Experience

Co-founder of Vestra AI since 2025, web developer at Juni Digital from 2023 to 2025, and teaching assistant at the University of Iceland during the BSc.

Vestra AI ehf.

• Co-founded Slapp, a social app where every user signs in with Icelandic electronic ID. Grew it to 22,000+ verified users, over 5% of Iceland's population, with no paid marketing since launch in early 2026.
• Built the whole product with one co-founder: the iOS and Android app (Expo and React Native), the website, admin tools, the advertiser portal and the shop, on a shared Convex backend. About 530,000 lines of TypeScript and 2,700+ commits in ten months.
• Launched Slapp+, a paid subscription with growing monthly revenue. Built a self-service ad platform at tilbod.slapp.is and signed Nova and Domino's as the first major advertisers through direct sales.
• Built the feed recommendation system in-house: user and post embeddings (item2vec, Node2Vec) and a ranking model that is retrained every night and only deployed if it beats the current one.
• Built machine learning for retention: a model that decides which push notifications to send (half as many notifications, 87.6% of opens kept) and a model that predicts which users are about to leave, tested against a control group.
• Ported the World Cup model that ran Slapp's prediction game to the Premier League and the Icelandic top flight, and built Melven, a site that publishes every pick before kickoff so the record can be checked.
• With Kristján, built MCP servers and a chat widget for Tixly, the ticketing company, so an AI assistant can search events, pick seats and check out. Delivered in March 2026.
• Led partnership talks with Síminn, Iceland's largest telecom. Before Slapp, built and tested 30 product ideas in 2025.

The technical detail is in the Slapp case study. The company is described on the Vestra page.

Juni Digital

• Built websites and apps for companies and public institutions at one of Iceland's leading digital agencies, using Next.js, TypeScript, GraphQL and headless CMS (Contentful, Prismic).

Client projects, in the order they shipped:

• Vegir okkar allra, for the Ministry of Finance: a public information site on the kilometre charge that replaces fuel taxes, told as a scrolling story with a 3D opening, charts and video. Next.js and Prismic. Launched November 2023, updated March 2025, and runner-up for public website of the year at the 2025 Icelandic Web Awards.
• harpa.is, for Harpa concert hall and conference centre: the event programme with ticket purchase through Tix, venue hire, and a five-step meeting-room booking flow added in 2023. The annual report was built into the site in 2024, and the site was relaunched on Next.js and Sanity in March 2025.
• ljosleidarinn.is, for Ljósleiðarinn, the fibre-optic network in the Reykjavík Energy group: the public site with an address lookup for fibre availability, and the service portal that telecom companies use to sell over the network, which was overhauled in 2023.
• Apótekarinn app, for the Lyf og heilsa pharmacy chain: an iOS and Android app where customers sign in with electronic ID, see their prescriptions and health-insurance payment step, order medicines for pickup or delivery anywhere in Iceland, and set medication reminders. Released February 2024, with Face ID login and a new payment gateway later that year.
• Nemendagrunnur, for Miðstöð menntunar og skólaþjónustu: Iceland's national student database for compulsory schools. Principals manage enrolment, classes and applications in one place, the data syncs with the National Registry, school systems connect over the OneRoster standard, and parents apply through island.is. Next.js front end, built 2024 to 2025. The first nationwide first-grade enrolment ran through it in February 2026.
• bananar.is, for Bananar, Iceland's largest fruit and vegetable importer, owned by Hagar: a new public site and a login-only B2B webshop where buyers sign in with electronic ID and see live stock and their own negotiated prices. Next.js and Prismic on a Magento backend. Launched March 2025 and nominated for sales website of the year.

University of Iceland

• Held small classes for the first calculus course of the engineering programme, where students worked through calculations and asked questions. Went over the home assignments.