The custom software development partner businesses trust.

PixelForce is an Australian custom software development company that has spent over a decade turning bold ideas into profitable software businesses. Founded in 2013, we are the custom software development partner behind 100+ projects and $1.5 billion in client revenue.

  • ✓98.2% client satisfaction rate
  • ✓90% of growth from client referrals
  • ✓7+ year average client partnerships
  • ✓Backed by Tobi Pearce, SWEAT co-founder
Book a free consultation Meet the team
100+Custom software projects
$1.5B+Combined client revenue
13+Years building since 2013
99.99%Crash-free uptime

Why founders choose PixelForce as their software partner.

We are not a dev shop that takes orders and writes code. PixelForce is a custom software development company built around commercial outcomes - we help founders and enterprises decide what to build, then build it to scale. 13 years, 100+ projects and 7+ year average client partnerships have taught us what actually makes software succeed.

Enterprise results at startup speed

We have cracked delivering premium quality without premium timelines or enterprise budgets. Proven frameworks, in-house squads and the 1-3-1 method get you to a decision faster and to market sooner - without agency overhead or the offshore quality gamble. The same rigour that scaled SWEAT to a $400 million exit applies whether you are a founder launching a first product or an enterprise transforming an existing one.

  • Proven delivery frameworks, refined over 13 years
  • 1-3-1 method: one problem, three options, one recommendation
  • Scoping and design before any build
  • Same rigour for startups and enterprises

100% in-house, Adelaide based

Every designer, engineer and strategist who touches your product is a PixelForce employee working from our Adelaide headquarters - never offshored, never subcontracted. That means accountable communication, consistent quality, and a software product team that holds your business context from discovery through to post-launch support. You always know who is building your product and why.

  • No offshoring, no subcontracting
  • 50+ person team across design, engineering and data
  • Adelaide headquartered, Australian owned
  • One accountable team end to end

Business-first, not code-first

Most teams want to build apps. We help you build profitable businesses that happen to use apps. Product strategy, design thinking and technical craft are integrated, not siloed - every decision is measured against the commercial outcome it drives. We will tell you when not to build something, because honest advice is worth more than another invoice.

  • Strategy, design and engineering under one roof
  • Every decision justified by business value
  • Honest advisory - we will say no when it serves you
  • Product design and development, fully integrated

Partners for the long run

Our clients do not leave. Partnerships average 7+ years, and 90% of our growth comes from referrals rather than advertising. From the first discovery call through launch, warranty and ongoing product retainers, the team that learns your business stays with your business - which is why founders like Tobi Pearce have backed us for over a decade.

  • Long-term partnerships, not one-off projects
  • 90% of growth from client referrals
  • Continuity from discovery to post-launch support
  • Backed by repeat founders and investors

From an Adelaide startup to a global software partner.

13 years of turning bold ideas into business success - the story of how a university final-year project became one of Australia's most trusted custom software development companies.

  1. 2013

    The beginning

    PixelForce started when Hinney Lo and Ben Zhang recognised that ambitious entrepreneurs needed more than code - they needed strategic technology partners who understood business, not just programming. What began as a university final-year project became a custom software development company.

  2. 2015-2018

    Proving the method

    We refined our approach with early clients like Kayla Itsines and Tobi Pearce, learning that successful apps need more than beautiful interfaces - they need bulletproof business systems that scale.

  3. 2019-2022

    Scaling excellence

    As SWEAT exploded globally, we proved our methodology could handle millions of users and enterprise-grade requirements, expanding beyond fitness into healthcare, education, enterprise and government.

  4. 2022

    Strategic growth

    We acquired Svelte Studios, adding world-class brand strategy and marketing to our product capabilities and creating a true full-service digital transformation partner.

  5. 2025

    The Tobi partnership

    Tobi Pearce's strategic investment validated our decade of work and positioned us for international expansion while keeping our commitment to Australian innovation.

  6. Today

    Your strategic advantage

    We are no longer just an app development company - we are the custom software development partner ambitious businesses choose when they need enterprise results at startup speed.

The founder who built a 9-figure empire backs us.

