Andrew Lawrence

Founder & CEO

With over 20 years’ experience, Andrew is a passionate information and cyber security leader. Andrew’s expertise spans risk, governance, compliance, strategy, critical infrastructure security, and technology management and architecture.

Andrew started his career in the world of data networking and system administration, before jetting off to Europe where he worked with Japanese telco giant KDDI, and looked after a rolling communications network for Honda F1 racing.

Returning home to Australia, he tackled network operations for Credit Suisse, managed security for Commonwealth Bank, and then oversaw the Australian and New Zealand network for Deutsche Bank. From there, Andrew moved into the fin tech sector, taking on infrastructure service manager positions, before moving into CIO roles at top tech firms. In 2020, Andrew struck out on his own, founding Secureroo. Secureroo takes the guesswork out of cyber security with its user-friendly governance, risk and compliance services. He founded de.iterate in 2022.

Nick Wood is a seasoned software systems engineer and technology leader with more than 25 years’ experience spanning software design, analysis, implementation, governance and security. He has worked with organisations in Australia, the UK, and the US, including state and federal governments, and private sector companies in engineering, manufacturing, logistics, and finance.

Nick combines deep technical expertise with a pragmatic, business-focused mindset. His ability to move between roles—whether architecting complex systems, leading development teams, or advising on governance—reflects his adaptable approach and broad capability across the full software lifecycle.

At de.iterate, Nick oversees the technical direction of the platform, ensuring that the architecture, design, and engineering practices align with best-in-class standards for security, scalability, and compliance.

In recent years, Nick’s focus has increasingly turned to artificial intelligence, where he provides consultation on responsible implementation, risk management, and governance of AI systems.

A successful business owner and entrepreneur, Sally is an experienced marketing strategist, copywriter, corporate comms expert and former PR darling.

Sally has spent over 20 years taking big ideas, technical concepts and complex commercial problems and turning them into clear and engaging written communications and marketing programs.

She founded Wordly in 2014, where she’s delivered successful client projects including the end-to-end management of magazines, websites and marketing collateral. Sally has worked with industry associations, multi-nationals, and a raft of SMEs as a highly-regarded expert consultant on everything from media releases to social media content to editorial commentary for CEOs.

Before Wordly, Sally’s professional roles ranged from high-level corporate and stakeholder communications and media liaison to crisis comms and strategic planning, making her well-versed in just about every aspect of message delivery.

Joseph Shenton

Senior Developer

With over a decade of experience in web development, six years in web design and iOS development, and five years as a web security researcher, Joseph has a wealth of knowledge right across the tech field. He brings this expertise to his role as Senior Developer at de.iterate.

Joseph’s entrepreneurial spirit led him to establish JJS Digital and Mojo Layers over seven years ago—a cyber security, software and web development hub that has since expanded internationally.

He has also freelanced as a Lead Software Engineer and as a Programmer in Sydney, constantly pushing the boundaries of innovation in the digital world.

Joseph has led and implemented projects involving languages like HTML5, Node.js, Swift, Python, PHP, and Objective-C. He specialises in software development, cyber security research and penetration testing.

James Lincoln is a highly skilled software developer and systems engineer with over a decade of experience across IT support, DevOps, and cyber security. At de.iterate, James brings a deep technical background combined with a strong focus on operational excellence and customer success.

James has held senior technical roles where he was responsible for designing, implementing, and maintaining critical infrastructure, Elastic SIEM environments, and ISO 27001-aligned security frameworks. His work has included building custom monitoring solutions, automating processes with Ansible and Docker, and leading security initiatives across complex IT environments.

James has developed secure remote management systems, internal customer portals, and cyber security playbooks, ensuring that best-practice security and risk management principles are embedded into everyday business operations. James’s experience spans a wide range of technologies, including Azure, Elastic Stack, Linux, Docker, Grafana, VMWare and more.

Will is a self-taught software engineer and reverse engineer with more than a decade of hands-on experience. He has worked across iOS internals, automation, embedded systems, and modern web technologies. His work focuses on understanding systems at every layer—how they function, how they fail, and how to build tooling that makes them more reliable, traceable, and secure.

Will’s background spans several technical domains, including Python-based automation, Swift and Objective-C development for iOS, reverse engineering private frameworks and APIs, and building firmware-level tooling for ESP32 and other embedded hardware. He has developed custom signing pipelines, provisioning file parsers, BLE analysis tools, and internal automation systems used to streamline complex iOS development workflows.

Before moving fully into software engineering, Will spent several years in an ISO 17025 calibration laboratory, where he not only performed NIST-traceable calibrations but also authored procedures and documentation that were formally reviewed and audited under the lab’s accredited scope.