”
What "custom development" actually meant, project by project
Pulled live from a Google Sheet — new projects show up here automatically.
Acting as the company's web-layer technical partner
The problem
A SaaS product needed full authentication, trial management, and dual payment-gateway support built entirely custom, with no third-party auth widgets and no off-the-shelf trial plugin.
What was built
- Custom Firebase registration, login and password-reset flow
- 7-day trial access logic
- Stripe and PayPal integrated in parallel
Four stages, nothing hidden in the middle
Scope the actual problem
A short call or written brief to understand what the system needs to do. I'll tell you directly if something doesn't need custom development.
Architecture before code
For anything with real logic — payments, permissions, integrations — I map the data flow and edge cases before building. You see the plan first.
Build in reviewable stages
Delivered in chunks you can test, not one large reveal at the end. Each stage comes with what changed and why.
Launch and hand-off
Documentation of what was built and how it works, so you're not dependent on me for basic maintenance.
Global clients, scheduled around your hours
Tell me what you're actually trying to solve
Not a generic contact form. Answer honestly and it routes straight to the right scope.
“We hired Anum to build custom functionality on our Wix website, including third-party API integrations…”