About
I'm Esteban Selaya — a software engineer and engineering leader who spent the last decade building products people actually use, then turned that experience into helping companies figure out where AI fits.
I started DevStrike because I kept seeing the same thing: companies that knew AI mattered but had no clear path from "we should do something with AI" to something that actually works. The big consulting firms will charge you six figures and hand you a slide deck. I'd rather spend that time building you a solution.
My Background
Engineer First
I didn't come to AI from strategy or sales. I came from the code. Over 10+ years I've built healthcare data platforms, mobile banking and gamified savings apps, restaurant ordering and POS systems, and fintech tools. I've written the code, debugged the production issues at 2am, and shipped the updates. When I evaluate your tech stack, I'm drawing on a decade of building real systems in real industries.
From Engineer to Leader
I went from individual contributor to Lead Engineer to Engineering Manager — leading teams across Android, iOS, and full-stack mobile. That progression matters for what I do now because AI adoption isn't a technology problem. It's a people problem. The best implementation in the world fails if the team doesn't trust it, understand it, or want to use it. I've spent years figuring out how to get engineering teams to adopt new tools and workflows — and that's exactly what your team will need to do with AI.
AI Practitioner
I use AI tools daily in my own work. I build workflows, automate repetitive processes, and integrate AI into how I operate. I know what works, what's overhyped, and where the sharp edges are. When I recommend an AI tool or approach to a client, it's because I've used it myself and know its limits.
“AI adoption isn't a technology problem. It's a people problem.”
Industries I've Worked In
Healthcare
Built software at Hart, a healthcare data platform that unified electronic health records, lab results, and patient data across hospital systems. I understand HIPAA constraints, the complexity of healthcare data, and why adoption is so hard in clinical settings.
Restaurant & Hospitality
Spent years at both Toast (the leading restaurant POS platform) and ChowNow (online ordering for independent restaurants). I've seen how restaurant operations actually work — the thin margins, the chaotic workflows, the tech that gets ignored because staff are too busy to learn it. There's a lot of low-hanging fruit here that most restaurants haven't touched.
Finance & Fintech
Built consumer financial products at Blast (gamified savings and investments) and advised at ATM.com (cash advances, budgeting tools, and financial management). I understand financial compliance requirements, the sensitivity of handling money, and what it takes to build products people trust with their finances.
Fitness & Wellness
Currently advising Chiseld, a training platform that helps personal trainers manage clients, book sessions, and track workouts. Early-stage startup advisory gives me perspective on how AI can do a lot of the heavy lifting for businesses still finding their footing.
How I Work
Business Problem First
I don't start with 'what AI can do.' I start with 'what's costing you money or time.' If AI isn't the answer, I'll tell you.
Fixed Pricing, Clear Scope
You'll know exactly what you're paying and what you're getting before we start. No hourly billing surprises.
I Do the Work
No junior associates, no bait-and-switch. The person you talk to is the person who does the work.
You Own Everything
Every deliverable, every piece of code, every document — it's yours. No vendor lock-in to me.
What I Won't Do
If a simpler solution works better than AI, I'll say so. I don't take vendor commissions, and I don't hand you a report and disappear. AI is a tool — it works when applied to the right problem by someone who knows what they're doing.