20+
Clients
$105M+
Raised by Clients
Build ·
Enhance ·
Advise
More & More is a software development company in Edmonton, Alberta that designs, builds, and ships digital products for clients across Canada and the US. The team covers product, design, engineering, and AI, and works embedded in each client's own tools and workflows.
You might have an MVP, a prototype, or a folder of Figma screens and a clear idea. Wherever your project is, that's where we start, and you'll see it working long before it's done.
What we do
Custom software and product development
Web apps, mobile apps, MVPs, and AI products. Design, engineering, product, and AI sit on the same team, so your project keeps moving as it goes from one to the next.
For founders who need it built, and teams who need a piece built without pulling people off other work.
Embedded senior developers
We work in your repos, your sprints, your Slack. You get more shipped without a hiring cycle, and your team keeps the roadmap they already own.
For teams who want to move faster on what they've already planned.
Fractional CTO and AI consulting
Architecture, build-versus-buy, hiring, technical due diligence, and AI strategy. Someone senior to think it through with, on the weeks you need it.
For founders who want a second read before they commit.
AI workshops
A half-day workshop plus four weeks of follow-through. Prep interviews map each person's role and a high-value task before the session. On the day, everyone builds their own AI teammate and tests it against real work. Weekly challenges and a month of backup keep it in use after the session ends.
For teams who've plateaued at using AI as a chat window.
Explore the AI workshopProducts that moved companies forward
A selection of the products we've helped plan, build, and ship.
More & More joined our team and immediately, on day one, provided critically needed, high quality contributions to our tech team and product. They accelerated our development, leveled us up as a team and 10x'd our abilities in a short time. 10/10 would recommend.
Why teams pick a five-person studio over an agency or a hire
One hire's budget, a whole team's bench
For roughly what one senior developer costs, you get product, design, engineering, and AI. The team starts the week you decide and stays through the build.
Three literacies, one team
Shopify-scale engineering, zero-to-one product instinct, and years in private equity and M&A. Your budget can get the same attention as your codebase.
We ship our own products
Ask Elly, our iOS relationship manager, is ours. We built it, funded it, and shipped it, and your product gets the same care we gave our own.
Direct access
We take on a handful of projects at a time. Ask how we'd approach your project and you'll hear the answer on the call.
How it works
Intro call
Thirty minutes, usually the same week. You describe what you're building, and we tell you honestly whether we're the right team for it.
Scoped plan
A written plan covering what gets built, in what order, and by when. We both sign it before anything starts, so the shape of the work is settled while it's still easy to change.
Kickoff
You meet the full team working on your project and agree how we'll work day to day: which tools, how often we talk, and who to go to for what.
Weekly delivery
We demo working software every week. You watch it take shape as it's built, so you always know exactly where the project stands.
We build for clients. We also just build.
Questions we get on every intro call
What does More & More do?
More & More is a product studio in Edmonton, Alberta that builds custom software, develops AI products and integrations, and provides fractional CTO services. We work as a senior team of five, embedded directly in our clients' tools and workflows.
Who do you work with?
Founders who can picture what they want built, teams who want to move faster on what they've already planned, and larger companies who hand us one defined piece to build end to end. Our clients have collectively raised over $105M and include teams at Shopify, Clio, Goody, Areto Labs, and Knowlej.
Where are you located, and do you work remotely?
We're based in Edmonton, Alberta and work with clients across Canada and the US. Most engagements are remote: we embed in your Slack, repos, and project tools wherever you are.
How much does custom software development cost?
It depends on scope. Most engagements run as monthly retainers or as fixed-scope projects priced up front.
How long does it take to build an MVP?
Weeks or months, depending on how much you want in the first version. The biggest factor is feature count, so the fastest way to launch is to cut the list to what you need to put it in front of real users. We'll help you decide what makes that cut. Either way, you're seeing working software every week from the start.
What is a fractional CTO, and when do I need one?
A fractional CTO is a senior technology leader who works with your company part-time: setting architecture, guiding hiring, running technical due diligence, and making build-versus-buy decisions. It fits founders who want a second read on the expensive decisions before they commit.
Do you build AI products?
Yes. We build AI features and standalone AI products: LLM integrations, AI agents, and workflow automation. We also advise on AI strategy, including where AI is not the right answer.
Do you only work with tech startups?
No. We work with manufacturers, professional services firms, and established operating companies that need software built or a technical decision made. The common thread is a real problem and someone accountable for solving it, not an industry.
What happens after I reach out?
You'll hear back within one business day and book a 30-minute intro call. The call covers what you're building and whether we're the right team for it. No pitch deck, no obligation, and if we're not the right fit we'll say so and point you somewhere better. Technical conversations happen before anything is signed, so you'll usually talk to our Head of Technology while we're scoping. Then you get a written plan covering what gets built, in what order, and by when. Kickoff is where you meet the full team working on it and agree how we'll work day to day.