Istvan Hoka

London, UK

Professional Summary

Software Engineer & Startup CTO with 20+ years building scalable systems and leading technical transformation. Architected platforms serving 50M+ monthly users, designed frameworks managing 500+ software components, and established engineering practices that improved developer productivity across multiple organizations. Expert in “building the machine that builds the machine” - creating systems, processes, and teams that deliver exceptional products while avoiding over-engineering.

Core Expertise

Technical Leadership Philosophy

Passionate about elegant solutions that solve real problems without over-engineering. Focus on:

Key Achievements

Work experience

Founder, CEO, Aissac (d/b/a ZenCash) Present

Leading cryptocurrency trading operations, following guidance from certified investment advisors while managing client portfolios. Utilizing established cryptocurrency trading platforms to execute strategic trades and deliver value for clients.

Fractional CTO, Tory, LLC Oct 2025 - Present

Strategic Technology Leadership:

Product & Engineering Excellence:

Co-Founder / CTO, FlySwiftTail.com Present

Building innovative aviation technology solutions.

Builder.ai, Principal (Staff) Engineer May 2023 - May 2025

Led technical transformation across 4 engineering teams focused on Application Assembly and Building Blocks platform serving hundreds of SME customers.

Strategic Architecture & Standards

Developer Productivity & Innovation

Infrastructure & Tooling

Solutions Architect, notonthehighstreet.com, London Apr 2022 - Apr 2023

Transitioned from the role of Principal Engineer after the departure of the Head of Architecture, as it became apparent that the organisation was in need of a more structured architecture function.

Principal Engineer, notonthehighstreet.com, London Feb 2020 - Apr 2022

Senior Software Engineer, notonthehighstreet.com, London Jun 2018 - Jan 2020

Hired initially as a senior Ruby engineer to work on payment systems, became de-facto tech lead of the Payment team.

Skills: Ruby on Rails, Node.js, GraphQL, DynamoDB, CloudFormation, Docker, Ansible.

CTO, Digital Takeover, Dallas, TX Mar 2015 - Mar 2018

Media/content startup, leveraging Facebook heaviliy to drive traffic, Digital Takeover owned 2 web properties driving 50 million monthly visitors at its height.

CTO, ZenCash.com, Dallas, TX Aug 2011 - Mar 2015

ZenCash was an “Accounts Receivable CRM”, a tool meant to help B2B collect payment from their clients faster, by means of a follow-up plan over email, phone and the post. ZenCash was started as a spin-off by the same owners as Blinksale. Through my consulting company, Aissac, I acted as the leader in technical strategy and development.

Skills: technical leadership, architecture, EventMachine (Ruby), RabbitMQ, Ruby on Rails, Ember.js, Jenkins, Chef (EngineYard), AWS (various services).

CTO, Blinksale.com, Dallas, TX Jan 2011 - Dec 2018

Blinksale is an invoicing application, one of the first webapps built with Ruby on Rails. Through my consulting company, Aissac, I acted as the leader in technical strategy and development.

Skills: technical leadership, architecture, Ruby on Rails, Ember.js, Jenkins, Chef (EngineYard), AWS (various services).

Lead Developer, Blinksale.com, Dallas, TX Jan 2010 - Dec 2010

First contact with the new owner of Blinksale, hired as lead developer.

Founder, Aissac, Cluj-Napoca, Romania Sep 2005

Co-founded Aissac SRL, a small development shop focused on web development, using Ruby on Rails as the primary development framework. Overtime I became the sole owner of the business.

Education

BSE Automation and Computer Science, Technical University of Cluj-Napoca, Romania 2000 - 2005