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About us · Est. 2011 · Plovdiv, Bulgaria

Senior engineers.
Honest work.
Carefully chosen clients.

Diadraw was founded in Plovdiv in 2011 by a two-person team with a simple conviction: that good software comes from good people who take their craft seriously and choose their clients carefully. Fourteen years later, that conviction hasn't changed.

14+
Years building software
5.0
Clutch rating · 7 verified reviews
100%
Senior engineers — no juniors
0
Gambling or harm-industry clients · ever
Our story

From two people in Plovdiv
to a senior task force.

"We never wanted to be the biggest studio. We wanted to be the one people trusted most."

Diadraw was founded in 2011 by Hristo Lesev — a PhD in Informatics from Paisii Hilendarski University, Plovdiv, with a background in computer graphics, 3D software engineering, and academic research. The name comes from the discipline of precise, considered drawing — and that's always been the ethos: careful, intentional work, not volume.

The early years were small, purposeful, and entirely referral-driven. Hristo and the founding team built a reputation for taking on technically complex problems and delivering them cleanly — web platforms, mobile apps, IoT systems, CRM integrations. No shortcuts, no juniors handed client work unsupervised.

That standard held as the team grew. Today Diadraw works with startups, mid-sized businesses, and technically challenged organisations across Europe and beyond — helping them build products, modernise systems, automate workflows, and integrate AI into how they actually operate.

We're deliberate about who we work with. We don't work with gambling, casino, or addiction-type organisations — not because of policy, but because we made that choice and kept it. We believe the companies we build technology for should make the world, and the people in it, better — not worse.

2011
Founded in Plovdiv
Hristo Lesev starts Diadraw with a two-person team, taking on web and mobile projects with a focus on technical precision and senior-only delivery.
2013–2016
Expanding across platforms
Team grows with senior engineers across iOS, Android, cloud, and IoT. Conference apps, event management systems, CRM integrations — complex work, delivered reliably.
2017–2022
Growing with integrity
Long-term client relationships. Clutch presence established. The team formally decides which industries it won't serve — and sticks to it. Referral-led growth continues.
2023
Kaloyan Kaloyanov joins as COO
Operations and business development strengthened. Diadraw begins its deliberate shift toward AI integrations, product development, and wellbeing-aligned technology.
Now
AI-first, product-led, ethically grounded
Custom software, AI agents, automation, vibe-coded platform audits, and packaged products — for clients who care about what they're building and who they build it with.
What we stand for

Six things that have never changed.

These aren't brand values someone wrote in a workshop. They're the reasons we turn projects down, keep clients for years, and sleep fine at night.

Integrity above growth

We've turned down bigger contracts than some of the ones we've taken. If we can't do the right thing by a client, we say so and decline. Revenue is not the measure of a good year — reputation is.

Senior engineers only

Every project at Diadraw is handled by engineers with real experience. No juniors learning on client time. No one handing off work to someone who doesn't fully understand it. The person you talk to is the person building it.

Honest over impressive

We'd rather tell you something can't be done in your timeline than overpromise and deliver late. We'd rather say a project is outside our expertise than take the money and wing it. Honesty is the only long-term strategy.

Technology for wellbeing

We are drawn to work that improves human lives — health tech, productivity tools, education platforms, ethical business software. We deliberately avoid industries built around addiction, harm, or exploitation.

Craft over speed

We move fast, but not at the expense of quality. Architecture is agreed before coding starts. Technical debt is a choice we actively refuse to make. Shipped and solid is always better than shipped and fragile.

Long-term relationships

Some of our clients have been with us for over a decade. That's not a sales pitch — it's the natural result of doing good work, communicating honestly, and genuinely caring whether the software we built is still serving them well.

Our ethics in plain language

We choose who
we work with.
On purpose.

Turning down work is easy to say and hard to do. We've done it — and will keep doing it. The industries and causes we work with reflect who we are as a team. That's not a marketing position. It's a decision we made and kept.

Work with us →
✓ We work with
Health & wellbeing tech Startups & founders Mid-sized businesses Education platforms Enterprise IT teams Ethical SaaS products Vibe-coders shipping responsibly Any industry that helps people
✕ We don't work with
Gambling & casino Addiction products Predatory finance Industries designed to harm
The team

Senior people. No exceptions.

Every person at Diadraw has been chosen for their expertise, their track record, and their commitment to doing things properly. Client work is never handed to someone learning on the job.

HL
photo coming
Hristo Lesev
CEO & Co-founder

PhD in Informatics, Plovdiv University. Founded Diadraw in 2011. Background in computer graphics, 3D software engineering, and academic research. Has been building and leading software teams for 14+ years.

PhD · CS14+ yrsPlovdiv
Connect on LinkedIn
KK
photo coming
Kaloyan Kaloyanov
COO

Joined Diadraw in 2023 to lead operations and business development. Responsible for client relationships, delivery processes, and the strategic direction of new service lines including AI integrations and product development.

OperationsStrategyBD
Connect on LinkedIn

Team photos and full bios coming soon. We're perfectionists about this sort of thing.

How we work

The same process. Every time.
No matter the project size.

01
We understand before we propose
Every engagement starts with a proper discovery. We ask the questions other studios skip — about your constraints, your team, your existing tech, and what success actually means for you.
02
We fix scope before we fix price
We only give a fixed quote when we understand what we're quoting. No guessing, no padding for unknown unknowns. If the scope isn't clear enough to price accurately, we say so.
03
We ship working software in sprints
Fortnightly demos of real, working software. Not slides. Not mockups. The actual product, running, getting better every two weeks. You always know exactly where things stand.
04
We hand over — and stay available
When a project ends, you own everything — code, infra, docs, context. We don't create dependency. But we stay available, because the best client relationships last longer than any single project.
From a client · Clutch
The team solved a problem within 48 hours, on a weekend, in vastly different time zones, and when they also had other immediate project commitments. Their customer support alone exceeded my expectations.
JK
Jonathan Kaye, PhD · President, CommandSim
All client communication in plain English — no jargon
You always know who is working on your project
We flag problems early — never hide them until delivery
Code ownership transfers fully at handover — always
Where we are

Rooted in Plovdiv.
Present across Europe.

We're a distributed team with a strong home base in Bulgaria and a growing presence in the UK and beyond.

🇧🇬
Plovdiv
Bulgaria
Headquarters

Visit our HQ in Plovdiv, Bulgaria, where Diadraw began and where our engineering team is based. As one of Europe’s oldest cities and home to a growing tech community, Plovdiv is a place we’re proud to build from.

🇧🇬
Sofia
Bulgaria
Team

Our Sofia team brings us closer to clients, partners, and Bulgaria’s fast-growing startup and enterprise tech ecosystem.

🇬🇧
London
United Kingdom
Team

Our London team supports client meetings, business development, and European and international engagements across time zones.

"

They took our mess of a legacy system and turned it into something we're genuinely proud of. Fast, honest, no theatre. Exactly what we needed — and exactly what they promised.

MK
Client — SaaS operations
Verified review on Clutch · 5.0
"

Diadraw understood the business problem first — the tech was almost secondary. That's rare. Refreshing. And the result actually worked in the real world, not just in a demo.

RP
Client — Service business
Verified review on Clutch · 5.0
Founded 2011 · Plovdiv, Bulgaria

Good people building
good software for good reasons.

If that sounds like the kind of team you want to work with, let's talk. A 30-minute discovery call costs nothing and tells you everything you need to know.

See our work
// Plovdiv · Sofia · London · senior engineers only · ethical clients only