About Us

Hi, my name is Alex, and I am the founder and CEO of Definitive Ware LLC, as well as the principal engineer behind AssetCurrent.

I've worked as a Senior/Lead Software Engineer for over 15 years across three countries, in companies ranging from small startups to large corporations. However the idea of building a new Digital Asset Management (DAM) solution came to me while pursuing my hobby in game development.

While building my own FPS gaming engine for browsers, I had to manage various digital assets—3D models, textures, sounds, music, texts, and more. Very soon I realized that no matter how well I organized my folder structure, I had to reorganize it again and again, much sooner than I had anticipated. If I had collaborators, I would also need to constantly update documentation, guidelines, and ensure that everyone is onboard all the time. Traditional DAM systems couldn't address this problem because they, too, are folder-based, meaning that they naturally inherit the same fundamental issue.

My biggest insight was that digital assets in creative workflows should be seen as processes, not just static artifacts buried deep within folder structure tree. Every digital asset is a journey — from initial references and source materials to the final variants. I started to think how this kind of DAM system could look like. I shared my idea with my family and closest friends. They were not only supportive but also found it genuinely interesting. I then reached out to professional communities and forums to hear their takes on the idea. To my surprise, my questions sparked interest not only in the software engineering community but also among digital marketers and content creators communities. I even started receiving private messages asking if I managed to find the solution to solve this problem. That was my call to action, and I knew I had to turn this idea into a real product.

Family Owned & Operated

I built AssetCurrent using only my personal funds. While I handled most of the engineering, my family members and significant other helped me with refining UX concepts, testing, maintenance, and, most importantly, providing emotional support. We are all professionals in the IT and digital media industry. Even today, the most critical aspects of our business operations are handled by the people closest to me. That's why AssetCurrent is deeply personal to us. It's part of our family's history, and we truly care about it.

Our Principles

At Definitive Ware, we value authenticity, courtesy, and respect. We don't tolerate low-effort work or disrespect toward our customers. That's why:

• We never use AI-generated content for customer-facing features.
• We never send you to chat with bots.
• Every feature we build comes straight from our hearts and minds directly to your screens, and every issue is handled personally.

We also take your privacy seriously.

• We do not sell your personal data. We don't even collect it. The only information we need is your email for registration. If you choose to sign up via social medias, we only request your email and optionally your name.
• We don't store your payment details. All transactions are securely processed through Stripe. Your sensitive payment information never even reaches our infrastructure.
• We don't retain any of your files that you decided to delete. When you choose to delete a file, it's permanently removed from our system and cannot be recovered even by us. You remain in full control of your information.