In July 2025, Tobi Pearce - co-founder of the global fitness phenomenon SWEAT - made a strategic investment in PixelForce, formalising a decade-long partnership that began when we helped turn his vision into the world's number-one female fitness app. Tobi co-founded SWEAT, which grew to tens of millions of users worldwide before a landmark $400 million exit. He is now CEO of EzLicence, which has facilitated more than $100 million in driving-instructor bookings, and an active investor backing Australia's tech ecosystem. When you choose PixelForce, you are not just engaging a custom software development company - you are accessing the strategic insights and proven methodologies that built one of Australia's most successful tech exports.

"PixelForce was there from day one, helping turn a simple idea into a global product. Their expertise, belief in the vision, and ability to deliver at scale were instrumental in SWEAT's success. Hinney and his team have been trusted allies from the beginning, and this partnership feels like a natural evolution. Together, we are backing the next wave of Australian tech talent." Tobi Pearce, Advisor & Investor
Book a free consultation
Tobi Pearce, strategic investor and advisor to PixelForce
SWEAT - built by PixelForce 9-figure exit World's #1 female fitness app

From a university project to $1.5B in client success.

Hinney Lo did not just start an app development company - he built the custom software development company that has transformed how ambitious businesses approach software. Hinney founded PixelForce in 2013 from a university final-year project, growing it from two founders to a 50+ person team spanning Australia and international markets. He has led the development of 100+ products that have generated more than $1.5 billion in combined client revenue, and personally conducts dozens of strategy consultations every month so that every client gets CEO-level attention. Under his leadership PixelForce has built long-term partnerships averaging 7+ years, with 90% of growth coming from referrals - the clearest signal that the work speaks for itself.

  • Forbes Australia featured
  • CEO of the Year
  • Australia Young Entrepreneur of the Year
  • 40 Under 40
"Most people want to build apps. We help you build profitable businesses that happen to use apps. After more than a decade, I have learned that success is not about the latest technology - it is about understanding your business model and building systems that scale with your ambition." Hinney Lo, CEO & Co-Founder
Hinney Lo, CEO and Co-Founder of PixelForce
Led by Hinney Lo 100+ products $1.5B+ combined client revenue

The values that shape every product we build.

Four principles that decide how we work, who we hire, and what we say yes to. They are the reason our partnerships average 7+ years and 90% of our growth comes from referrals.

Business-First Technology

Product strategy, design thinking and technical craft - integrated, not siloed. We build for commercial outcomes using every lens that solves the problem. Data informs, design clarifies, code executes. Every decision justifies its business value.

  • Strategy, design and engineering integrated
  • Built for commercial outcomes, not output
  • Every decision justifies its business value

Adaptive Partnership

Proven frameworks, bespoke execution. We have built for startups launching, platforms failing, and enterprises transforming. Same rigour, different approach. No cookie-cutter solutions - just battle-tested methods shaped to your reality.

  • Proven frameworks, bespoke execution
  • Shaped to startups and enterprises alike
  • No cookie-cutter solutions

Efficient Execution

Speed and quality are not opposites. Smart systems, proven frameworks, measured impact. We deliver value fast because we have done this before, across 100+ products and 13 years.

  • Speed and quality, not a trade-off
  • Smart systems and proven frameworks
  • Measured impact at every step

Performance Without Politics

Results are measured, not debated. Clear accountability, honest feedback, continuous improvement. Excellence is the standard, not the aspiration.

  • Results measured, not debated
  • Clear accountability and honest feedback
  • Excellence as the standard, not the aspiration

Independent recognition for our work.

More than a decade of independent recognition - Apple Best of Developers, Watch and TV App of the Year, multiple Top Clutch awards in Australia, and consistent App Store and Google Play featuring. The kind of recognition you cannot buy with a marketing budget - earned by shipping products people open every day.

