Custom tools and AI apps built around how your business actually works
Most small businesses run on a patchwork of spreadsheets, shared inboxes and SaaS subscriptions that each do 70% of the job. We build the missing piece: full-stack apps, with AI where it helps, shaped around your workflow instead of forcing your workflow around someone else's product.
Who it's for
- ✓Teams running the business out of spreadsheets that have outgrown them
- ✓Founders paying for several SaaS tools that each almost fit
- ✓Businesses sitting on documents and know-how nobody can find when they need it
What kind of tools do you build?
Full-stack web apps, built to be used every day by your team or your clients. The most common are internal dashboards that pull numbers from the tools you already use into one screen; custom CRMs that track the pipeline the way you actually sell rather than the way a generic CRM assumes; client portals where customers see status, documents and invoices without emailing you; and quoting, booking and approval tools that replace a chain of messages and spreadsheets. Where AI earns its place, we build it in: RAG chatbots that answer from your own documents, and a company brain, an internal assistant your team can ask about policies, past projects, pricing or processes and get an answer with the source attached.
- ✓Dashboards and reporting
- ✓Custom CRMs and pipelines
- ✓Client portals
- ✓Quoting, booking and approval tools
- ✓RAG chatbots trained on your documents
- ✓A company brain for internal knowledge
Why build instead of buying another SaaS tool?
Off-the-shelf software is the right answer when your process is standard. It stops being the right answer when your team keeps a spreadsheet next to the tool to make it work, or pays for three subscriptions to cover one workflow. A tool built for your process removes the workarounds, keeps your data in one place you own, and grows with the business instead of charging per seat for features you don't use.
How are you faster than a traditional development agency?
We build with AI in the loop at every stage, from turning your requirements into a spec to writing, reviewing and testing the code. That removes most of the slow, repetitive parts of software development, so a small team ships in a fraction of the time a traditional agency quotes, and you see a working version early instead of a slide deck.
What is a company brain?
A company brain is a private AI assistant connected to your own documents, wikis, past proposals and inbox. Instead of asking the one person who remembers, your team asks the assistant and gets an answer with a link to the source. It is built with retrieval-augmented generation (RAG), so it answers from your material rather than guessing, and access follows the permissions you already have.
How it works
- 1
Free scoping call
A 30-minute call about the problem the tool needs to solve and who will use it.
- 2
Written spec and fixed price
You get a short spec of what we'll build and a fixed price before any work starts.
- 3
Working version early
You click through a real, working version on your data early, not a mockup, and we adjust from there.
- 4
Launch and training
We deploy it, document it and train your team. You own the code and the accounts.
- 5
Optional care plan
Hosting, fixes and new features on a monthly plan, or take it in-house. Your choice.
Custom tool vs spreadsheets vs SaaS vs hiring a developer
There are four common ways to fix a workflow your current tools don't fit. Here is how they compare.
| Criteria | GenExecutive | Spreadsheets | Off-the-shelf SaaS | Freelance developer |
|---|---|---|---|---|
| Fits your process | Built around it | With workarounds | You adapt to it | Built around it |
| AI features | Built in where useful | No | Generic, if any | Depends on the developer |
| Price | Fixed, agreed upfront | Free, costs time | Per seat, every month | Usually hourly |
| Who owns it | You | You | The vendor | You |
| Support after launch | Optional care plan | None | Vendor support | If they're available |
Pricing
Fixed-price project
from $2,500 per project
- Scoping call and a written spec before we start
- Design, build and testing on your real data
- Deployment, documentation and team training
- You own the code and the accounts
Optional care plan from $300/month for hosting, fixes and new features.
You get a fixed quote after a free call. See all pricing.
Common questions
- How much does a custom tool cost?
- Projects start from $2,500 and are quoted at a fixed price after a free scoping call, so you know the full cost before we start. An optional care plan for hosting, fixes and new features starts from $300/month.
- How long does it take to build?
- It depends on the scope, but because we build with AI in the loop we deliver much faster than a traditional development agency, and you see a working version early rather than waiting for a big reveal at the end.
- Do we own the code?
- Yes. Once the project is paid for, the code, the data and the accounts it runs on are yours.
- Is our data safe in an AI tool?
- Your tool runs in accounts you own, AI features only see the data they need, and a company brain follows the access permissions you already have. We never use your data to train our own models.
See what you could hand off first
A free 30-minute call, no sales pressure: we'll map where your week goes and which parts of it we can take off your plate.
Related reading
- How to Add a Claude Code Skill for Gemini-Powered Video AnalysisBuild a Claude Code Skill that sends video to Google's Gemini API for summaries, timestamped transcripts and answers — without leaving your terminal.
- 3 Claude Code Hacks That Actually Change How You Ship (2026 Guide)Three Claude Code hacks for 2026 — plan mode with checkpoints, proactive context management, and the 'think harder' prompt for deeper reasoning.
Other services
- Back-Office SupportOutsourced back-office support for small businesses, coaches and consultants in the US and UK: inbox, calendar, invoicing, follow-ups and admin handled. From $400/month.
- AI Agents & AutomationsAI agents and workflow automation for small businesses, built on the tools you already use, with human approval on anything sensitive. Setup from $1,000.