Simon Betton

Simon Betton

Principal Software Engineer

About Me

I'm a principal software engineer in Auckland, New Zealand. I have been building software for 19 years, for global brands, digital agencies, startups, and charities, and for most of that time I have been the engineer accountable for how a system is put together rather than for one feature inside it.

AI has made tactical programming cheap. Writing the code is no longer the constraint; keeping a system coherent as it grows is. That layer, architecture, boundaries, engineering standards, and alignment across the teams doing the work, is where I have always been strongest, and it is where AI is weakest. I set the structure that code gets written into, so the system holds its shape regardless of who, or what, is writing it.


  • Reduced long-term engineering cost through technical strategy and software architecture. Designing systems that remain simple to maintain as products, teams, and business requirements grow.
  • Increased delivery speed and engineering consistency through feature-driven architecture, contract-first development, reusable design systems, and clear engineering standards. Creating platforms where every change has one clear place and one clear pattern.
  • Reduced defects and review effort by shifting quality checks earlier: strong type safety, automated testing, static analysis, code generation, and CI gates that fail the build rather than leave a review comment.
  • Improved developer experience and reduced onboarding time through clear boundaries, documented design decisions (ADR), reusable tooling, and automation. Build engineering platforms that allow teams to deliver reliable software with confidence over the lifetime of a product.

Core competencies —

  • Software architecture
  • Technical strategy
  • Engineering standards
  • Developer experience
  • Cross-team alignment

Experience —

March 2025 – Present (1yr 8mos)

House of Doge — Principal Software Engineer

House of Doge is a Nasdaq-listed digital payments company. Its consumer product, Such, is a non-custodial wallet and merchant payments app for iOS and Android: keys are generated, held, and used to sign on the device, the backend never sees a secret, and the transfers it authorises are irreversible.

I was the founding engineer on the React Native client and its only committer for the first eleven weeks. In that time I set the package layout, the layering rules, and the CI pipeline the team still ships through: a feature-oriented monorepo with contract-first protobuf APIs and end-to-end type safety, so features could be built in parallel without the architecture drifting.

As the team grew I moved the conventions out of people's heads and into the repository: ADRs and domain documentation, repository-specific agent skills, and quality gates that apply to human and agent-authored code alike, including testing standards and cognitive complexity budgets. The point was that an engineer or an LLM agent could contribute safely inside constraints they could read.

Key achievements

  • Built the platform architecture and the conventions 16 contributors across several teams now work to.
  • Standardised the team on a locked, versioned agent skill set installed from one source of truth across Claude Code, Cursor, Codex and OpenCode, so agent context is a reproducible artifact rather than per-developer configuration.
  • Created the design system package in the first commit: a token-driven theme aligned with Figma, reviewed in an on-device Storybook, that kept UI consistent as the app grew.

July 2023 – March 2025 (1yr 9mos)

OneTwo — Technical Lead

OneTwo develops the automation platform for ANZ Australia that unifies fragmented banking systems into a single workflow, automating home loan processing through document intelligence, workflow orchestration, and human-in-the-loop decisioning.

Led one of four engineering teams while providing technical leadership across software architecture, engineering standards, and platform delivery. The surfaces I owned were shared infrastructure: the UI library, the HLQ frontend, the business-rules DSL, and the home-loan workflows and rules. Engineers on the other three teams built against them, so the patterns and standards I set there became the patterns they worked to. Defined architectural direction that improved maintainability, enabled reliable delivery across teams, and supported continued product growth.

Served as code owner for several critical platform components, including the inherited core rules engine, maintaining architectural integrity, reducing technical debt, and coordinating cross-team changes across shared services and platform dependencies.

Designed and delivered architecture spanning the customer-facing application, shared component library, home loan workflows, a human-readable DSL for business rules, CoreEngine APIs, domain services including RLS and RLM enrichment, and integrations with internal banking systems and Q, the adjacent document-intelligence platform. Work inside Q was limited to minor Python plugin changes for HLQ integration; its document-intelligence internals belonged to another team. Established clear service boundaries, reusable platform capabilities, and well-defined interfaces that reduced implementation complexity and enabled the platform to evolve safely as new products and workflows were introduced.

Key achievements

  • Set the engineering standards and shared surfaces all four engineering teams built against, while leading one of them.
  • Steered the task UI onto a strongly typed matrix of supported form combinations instead of a dynamically composed UI API; around forty task variants were then built from the same shared patterns.
  • Rebuilt document image delivery around one shared resource URL for thumbnails and the viewer, so the next page was ready before the operator asked for it.

October 2021 – July 2023 (1yr 10mos)

GetSetUp — Lead Software Engineer

GetSetUp operates a large-scale educational platform supporting over 4 million users via a distributed microservices ecosystem. The architecture handles live interactive sessions, content orchestration, subscription models, and embedded partner integrations to facilitate real-time engagement at scale.

