About Us


WestEnd Software has been designing and developing software used in the licensing industry since 2004, with its core software being used in some of the most recognizable brands around the world.

In 2015, WestEnd developed the new framework application Workspace, bringing over a decade of knowledge from the licensing industry into developing a software application using the latest technology. The cloud-based software employs powerful business intelligence tools that allow you to make sense out of your business quickly and accurately, while managing a vast database of active and static information.

Recognizing that needs shift based on the size and extent of a company’s licensing operation, WestEnd offers both License Manager and License Manager Pro versions, in addition to Enterprise services to companies requiring bespoke solutions and dedicated project management.

Workspace has been developed as a framework so that it can expand into additional industry usage, where contract management, IP and content licensing, approvals and supporting financial information need to be tracked, managed and stored.

WestEnd has maintained a dedicated team of programmers over the past decade, priding itself on drawing and retaining skilled programmers with the latest industry knowledge and ability.

WestEnd strives to work with all clients to deliver long-term usable software solutions, treating each client as a partner – because your success is our success.

WestEnd Software is based in Los Angeles, with a European officess in Zurich, Switzerland and Belgrade, Serbia.

Led by Zeljko Rakocevic since its founding in 2004, WestEnd Software has focused on adding key employees over the years that have the expertise and experience in the software industry to help us take our products to the next level. Overtime, Zeljko has continually added engineers, designers and business talent to help WestEnd Software better service its clients.


Zeljko Rakocevic, Founder/President/CTO

Zeljko Rakocevic has 25 years experience in the design, architecture and development of medium and large information systems, with a recent specialization in high-volume web based enterprise applications for the licensing and entertainment industries.

Zeljko has a proven track record of building successful IT solutions from concept stage through to implementation, as well as managing large teams covering all aspects of product development and product management.

With a career that has coincided with the explosion in IT and Internet technologies over the last two decades, Zeljko prides himself on working closely with clients to fully understand their requirements and has repeatedly been able to enter new industries, design market leading software solutions and build the operational teams needs to sustain success.

Prior positions held by Zeljko include: VP of IT/CTO at Dependable Solutions; System Architect at Awareness Technologies for WebWatcher application; CTO at Empower/FilmECNet (enterprise solution for Movie and TV Industry); President and CTO of Megasoft Computers (integrated ERP solutions for hotel management, various accounting and financial software); CTO at Ibis-Sys (postal information systems and banking applications).


Padraic Moore, Director of Business Development

Padraic Moore joined WestEnd Software in February 2015 to lead business development, sales and marketing efforts associated with the introduction of the our new WestEnd™ Workspace suite of applications. A veteran of more than 20 years in the software and technology space, Padraic relocated to Los Angeles in 2011 and has spent the last 5 years in senior sales positions at both Counterpoint Systems and Dependable Solutions (where he worked with Zeljko) developing a key understanding of solutions for the licensing and entertainment space.

From 2004 until 2011, Padraic was based out of Europe working for a number of software and technology companies, including Mformation, Ericsson and TruePosition. While in these positions in London and Stockholm, Padraic was responsible for leading new sales efforts on a global basis with focus in Western Europe, Southeast Asia and Latin America.

Padraic began his career in his native Washington, DC, in 2006 with TruePosition, a technology subsidiary of the Liberty Media Corporation. Throughout his career, Padraic has been a key contributor and consistently demonstrated the ability to identify opportunities, engage with prospects and deliver results.


Christian Burkhalter, Director of Business Development Europe

Christian Burkhalter, a seasoned business and project consultant based in Switzerland, joined WestEnd Software in March 2016 to lead our European business development efforts. With his experience of more than 20 years holding a number of executive positions for leading technology and consumer goods companies, Chris brings an expertise both in business and IT project management that will prove invaluable. In this new role at WestEnd Software, Chris will be responsible for leading our client engagement efforts from first contact through to successful implementation of our Workspace licensing solutions. Building on his two decade track record of successful business development programs and IT projects, Chris has the expertise and experience to make sure our European-based clients effectively deploy and operate our leading licensing software solutions.

After his Master at the university of St.Gallen in business administration Chris started his career at the Winterthur Life insurance (today AXA Winterthur) introducing the direct marketing to the marketing department. Later he managed for many years projects for Sandoz International Ltd. in about 20 countries all over the world. The next professional step was the representation of a Taiwanese company for household commodities in Europe. Since 1999 Chris focused on project management, first in a company implementing SAP solutions in Switzerland and since 2012 as president of the board for consultancy company specialized on project management.

With this new commitment to WestEnd Software and responsibility to lead the launch of our WestEnd Workspace solutions across Europe, Chris will combine his skills and experience from previous professional endeavors to help us become Europe’s leading licensing software provider.


Uros Vasiljevic, Director of Software Development

Uroš joined WestEnd Software team in February 2007. With over 13 years of experience in developing enterprise applications he is a vital part of the WestEnd core team.
In 2014 he was promoted to the position of Director of Software Development. He is now responsible for designing a new framework which is the core of all WestEnd's applications as well as designing and developing of the WestEnd's main application WestEnd Workspace. He is also an Executive Director of European branch of the Company.

During his career, Uroš has designed and developed various enterprise applications, both desktop and web based. He started his career at Datatrade d.o.o in Belgrade where he was developing accounting and resource management applications. After couple of years Uros left Datatrade to join a game development company Code Realms Interactive. He left Code Realms in 2007 and joined WestEnd Software and since then he has been one of the most dedicated and valuable members of the team.

At WestEnd Software, we believe that fully understanding a client’s business, process and expectations are an essential part in delivering effective software solutions and maintaining long-term partnerships with our clients. Our entire team makes every effort to achieve this through extensive counseling and planning, backed up with detailed operational and scheduling documentation.

WestEnd employs industry standard or better security standards throughout all deployments, recognizing the importance of your data maintenance and security as paramount to all our practices.

Data Encryption

WestEnd uses industry stand secure socket layer (SSL) for all transfer of data, namely between a client’s desktop, the internet and the servers data and software is stored upon. All communication between browser and server applications is encrypted with a 2048-bit key SSL certificate.

Data Back-up

Each server data is stored up on backed up nightly using 256 bit AES encryption. All master servers have live mirrors in different locations to ensure data redundancy.

Employee Access

All employees and contractors of WestEnd are under extensive confidentiality and NDA agreements, treating all client data with utmost sensitivity.

Data Centers

WestEnd houses no client information on its own servers and employs only industry leading audited data centers.