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lerdafelipe@gmail.com

About

Portrait of Felipe Lerda

I’m Felipe, a product builder from Argentina. I’ve been building for the web since 2019, when I started making WordPress sites for clients, and I’ve been moving from “the person who builds it” toward “the person who helps decide what to build” ever since.

Right now that means Timeless, where I’m a founding product developer, and until recently Choiz. Before that, I spent two years as a senior engineer at Shiba Inu, on web3 platforms used by millions of people, and a couple of years freelancing, which is where I learned to own a project from the first call with a client to deploying and maintaining what we built.

On the side, I build products of my own. Nudus is the one running now; Lugarcito, Poselar and Fluspace are closed. Fluspace I shut down right after launch, which is how I learned to find out whether anyone wants something before building it.

I’m ambitious about the work. I’m also convinced a career shouldn’t be someone’s entire personality, so I try to build meaningful things and live an interesting life along the way.

How I work

  1. Own it

    Every project feels a bit personal to me. I want to leave it in better shape than I found it, and for my work to keep being useful after I've moved on.

  2. Solid where it matters

    I like building on strong foundations: structures that stay easy to maintain and can grow without a rewrite.

  3. Simple everywhere else

    I'm not a fan of over-engineering. Software lives inside a business that needs to move fast and change its mind, and complexity is a cost you keep paying.

  4. Bring ideas, not just code

    The part of the job I enjoy most is contributing to what we build, not only how. Good product thinking makes the engineering better, and the other way round.

Off the clock

  • Never
  • just
  • one
  • thing.

I like doing a lot of different things, and the list keeps getting longer.

I’m curious about how things work, too: products and businesses, but also people. Philosophy, psychology, why we do what we do. A lot of that ends up on the bookshelf.

Timeline

Work →
  1. 2026 — PresentTimelessFounding Product DeveloperPreventive health membership: 140+ biomarkers a year.
  2. 2026ChoizSenior Software DeveloperOnline clinic for men's hair loss.
  3. 2023 — 2025Shiba InuSenior EngineerWeb3 platforms: blockchain, NFTs, DeFi.
  4. 2021 — 2023FreelanceFrontend developerWeb apps for clients, end to end — from the first meeting to deployment and maintenance.
  5. 2019 — 2022FreelanceWordPress developerWebsites for clients. Where it started.