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Don't rewrite your software application, modernize it. 

Digital experience design and development for Financial Services brands with outdated technology.

INDUSTRIES: Insurance, Lending, Wealth Management, Real Estate, Banking

At Praxent we know you want to be a savvy, pragmatic innovation leader. In order to do that, you need a modern, intuitive digital experience to serve customers. The problem is your current applications are too complex to easily rebuild and are becoming more outdated by the day. That has left you feeling overwhelmed by the complexity of your legacy systems and unable to align stakeholders around the need for change.

We believe there ought to be a way to improve your digital customer experience without betting the farm on an all-or-nothing rewrite. We understand your software applications aren’t getting any younger, which is why we have assembled a fast-moving team of 70+ software designers and engineers that have delivered over 300 software transformations over the past 20 years for clients such as Keller Williams, Texas Mutual Insurance, Dimensional Fund Advisors, NRG, The City of Houston, Austin Capital Bank, Norcal Mutual and more. 

Here’s how we do it:

Assess. We assess your situation and present a proposal with three investment options.

Design & Build. We design and build a modern user experience, supported by a robust full-stack architecture.

Launch. You launch a modern, intuitive software application that that lives up to the promise of your brand.

So, schedule a call today. So you can stop losing customers to born-digital competitors and instead enjoy the feeling of accomplishment as you compete with confidence.

$100 - $149/hr
50 - 249
United States
4330 Gaines Ranch Loop, Suite 230, Austin, Texas 78735

Focus Areas

Service Focus

  • Software Development
  • App Designing (UI/UX)
  • Web Designing (UI/UX)
  • Mobile App Development
  • Web Development

Client Focus

  • Medium Business
  • Large Business
  • Small Business

Industry Focus

  • Real Estate
  • Insurance
  • Financial & Payments

Praxent Executive Interview

Tim Hamilton
Tim Hamilton
Founder & CEO
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Please introduce your company and give a brief about your role within the company?
Praxent is a digital innovation agency. Our mission is to enable our clients to unlock hidden potential, develop digital independence and fuel unprecedented growth with strategic technology tools.

I founded the company in 2000, working initially as a lead developer and designer on our first projects. While my background is in IT, today my focus is on leadership development and growth strategy.

Since I started Praxent 18 years ago, creating a positive work environment has been extremely important to me, personally. The fact that 70% of the American workforce reports feeling disengaged at work is both discouraging and motivating. One of the things that motivate me most is working alongside my senior leadership team to reverse this trend by creating an empowering, freedom-centered work culture for our team and, in doing so, inspiring others to follow along.
What was the idea behind starting this organization?
A love of problem-solving and a robust entrepreneurial spirit compelled me to start this company as a teenager growing up in Houston, Texas. The company grew, and my passion for running a business evolved with it.

Several years after starting the company, I graduated from the University of Texas with a degree in management information systems and economics. By this time, Praxent (then Astonish Designs) had established a solid client base and was continuing to grow.

The following years saw the company mature in its identity and unique value proposition. While a lot has changed since we started in 2000, we have worked hard to maintain our commitment to our clients, our ability to adapt to change and a desire to improve continuously.
What is your company’s business model–in-house team or third party vendors/ outsourcing?
In-house teams run our projects and oversee the core functions of the company, including design, development, product strategy, client relations, operations, sales, and marketing. We staff projects with in-house experts specialized in a variety of disciplines including product management, UX design, and software engineering.

Our teams consist of individuals based both in Austin, where we are based, and beyond, including throughout the US and Latin America. We have always embraced remote collaboration and enjoy the talent flexibility that our distributed teaming affords us.
How is your business model beneficial from a value addition perspective to the clients compared to other companies' models?
1. Our rigorous hiring process for creating client-centered teams that deliver
We are slow to hire, so the teams we have today are the result of years of careful vetting and selection. Our interview process is so selective that we routinely have to evaluate 100 or more candidates before making a single hire. It’s been a discovery process of learning what individual team member characteristics and professional backgrounds deliver the most value to our clients.

While we invest significantly more in our interviewing practices than our competition, we feel strongly that this is the right approach. Through the process, we find principled professionals with the right combination of expertise and service attitude. We’ve created an atmosphere that keeps them motivated and engaged. As a result, we can confidently say that every Praxenter is intellectually humble, driven to make an impact and motivated to serve.

Having delivered over 300 successful projects, we have become very good at building effective teams that consistently overcome even the most complex obstacles.

