Hi, I'm Issac Friedman.
A brain, not a buzzword.
I build software for businesses that need a brain, not a buzzword. No oversized agency, no hand-off to a junior team — just one person who actually understands your problem and builds the thing that fixes it.
Custom software, integrations & automation, and AI that reasons and acts.
How I got here
I build the tool, and I'm the one you talk to.
I started SoftSyncIT because I kept meeting good businesses being held back by bad software. Spreadsheets held together with hope, tools that refused to talk to each other, and quotes from big agencies that cost more than the problem they were solving. I knew it didn't have to be that way.
So I made a deliberate choice about how I work: stay senior-led and close to the work, and build software the way I'd want it built for my own business. That means you work directly with the person who actually writes the code — not a salesperson, not an account manager, not a junior dev you'll never meet. When you explain your problem, I'm the one listening, and I'm the one on the hook for getting it right.
What makes software worth building isn't the tech stack or the clever architecture. It's whether it quietly makes your day better — fewer tabs, less rekeying, more time on the work that actually matters. I'd rather ship something simple that you understand and use every day than something impressive that gathers dust. That's the whole job, and I take it personally.
What I believe
A few rules I won't break for you.
Simple beats clever.
Clever code feels good to write and miserable to live with. I reach for the boring, obvious solution first — it's the one that's still working a year from now.
The cheapest solution is often the right one.
Sometimes you don't need a custom build at all — you need two tools wired together properly. I'll tell you when that's the case, even if it means a smaller invoice.
If you don't understand what I built, I failed.
You should be able to explain your own system to a colleague. I write and talk in plain language, no jargon shield, so the software stays yours — not mine.
Software should make work calmer, not more complicated.
If a new tool adds steps, alerts, and anxiety, it's not helping. Good software fades into the background and gives you back your attention.
My stack
The tools I build on.
Modern, typesafe, and battle-tested — chosen because they reliably get the job done, not because they're trendy.
Nuxt
Framework
Vue
Frontend
Hono
Backend
Drizzle
ORM
PostgreSQL
Database
n8n
Automation
Claude
AI
Zoho
Platform
Outside of work
I'm a real person, not a logo.
When I'm not building, you'll find me doing the things that keep me sane and curious. The same curiosity is what makes me good at understanding your business.
- Remote-first — wherever you are
- A reader who buys faster than I read
- Happiest outdoors, away from a screen
- Probably overthinking a coffee order
Let's build something together.
If you've got a problem worth solving, I'd love to hear about it. No pitch, no pressure — just an honest conversation about whether I can help.