A dashboard that aggregates live data from your own systems, embedded in your application or as a white-label environment for customers. Not an off-the-shelf BI tool, but custom software for where standard connectors, performance requirements or branding reach their limits.
Power BI, Tableau and Looker are excellent standard tools for reporting and analysis. We do not replace them; we often work alongside them. We build a custom KPI dashboard when a standard tool reaches its limits: because there is no ready-made connector for your source system, because the dashboard must sit inside your own application, because it must run white-label for your customers, or because the calculations and visualisations are so specific that a drag-and-drop tool cannot cover them.
We build dashboards that bring together real-time data from multiple sources, branded to your look and feel, with exactly the calculations and visualisations your situation calls for. For marketing teams who want Google Ads, GA4, Meta, HubSpot and Mailchimp on one screen. For operations teams who need live MES data from the shop floor. For CFOs who want ERP data and BI in a single view. And for SaaS companies who want to give their customers a dashboard with their own data, in the right brand.
The question is almost never "can we do this in Power BI too?" The real questions are who will use the dashboard, how live the data needs to be, how deep the integration with other systems goes, and whether the dashboard is part of your brand or Microsoft's. We weigh our recommendations on those questions, and our advice follows from them. Sometimes it means a better Power BI setup; often it means a custom dashboard alongside what is already running.
We work across a broad range of sectors: B2B SaaS, e-commerce, manufacturing, financial services, healthcare and media companies. The common thread is that the value lies in how well the source data is made accessible, not in how many charts appear on screen. A good dashboard helps someone make a decision or spot an anomaly within ten seconds, and then offers a deeper layer for anyone who wants to dig further.
In practice they often overlap. A marketing dashboard at a SaaS company is also a customer-facing dashboard. We work out together which combination fits, based on a good conversation about who will use it and for what.
Google Ads, GA4, Meta Ads, LinkedIn Ads, HubSpot, Mailchimp and your own CRM on one screen, with campaign attribution across channels. For marketing teams who don't want to open five tabs to see whether a campaign is working. We build the data pipeline so that new sources can be added later without touching the visualisation layer, and connect via our API integrations to any source system that has an API.
HubSpot or Pipedrive alongside your ERP, inventory and order data. A sales manager sees not only pipeline value but also which deals are at risk because stock is tight or margin is slipping below a threshold. Designed for organisations where sales and operations need to see the same reality in order to make decisions. We combine CRM, financial and operational data in a single view, so no sales rep has to reconcile a spreadsheet by hand.
Real-time dashboards that bring together data from MES, SCADA, inventory systems and order books. Built for production floor managers and logistics planners who need to know now which line is falling behind, which machine has stopped and where the bottleneck is. Here, sub-second latency is often the difference between intervening and playing catch-up, a use case where standard BI with scheduled refreshes falls structurally short.
A CEO or CFO view with the top KPIs for your organisation: revenue, margin, cash flow, headcount, customer retention, project status. Often combines data from Exact, AFAS, Twinfield or another accounting system with BI and operational sources. An executive dashboard should fit on one screen, be readable in ten seconds, and show the same figures you quote in a management team meeting. We build dashboards that pass that test.
A dashboard where your customers or partners see their own data: usage, performance, progress, ROI. Suited to SaaS platforms that want to deliver more value from their product, agencies that want to report transparently to clients, and suppliers who want to give partners a real-time view. Fully branded, with SSO and role-based access so each customer sees only their own data. Embedded via iframe, web component or SDK in your existing application or web environment.
For organisations that use their ERP as the operational core but lack a manageable KPI layer on top of it. We build dashboards that draw directly on the ERP database or ERP API and show the KPIs that the ERP's standard reports don't deliver, or deliver only with difficulty: margin per customer, lead time per order flow, stock turnover per product group, revenue per product line. Often combined with a custom ERP or added as a KPI layer on top of SAP, Exact, AFAS or Microsoft Dynamics.
A production-ready dashboard, plus everything around it so you can manage and extend it yourselves.
Production and staging environments, hosted in your cloud or with us.
ETL or streaming pipeline into the data warehouse, with monitoring.
Integrations with your source systems, with clear documentation for each integration.
Full source code, build instructions and an architecture overview.
Monitoring, security patches, new metrics and ongoing development.
Six patterns we often encounter before a client opts for custom development instead of a standard BI tool.
Power BI or Tableau has no native connector for your order portal, your legacy ERP or that one Python microservice. Workarounds with scheduled exports and CSV files are fragile and often break down. A custom dashboard can connect directly to any API or database.
Operational decision-making can't wait for a scheduled refresh. On production floors, in logistics planning and in customer support, everything depends on live data from the source. WebSocket or SSE keeps the screen continuously in sync with reality.
An embedded Power BI report in your client portal shows Microsoft branding, Microsoft icons and Microsoft UX patterns. A white-label dashboard reflects your brand, with your colours, typography and navigation. For a SaaS or agency product, that difference is not a minor detail.
Customers shouldn't have to leave your application for a separate BI environment. KPIs belong where the work happens. Embedded via a web component or SDK, with the same login and the same permissions as the rest of your application.
A transparency page for customers, a performance overview for regulators, a status page for your market. A public-facing dashboard has very different requirements for caching, performance and uptime than an internal tool, and its content must be explainable to every visitor.
Your KPI calculation relies on a domain model of its own, an industry-specific formula or a step-by-step procedure that is hard to squeeze into a BI tool's formula language. In those cases, a custom calculation engine in TypeScript or Python is faster, easier to test and easier to maintain.
Who uses the dashboard, which decisions it needs to support, and which sources sit underneath. We listen to your situation and provide direction where it helps.
Together we map out the KPI definitions, source systems and visualisation requirements. Output: a workable data model and a prioritised list for the build.
A working build every sprint. You test alongside the actual users. Feedback goes straight into the next sprint, so the dashboard grows with what your team actually uses.
A phased rollout to the first group of users, handover to your management team and further development in subsequent sprints. Monitoring and security patches continue throughout.
Per project we choose what suits your existing landscape, your real-time requirements and the level of visual control you need. The frontend relies on React or Next.js with D3, Recharts or Visx for visualisation. The backend runs on Node.js or Python, depending on your situation. For the data warehouse we work with Snowflake, BigQuery, ClickHouse or PostgreSQL, depending on data volume and query patterns. For real-time we use WebSocket or Server-Sent Events. Authentication via SSO with Auth0, Azure AD or your own IdP, with role-based access per user or organisation. We keep performance in check through caching layers, materialised views and incremental loads. In short: technical provisions that don't exist in a drag-and-drop BI tool but are routine in custom development.
A free, no-obligation half-hour introductory call. We listen to who will use the dashboard, which data sources sit beneath it and which decisions it needs to support. Would you rather first explore the wider context of custom software development? That is possible too.
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