2. Our fully-integrated services take clients from idea to implementation
Releasing a new digital product requires the detailed coordination of many work streams. It also requires expert thought applied to strategy, UX, UI design, technical architecture, software engineering, testing, and infrastructure.

Best-in-class digital products are designed and built by dynamic, multi-disciplinary teams. Asking a concrete or linear thinker to participate in the conceptual and strategic phases of a new product development effort can lead to misunderstandings. Meanwhile, relying on a high-level conceptual strategist to be responsible for on-time, on-budget delivery by date-certain can be disastrous.

For our clients, building an in-house team that possesses all of these skills is cost prohibitive and extremely time -consuming. Retaining them over the long-run requires an investment of time and money into management, professional development, and career planning.

Because we have all of these skill sets, areas of expertise and styles under one roof, we can staff them fractionally to fill the gap as client needs change. And finally, we don’t just partner on the conceptual and strategic work of creating products (professional research, testing, and user experience). We’ll also be here to build it when the time is right.

3. Repeatable delivery processes designed to reduce risk
64% of the software that is created today is waste. This shows up in features that are built but, sadly, never used. In addition, 68% of projects go significantly over budget or never finish.

While the details behind this research are complex, the solution is relatively simple – better business analysis. Projects that begin with thorough requirements validation, mature technical design and cross-team planning perform significantly better.

In our 18 years, we have delivered over 300 projects for clients ranging in size from startups to Fortune 50’s. To deliver these projects, we have built hundreds of teams consisting of different combinations of developers, designers, testers and business analysts. We have learned from experience how to set up a complex project for success. Our organizational design, management, and hiring practices reflect this learning.
What industries do you generally cater to? Are your customers repetitive?
While we don’t claim a specific industry focus, we have done a lot of work in real estate, healthcare, energy, and financial services over the past few years. Our portfolio also features work in government, education, hospitality, entertainment, automotive and business services.

Hundreds of our clients are repeat clients who have come back to us for:
● Ongoing maintenance on the projects we completed
● New additions to a product suite
● Significant new features for products we created for them in the past
Mention the objectives or the parameters critical in determining the time frame of developing software.
The most critical component to formulating an accurate time frame estimate is the initial research and discovery phase and the subsequent prototyping and testing phase. Until we create a clickable prototype of the user experience, the requirements lack the clarity needed to estimate them accurately. Research shows that estimates produced before detailed analysis or prototyping can be off by as much as 400%.

Clients need to work through an initial discovery phase either with us or before they come to us. This phase includes:

● User research to validate the effectiveness and likely traction of the envisioned solution. This enables us to qualify feature ideas with real user input before we include them in the product roadmap.
● Clear value propositions and a market strategy for the product. For a product to be great at something, difficult decisions must be made to determine where to underperform relative to the competition. In most cases, we help clients develop or refine their strategy to prepare for the next phase.
● A product roadmap that lays out the features and capabilities of the system organized by functional area and release timeframe.

Using this information, we work together with clients to prioritize features and clearly define a minimum viable product. This step answers the question: what features do we need, at the minimum, to make this product successful with users?

We create a working prototype with those features and then do lean testing to validate the concept and refine as needed.

After this preliminary work, we can give an accurate cost and timeline estimate. Without research, prototyping, and testing, the project would move forward based purely on the assumption. Starting development without first testing assumptions puts the plan at high risk of going over budget and overdue should we discover problems with the initial concept.

Instead, we mitigate risk by validating the concept ahead of time. This weeds out incorrect assumptions before making a significant investment in development. From a place of confidence, we provide clients with accurate estimates and move forward into the roadmapping stage.
How much effort in terms of time goes into developing the front end and back end of software?
It depends entirely on the product. For clients working with us in a smaller capacity, it usually ranges from 2-4 months. These clients may be coming to us for project rescues, migration work or virtual CTO services. Most other projects require 4-8+ months with complex systems taking 1+ years.
What are the key parameters to be considered before selecting the right framework for developing software?
Unless a client has already committed to a specific technology, we develop criteria for each client scenario. Some common criteria include:

