Who gets to build software is changing.
AI is removing that constraint. The distance between product ideas and working software is collapsing, allowing the people who understand users and product experience to participate directly in building systems.
When creation becomes more accessible, the number of creators expands. We have seen this in photography, music, and publishing. Software is entering the same shift.
Soffi is built for this moment. We are creating a collaborative environment where teams work directly on real systems together.
Ideas are explored on live products, decisions are grounded in context, and changes move directly into production.
Shorcuts
Shapes
Enable the people closest to the product experience to build it.
Cris Dobbins | Founder & CEO
“For most of my career, I shaped products but relied on others to build them. AI made it clear that the gap between idea and software doesn’t need to exist. The people who understand the product best should be able to work on it directly. I’m building Soffi to make that possible.”
Soffi turns codebases into collaborative workspaces where teams can review, edit, prototype, and ship directly on their product, grounded in real systems, data, and constraints.
Inspired by excellence in craft and human-centered collaboration, we keep our principles simple and clear:
Craft
Beauty and detail matter.
Ownership
Take pride in the work and outcomes.
Communication
Safe communication environment.
Balance
Work hard, live well.
Kindness
Lead with empathy and respect.
Celebration
Recognize wins, big and small.
Creativity
There's always a creative solution.
Curiosity
Keep learning, stay open.
GP at Innovation Endeavors
Cris is building a new type of product & design tool from first principles, centered around what is newly possible thanks to large language models and AI code generation. In the future, everyone at a company will be able to be a much more active participant in the way the product is built.
Founder of Motive Force
Soffi is building that future. One where product teams move at the speed of thought. Where the best idea wins, regardless of who can code. Where craft still matters, even when AI does the typing.
Interested in joining the team? Contact us.
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