Please introduce your company and describe your role within the organization.
I’m the founder and CEO of Treeview, a premium VR/AR/XR development studio. We’re a boutique firm that specializes in creating immersive experiences for complex technical applications, from surgical training simulations to cultural preservation experiences. My role spans from business development, product leadership, client relationships, and hands-on development when projects require key technical decisions..
What is your company’s core business model – do you use an in-house team, third-party vendors, or a hybrid outsourcing approach?
Treeview operates with an in-house, senior-only team. We do not rely on third-party vendors for core delivery. All design, engineering, and technical leadership is handled internally to maintain quality, speed, and accountability. When needed, we collaborate with client-side teams on design and systems integration.
How does your company differentiate itself from competitors in a crowded market?
The AR/VR industry is an emerging and highly technical technology category, particularly at the enterprise level. Treeview has deliberately operated at the high end of the quality spectrum, with a consistent focus on world-class quality and execution. We often compete for the same enterprise initiatives as large consulting firms such as Accenture, Deloitte, and Capgemini. The difference lies in focus and specialization. Those firms primarily focus on consultancy and traditional web, mobile, and backend systems, with XR representing a smaller extension of their broader digital offerings, whereas Treeview is a deeply specialized XR studio built to design and deliver production-ready enterprise AR/VR software.
What are the primary industries or sectors you serve, and how has that focus evolved over time?
We work across a wide range of industries, including healthcare, cultural, robotics, education, training and simulation, industrial and manufacturing environments, retail, and applied research. Over time, our experience across these sectors has reinforced a clear focus on complex, high-impact enterprise use cases where XR delivers operational, educational, or strategic value, regardless of industry vertical
What are the most in-demand services or solutions that clients approach your company for?
The most in-demand services we deliver are enterprise training and applied research projects. Clients typically come to us for custom XR product design and enterprise-grade XR software engineering, often in the context of immersive training programs or research-driven initiatives. There is also growing demand for production deployments across platforms such as Apple Vision Pro, Meta Quest, and Android-based XR devices.
How do you personally stay ahead of industry shifts when most data is already yesterday’s news?
I stay ahead by building and using the technology myself. I remain hands-on as an engineer, regularly working with new XR platforms, prototyping, and exploring emerging tools and capabilities firsthand. I participate in industry and developer communities to stay close to what is actually happening in practice, learning from real-world use, experimentation, and shared technical insights rather than relying solely on secondary reports or headlines.
Do you have a significant percentage of repeat clients? If so, what strategies contribute to that loyalty?
Yes, a significant portion of our work comes from long-term client partnerships. We prioritize building long-term relationships based on trust, clear communication, and continuous great delivery outcomes over time. Our focus is on supporting clients as their XR initiatives evolve, helping them succeed internally and scale beyond individual projects.
How do you measure and ensure high customer satisfaction in your operations?
We measure customer satisfaction through the longevity of our client partnerships. Continued collaboration, repeat engagements, and long-term relationships are our primary indicators of success.
What kind of post-project support do you provide to address client queries or ongoing needs?
All intellectual property and work produced by Treeview is fully owned by our clients. Upon project completion, we provide complete source code and technical documentation to ensure full ownership and long-term independence. When needed, we also offer post-project maintenance and support contracts to help clients maintain and operate production software as their products evolve.
Describe your pricing and billing structure – is it fixed cost, pay-per-milestone, or another model?
Our pricing model is flexible. Depending on the client and the nature of the engagement, we typically work either on a project-based basis with defined scope or on an hourly model for more exploratory, ongoing, or collaborative work. This approach allows us to adapt to different stages of client relationships while maintaining transparency and alignment.
What is the typical price range for projects you’ve handled in the past year, and how do you balance affordability with value?
Our engagements typically range between $50,000 and $250,000. We focus on high-end, premium services, balancing value by keeping teams lean, senior, and highly specialized, and by prioritizing outcomes and long-term impact over scale or volume.
Have you turned down projects based on budget or scope? If so, what are your minimum requirements?
Yes, regularly. We maintain a very focused ideal customer profile centered on enterprise organizations with a clear vision for how to deploy XR within their organization. We turn down projects when there is misalignment across the client, project vision, scope, technology, or company culture. We prioritize strong fit above all else, as long-term success depends on shared expectations around quality, culture, collaboration, and delivery intent.
What key challenges has your company faced in the last few years, and how did you overcome them?
One of the biggest challenges has been the speed of change in the XR industry. Every few years, the ecosystem effectively resets, with new hardware platforms, new players, and new capabilities redefining what is possible. Navigating these shifts while setting realistic expectations with enterprise clients requires constant recalibration. We’ve addressed this by staying deeply in tune with the industry, maintaining a clear synthesis of where the technology is today and where it is heading, and grounding decisions in fundamentals rather than short-term trends. This approach has allowed us to adapt quickly while remaining focused on building high quality production-ready AR/VR software.
How do you foster innovation and adapt to emerging trends in your industry?
Innovation comes from actionable curiosity. We continuously experiment internally, invest time in learning new platforms, building side-projects and encourage first-principles thinking across the team. At the same time, we remain pragmatic and selective about what trends are worth investing time and energy in.
What role does company culture play in your success, and how do you build and maintain it?
Culture plays a central role in Treeview’s success. We believe great work comes from people who genuinely love what they do, operate in high-talent environments, think long term, and are trusted with real freedom. Our focus has always been on building a world-class team, and many team members of Treeview have been working together for seven years or more. This long-term collaboration creates deep trust, shared vision of quality, and a level of execution that is difficult to replicate.
Where do you envision your company in the next 5-10 years? What are your boldest long-term goals?
Our goal is to help shape and build the XR industry as it matures, while striving to become one of the best XR studios in the world by consistently delivering world-class, high-impact work.
How has your leadership style evolved throughout your career, and what influences it?
Early on, I was very hands-on, building and solving problems directly as an engineer. Over time, I’ve learned that the highest impact comes from creating an environment for high-talent people and giving them the space and trust to do their best work. My leadership has evolved toward judgment, clarity, and enabling world-class individuales to deliver their best work.
What emerging technologies or market shifts are you most excited about for your company?
I’m excited by how early the XR industry still is and the amount of room there is for growth. With major platform developments from Apple with Vision Pro, Meta with Quest and its evolving ecosystem and Google’s entry with Android XR in 2025, the industry is reaching an inflection point where all major technology players are fully invested. At the same time, advances in AI are dramatically increasing development speed and creative output, enabling teams like Treeview to build higher-quality XR products faster and more capable than ever before.
What advice would you give to aspiring leaders? Can you share one lesson from your journey that resonates with the business community?
Interesting things start happening after you focus on something for ten years. The compounding effects of specialized expertise, accumulated relationships, and refined judgment create opportunities that simply don’t exist in the short-term. One lesson that stands out: saying no is often more important than saying yes when building something meaningful.