● Client leadership. Does the client intend to build their own team or will we be maintaining the product for them long-term? If they intend to build their own team in the long run, we prioritize frameworks that they have experience working with.
● Use cases. What are the strengths or most common uses of a particular framework and how do those align with the requirements of this project?
● Bleeding edge. What sort of appetite do we feel is prudent for adopting a bleeding edge framework versus taking a more conservative approach? In the vast majority of cases, more mature frameworks have more tools and have been more thoroughly vetted; therefore, selecting them can make the team more productive.
● Future proof. What is the likely future of a particular open-source framework? Is there strong community or commercial support that favors one framework over another?
● Hiring. Do we need to focus on tools that have a strong developer following to support future team building and hiring?
● Retention. How likely is it that developers will remain optimistic about a chosen technology over the long run? If the open source community abandons a framework, developers tend to worry about pursuing a career dead-end by continuing on with that technology.
Which languages & frameworks do you prefer to use in development of software?
We have made the decision to remain technology agnostic, however, common architectures and technologies emerge again and again. In most cases, we are leveraging a microservices based architecture with a JS framework like React or React Native on the front end supported by a back end of .NET, NodeJS or Python.

In addition to React, Python and .NET, we have worked extensively in Angular, Ember, Java, PHP and multiple CMS flavors. An exhaustive list of our current skill set is listed, below.

Electron CMS


Octopus Deploy

C# on .NET
Python on Django
PHP on Symfony/Silex/Laravel
NodeJS on Express/Sails

Amazon Web Services
Google Cloud
Linux: CentOS/Debian

What are the key factors that you consider before deciding the cost of software?
Due to compelling research on software estimating best practices, our preference is to prototype digital products before estimating cost and timeline visually. That being said, we recognize that a rough-order-of-magnitude (ROM) estimate is often a precursor to approving a prototyping project.

Using our custom-built ROM Estimator, we analyze technical requirements and compare the proposed product with comparable systems from our 18 years of experience. This exercise allows us to generate multiple staffing and project scenarios for the proposed product. We incorporate these steps into our ROM estimations:

• We identify separate work streams for the project based on logical and functional differences among the major activities.
• We perform a team-based estimating exercise to ensure the process isn’t overly biased by a single estimator.
• Depending on a variety of factors, we apply contingency buffers that account for unknowns.

There are two points worth emphasizing:

Estimating is not a one-time event.
We estimate projects repeatedly throughout their lifecycle. While estimating is not in itself complex, it can be counter-intuitive. Using the wrong estimating method at the wrong phase of the project can lead to massive cost overruns.

Change happens in every project.
For our clients and us, “done” is always a moving target. That’s because we build digital assets for changing environments with new competitive entrants and shifting market dynamics.

“How” is also a moving target because software teams aren’t static and the available tools are constantly evolving.

In this business, change is neither unacceptable nor an unlikely external event. It’s an expected rhythm often precipitated by the client’s business or user needs.

For these reasons, we have found that project pricing and planning methods must be designed to respond to change.
What kind of payment structure do you follow to bill your clients? Is it Pay per Feature, Fixed Cost, Pay per Milestone (could be in phases, months, versions etc.)
Praxent manages its projects using a fixed cost, variable scope model. This model enables our clients to make small scope adjustments during engagements without having to request and execute a formal change order. Effectively, software features are estimated in story points and can be swapped for features of similar size during the development phase.
Do you take in projects which meet your basic budget requirement? If yes, what is the minimum requirement? If no, on what minimum budget you have worked for?
Projects that only require UX design or prototyping typically start at a minimum of $30,000. Projects that involve design and development start at $150,000+.
What is the price range (min and max) of the projects that you catered to in 2018?
We started projects that ranged from $30,000 for an initial phase to over $1.5M for a multi-year complex project.
Kindly share your feedback on how GoodFirms has been doing so far in increasing your visibility among potential clients.
Review sites have been a critical channel for increasing our brand awareness, helping firms in need of our services find us and driving high quality leads for our sales team.

● The conversion rate for traffic from is over 11% (site average is about 1.2%).
● Goodfirms traffic makes up about 0.5% of our traffic and over 4% of our goal conversions.
● Traffic from review sites accounts for about 13% of site traffic and 19% of goal conversions.

Praxent Clients & Portfolios

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  • Photomadic screenshot 1
  • Photomadic screenshot 2
$10001 to $50000
12 weeks
Art, Entertainment & Music

Our custom kiosk software solution provided Photomadic with a photo-taking and sharing system that offers a seamless user experience, backup storage, user mobility and the ability to work even amidst intermittent internet connectivity.

City of Houston
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City of Houston
  • City of Houston screenshot 1
  • City of Houston screenshot 2
$10001 to $50000
9 weeks

The City of Houston came to us for help creating an online purchasing catalog to improve financial transparency. Using the custom web portal we created, citizens and officials can now search and view all vendor contracts alongside their corresponding expense. The portal has already saved millions for City of Houston taxpayers.

