These days alongside working at Instanda, I also work as a freelance Software Engineer and Full Stack Developer, using modern frameworks like .NET, React, Next.js, Tailwind, MongoDB, Azure, Vercel, and Stripe to help businesses launch, improve, or automate their online platforms. I've also explored AI integration first-hand particularly using OpenAI to experiment with product ideas like Text2Quiz, a tool for generating study quizzes from lecture notes.
Who is
William Purnell?
Hi, I'm Will, I'm a Software Engineer based in London with 5 years of experience building digital products for businesses of all shapes and sizes. My career started in the agency world, where I spent three years at a .NET development agency working on a wide range of client projects, from robust backends to fully integrated web platforms.
After sharpening my skills in agency life, I moved into the startup world as a Software Developer at Instanda, an InsurTech company focused on modernizing the insurance industry. This gave me hands-on experience working with real-world scale, tight deadlines, and product-driven thinking, all while expanding my toolkit beyond code.
After sharpening my skills in agency life, I moved into the startup world as a Software Developer at Instanda, an InsurTech company focused on modernizing the insurance industry. This gave me hands-on experience working with real-world scale, tight deadlines, and product-driven thinking, all while expanding my toolkit beyond code.
Why Choose William Purnell as your London AI Automation Developer?
Being based in London gives me direct access to ambitious startups, agencies, SMEs, and operations teams. Whether you're a startup, small business, or established enterprise, I provide personalized solutions that make a difference.
I work with London companies and remote UK teams that need reliable, high-quality software, workflow automation, and practical AI integration.
Expertise and Approach
My approach is simple: I focus on clear communication, reliable delivery, and building solutions that are easy to maintain and scale. Whether it's a clean and effective brochure website for a local business or a full-stack application for a growing startup, I like working closely with clients to turn ideas into finished products that make a real impact.
AI Workflow Automation
Remove repetitive admin and connect the tools your team already uses.
AI Agent Integration
Add practical AI where it improves decisions, routing, and content workflows.
Custom Internal Tools
Build fast, maintainable software tailored to your business goals.
Right now, I'm especially interested in working with tradespeople and small businesses, helping them create their first professional websites and take control of their online presence. I've worked solo on everything from front-end design to back-end logic, and I'm always keen to form long-term partnerships rather than one-off jobs. If you're looking for a developer who values creativity as much as technical reliability, someone who understands both the code and the commercial side of projects. I'd be happy to chat.
Claim your free AI workflow automation audit.
Tell me which process is slow, repetitive, or hard to scale. I will review it and show where AI automation could save time, connect tools, and reduce manual work.