Every great business starts with a challenge. For Codebridge, that challenge was a $2 million revenue target set by its co-founder Konstantin Karpushin while working at KPMG. What began as an internal CRM project soon evolved into a full-fledged tech empire, transforming the way companies approach software development. This is the story of how a team of ambitious entrepreneurs built a thriving business from the ground up – navigating obstacles, leveraging innovation, and carving out a unique space in the global tech industry.
From KPMG to Entrepreneurship: The Genesis of Codebridge
Konstantin Karpushin wasn’t always a tech entrepreneur. As a partner at KPMG, one of the “Big Four” consulting firms, his expertise lay in tax law and transfer pricing. But when tasked with generating $2 million in new business, he realized that technology could be a game-changer.
Instead of relying solely on traditional consulting, Konstantin took a different approach – investing in technology to automate and optimize processes. He hired a programmer, Evgeny Baranovsky, to build a custom CRM system. This decision would lay the foundation for what would later become Codebridge.
The First Breakthrough: Building Internal Tech Solutions
At the time, KPMG’s tax department lacked a streamlined way to manage client interactions. The solution? A custom-built CRM system that digitized and automated critical workflows.
- The first version of the CRM was built on Microsoft Access.
- It improved client management, automated reporting, and facilitated targeted email campaigns.
- The system was so effective that it expanded beyond Ukraine, eventually being adopted across multiple regions.
Seeing the potential of technology to drive efficiency, Konstantin and his growing team continued refining their digital solutions.
Scaling Beyond CRM: The Birth of Product Development Center
With the success of the CRM, KPMG recognized the potential of in-house software development. This led to the formation of the Product Development Center (PDC), a dedicated unit focused on building internal tools for KPMG’s global operations.
Key projects developed by PDC included:
- Benchmarking Tool: A system that streamlined transfer pricing analysis, reducing manual work from a week to a single day.
- KPMG Smart: A modern alternative to SAP SuccessFactors, designed to enhance goal-setting and performance management.
- Knowledge Cloud: A knowledge management platform for organizing and sharing insights across teams.
These innovations didn’t just improve KPMG’s efficiency; they also laid the groundwork for what would eventually become Codebridge.
Challenges of Running a Tech Team Inside a Consulting Giant
Despite PDC’s success, it became clear that running a tech team inside a consulting firm came with challenges:
- High Costs: Operating a tech-driven division within a consultancy was expensive.
- Client Perception: Many clients viewed KPMG as auditors, not software developers.
- Talent Retention: Competing with pure tech companies for top talent was difficult.
Recognizing these limitations, Konstantin made a bold move—he decided to leave KPMG and turn PDC into an independent company.
The Birth of Codebridge: A Leap into the Unknown
In 2021, Codebridge was officially launched. But there was one problem: none of KPMG’s clients transitioned with them. They had to start from scratch.
Their first move? Upwork.
They registered as a UI/UX design agency and began bidding on projects. Their first win? A $5 PowerPoint redesign project. It was a humble start, but within weeks, their designer was fully booked at $25 per hour.
Breaking into the Global Market: Upwork as a Growth Engine
Codebridge quickly realized the potential of Upwork:
- Small projects provided an entry point to larger development contracts.
- UX design was a high-demand service that helped them build trust with clients.
- Over time, they grew from a single designer to a team of 40+ UX professionals.
Why UX Matters: Codebridge’s Competitive Edge
One of the key differentiators for Codebridge has been its unwavering focus on UX (User Experience) design. In a world where even the most advanced software can fail due to poor usability, Codebridge recognized early on that UX was a game-changer.
Unlike many development firms that prioritize coding over design, Codebridge built its foundation on the belief that great UX leads to better software adoption and business success.
The UX-First Approach
- Understanding user needs first: Every project begins with in-depth user research, ensuring that the final product aligns with business goals and customer expectations.
- Iterative design process: Codebridge follows a rapid prototyping methodology, refining designs based on continuous feedback.
- Seamless developer handoff: Their designers work closely with developers to ensure that every product is not only visually appealing but also technically feasible.
This UX-driven model has enabled them to stand out in a competitive market and command premium pricing for their services.
The Secret to Hiring the Best Talent: A Data-Driven Recruitment System
A company’s success is only as strong as its team. Codebridge recognized this early on and built a recruitment engine that attracts top talent globally.
Instead of relying on traditional hiring methods, they treated recruitment like a marketing and sales funnel, leveraging automation and data-driven decision-making.
How Codebridge Built a Scalable Hiring System
- Massive Applicant Pool – Over 24,000 applications were received in just three years.
- Automated Screening – AI-powered filters and structured tests helped shortlist top candidates.
- Referral-Driven Growth – A powerful LinkedIn referral system helped attract the best talent.
- Efficient Onboarding – Every new hire went through structured training to align with Codebridge’s high standards.
This innovative hiring model allowed Codebridge to scale quickly while maintaining a high bar for talent and culture fit.
The Growth Bottleneck: Codebridge’s Next Big Challenge
Despite its rapid success, Codebridge has hit a growth plateau. The company has remained at around 70 employeesfor the past few years, despite increasing revenue.
Why?
- Talent bottleneck: Scaling beyond 70 people requires a fundamental shift in management and processes.
- AI and automation: The rise of AI-driven development tools has impacted demand for traditional software engineering.
- Market changes: The tech landscape is evolving, and Codebridge must continuously adapt to stay ahead.
Adapting to the Future: AI, Web3, and Beyond
Codebridge’s leadership understands that stagnation is not an option. To overcome this challenge, they are:
- Exploring AI-powered development: Automating parts of the software lifecycle to improve efficiency.
- Leveraging Web3 technologies: Looking into blockchain-based applications and decentralized systems.
- Enhancing global presence: Expanding operations beyond traditional Upwork channels.
Their ability to pivot and innovate will determine the next phase of Codebridge’s growth.
Lessons for Entrepreneurs: What Startups Can Learn from Codebridge
Building a successful tech company from scratch is no easy feat. Codebridge’s journey offers valuable insights for aspiring entrepreneurs:
1. Start with a Niche, Then Expand
They began as a CRM solution for KPMG and gradually evolved into a full-scale tech company.
2. Prioritize UX Design
Investing in high-quality UX helped them secure top clients and differentiate themselves.
3. Build a Scalable Hiring System
By treating recruitment like a sales funnel, they attracted and retained top-tier talent.
4. Be Ready to Pivot
From KPMG’s internal team to an Upwork-driven business, adaptability was key to survival.
5. Focus on Long-Term Relationships
Instead of chasing short-term gains, they prioritized client satisfaction and quality work.
Conclusion: The Road Ahead for Codebridge
From a $2 million challenge at KPMG to building a thriving global tech firm, Codebridge has proven that innovation, resilience, and a UX-first approach can drive massive success.
With AI, Web3, and automation reshaping the tech landscape, Codebridge stands at a crossroads. Their ability to embrace new technologies and scale beyond 70 employees will define their next chapter.
One thing is certain: they are just getting started.