IHT Spirit System
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IHT Spirit System
  • IHT Spirit System screenshot 1
  • IHT Spirit System screenshot 2
$10001 to $50000
14 weeks

We developed a software system that allows students, teachers and parents to track student fitness, both inside and outside of the classroom. The suite we created includes a wearable wristband that students wear to track their heart rate and other useful statistics. This program has since been adopted in school districts across more than 30 states.

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  • TicketCity screenshot 1
$10001 to $50000
16 weeks
Art, Entertainment & Music

We created a custom inventory management system that allowed TicketCity to provide its customers with faster and more accurate ticket information. The system also created a 6800% capacity increase, allowing TicketCity to handle future growth without worrying about anything falling through the cracks.

Palaterra Platform
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Palaterra Platform
  • Palaterra Platform screenshot 1
  • Palaterra Platform screenshot 2
$100001 to $500000
18 weeks

We created a custom software platform to provide First Crush Tastings with data collection and job scheduling capabilities. The platform solved their process automation problems, resulting in 3x growth of the company without any new hires.

Praxent Reviews

5.0 6 Reviews
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Chris Coleman

Scalable Web Architecture For Certification Management

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It was a challengeable task: To replace a manual process with an application that TYFA could easily access anywhere. Previous attempts to automate the process crashed servers, requiring volunteers to resort to pen and paper methods at the last minute, creating volumes of administrative work that was error-prone, time-consuming and expensive. With the help of Praxent, The Texas Youth Football & Cheer Association with Killeen Olympians application served 18,000 football players, cheerleaders, and coaches in major metropolitan areas and small towns across Texas. Hence we made sure that we are having the right kids, playing in all the right age level that is appropriate, so we don’t risk any injury or harm to other kids and players.

The system was made scalable, capable of registering 3000-4000 students at the same time. Also, it worked anywhere, in a gym or field and efficiently on any computer or mobile device. The user experience they created is easy to use and intuitive, to minimize the time needed for training.

The product they developed was scaled to previous methods, so the volunteers can directly check birth certificates of the children, complete the profiles and print their ID Cards reliably and efficiently. The system also sends guardians a waiver, which they can sign electronically and then the kids can compete safely within their age bracket. The process has been so smooth.

Pros of the application: It saved TYFA thousands of dollars annually by eliminating the need for professional photography with the integration of hardware cameras. Cuts volunteer training to a minimum with a simple, user-friendly interface. Reduces processing time per player by nearly 50%. Enables coaches to access up-to-date roster data and quickly verify player eligibility, replacing a cumbersome paper-based method that was often outdated.

What was the project name that you have worked with Praxent?

Scalable Web Architecture For Certification Management

What is it about the company that you appreciate the most?

My experience with them has been astonishing and awesome. With Praxent, it’s all about getting the product the way we wanted it to match our flow, making everything very easy for us. The system has actually freed up a lot of my time to do other things. We’re able to do everything – take pictures, verify data anywhere and on any device. The result of the application we saw was safer and easier to get these athletes on the field

Tyler Williams

Our journey was from a product company to a software company

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We are a photo and video marketing company based in Dallas, Texas and came to Praxent with a specific need. A unified software solution for our photographic booth - Photomadic. Before we worked with Praxent we were a product company, so at that time we used to work with other 3rd party software and piece them all together so that it could work for that one solution. While learning about the new needs in the market, we realized that we needed to partner with somebody to create a much more expensive platform so that we could often allow different other solutions outside the booth too. If the internet went out with our old software, it was difficult to handle the situation. Hence this new unified platform not only solved the problem with connectivity and customization but allowed our clients with software solutions that go beyond the booth.

The platform was divided into three components:
Dashboard: Cloud-based experience manager in a gallery can be called as the Dashboard. From the time user interacts with the apps when they receive the photo online; we wanted that to be the white label and user customizable from the central location.
The second component is an application which can on Photobooth’s iPad
The third component is a Daemon application that runs inside the booth itself. This daemon is the brain of the system connecting all the components together and enabling real-time viewing and analytics of all the data collected during the experience.

