Two people who understand business, and how to build.

FreeDAIY exists because medium businesses were being offered two bad options: enterprise consultancies at enterprise prices, or dev shops that ship code and disappear. We're the third one.

The free day idea

Every growing business has work that quietly eats its week. Quotes keyed in by hand. Reports rebuilt every Monday. Good people spending afternoons chasing and copying. Remove enough of it and something like a whole day comes back to the business.

That's what we build for. Agents, in-house applications and automations that take the repetitive work, inside the systems you already run, with your team able to operate it when we step back.

Sam and Steve

Sam leads the design, the business thinking, governance and adoption. Steve leads the build.

Sam Hurley

Co-founder. Design, governance and adoption

Sam Hurley has spent more than twenty years building businesses and leading transformation across the UK, US and Australia, long before AI was the thing everyone talked about. She has sat at the board table, run the P&L and led the messy human side of change, so she designs AI around how a business actually works, not how a demo looks.

She is the founder and CEO of 25eight, a certified B Corp, which runs as an AI-native business on a governed system of AI agents she designed herself. She does not just recommend this. She has built it, with her own business on the line.

Sam also holds a Master of Teaching and is an accredited coach, which is the part most AI builders skip. She knows how to get a team to actually use what gets built. At FreeDAIY she leads the design, the governance and the adoption, and makes sure your people come along for the ride.

Stephen (Steve) Kelly

Co-founder. Build

Stephen Kelly turns AI into working software fast. Applications, prototypes and automations that actually ship, the kind of build that normally sits under an engineering team rather than in a slide deck.

His focus is applied AI: generative AI and large language models, agents and agentic workflows, wired into real automation. He is a full-stack builder and an early, heavy adopter of these tools, so he works from having shipped, not from theory. Everything is built for business value, with the hype left out.

Steve is co-founder of FreeDAIY and a Growth and Product Manager at Xero, focused on personalisation, onboarding and growth experiments. He builds the thing, then helps your team use it, explained in plain English.

Talk to an AI version of Steve about his projects and product experience.

Local and dependable.

Melbourne based. We work in person where we can and remotely where it suits you.

First, the places we can be in the room:

South East MelbourneMornington PeninsulaBass Coast

Then wider Victoria, and Australian businesses further afield by video call.

How we work, in plain terms

Practical

We start with the task, not the technology. If a spreadsheet fix beats an AI build, we'll tell you.

Human

Your team comes along for the ride. Governance and adoption are the job, not an afterthought.

No hype

No buzzwords, no fear, no revolution. Just what works, in plain English, with the trade-offs named.

No lock-in

Built for you, owned by you. Documented, handed over, and yours to run without us.

FreeDAIY is a Melbourne company. Sister brand 25eight is the do-it-yourself path for owners who want to build the capability themselves. Which path is right for you?

Tell us the task that quietly eats your week. We'll show you what to do about it.

One short call. No obligation. You leave with a clear view of where AI would pay off in your business, and whether you're ready to build.