Apple Watch App of the Year
Clutch Top User Experience Company
Clutch Top User Experience Company
Apple TV App of the Year
Apple Best of Developers
Clutch Top App Development Company
Clutch Top App Development Company
Clutch Top Software Developers
Clutch Top Software Developers
Australian Technology Services Achiever
Web Excellence Awards (Website)
Web Excellence Awards (App)
ACS Digital Disrupter Gold Award
Clutch Top Android App Development
Clutch Top Android App Development
Clutch Top iPhone App Development
Clutch Top iPhone App Development

The industries we build products for.

From startups to enterprises, we build software products that matter across every major sector - the same in-house team, the same rigour, shaped to the realities of each industry.

Fitness & Wellness

From Kayla Itsines' SWEAT to Traininpink and Move With Us, we have built fitness products that reach tens of millions of users worldwide - subscription content, wearable integration, and the community mechanics that keep people coming back.

  • SWEAT, Traininpink, Move With Us
  • Subscription and on-demand content platforms
  • Wearable integration and community engineering

Two-sided Marketplaces

We build marketplaces that balance supply and demand, from EzLicence (more than $100 million in facilitated bookings) to Designerex. Matching, payments, escrow, ratings and the trust mechanics that make a marketplace work.

  • EzLicence, Designerex
  • Matching, payments and escrow
  • Ratings, reviews and trust mechanics

Healthcare & Medical

Patient management, telehealth and clinical tools built with privacy and compliance at the core. We design healthcare products that clinicians trust and patients actually use.

  • Patient management and telehealth
  • Privacy and compliance by design
  • Clinical workflow tooling

Enterprise & Corporate

Enterprise-grade platforms for organisations like BHP and Jones Radiology - built to integrate with existing systems, scale to large user bases, and meet the security and governance bar large organisations require.

  • BHP, Jones Radiology
  • System integration at scale
  • Enterprise security and governance

Education & Learning

Learning platforms and training products for universities and training providers - content delivery, progress tracking, assessment and the engagement design that keeps learners enrolled and completing.

  • Universities and training platforms
  • Content delivery and assessment
  • Progress tracking and learner engagement

Government & Public Sector

Public-facing platforms for bodies like the Australian Energy Regulator and Adelaide City Council - accessible, reliable and built to the standards public services demand.

  • Australian Energy Regulator, Adelaide City Council
  • Accessibility and reliability
  • Public-sector standards and governance
See our work across every sector

Meet the in-house team behind your product.

100% in-house. Every product we ship is designed, built and supported by PixelForce employees in Adelaide - not offshored, not subcontracted. Meet the people who would actually work on your product.

Hinney Lo

Hinney Lo

CEO & Co-Founder

Tobi Pearce

Tobi Pearce

Advisor & Investor

Ben Zhang

Ben Zhang

CTO & Co-Founder

Marcus Clements

Marcus Clements

Operations & Strategy

Frank Violi

Frank Violi

Head of Operations

Mark Boros

Mark Boros

Business Development

Venus Chan

Venus Chan

Business & Client Operations

Tony Vuong

Tony Vuong

Service Operations

Luke Pickering

Luke Pickering

Data Advisor

Michael D'Costa

Michael D'Costa

Product & Solutions Designer

Nicola Day

Nicola Day

Brand & Product Designer

Sean Liang

Sean Liang

Engineering Manager

Justin Li

Justin Li

Technical Architect

Scott Guo

Scott Guo

Technical Architect

Eric Zhao

Eric Zhao

Cloud DevOps Engineer

Chris Cai

Chris Cai

Data Engineer

Jaydon Shi

Jaydon Shi

Mobile Engineer

Lex Tang

Lex Tang

Mobile Engineer

Michael Jia

Michael Jia

Mobile Engineer

Udara Abeythilake

Udara Abeythilake

Mobile Engineer

Finch Wei

Finch Wei

Mobile Engineer

Alfred Chen

Alfred Chen

Backend Engineer

Jeff Qiu

Jeff Qiu

Backend Engineer

Howard Chen

Howard Chen

Backend Engineer

Ning Wang

Ning Wang

Backend Engineer

Andersen Fan

Andersen Fan

Backend Engineer

Jason Ma

Jason Ma

Test Engineer

Evie Huynh

Evie Huynh

Test Engineer

Jessica Dai

Jessica Dai

Finance Manager

One conversation. Three phases. Built to grow.