Being able to streamline all the information into a platform that the agency can access is an extremely valuable service which Praxent provided us. The client can see the photo uploaded, see them engaged, etc. The clients can also access and browse their other pictures from the Dashboard. It allows them to view the other pictures, save them in their own gallery and get engaged with all social media platform. After the success of the Photomadic platform, we started working with lots of software companies with a contract of 2-3 years of projects, as we are having the software that they need. They can manage and experience all the things at once rather than one-half solution whenever they needed them.

What is it about the company that you appreciate the most?

They were asking real questions and more caring about our business. Looking at our problems and try to solve them in a quick and easy manner. We were together inventing. They look after the technology and future, hence with a technology development company, they were also a strategic company.

Paul Scheuren

Best services and solutions

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Impact DataSource LLC with the help of Praxent built Economic Impact Engine. They had created one of the layers in an application which can deal with all of this calculations, but it needed to be flexible enough so that we could create new models on the fly. So they come up to this idea. The engine is really the core and heart of the subject, everything else is built upon it. Also, we were very quick in creating new models, depending upon the state, tax year and different industries. We have worked with community leaders to forecast and plan this kind of economic growth since 1993. New business locations are tricky topics and economic developer of cities and communities of countries are always interested in beginning an open area for all business start-ups. But the taxes that are to be paid, benefits they get is important to understand for the new business communities. Well, managing the complexity of tax distinct of countries was error sum and difficult to manage. Clients wanted to make the changes on the spot and see the results immediately. The cloud-based platform Praxent built is called the Impact Dashboard. In addition to access to impact data sources V/S proprietary calculation, the Economist can use the Impact Dashboard which directly allows making changes to the data without any waiting for the next data city counseller. The primary challenge was to take very complex and practical data, get it into the system, the way it was intuited from a sample and make sure that reports can be generated, which are considered by folks who didn’t know anything about Economical Development. They helped us manage users and help them set up the answers for the required questionnaires. Also, we need to set up a project with the right key values. Hence the whole platform was centrally manageable with every type of complex data by unifying all data into a single database.

What is it about the company that you appreciate the most?

Talking through their team about the whole concept was beneficial and kind of step out from spreadsheet level and think at a bigger level. In the 1st year, when launched the Dashboard online, we had a 60% increase in our subscription model. It helped to draw people to us, who haven’t heard of us before that is expanded client network. Also, there was lead by a 42% increase in total revenue. Every time they look at their client, they look forward to fundamentally change their game in the matter of business or even in their industry by giving them the best solutions and services.

Jen Ohlson

Incredible Company to work with

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Interactive Health Technologies LLC hired Praxent to develop a product which can identify the heart rate of children and thus help the society to reduce the problem of child obesity. We found the problem of physical education in schools across the country and thus thought to develop and design for the same. We knew that the key element of the product is a Heart rate of an individual but the issue was capturing, analyzing and sharing the data with teachers, parents and administrators. Thus they developed a product with the combination of cloud-based technology and a custom written Windows app that communicates wirelessly with a digital heart rate marker, which is worn by kids while working out. Kids while coming in the class tap in with their device and then goes for work out. While returning they tap out with their device, Hence this information goes instantly, effortlessly and automatically into desktop software and then to cloud-based technology. From there a snapshot reaches to students fitness progress and emailed to their parents and to the student themselves.

What is it about the company that you appreciate the most?

The work software engineers have done for us is take out a vision and create reality, which is not only helping the students across the country but eventually the globe. We are one step closer to the reality that how to make fitter and healthier world for our kids.

What was it about the company that you didn't like which they should do better?


Daniel Hernandez

Success of Workflow Management Software

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We are an in-store tasting agency based in Austin and were in need of a platform to disseminate about the information of each tasting of beers, wines, and spirits with each of our contractors. Praxent helped us built the Palaterra, the centralized online platform connecting us with the suppliers, retailers all over the Austin area. We have to incorporate the technology and need to coordinate with different requests across the market. The Palaterra platform gained nationality all over Texas and helped to manage the contractors with the best communication ideas with stores and buyers. Instead of reaching out to every contractor and asking whether they are available, we would literally post of the work at the Palaterra platform and it sends the job to individual markets and contractors available in the market will log on and basically bid on their job, so we can easily select the person qualified and complete the chain. After the launch Palaterra, we enabled our sales growth by 3 times, without hiring any employee in our central office.

What is it about the company that you appreciate the most?

Working with them has been a great experience. Their team has been reliable, providing feedback and also expanding my vision in helping me what I wanted to make and expanding it even further with the best option for our future upgrowing and profit.

What was it about the company that you didn't like which they should do better?

Nothing much.