I owned the content layer, the sessions layer, the staff admin, and partner attribution tooling, and co-designed the split between a Presentation API and GraphQL with the platform team: the Presentation API assembled every catalogue page server-side and GraphQL was the only public client contract, so web, mobile, and embeds rendered from one contract. New services started from a shared Koa and TypeScript template with validated config, probes, and one deploy path onto EKS, which is how work moved off the legacy site in pieces.

Acted as technical lead and code owner for several core services, establishing architectural standards and ensuring high-quality software delivery.

Key achievements

  • Designed and delivered core services that powered content management, live learning, and partner experiences across the GetSetUp platform.
  • Delivered the GetSetUp Embedded platform, which AOL piloted before I left; GetSetUp later launched it publicly with AOL, CenturyLink, and 18 other partners live.
  • Drove technical quality across multiple critical services as code owner, improving maintainability, architectural consistency, and engineering standards.

May 2021 – October 2021 (6mos)

General Studios — Head of Technology

Joined to lead a new headless education platform and LMS. The venture did not move into build, so I moved on to do that work at scale elsewhere.

While there, systemised the studio’s software development and DevOps practices by introducing processes that improved delivery, development workflows, and resource utilisation. Led the adoption of new technologies and contributed to technical hiring, resource planning, and engineering direction across multiple client projects.

February 2016 – May 2021 (5yrs 4mos)

DDB New Zealand

  • Head of Technology

    November 2019 – May 2021 (1yr 7mos)

  • Tech Lead

    February 2016 – November 2019 (3yrs 10mos)

DDB New Zealand is an advertising agency with an in-house engineering practice, and for five years I led it, first as Tech Lead and then as Head of Technology. The work was the products behind the campaigns rather than the campaigns themselves: Re:scam for NetSafe, Fight for Territory for Steinlager, and the GeminAI Rising rebuild for DDB Canada, alongside platforms and DDB-owned SaaS products for commercial, government, and enterprise clients.

I modernised the stacks those products ran on, moved the practice onto cloud-native architectures, and was the engineer clients dealt with when a project was technically complex.

Key achievements

  • Sole engineer on Re:scam, NetSafe’s scam-baiting email bot, which won eleven Effies across the 2018 New Zealand and 2019 APAC competitions, drew around 210,000 forwarded scam emails, and was featured by IBM at a European AI conference.
  • Tech lead and lead developer on Steinlager’s Fight for Territory: 65 camera-driven screens across Auckland Airport for the 2017 Lions tour, which won three D&AD Wood Pencils, a Gold Spike at Spikes Asia, and a One Show Merit.
  • Other DDB work was recognised at the Best Design Awards, the CSS Design Awards, and the New Zealand Fraud Film Festival.

March 2014 – February 2016 (2yrs)

Buzzdial — Full Stack Engineer

Buzzdial put a live reaction meter on the phone of someone watching television. I was one of two engineers: I owned the viewer-facing dial, the partner embeds, and the producer and on-air overlay tools, and the two of us designed and built the API, the per-second aggregation, and the auto-scaling AWS platform together. It handled hundreds of thousands of concurrent users at above 99.99% availability and under 400 ms globally, for about 96% less than colocation would have cost, and was used for the 2015 UK ITV Leaders Debate, Shark Tank Australia, SBS Eurovision, and the 2015 Rugby Championship.

January 2010 – February 2014 (4yrs 2mos)

Digital Arts Network — Full Stack Engineer

Digital Arts Network is TBWA’s digital agency. My main work there was TVNZ OnDemand’s phone and tablet apps for Apple and Android, New Zealand’s first on-demand TV apps, built with Brightcove, a Boston-based streaming partner. I was the only engineer on the client. Both apps reached number one on their store charts soon after launch and won multiple Best Design Awards.

I also led the build of myWealth, a wealth management and planning tool for NZ Funds. It won a Best Design Award.

September 2009 – January 2010 (5mos)

National College of Design and Technology — Tutor / Speaker

Taught CSS fundamentals and CMS Made Simple during a Head of Department transition.

July 2007 – April 2009 (1yr 10mos)

The Web Company — Full Stack Engineer

End-to-end delivery of brochure sites, content-managed websites, and e-commerce builds in PHP and JavaScript, from client services, planning and design through development and hosting.


Independent work —

  • KiwiCV — A CV and cover letter rewriting service for the New Zealand job market. A multi-stage pipeline pauses for the customer to confirm their extracted career facts, then a separate audit model checks the rewrite and saves nothing if it still reports unresolved claims.
  • OnlyDoge — A public Dogecoin indexer, explorer, and tool-using AI analyst. Read-only tools supply chain data, model-authored SQL is parsed and bounded by the service that owns the data, and requests that look like financial advice are refused before they reach the model.
  • Rates API — A free public API for New Zealand mortgage and lending rates, which I have built and run alone since February 2024. It scrapes the lenders daily, keeps every day's rates as a snapshot, and serves them over REST and as MCP tools, so both developers and AI agents can query the same data.

Recognition —

Local and international industry awards, including Cannes Lions, The Webby Awards, D&AD, The One Show, Effie Awards, WARC Awards, CSS Design Awards, Awwwards, FWA, Spikes Asia, Axis Awards, Best Design Awards, and The Mashies.