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Who Are We?

About Sensible Development

Sensible Development are a UK-based web development company with a global client base spanning 4 continents. We’ve been established for over 14 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.

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.

Our Team

We are a highly experienced team of experts in web and mobile development, usability and real-time systems able to consult on all aspects of your project; from design and marketing to CMS and third-party data integration, process automation to auction sales strategy.

Alan Newman

Founder & 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 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.

Rachel Goode

Project Manager

Rachel joined us in 2017 with over 10 years 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 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.

Toby Jones

Sales & Project Administrator 

Toby joined the team in September 2018 after returning from travelling around the World; Notably spending 12 months in New Zealand for the skiing and water sports. He ran as an Olympic Torchbearer in the London 2012 Olympics for his achievements in Sports but more recently, you’ll find him behind a drum kit in his spare time. He’ll also be manning our Social Media,  so go say hello!


Software Developer

In 2015 we were proud to welcome Luana, Sensible Development’s first female programmer. Women are still under-represented in this field and our industry as a whole, but Luana easily holds her own in terms of talent and coding skill-set. A native Italian speaker, a passionate cook and a quietly accomplished developer, she brings a fresh new perspective to the team. Luana specialises in managing our server security and hosting, and is currently working on the migration of our platform to a cloud-based system.


Software Developer

Brandon joined us in 2018 from South Africa. He is an enthusiastic developer who loves challenging himself and gaining new skills. In his spare time he can be found coding, playing music, socializing or reading.


Junior Software Developer

We were delighted to welcome Yuka, our second female programmer to the team in 2017, who has joined us as part of our continuing talent development program. She works on a range of applications, from routine software upgrades to user interface improvements on a supervised basis.

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