Studio, freelancer, or in-house developer?
For a one-off build, an in-house developer is the expensive answer to the wrong question. A full-time hire costs a six-figure salary plus months to ramp — for a project that ends. For most growing businesses, custom software is a project, not a permanent function: you want a studio to build it and keep it running, not a payroll line.
Cost, risk, speed.
Each fits a different situation.
- In-house developer — ~£70k–£120k+/yr plus recruitment and ramp; right only if you'll build continuously.
- Freelancer — cheaper and flexible, but single-person risk: if they vanish, so does your project.
- Studio — a team that scopes, builds and maintains; starts in weeks, senior people, continuity.
Is this a project or a function?
If you'll be building and running software forever, hire a team. If you have a defined thing to build and keep alive, a studio is the fit — you get senior delivery without carrying salaries between projects. Most £3–30M businesses are in the second camp and don't realise it.
The gap it fills.
- No hiring or ramp — an experienced team starts in weeks, not months.
- No single-person risk — a team, not one freelancer who might disappear.
- Build and maintain — the same people keep it running afterwards.
- Senior throughout — no bait-and-switch to juniors after you sign.
Common questions.
Should I hire a software studio, a freelancer, or an in-house developer?
For a one-off build, a studio usually fits best: senior team, starts in weeks, builds and maintains it. An in-house developer (£70k–£120k+/yr plus ramp) makes sense only if you'll build continuously. A freelancer is cheaper but carries single-person risk.
Is it cheaper to hire a developer or use an agency?
For a defined project, a studio is usually cheaper in practice — no recruitment, no months of ramp, no salary between projects. An in-house hire only pays off if you have continuous building to keep them busy.
What's the risk of using a freelancer?
Single-person risk: if they get ill, take other work, or disappear, your project stalls and the knowledge leaves with them. A studio spreads that across a team with continuity.
Why do you say custom software is a project, not a permanent function?
Because most growing businesses have a defined thing to build and keep running, not an endless pipeline of development. Carrying a full-time salary for that is overkill — a studio gives senior delivery without the permanent cost.
Will a studio cost more than a freelancer?
Often more per hour, less in total risk and rework — you get a team, a process, and continuity. The cheap freelancer that disappears mid-project is usually the most expensive option.
Who maintains the software after it's built?
With a studio, the same team that built it — through a retainer. With an in-house hire, you keep paying the salary; with a freelancer, you hope they're still available.
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