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Who We Are

Sensible Development is a UK-based web development company with a global client base spanning 5 continents. We’ve been established for over 17 years and we specialise in building robust, affordable and smart web applications that grow with your business. We are recognised as market leaders in online auction software, providing platforms for a diverse range of industry sectors and facilitating multiple aspects of business operation. Our online auction solutions engage customers and drive revenue by looking good and working well, they streamline processes by integrating with your back-office systems and reduce the costs ordinarily lost in commission fees.

  • We provide a proven and fully-customisable white-label online auction platform
  • We can tailor our entire system to your precise needs - our platform evolves with your business
  • We actively manage your auction website software on our reliable servers
  • We understand auctions - and can help you develop your online auction strategy
  • We offer friendly & professional support from real people in our UK-based office

The Team

Rachel Goode

Product and Delivery Manager

Rachel joined us in 2017 with over 10 years of project management experience with clients such as Sainsbury’s Bank, Mitsubishi Electric, Barclays, Transport for London and the Law Society. She is our client’s key contact from day to day. She manages the delivery of all changes to our products. In her spare time, Rachel enjoys spending time with her husband and daughter, playing golf, singing in a choir and dancing.

Alan Newman

Managing Director

Renowned internationally as an auction software expert, Alan comes from a web development background creating financial trading and loan management systems, working with major corporates such as HSBC and Nokia, as well as across the UK public sector. Alan brings a deep understanding of complex client needs in the context of their overall business objectives and helps translate those ideas into robust online solutions that make a real impact. His formidable breadth of knowledge in the auction arena and his expertise across a range of key industry sectors ensures that our systems reflect each client’s market and make sense commercially. In his spare time, Alan is a dad of three and a keen competitive cyclist.

Thomas Haigh

Commercial Coffee Manager

Thomas is a Specialty coffee Q grader, sourcer and roaster. He has over 8 years experience working in the Specialty coffee industry, having managed operations, sourcing coffee and building supply chains for a number of London-based coffee companies. He has travelled extensively to origin which has developed his experience and interest in creating a more equitable and sustainable future for the industry. When he is not working Thomas enjoys running, bouldering, cooking for friends and eating out.

Yuka Wada

Software Developer

We were delighted to welcome Yuka to the team in 2017. She joined us as part of our talent development program and now works on a range of applications, from routine software upgrades to user interface improvements. In her spare time, she likes to play tennis with friends and going bouldering!

Paul Hitchcock

Java Developer

Paul joined us in 2021 with over 16 years experience, working as a developer and support analyst for Barclays Bank PLC within the Africa domain. He is up for any challenge and enjoys problem solving and learning new skills. In his spare time, he enjoys walking, holidays, flying planes (virtually), watching films, listening to music and playing the drums.

Ian Morrison

System Administrator

Ian is a System's Administrator who joined us in 2019 with over 20 years experience with operating system and open source software administration. Ian specialises in Linux, Unix and most recently cloud based systems. In his spare time Ian is a keen motorcycle hobbyist and technophile. He can be found most weekends either tinkering with an engine, a gadget or some new piece of technology.

Adam Barrett

Project Coordinator

Adam joined us in 2019 as our Project Coordinator. He is responsible for coordinating our coffee auctions, as well as assisting Rachel with day to day Project Management tasks. In his spare time, he enjoys writing music, surfing or riding his bike.

Dan Newby

QA Tester

Dan joined the Sensible Development team in 2019 following graduation from the University of Sussex with a Masters in Advanced Computer Science. He is a keen gamer, amateur artist and has been described as a 'film buff'.

Oscar Angelkov Cummings

Front End Developer

Oscar joined Sensible Development in 2020 after completing an apprenticeship in software development. He specialises in WordPress theme development. In his spare time, Oscar loves to play the guitar and is really into music!

Ana Cristina Beltran Silva


Ana is a Creative Art Director in Digital Media and UX/UI designer. She has over seven years of experience working for Creative Agencies including Ogilvy, McCANN, and DDB, promoting brands like IBM, AMEX, and Heineken Mexico. She's also done volunteer work in the area of communications for non-profit organizations such as Waste Warriors in India, among others. Just before joining Sensible Development; Ana finished her MA in Media Practice for Development and Social Change at the University of Sussex. In her free time, Ana enjoys playing board games or hiking with her friends.