The team
Who builds your product.
Crafted is small and senior on purpose. You work directly with the person whose name is on it — not a sales team, not juniors learning on your build.
Rulian Estivalletti
Founder, Crafted by Wonderful · Engineer, writer & “AI pragmatist”
Crafted is led by Rulian Estivalletti — a self-taught engineer, writer, and serial builder with 22 years of shipping real software. He calls himself an “AI pragmatist”: he uses modern tools to move fast, but the decisions that make a product trustworthy are his, not the machine's.
He's spent his career as a senior and staff engineer where the stakes are real — leading a HIPAA-compliant health platform serving 10M+ people a month (Vitals), building a zero-knowledge, end-to-end encrypted authentication system (Cloaked), helping launch a food-as-medicine platform (Tangelo), and modernizing legacy products into things teams can actually maintain (StealthBits). Today he's also a Staff Engineer at Leasecake.
Alongside that, he designs and ships his own products under Wonderful Software, and writes Rules — a Substack on building software, AI, craft, and the messy reality of shipping and selling. Crafted is where he does for founders what he's spent two decades doing inside startups: turn an idea into a real product people can trust, and hand it over so you own every line.
“Be honest first. Be kind second. In that order. Always.”
“While we focus on what AI can do for us, we're not preparing for what AI can do to us.”
“AI didn't make software engineering trivial — it made product development trivial.”
“Every piece of data that I collect is a piece of data I am liable for.”
Senior by design
Rulian leads every build personally and brings in trusted senior engineers he's worked with for years as a project needs them — never juniors learning on your product, never an account manager between you and the work. It keeps Crafted small, which is the point: a limited number of founding clients, each getting senior attention and code they fully own.
Work directly with Rulian.
Tell us what you want built. Founding clients get senior attention first — seats are limited.
Only 10 founding seats — the earlier you join, the better your shot. No spam, one follow-up about your build.
You're in — and early.
You're one of the first to raise your hand — right in the group we prioritize for the first 10 founding seats. We'll reach out to learn what you want built.
You're on the list.
The first 10 founding seats are limited, but the waitlist is open — we'll reach out as seats open up. Tell us what you want built below.
Know someone who'd want this?
If you know a founder, team, or agency looking for senior product engineering, send them your link — we'll know the intro came from you.