Custom apps

Some work needs its own app. We build it with you.

General tools stop where your process starts. We learn the systems your team already runs, build the connectors and the app your work needs, and keep building with you.

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How it works

We learn the work before we build the app.

Most of the value is in the details: which tab counts as live, and what the Monday report is really for.

Sit with the team

We join your channels and standups, read the trackers and threads, and learn the rules only your ops lead knows.
Connect your systems

The platforms only your team runs get a connector of their own, tested against the live tool. If the team lives in Google Sheets, the sheet stays the sheet, syncing both ways.
Build on the platform

Your app inherits chat, approvals, automations, and receipts, with every connector behind it. We build what is specific to you: the records, the views, and the reports.
Ship, then stay

A named engineer in your Slack, a weekly sync, and early access while it is being built.

What we build

The shape of a custom app.

Each one is an app the team works in, and an agent that knows the records behind it.

A CRM behind your sheets

Partners tracked across several spreadsheets. One search over all of them, and a line between partner and internal views.

Intake and triage

Requests arrive by email, form, and Slack. Each one filed, the reply drafted, the rest routed to a person.

The quarterly review

A quarter of posts, creators, and spend read from every system and written as a report, with a note on every number.

Reconciliation

Invoices against the tracker against the bank export. Mismatches flagged with a reason.

Renewals and commitments

Contracts and rate cards across dozens of vendors. A reminder before a date passes.

A connector of your own

The platform your numbers live in, and nobody has a connector for. We build one against the live API, and your reports and chats read from it.

A question desk

“How many are live this year, by region?” answered from the records, with the counting rule shown.

A review queue

Every outgoing deck or contract checked against your rules, with the failing rule named.

What a custom app is

A UI for the team, and an agent that knows the records.

Every custom app is two things at once. The team gets a plain interface: a search, a grid, the views they asked for, and rules that stop a bad row as it is typed. Friday gets the same records, with the rules written down.

The apps are AI-native. The chat, the records, and the rules are one system, so a question comes back with the number and the rule that produced it.

Data stays where it belongs. A Google Sheet can stay the sheet, syncing both ways, with the records and rules behind it.

Some of the build is a connector. The platform your numbers live in may have no connector anywhere, so we write one against its API, test it against the live tool, and keep it current as the platform changes. From then on a report or a chat reads from it like any other source.

VendorsCustom app · 84 vendors · 3 teams

New contract

north

Renews this quarterMarketingEngineeringTeam: any

VendorTeamRenewsTerms

Northwind PrintMarketingOct 14Rate card v3Current

Northstar MediaMarketingNov 2—Terms unconfirmed

North Fork StudioEngineering——Do not renew

Which contracts renew this quarter, by team?

11 contracts renew before December: 6 in Marketing, 3 in Engineering, 2 in Ops. Two have no confirmed terms yet and are flagged above.

How this was counted View renewals_q4 · a contract counts when its end date falls in the quarter and its status is not “do not renew”.

What every build gets.

One search across everything Every record, note, and decision in one place, including the ones you decided against.
The connectors you are missing A connector for the platform only your team uses, tested against the live tool and kept current as it changes.
Guardrails as rows are typed Duplicates, bad dates, and rate mistakes flagged with a reason, before money moves.
Two views of the same records Partners see their own work. The internal team sees everything, including what each partner negotiated.
Handoffs as triggers A status change moves the item on, and starts the automation that follows.
Answers with receipts Every number comes with the counting rule that produced it.
A morning digest A Slack message each day with what is waiting on whom.

The agreement

What you own.

A custom build should leave you less dependent on a vendor. The agreement, in plain words.

Your data is yours. You own it, always, and can export it at any time to Sheets, CSV, JSON, or a full SQL dump.
Your app is yours too. The records, views, rules, and reports we build for you belong to you. The platform underneath is licensed, and platform improvements reach your app without breaking it.
Continuity, in writing. Escrow or handover terms, uptime and response commitments, and a documented transition if you ever leave.
Security you can review. Hosted on Google Cloud, encrypted in transit and at rest, with tenant isolation, role-based access, and single sign-on. We are working toward SOC 2 and will walk your security team through the details.
Two fees. A one-time build fee, then a platform fee that includes the team's compute budget.

Is this you?

Who this is for.

A good fit

Ops, marketing, and finance teams whose “system” is really a dozen trackers.
Teams coordinating several partners, agencies, or vendors on one program.
Money or commitments moving through spreadsheets, and a report nobody fully trusts.
A platform your numbers live in that nothing else connects to.
A data team tired of answering the same questions with screenshots.

Probably not

If a general tool already fits, use it. Friday's own apps and connectors may be all you need.
If the manual path is faster, safer, or clearer, we will tell you, and we won't build something you won't use.

Bring the process that gives you the most trouble.

The first conversation is a working session on one of your workflows. If we cannot show something useful on your own data, we will say so.

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