About Smedja
Alexander Reinholdsson
Founder & Lead Engineer
Smedja was founded by Alexander Reinholdsson — a software engineer with over 6 years of experience building production systems, based in the Netherlands. Before Smedja, Alexander built internal tools and data platforms at scale. Now he works exclusively with mid-market companies that need custom AI and software — fast, reliable, and without the overhead of a large agency.
Smedja is Swedish for forge. A place where raw materials are shaped into something useful. That's exactly what we do — take your complex business challenges and forge them into tools that deliver measurable results.
The best software is built by people who understand your business, not just your tech stack. Every engagement starts with deep discovery — we sit with your team, map your workflows, and only then propose a solution. Every build is scoped tightly: no bloat, no six-month timelines, no surprises.
We work in weekly sprints with live demos. You see working software every Friday, give feedback, and stay in control. We're deliberately small — we take on a maximum of two projects at a time, so every client gets undivided attention from the person actually writing the code.
Reinholdsson Media House B.V. — KVK 96166959
Alexander Reinholdsson
Founder & Lead Engineer