Herbert created a Cambridge UK company, called Architecture Projects Management Ltd (APM), to employ the ANSA research team. As ANSA matured APM developed a parallel software consulting business to help companies adopt ANSA ideas and exploit ANSAware, CORBA and Internet technologies. A key development during this period was E2S, a smart card-based architecture for end-to-end secure business-to-business transactions. In 1996 APM spun out further business called Digitivity, with offices in Cambridge UK and Palo Alto, California, USA to develop an Internet browser security product. In 1998 APM and Digitivity were acquired by Citrix Systems of Ft Lauderdale, Florida, USA and Herbert took up the position of Director for Advanced Technologies where he remained until joining Microsoft in 2001.