I build software that runs businesses.

I'm Joe Potentier, a technical founder in Edmonton, Canada. After six years shipping software for a publicly traded fintech, I now run Deep Dive Dev Inc., where we build software and automations for owner-run businesses, including Brushed Up, our brand for dental practices.

How I got here

2015–2019
It started with busywork.
As the technical consultant for an Edmonton brokerage, I ran the website and built small tools that took repetitive tasks off the staff's plates. Small tools, real hours saved. The pattern stuck.
2019–2025
Then I learned what scale feels like.
I spent six years at Bitcoin Well (TSXV: BTCW), growing from junior to staff developer across several teams. Our software ran 160+ Bitcoin ATMs across Canada, and the dev team grew from 2 to 20+ while I was there. I restructured the CI/CD and cloud infrastructure, cutting hosting costs by about half. I also helped rebuild the online purchase platform as monthly revenue grew from CAD $30K to over $1.3M.
2023
Now I do it for owner-run businesses.
I founded Deep Dive Dev Inc. to build the kind of software I'd want running my own company: automations that erase admin work, and products that actually ship.
Today
Brushed Up.
Brushed Up builds software for dental practices: the same playbook, pointed at the clinics and front offices that need it most.

What I'm building

Now building

Brushed Up, by Deep Dive Dev Inc.

Software for dental practices.

Brushed Up builds the systems behind a smooth-running clinic, taking repetitive front-office work off your team's plate so the practice can focus on patients, not paperwork.