Hendrix
Ideas, engineered into commercial products.
We partner with founders and enterprises to turn concepts into scalable, cloud-native products and services — built on AWS from day one.
What we do
End-to-end product development
From the first sketch to ongoing scale, Hendrix builds the products that power modern businesses.
Strategy
We validate market fit, define the product roadmap, and shape the business model before a single line of code is written.
Design
Sharp UX and interface design that balances brand impact with conversion — from first prototype to final pixel.
Engineering
Cloud-native architecture, serverless backends, and resilient frontends built for scale and speed.
Launch & Scale
We ship, measure, and iterate — turning launches into repeatable growth and products into services.
Advisory
Technology Risk Advisory
Specialist advice for boards and senior leaders navigating technology risk, vendor complexity, and high-stakes investment decisions.
Cloud migration readiness assessments
Move to the cloud with eyes wide open. We assess architecture, cost exposure, security posture, and operational readiness before capital is committed.
Software licensing advisory
Turn licensing from a liability into a lever. We audit your position, expose compliance gaps, and give you the data to renegotiate from strength.
Contract compliance advisory
Make vendor and outsourcing contracts deliver what they promise. We align SLAs, milestones, and risk controls with real business outcomes.
AWS Partnership
Built on the world's leading cloud
Hendrix is an AWS-focused product studio. We design, build, and run products on AWS so our partners get reliability, speed, and cost-efficiency from day one.
Cloud-native by default
Serverless, containerised, and event-driven architectures designed for AWS.
Enterprise-grade security
IAM, encryption, and compliance baked into the foundation of every product.
Scalable from launch
Infrastructure that grows with your users, not against your runway.
Managed services first
We use the right AWS primitives so you spend less time operating and more time shipping.
How we work
From idea to income in three acts
Discover
We map the opportunity, understand your users, and define the product hypothesis and technical approach.
Build
Rapid design and engineering sprints produce a working product on AWS — tested, secure, and ready for real users.
Commercialise
Launch, measure, fund and iterate. We help you find product-market fit and turn traction into a repeatable business. In some cases we will even provide funding.
About us
Product people who ship
Hendrix is a product development studio for ambitious teams. We combine venture thinking with deep AWS engineering to turn ideas into revenue-generating products and services. We are headquartered in Sydney with local presence in Singapore & Mumbai.
No bloated decks. No endless discovery. Just sharp strategy, clean design, and code that scales.
Our studio
Lenny Samuels, Founder
A career technocrat who has spent two decades building, scaling, and funding ventures across the US, Dubai, and Singapore. With a background that blends private equity and Big 4 consulting, Lenny knows how ideas are commercialised — and how the right team turns them into revenue. He founded Hendrix on a simple conviction: the best product minds aren't confined to one city. We hire by capability, not postcode.
Tom Williams, Co-Founder
Tom leads our technology advisory practice, bringing over 20 years of experience helping large public and private sector organisations navigate complex technology decisions. His career spans world-class technology companies like Oracle and deep consulting engagements with Deloitte and KPMG — giving him a rare lens across vendor strategy, implementation risk, and governance. He keeps our advice grounded, practical, and built for executives who need clarity under pressure.
Start a project
Let's build something worth scaling
Tell us what you're building. We'll reply within 24 hours with a clear next step.
Or book a 30-minute intro call — no pitch deck required.