Smarter.

Our Story

Revolutionising Smart Technology Since 2009

Our Story

Revolutionising Smart Technology Since 2009

When Joe Nicholson founded Rufilla in 2009, he had a vision to transform technology consulting. As a former CTO, he’d seen how traditional consultants often held back information and focused more on becoming indispensable than enabling client success. Inspired by radical transparency, Joe built Rufilla on a different philosophy: share everything, document thoroughly, and empower clients to innovate independently.
Let's Innovate Together

Our Evolution

What started as a bold experiment in open collaboration has grown into a dynamic team of specialists, earning the trust of industry leaders like Octopus Energy, Oxford Instruments, and Curtiss Wright. Our journey has been marked by continuous innovation:

2009

Founded with a vision of transparent technology consulting

Early Years

Pioneered IoT solutions, founding IoT Oxford and establishing ourselves as thought leaders

2012

Became early adopters of Yocto for embedded Linux development, later becoming official Yocto Project Participants

2013-2018

Ran the UK’s first public Yocto training course, helping numerous companies master embedded Linux development

2019

Expanded into hardware design, offering true end-to-end product development

Today

Leading the revolution in smart product development, from concept to manufacturing

From concept to production, we've delivered groundbreaking solutions across industries:

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Smart Energy Systems
Medical Devices
Transportation Innovations
Automation Technologies
Let's Innovate Together

Who We Are

We’re a team of passionate innovators, problem-solvers, and technology enthusiasts. Our expertise spans embedded Linux, IoT solutions, hardware design, and secure systems development. But what truly sets us apart is our approach:
We're upbeat and easy to work with
We love tackling new challenges
We believe in sharing knowledge, not hoarding it
We're committed to helping our clients grow independently

Joe Nicholson
Managing Director & Founder

Leading with vision and expertise, Joe brings over two decades of advanced software engineering experience to every project. His passion for transparent collaboration and knowledge sharing has shaped Rufilla’s unique approach to technology consulting.

Martin Townsend
Senior Software Engineer

Martin excels in software architecture and embedded systems, bringing elegant solutions to complex technical challenges. His expertise in system architecture helps clients build robust, scalable platforms.

Graham Johnson
Senior Hardware Engineer

A true innovator in hardware design, Graham’s portfolio includes designing the complete aircraft power system for Facebook’s Aquila drone—a craft larger than a Boeing 737. His expertise in system-level requirements and high-level designs ensures seamless integration between hardware and software.

Muhammad
Shakeel Khan
Senior Software Engineer

Shakeel specialises in complex software development and system integration, ensuring our solutions work seamlessly across platforms and technologies.

Awais Belal
Senior Software Engineer

Previously managing Siemens’ Linux software platform offering, Awais brings deep expertise in developing robust software solutions and enhancing system performance. His experience helps clients navigate complex technical landscapes with confidence.

Anthony Wilson
Senior Software Engineer

Anthony’s expertise in software design and development helps create scalable, efficient solutions that stand the test of time.

Owen O'Hehir
Senior Software Engineer

Owen focuses on software development and system optimisation, bringing fresh perspectives to technical challenges and contributing to our culture of innovation.

Diana Nicholson
Co-Director & Office Manager

Diana ensures our operations run smoothly, managing administrative processes and accounting with the same attention to detail we bring to our technical work.

What makes Rufilla different?

We believe in:

Solution-Focused Innovation

We approach every challenge with a solution mindset, turning obstacles into opportunities for growth and innovation.

True Partnership

We’re not just consultants—we’re partners in your innovation journey. We take time to understand your goals, share our knowledge openly, and celebrate your successes.

End-to-End Excellence

From initial concept through to manufacturing, we ensure every stage of product development meets the highest standards of quality and security.

Knowledge Transfer

We don’t believe in creating dependency. Instead, we equip your team with the expertise to maintain and evolve your smart products independently.

Our Values

Passion

We genuinely love what we do. It drives us to explore new possibilities, tackle complex challenges, and help our clients build innovative solutions that make a difference.

Openness

We embrace transparency in everything we do, sharing knowledge freely and building trust through clear communication.

Honesty

We commit to unwavering honesty, delivering quality solutions that stand the test of time.

Quality

Excellence isn’t just a goal—it’s our standard. From concept to delivery, we ensure every solution meets the highest standards.

Teamwork & Collaboration

We believe in the power of collective genius, working closely with our clients to achieve extraordinary results.

Honesty

We commit to unwavering honesty, delivering quality solutions that stand the test of time.

Quality

Excellence isn’t just a goal—it’s our standard. From concept to delivery, we ensure every solution meets the highest standards.

Teamwork & Collaboration

We believe in the power of collective genius, working closely with our clients to achieve extraordinary results.

Expect great things

The Rufilla Difference

Our clients choose us because we:

Deliver reliable, scalable solutions
Share knowledge openly and extensively
Provide clear, thorough documentation
Maintain an upbeat, collaborative approach
Focus on long-term client success
Let's Innovate Together
Our success is measured not by how long clients need us, but by how well we equip them to innovate independently. This philosophy has led to long-term partnerships with companies who return to us not because they're dependent, but because they value our approach to collaboration and innovation.
Where smart ideas come to life

Our success is measured not by how long clients need us, but by how well we equip them to innovate independently. This philosophy has led to long-term partnerships with companies who return to us not because they’re dependent, but because they value our approach to collaboration and innovation.

Joe collaborating with a woman in the office

Join Us in Shaping

Join Us in Shaping the Future

the Future

Ready to Bring Your
  Smart Product Ideas to Life?

Start Your Innovation Journey