I am obsessed with finding the crack in a system before it finds us.
We pair autonomous search agents with operators who own the outcome.
See open rolesfernway was founded by Marguerite Oyelaran and Tobias Reinholt, who spent nine years deep in the craft of organic search — learning what actually moves rankings, traffic, and revenue. That grounding, and every setback along the way, shaped what we believe search work should look like.
We believe growth-stage companies shouldn't have to choose between doing search properly and doing it at the pace the business demands. They deserve more than a dashboard that names what's broken, a content mill that ships pages nobody reads, or an agency that bills hours instead of outcomes. They deserve a system that reasons like the best practitioners, executes like a full team, and stays accountable to the number.
For the first time, most of what strong search execution requires can be modeled, encoded into agents, and paired with human judgement. That shift changes who gets access to real organic growth.
fernway is how that happens. Agents modeled on the top 1% of practitioners, paired with dedicated operators who stay with you from week one and make sure the work compounds.
The principles behind how we operate, collaborate, and ship every day.
"Quality is not an act, it is a habit."
— Aristotle
Craft is the belief that how the work gets done matters as much as what gets shipped. Outcomes count, but so does the process, the care, and the way a person approaches the same task on the four hundredth day. It is not reserved for traditionally creative roles — someone handling a support thread can master that craft the way an engineer masters a codebase or a marketer masters a channel.
Craft is not perfectionism for its own sake. It is not polishing what nobody will ever touch, and it is not caring only while someone senior is watching. It is an internal standard that does not move with the audience.
A small group of operators, engineers, and writers who keep raising the bar on each other.
I am obsessed with finding the crack in a system before it finds us.
I have slept in 26 airports and I am not finished yet.
I crochet through every episode of every cooking show ever made.
I grew up with two hairless cats that only responded to Norwegian.
A friend and I write a very small newsletter about kaiju films.
I was born in the southernmost town on the continental mainland.
I am training for a marathon at an age my knees strongly disagree with.
A pop star once cut me off on a jet ski while I was lost at sea for ten hours.
I have three speaking roles on network medical dramas to my name.
I have never once declined an impromptu dance session.
I compete in dog agility on most weekends of the year.
I used fernway to build a tide-times site that clears $1,430 a month.
My favourite day of the week is, without contest, Tuesday.
I wrote trading bots for game skins as a teenager; the account is still worth $23,400.
I lived in a Zen monastery for two years before any of this.
I have opinions about squircles that I will share entirely unprompted.
I once cycled the length of a country on a bet that I lost anyway.
I keep a spreadsheet rating every dosa I have eaten since 2019.
I can run my entire strength routine in the space beside a hotel bed.
We are backed by funds and operators who helped define modern growth and search.
Funding partners
Founders
Growth leaders
We are looking for people who want the hard version of the job.
See open roles