P23TECH STUDIO

SOFTWARE ENGINEERING STUDIO

Everything we build is made to fit someone.

P23 is a software engineering studio devoted to tailor-made software. We chose this work from the beginning: a solution is only as good as its fit with the person or business it is for, and their circumstances.

Lately that has meant native and web apps, the control panels behind them, a website built to run without a webmaster, and a self-ordering kiosk, hardware included.

Selected work ↓
Construction drawing of a Bosnian copper džezva
Bosnian copper džezva, drawn for construction.

P23 works from Gornji Vakuf-Uskoplje, Bosnia and Herzegovina.

A business that has run for years and an idea that is a week old get the same attention here.

Neither has to arrive as a specification. Whatever the person who brings it knows so far is where the work starts.

What is understood changes what is made.

The people a product is for, the way they already work, the ambition behind it and the circumstances it will be used in all shape its behavior, scope and form. Some of that is known at the start. Some of it only appears once the work is under way, and when it does, it changes what gets built.

Millions of people have now felt this for themselves. Put a general question to an AI assistant and the answer is general; describe the actual situation and the help changes shape to fit it. P23 has believed in that kind of fit since its first day. In software, the belief has to show up in the product itself: in what it does, how it feels to use, and what it leaves out.

WHAT IS UNDERSTOODAND WHAT IT CHANGES

HOW THE WORK IS DONE TODAY
Every business already has a way of working: orders called across a kitchen, a ledger kept in a notebook, a team that runs on one group chat. Understanding it decides what the software should take over, what it should leave alone, and what it can quietly connect. Software that ignores the existing rhythm gets worked around.
WHO WILL BE USING IT
A tool one expert uses all day can be dense, fast and full of shortcuts. A screen a first-time visitor meets once has to explain itself, in their language, and make mistakes easy to undo. The same task becomes different software depending on who is doing it, and how often.
WHERE IT IS USED
The same feature is a different object at a counter, in a pocket and on a shared screen in a loud room. The room decides the form, down to the size of the buttons and how much may be asked of the person standing in front of it.
HOW FAR IT IS MEANT TO GO
A tool for one shop and a product meant for a thousand can look the same on their first day. Underneath, they are different constructions. Understanding the ambition decides what is built to be right once and what is built to be repeated. Getting that wrong is expensive in both directions.

Between an intention and working software.

Four members of the P23 team working through something at one laptop
Four people, one screen, a decision being made.

The client does not have to become a product manager or an engineer to get a considered result. That is what the studio is for.

  1. We say what we see.

    Someone may arrive knowing exactly what they want built. It may be entirely right, and then we say so, and why. When it isn't, we say that too, along with what we would do instead. The decision stays with the client: it is their idea, or their business.

  2. We make it concrete early.

    A form that can be examined tells everyone more than a description: a drawing, a draft that can be clicked through, the smallest version that can be tried on a real morning. Some ideas survive this unchanged. Most get better.

  3. We finish what we accept.

    The work we take on comes in different sizes: an exploration, a prototype, a product with real customers on it. Each is finished when it does what it was accepted to do, and not before. We hold our own work to that before anyone else sees it.

  4. Sometimes the answer is smaller.

    Use something that already exists. Wait. Don't build it. Those answers are given when they are true. A studio that couldn't afford to give them couldn't be trusted with the others.

Built with agents. Answered for by people.

used openly, never unsupervised.

P23 builds with modern engineering tools, AI agents among them, and says so. Tailoring lives in the decisions and in the fit of the result; the tools are whatever gets there well.

Engineers direct and verify the work. A named person stands behind every judgment and every delivery P23 accepts responsibility for.

Ten people who like the part where a thing starts being used.

One studio in Gornji Vakuf-Uskoplje, Bosnia and Herzegovina, with a practice that keeps developing. The satisfaction is in understanding a particular situation, finding a form for it, building it well and seeing it enter people's lives.

The standards are older than the company. The founder shaped them over a decade of building products and leading engineering teams at much larger scale. They are written down, argued about and revised, so they belong to the company, not to him.

BEFORE P23

FEATURES
RedditMain app · moderator tooling
PLATFORM
Volvo CarsAndroid platform · enabled 50+ engineers
ALSO
Mercedes-Benz · Marcus by Goldman Sachs · Toptal
FOUNDER
Amar IdrizovićFull history on LinkedIn ↗
Meet the studio →
The P23 team standing in a street in Gornji Vakuf-Uskoplje
Amar, Emira, Selma, Zlatan, Nedim, Nedim, Midhat, Josip, Jakov and Amel.

Selected work

two accounts, in brief.

All work →
Corner Table native app
The native app: the guest side of the network.

001 · CORNER TABLEHOSPITALITY · NEW YORK

An idea acquiring working form.

The founders brought an idea about recognizing regulars, knowledge of hospitality and design work. The decision that gave recognition its meaning: a guest can ask to be treated as a regular, and someone at the venue confirms it. Status came out of a relationship, and the network was built on that. P23 helped shape the product and built the apps, the approval panel and the backend behind them.

Completed and delivered · not publicly launched

Read the account →
The igraona.gg homepage
igraona.gg — the website for the venue

002 · IGRAONA IGRAONAGAMING & HOSPITALITY · GORNJI VAKUF-USKOPLJE

An existing place becoming capable of more.

An internet café with five years of history and no webmaster. The site was designed for the organization that exists: past things are dated, current things are derived, and future things appear only when there is something real to announce. Everyday life stays on Instagram; the website keeps what is worth carrying forward. P23 found the story in the archive, set the editorial rules, and designed and built the result.

Launched August 2026 · igraona.gg ↗

Read the account →

003Not yet written.

AND NOW, YOU

By now, something of your own may have come to mind.

A proposal, a business that could do more, an idea still taking shape. Tell us about it in whatever words you have. A link is enough to begin.

If you'd rather write: hi@p23.io