What I've built

Whatever you're imagining, I've probably built something like it.

Coaching companions that sound like the coach. Marketing engines. Membership platforms. Course platforms. Research tools people actually want to talk to. Some for clients, some as my own ventures, some for the research that underpins all of it. Before any of this, I spent fourteen years making systems work for people inside one of New Zealand's largest organisations, and it shows in what I build.

Every build runs on the same principles. Design with, not for. Your data stays yours. You own it and run it when we're done.

Four get the full write-up below. The rest sit in the archive underneath. Tell me what you're working on and I'll show you the ones that fit.

Lian Passmore laughing over a coffee at the blue wall

Featured builds

Coach Emma

Voice-first coaching companion for Scaled Ambition.

Sounds like Emma, thinks like Emma, shows up for her clients at 11pm on a Tuesday when they're spiralling. Not a chatbot. An actual coaching conversation in Emma's own voice, built from her frameworks and her language.

The result: Sixteen of sixteen participants active within 48 hours of launch.

"It's the ultimate bridge between sessions. My clients now have a confidential space to practise my frameworks the moment they need it."

Emma Kirkman, Scaled Ambition

Bea

Relational AI for whānau. Solo build. Five days.

The build that shows what I mean when I say your values go in the code, not the footer.

A quiet, relational AI presence for families. She notices the patterns a family can't see from inside it, and reflects them back gently, when the moment's right. Not a wellness app, not a chatbot. A new shape, where the unit of intelligence is the whānau, not the individual. Eleven hard constraints written into the code. Three governing frameworks.

The result: Eighteen months of research and 349 real coaching sessions before a single line of code, with the ethical and cultural frameworks peer reviewed by Dr Karaitiana Taiuru. The difference between ethics as language and ethics as architecture.

YourHQ

Hand-coded websites for NZ small businesses, looked after long-term.

Websites for the small businesses everyone else skips, built properly and cared for after launch instead of handed over and forgotten.

The result: Concept to live in five business days, and a running business in its own right. Proof I don't just build for clients. I build things that have to earn their keep.

yourhq.co.nz →

Project Rise

The first build. Voice as method.

A voice-based research agent that tested one question: does the way we ask change what people are willing to say?

The result: Sixty-eight percent chose voice over text. That single finding redirected an eighteen-month research programme and shaped every voice build that came after.

Want to know more about any of these?

Some are live, some are early, some are research. Tell me what you're working on and I'll show you the ones that actually fit.

Book a free half hour

The tools I run dreamstorm on

I don't just build for clients. I build what I run on.

The fastest way to know someone can actually build is to look at what they rely on every day. dreamstorm runs on tools I made myself, and I'm in them constantly, fixing and improving as the business changes.

Command Centre

The app I run the whole business from. Every project, every client, every follow-up I'd otherwise let slip, in one place I can actually see, because I think visually. Built for myself a ritual at a time, and never quite finished, because I tweak it most weeks.

The client portal

Every client gets a private space where I drop their work as it happens. Plans, notes, the things we're deciding together, in a format you can skim or read in full. You can leave notes back, and it saves. A small thing that makes working together feel calm and clear. I built it because nothing off the shelf did quite what I wanted.

The Follow the White Rabbit event app

For our first Follow the White Rabbit night, I built the whole event app from scratch. People submitted questions and voted each other's up, shared resources, and answered the prompts around the room, all feeding a live dashboard so Larissa and I could read the room as it happened. Most facilitators rent something for that, or go without. I built ours, and it's where every bit of insight from the night came from.

The archive

The rest, in shorter form.

Client build

A membership platform

For a NZ women's business network with around a thousand members, after the off-the-shelf platform stopped keeping up. Built with the organisation, so it's theirs to own and run, not rented.

Client build

An evergreen course platform

A proven leadership programme, moved out of live-only delivery and into a platform built for it, ready to roll out evergreen. The asset came first. Now the container fits it.

Client build

A marketing methodology engine

A consultancy's methodology, turned from documents and repetition into a working engine the owner runs herself. Built with her, owned by her.

Delivered

Coach Strong

Voice-first companion for Eske Dost's 8-Weeks to Strong programme. The second build on the Coach Emma architecture, and the proof the model repeats.

Live

StorySmith Legacy

A voice-first platform that turns conversations into keepsakes. Peg talks with people about their lives across three months, and it becomes a hardback book. A two-for-one social impact model. Built with Tai Passmore.

app.storysmith.work →

Piloted

Ray

A voice-based coach for adult relationships. Western frameworks on one side, Te Ao Māori and Pasifika values on the other. A fifteen-person pilot. All of them felt the cultural values in the design. The safety was in the prompt and the data, not just the surface.

Live

Culture Meets AI wānanga agent

A co-research project with Lee Palamo. More than 25 Māori and Pasifika community members. The finding: communities aren't anti-technology. They're anti-extraction. When the design respects that, they show up.

Built

Vox

A voice-first tracker for health and wellbeing, built for people who don't want another dashboard or another guilt-loop streak.

Delivered

dreamstorm × 123online AI workshop

A full-day adoption workshop for NZ small businesses, co-delivered with Larissa, built around the customer lifecycle rather than a tool list.

Every build documented honestly, including the parts that didn't work.

What happens next

Got something in mind? Or just thinking differently about your business now?

Both are good reasons to talk. Most builds start with the thinking, not the brief.

Book a free half hour See how I work →