The same canonical PixelForce engagement model behind 100+ shipped products and $1.5B+ in combined client revenue, applied to your custom software. The 1-3-1 method runs through every conversation - one problem, three options with honest trade-offs across budget, timeline and scope, one recommendation. No Blueprint, no Build.

  1. ★
    Free

    Discovery call

    A free, no-obligation conversation to find the right path for your custom software before you commit a dollar.

    • Mutual NDA signed up front
    • 1-3-1 method: one problem, three options, one recommendation
    • Honest trade-offs across budget, timeline and scope
    • A straight answer on what a credible build looks like
  2. 1
    4-8 weeks

    Scoping & design

    Everything you need to build with total confidence - a fully costed, designed plan with no scope surprises.

    • Strategic workshops and BRD
    • Full UX/UI design system, every screen built
    • PRD and a fixed-cost Statement of Work
    • No Blueprint, no Build - Phase 1 before any Phase 2 quote
  3. 2
    3-6 months

    Development, QA & release

    From approved designs to your live custom software, built and tested at a steady sprint cadence.

    • Sprint cadence with regular demos
    • QA across iOS, Android and the edge cases
    • End-to-end App Store and Google Play submission
    • Built to scale from 1,000 to 1,000,000 users
  4. 3
    Ongoing

    Post-launch support

    We do not disappear at launch - monitoring, warranty, and an optional retainer keep your custom software growing.

    • 24/7 monitoring and a critical-defect warranty
    • Ongoing technical support
    • Optional Product Retainer: four-week sprints and quarterly reviews
    • The model that grew SWEAT to a $400M platform

About PixelForce - common questions.

Who founded the company, who backs it, where we are based, and how we work. The answers behind the custom software development company that founders and enterprises across Australia choose.

PixelForce was founded in 2013 by Hinney Lo and Ben Zhang, who set out to be strategic technology partners for ambitious entrepreneurs rather than a code-for-hire shop. Hinney Lo is CEO and Co-Founder, and Ben Zhang is CTO and Co-Founder. Today PixelForce is a custom software development company headquartered in Adelaide, Australia, with strategic investor Tobi Pearce advising the business.
Yes. Tobi Pearce, co-founder of the global fitness app SWEAT, became a strategic investor and advisor to PixelForce in 2025. The relationship began more than a decade earlier, when PixelForce helped build SWEAT from an early idea into the world's number-one female fitness app. Tobi's involvement brings entrepreneurial and scaling expertise to the products we design and build.
A custom software development company designs, builds and supports software products - web and mobile apps, platforms and the systems behind them - with a focus on commercial outcomes rather than code alone. PixelForce covers the full journey: product strategy, UX/UI design, development, QA, launch and post-launch support, all delivered by one in-house team.
PixelForce is headquartered in Adelaide, South Australia, and works with clients across Australia and internationally. The team is 100% in-house - every designer, engineer and strategist is a PixelForce employee. We do not offshore or subcontract product work.
PixelForce has grown from two founders in 2013 to a team of 50+ people spanning product strategy, design, engineering, data and operations. The team is led by CEO Hinney Lo and CTO Ben Zhang, with strategic investor Tobi Pearce advising.
We partner with founders and enterprises across fitness, healthcare, marketplaces, education, government, fintech and corporate sectors. Clients range from startups launching a first product to established organisations such as BHP and Jones Radiology. Our work has generated more than $1.5 billion in combined client revenue across 100+ products.

Let us build your next product together.

Whether you are a founder with a bold idea or an enterprise ready to transform, the first step is the same - a free, no-obligation consultation. We will discuss your vision, sign an NDA, and use our 1-3-1 method to map out the best path forward across budget, timeline and scope. No pressure, no jargon - just honest advice from a custom software development company that has delivered 100+ products.

Book a free consultation See our work
  • 100+ products & $1.5B+ client revenue
  • 100% in-house, Adelaide HQ
  • 13+ years building since 2013
  • Backed by Tobi Pearce, SWEAT co-founder