About New Normal
Since 2012, New Normal has operated as a technology services provider. Their core services include Custom Software Development. With 10 - 49 people on staff, New Normal can take on projects of varying size. Projects are generally billed around $100 - $149 / hr/hr. New Normal holds a 5.0-star rating across 5 client reviews. New Normal operates out of Seattle, WA. This profile is a starting point — reach out to New Normal directly to discuss project specifics.
Where We Specialize
Industry Expertise
Typical Project Size
New Normal Reviews
Write a ReviewA technology investment that delivered returns ahead of the business case we approved
Nathan Prescott / VP of Technology - Ironclad Insurance GroupJun 04, 2026
Project summary: A previous engagement had delivered something that worked in staging and struggled in production. We approached this project with greater rigour in vendor selection as a result.
The thing that retrospectively seems most significant is how little drama there was. Complex technology projects tend to accumulate incidents, escalations, and tense conversations. This one did not. Problems were surfaced before they became incidents. Scope changes were handled with process rather than conflict. Risks were managed rather than avoided. That level of maturity is rare in my experience and it made the delivery feel almost effortless from our side, which I know it was not from theirs.
Collaborative culture that made the team feel like a genuine extension of our organisation, strong asynchronous communication across time zones, zero-drama handling of the inevitable mid-project changes
Pipeline availability for kickoff required a few weeks of lead time — in hindsight that selection pressure means you are working with a team that is in demand for the right reasons
Questions & Answers
Single source of truth delivered — if you know how rare that is, you understand why we are impressed
Cameron Aldrich / Head of Digital Operations - Northstar Logistics CorpMay 31, 2026
Project summary: Our internal product thinking was strong but our execution capability in this specific technology domain was limited. We needed depth, not generalism.
We gave this team an aggressive timeline, a technically complex scope, and a client-side project team that was stretched thin and not always available at the speed the engagement required. They absorbed all of that gracefully. Where they needed input they were precise about what they needed and when. Where they could proceed independently they did. The result was a delivery that landed on time despite the constraints on our side, which I regard as evidence of genuine professional maturity.
Delivery timeline that proved achievable rather than optimistic, estimation accuracy that reflected real analysis rather than competitive bidding, scope discipline that prevented the feature creep we had experienced before
We underestimated the input required from our subject matter experts during the requirements phase. The team flagged this early but our resource planning did not fully reflect it — our responsibility, not theirs
Questions & Answers
The team designed for our users' actual behaviour, not for the persona we thought they were
Abdullah Al-Shehri / Head of Innovation - Desert Tech VenturesMay 12, 2026
Project summary: An international expansion required multi-currency, multi-language, and multi-warehouse capabilities that our existing platform could not support without a fundamental re-architecture.
I came into this engagement as a sceptic. We had been through a failed implementation with a previous vendor and I had high standards for what evidence of competence looked like before I would trust a partner with our core systems. This team earned that trust progressively — through the quality of the discovery documentation, the rigour of the technical proposals, the consistency of the sprint deliveries, and ultimately the stability of the production system. I no longer lead with scepticism when recommending them.
Delivery timeline that proved achievable rather than optimistic, estimation accuracy that reflected real analysis rather than competitive bidding, scope discipline that prevented the feature creep we had experienced before
Their insistence on a detailed functional specification before development began felt like friction at the time. In retrospect, it was the reason the development phase ran without the ambiguity that has derailed similar projects for us previously
Questions & Answers
Automation that freed our team from repetitive analysis and let them focus on strategy
Maja Söderström / Head of Product Engineering - Scandia Digital ABMar 08, 2026
Project summary: Digital-first buyer behaviour had made our property search experience a genuine competitive liability. We needed it to match the quality of the portfolio it was representing.
Our stakeholder group included board members, clinical leads, compliance officers, and end users — each with different technical literacy and different success criteria. This team navigated that stakeholder landscape as well as any vendor I have seen. They adjusted their communication register depending on the audience without losing the substance. They managed expectations honestly throughout. And they delivered a system that each group can point to as meeting their requirements. That breadth is genuinely uncommon.
Production system that has performed as specified since go-live without remediation work, documentation thorough enough to support internal maintenance, knowledge transfer that left our team genuinely capable
Pipeline availability for kickoff required a few weeks of lead time — in hindsight that selection pressure means you are working with a team that is in demand for the right reasons
Questions & Answers
A platform our sales team adopted within the first week without a single complaint
Nisha Pillai / Director of Engineering - GrowthBridge VenturesJan 15, 2026
Project summary: Our audience data was fragmented across eight tools with no single identity layer. Personalisation had become impossible without first solving the data foundation.
The technical quality of the final deliverable is the easiest thing to point to. The automated test coverage is thorough, the deployment pipeline is reliable, the documentation is genuinely useful rather than ceremonially produced. But the metric I keep returning to is the number of post-launch conversations we have not had to have. No incident calls at two in the morning. No emergency patches. No retrospective discussions about what went wrong. The absence of those events is the evidence I would show to someone considering this vendor.
Collaborative culture that made the team feel like a genuine extension of our organisation, strong asynchronous communication across time zones, zero-drama handling of the inevitable mid-project changes
The engagement was priced at the quality level rather than the budget level. We evaluated the alternatives and concluded that the delta was a reasonable premium for the reduction in delivery risk
Questions & Answers
Tokenisation project that went from whitepaper to mainnet without a single major incident
Fatima Al-Suwaidi / Head of Digital Strategy - Gulf FinTech HoldingsJan 10, 2026
Project summary: A previous engagement had delivered something that worked in staging and struggled in production. We approached this project with greater rigour in vendor selection as a result.
Our stakeholder group included board members, clinical leads, compliance officers, and end users — each with different technical literacy and different success criteria. This team navigated that stakeholder landscape as well as any vendor I have seen. They adjusted their communication register depending on the audience without losing the substance. They managed expectations honestly throughout. And they delivered a system that each group can point to as meeting their requirements. That breadth is genuinely uncommon.
Production system that has performed as specified since go-live without remediation work, documentation thorough enough to support internal maintenance, knowledge transfer that left our team genuinely capable
The quality of documentation they produce means our team needed to set aside dedicated review time to do it justice — a minor scheduling point rather than a genuine criticism
Questions & Answers
Performance testing that identified a latency issue three weeks before our biggest traffic event
Victoria Haines / Chief Product Officer - Solaris Media GroupJan 03, 2026
Project summary: Multi-touch attribution across our media mix had become the most-requested capability from every client in our portfolio. We could not deliver it without rebuilding our data layer.
Six months after go-live our platform is processing three times the transaction volume we specified in the original brief. The architecture choices made during discovery accommodated that growth without remediation work. That is the difference between a team that designs for what you tell them and a team that designs for what you are likely to need. We are in conversation about a Phase 2 engagement and I expect to be using this partnership for several years.
Production system that has performed as specified since go-live without remediation work, documentation thorough enough to support internal maintenance, knowledge transfer that left our team genuinely capable
The engagement was priced at the quality level rather than the budget level. We evaluated the alternatives and concluded that the delta was a reasonable premium for the reduction in delivery risk