Founded by Joshua Wotman in New York City.
Developer turned product manager. Two early-stage startups, five years in consulting, twelve years leading product teams.
Amplify (edtech, Gates Foundation-funded), Bank of America/Merrill Lynch (regulatory systems), Lexipol (LMS, $20M ARR, 400K+ users).
BA, Columbia University. Master of Social Work (clinical concentration), Hunter College.
The common thread across all of that work: making complex data useful. At Amplify, that meant building the data ingestion layer for an educational analytics platform from scratch. At Lexipol, it meant designing data integrations that protected revenue and enabled platform growth. At Terra Firma, it means reconciling geographic data from OpenStreetMap, NOAA, and NYC PLUTO into art you'd hang on your wall.
Making complex data useful.
The clinical training shows up in the product work: facilitating alignment across functions, navigating organizational complexity, and understanding what motivates the people building and buying the product. It's as much a part of the toolkit as Python or Claude Code.
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