# Blue 37

> Software development and digital consultancy based in London and Essex, UK.

Blue 37 Ltd is a software development consultancy founded by Dan Maby. We build software that works - from web applications and SaaS platforms to custom integrations and content-driven websites. Our approach is tool-agnostic: we choose the right technology for each project rather than fitting projects into a fixed stack.

- [Full content (llms-full.txt)](https://blue37.com/llms-full.txt): Complete text of all core pages in a single document

## Company

- Company: Blue 37 Ltd (UK Company Number 13293145)
- Founder: Dan Maby
- Location: London and Essex, UK
- Website: https://blue37.com
- Contact: https://blue37.com/contact

## Sections

- [Home](https://blue37.com): Overview, services, featured work, testimonials
- [About](https://blue37.com/about): Background, philosophy, team approach
- [Blog](https://blue37.com/blog): 747 posts on software development, WordPress, web technology
- [Portfolio](https://blue37.com/portfolio): Case studies and client work
- [Contact](https://blue37.com/contact): Contact form

## Services

- Software Development: Custom web applications, SaaS platforms, APIs
- Web Applications: SvelteKit, Next.js, Node.js, WordPress
- Digital Consultancy: Technology strategy, platform selection, architecture

## Portfolio

- [PodcasterPlus](https://blue37.com/portfolio/podcasterplus): A SaaS podcast hosting and automation platform with companion WordPress plugin, built to simplify podcast management and distribution.
- [Post Status](https://blue37.com/portfolio/post-status): Supporting the global WordPress business community with ongoing development, maintenance, and technical consultancy.
- [Nectar Group](https://blue37.com/portfolio/nectar-group): Web presence and digital solutions for a global terminals and logistics company specialising in bulk commodity handling.
- [All Counseling](https://blue37.com/portfolio/all-counseling): Custom search development across a directory of 10,000+ mental health professionals, built on WordPress at scale.
- [Big Orange Heart](https://blue37.com/portfolio/big-orange-heart): Web development and technical support for a wellbeing charity supporting remote workers worldwide.
- [WPLDN](https://blue37.com/portfolio/wpldn): Website and event platform for London's WordPress community, supporting regular meetups and WordCamp events.
- [Matthew Langridge MBE](https://blue37.com/portfolio/matthew-langridge): Personal website for Olympic gold medallist Matthew Langridge MBE, showcasing his rowing career and speaking engagements.
- [Kingsland Church](https://blue37.com/portfolio/kingsland-church): Performance-focused WordPress rebuild for a Colchester church and community centre, with custom API integrations for events and room bookings, plus ecommerce-powered giving.
- [Colchester Laser Hair Removal](https://blue37.com/portfolio/colchester-laser-hair-removal): Website development for an Essex-based laser hair removal clinic, driving local bookings and client enquiries.

## Recent Blog Posts

- [Cloudflare Is Quietly Becoming the Default AI SaaS Stack](https://blue37.com/blog/2026/06/cloudflare-default-ai-saas-stack): Picking Cloudflare in 2026 is no longer a CDN choice - it's an architectural commitment. A builder's take on its stack for agent-driven, multi-tenant SaaS.
- [Scaling Problems Are Architecture Problems in Disguise](https://blue37.com/blog/2026/06/scaling-problems-are-architecture-problems): Most scaling failures aren't surprises. They're architectural decisions made on day one and never revisited. Here's why, and what it costs to ignore them.
- [What AI search actually rewards](https://blue37.com/blog/2026/05/what-ai-search-actually-rewards): GEO (Generative Engine Optimisation) is being sold as a new bag of tricks. The evidence points somewhere simpler and far more useful: AI search rewards content and infrastructure that were built properly in the first place.
- [AI Adoption Without Organisational Change Is Just Expensive Noise](https://blue37.com/blog/2026/05/ai-adoption-without-organisational-change): Buying Copilot seats and ChatGPT Enterprise does not make an organisation smarter. Without redesigning how work, learning and incentives flow, AI tooling just adds cost and noise. Here is what actually shifts the curve.
- [Pricing Is a Product Decision, Not a Finance Decision](https://blue37.com/blog/2026/05/pricing-is-a-product-decision-not-a-finance-decision): Pricing architecture decides what gets built, who buys it, and whether the business survives. We argue it belongs in product design conversations from day one - not bolted on near launch by the finance team.
- [AI Tooling Has a Trust Problem, Not a Capability Problem](https://blue37.com/blog/2026/05/ai-tooling-trust-problem-not-capability-problem): Most teams treat AI coding tools as a binary adoption decision. We think trust calibration is an engineering discipline: sandboxes, standards, tests for non-deterministic output, and clear lines between AI judgment and human judgment.
- [Prove Demand Before You Commission the Build](https://blue37.com/blog/2026/04/prove-demand-before-you-commission-the-build): Internal enthusiasm, user interviews and competitor research don't prove anyone will pay. Before we write a line of code, we push clients to answer the harder question: will people part with money, and what does that tell us about what to build?
- [Anatomy of a WordPress Supply Chain Attack](https://blue37.com/blog/2026/04/anatomy-of-a-wordpress-supply-chain-attack): On 7 April 2026, the update infrastructure for a popular WordPress plugin was breached, and a compromised version was pushed through the official update channel to every site that checked for updates. One of those sites was a client's site we host at Blue 37. Here is what happened, what we found, and what it is making us change.
- [The Mid-Market Software Trap: Too Big for SaaS, Too Small for Enterprise](https://blue37.com/blog/2026/04/mid-market-software-trap-too-big-saas-too-small-enterprise): Mid-market companies get squeezed between SaaS tools that hit a ceiling and enterprise platforms built for someone else's org chart. We explain why custom software and product-minded consultancy land differently in this segment.
- [EmDash: Cloudflare's New CMS and the Infrastructure That Powers It](https://blue37.com/blog/2026/04/emdash-cloudflares-new-cms-and-the-infrastructure-that-powers-it): Cloudflare has launched EmDash, an open-source CMS built on Astro and powered by a new infrastructure primitive called Dynamic Workers. It is being positioned as a spiritual successor to WordPress. Here is what caught our attention, what excites us, and where we have questions.

Blog posts are available in markdown format by appending `.md` to the post URL.

## Optional

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