An independent product studio.

Most software is over-built or under-built. Over-built, it buries the job under things you will never use. Under-built, it sends you to three other tools to do what one should. We optimise instead. We expand an idea to cover the parts you did not think of but should, cut the parts that should not be there, and build the exact shape that is left. Nothing more, nothing missing.

SDAN LTD is an independent product studio. We build and run our own products end to end, from the first line of code to the support inbox, and take on a small number of partner projects a year. Less to maintain, quicker to launch, and no bill for features nobody opens.

The right build, not the big build. We own the whole thing, design, build, ship and support, whether the product is ours or yours. We build data-driven first and reach for AI only where it earns its place, never to chase a trend or dazzle in a demo. And we do not use dark patterns: we make money when the work works, never when someone gets stuck.

SDAN is led by Dan, who has spent years creating the right solution rather than the biggest one, and gathered a large network of talented specialists along the way. When a project needs more hands, we bring in the right people for it, designers, engineers, whoever the build calls for, chosen to fit the work rather than kept on a payroll you end up funding.

It is the same discipline we bring to the software: the right team for what it needs, nothing spare. TradeBooked, built and run end to end across web, native iOS and Android, Stripe payments and applied AI, and live in production since 2026, is proof the model ships, and keeps shipping.

TradeBooked, our booking and payments platform for tradespeople, began closed. We built it for a handful of them who wanted software shaped around how they actually work, not the nearest tool they had to make do with. Each wanted it to feel like theirs, so we built it to exactly that shape and ran it quietly with them for a year. Once it had earned its place, we opened the doors to people who think the same way.

Plenty of software is sold as AI-powered. We built TradeBooked the other way round, robust and data-driven first. Your quotes and your job list come from your data and clear rules, not a model's best guess, so it will not hand a customer a daft price or tell you a job is booked when it is not. One slip like that costs you twice, the customer's trust in you and your trust in the tool. TradeBooked is where the studio started. It is not where it ends.

SDAN LTD is registered in England and Wales, company number 17147199. Registered office: 128 City Road, London, EC1V 2NX. We are the studio behind TradeBooked and the data controller for our products. For anything, partnerships, press, or the boring legal parts, reach us at hey@sdan.uk.