Internal tools, automations, APIs — the unsexy systems that make a business run.
Custom software that fixes the bottlenecks no off-the-shelf tool addresses: internal admin panels, data pipelines, custom APIs, automation workflows, integrations between the four SaaS tools your team already uses, and the back-office systems that make a business actually run.
What custom software looks like in practice
Internal admin tools
The single highest-leverage custom build for most small businesses. A purpose-built admin panel for your operations team that replaces six spreadsheets, three CRM exports, and a Slack thread.
- role-based access
- audit trail
- built on your data
- 10x faster than the SaaS your team currently fights
API integrations
Connect Square to Stripe to QuickBooks to your CRM to your email tool. Stop paying Zapier $300/month for what is actually 80 lines of code.
- webhook routing
- retry + dead letter queues
- monitoring
Automation workflows
Replace manual data entry with code that runs on a schedule or in response to an event. Most small business teams have 5-10 hours a week of repetitive work that disappears.
- cron + event-driven
- error alerts
- human-in-the-loop where needed
Data pipelines
ETL between systems, scheduled reports, dashboards, exports for accounting or compliance. The plumbing that keeps the lights on.
- Postgres + dbt
- scheduled jobs
- email/slack delivery
APIs (yours, public or private)
If you sell software, you need an API. We build APIs that pass code review: versioned, documented, rate-limited, secured.
- REST or GraphQL
- OpenAPI spec
- auth + rate limits
When custom software is the right call
Custom software is not always the answer. Sometimes Notion is the answer. Sometimes Airtable is the answer. Sometimes a $20/month SaaS is the answer. Custom software wins when the off-the-shelf tool forces you to bend your process to the software, when you are paying per-seat fees that scale faster than your team, or when you are stitching three tools together with manual exports.
Right call
You have a workflow specific to your business. Per-seat SaaS is eating margin. You export data between three tools weekly.
Right call
You are paying for SaaS features you do not use to get the one feature you need. Or the SaaS roadmap moved away from your use case.
Wrong call
The SaaS works fine. Your team is using it. The cost is reasonable. Build only what off-the-shelf cannot do.
Wrong call
You are early stage and the workflow is still changing weekly. Use no-code tools until the process is stable enough to encode.
Pricing
One automation, one integration
- scope: one workflow
- e.g. webhook router
- e.g. scheduled report
- e.g. CRM enrichment
- 30 day support
Custom admin panel for your team
- role-based access
- built on your data
- 5-10 core workflows
- audit logging
- deploy + monitoring
- 90 day support
Multi-system integration platform
- 5+ system integrations
- workflow engine
- monitoring dashboard
- full documentation
- 180 day support