Meet the Team
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Shaun Smekel
Founder & CEO
I’m a passionate problem solver with a background of 18 years in software development. I'm always on the lookout for new things that help us solve problems and like to think I'm largely adaptable and open minded to new ideas.
My spare time consists mainly of hitting golf balls (which somehow perpetuates the need for more practice), watching F1, and sharing good beers with good friends.
If I was a Star Wars character I’d be Yoda. Confusing and insightful at the same time.
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Dr. Cigdem Kipel
Founder & Advisor
I love clinical dentistry, but my true passion lies beyond teeth. I’m obsessed with practice management, team development, communication, leadership, systemisation and business growth.
The more I learned, the clearer the mission became: to leverage technology to unlock opportunities for better business, teams and patient outcomes.
If I was a Star Wars character I’d be Princess Leia.
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Miguel Valadez
Co-Founder & Software Architect
I'm a self-taught engineer with experience in everything from carpentry to customer service. I get a lot of enjoyment in architecting elegant and simple solutions to complex problems.
My free time is spent learning and improving technical skill (read ‘coding more’), rock climbing, or spending time with family and friends.
If I was a Star Wars character I'd be The Mandalorian.
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Toby Harris
Co-Founder & Software Architect
An enthusiastic and bright-spirited developer with a knack for creative problem solving. I take pride in dedication to clean, pure and beautiful work, through collaborative innovation. With 6 years experience in the field I never back down from a new opportunity to learn.
I love good video games & bad jokes. When my hands aren't occupied by dancing across a keyboard they're usually strumming my guitar.
If I was a Star Wars character I’d be Obi-wan Kenobi.
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Praxis Valadez
Co-Founder & Head of Growth and Partnerships
I focus on driving performance through clear strategy, strong relationships, and a culture-first mindset. From refining sales systems to closing strategic deals and coaching the team, I’m all about growth that’s both scalable and energising.
Outside of work I’m running after my two girls, trying to squeeze in quality time with my husband, and pining for a session of mindful colouring with a glass of wine & a cheese board.
If I was a Star Wars character I'd be Queen Amidala.
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Kyle Peachey
Software Engineer
I am a creatively geared front end developer. Solving problems has always been at the core of my work. Creating an effective solution to a coding problem is the best feeling, it’s what drives me, motivates me to keep learning new technologies and become a better developer.
When I’m not coding I love to surf, take photos and watch live music.
If I was a Star Wars character I’d be R2-D2.
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Jack Tubbenhauer
Software Engineer
I’m a lifelong hobbyist coder who made the leap to professional web development, driven by a passion for modern software and SaaS. My previous experience as a small business owner has broadened my view of client needs, helping me build more tailored and effective software solutions. Off the keyboard, I’m a dad to two boys, lover of all things music, and have a love/hate relationship with the game of chess. If I was a Star Wars character, I'd be Jar Jar Binks.
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Luke Pritchard
Business Development Manager
I have been in the dental world for over a decade, and I’m passionate about helping people grow and excel. My dental background gives me a solid foundation to understand and support client needs effectively. Outside of work, I love staying active, whether it’s 4WD adventures, camping, or soaking up sunny days at the beach. Property design and renovation projects are also a big passion of mine—there’s nothing like creating and transforming spaces. Each day brings new opportunities to learn and I wouldn’t have it any other way!If I was a Star Wars character, I'd be Luke SkyWalker (of course 😅)
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Jordan Stokes
Growth, Sales & Customer Success
Science nerd and keeper of random useless facts. I have been in sales and customer service in one capacity or another for most of my adult life and love the challenge of learning new things. Avid Ice Hockey fan (Lets Go Rangers!) and traveler. More of a Trekky than Star Wars fan but if I had to choose i'd be Galen Erso (mainly because Mads Mikkelsen is a boss).
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James Moss
Growth, Sales & Customer Success
I have a background in software development, but have dedicated the last eight years to leadership roles in the dental industry. My passion lies in collaboration, where I thrive on brainstorming new ideas and crafting innovative solutions that drive success.
My free time consists of historical research, video games, hiking and all things nerdy.
If I was a Star Wars character, I'd be Qui-Gon Jim.
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Ayden O'Toole
Customer Support Specialist
People person through and through! I’ve been working in some capacity of Customer Service my whole life and love every aspect of it. From learning new skills, finding solutions which actually make a difference and building meaningful connections with the people around me. Outside of work you’ll find me trying desperately not to kill anymore of my plants or hunting down the best coffee in Newcastle.
I still haven’t seen Star Wars, but the online quiz I took tells me I’m Darth Vader. I’m choosing to take that as a compliment. -

Kat Keetels
Sales Associate
I’ve spent the last decade working with people, and I wouldn't have it any other way. My most recent role in a busy 18-chair dental practice taught me to love a fast-paced challenge just as much as I love meeting new faces. I thrive on building connections and tackling new challenges. I’m a firm believer that a sunny day at the beach, a cold beer, and great food are the keys to a good life. If you want to make my day, show me a picture of your dog! I’ve never actually seen Star Wars, but according to Buzzfeed, I’m Princess Leia.
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Poppy (Lovely) Smekel
Pawformance Manager
Henlo furwends. I am the head pupper doggo of this pack because I have a very impawtent job. Not only am I a pawformance manager, I also provide the ultimutt inspawration for the team. If they've had a ruff day, I will never let them get pupset.
I offur licks, pats and flurps for free. I make everyone feel pawsitive as we embark on the journey to reach our full pet-ential.
If I was a Star Paws character I’d be Chew-barka.
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Molko Peachey
Paw-trait Photographer
I’m the golden boy around here. My job is sleeping, eating, and being mischievous it’s so easy, I Shih Tzu not it’s an absolute walk in the park.
If I was a Star Wars character I’d be Boba Fetch.