Custom software, built AI-augmented and priced before we start.

Web applications, mobile apps, backends, and integrations built by a small senior team that uses AI tooling through the whole engineering process, with the review discipline of a much larger one.

01why now

The economics of custom software changed. AI coding tools let a senior engineer draft, test, and refactor at a pace that used to take a team, which moves the bottleneck from typing code to deciding what should exist. That favors small teams of people who understand the business and can make those decisions quickly, and it punishes big teams that bill by the hour.

For buyers this means two things. First, software that was too expensive to build two years ago may now be cheaper than the subscription you are paying to work around a tool that does not fit. Second, how a vendor uses AI matters: tooling without review discipline produces code that demos well and breaks in month three. On Pinned Golf, our AI-augmented approach turned a solo scorekeeping app into a social one and reduced the engineering need from five engineers to one.

02what we build

• Customer-facing products. Web applications and native-grade mobile apps in Swift, Kotlin, or React Native, designed for the metric that matters.
• Operational systems. Portals, dashboards, scheduling, and the internal tools and custom CRMs that run the business behind the product.
• Backends and integrations. APIs, data pipelines, and the connective tissue between the systems you already pay for.
• AI inside the software. Retrieval, assistants, imaging, and automation where they move a number. See custom AI development.
• Zero to one products. For a new venture, we can own the technical decisions a founding CTO would. Nestwell went from idea to product that way on a $30K budget, then raised $1.2M+. Read the case study.

what "AI-augmented" means in practice

It is not a person pasting prompts into a chat window. Our engineers use coding agents to draft implementations, generate and run tests, and review diffs, then a senior engineer reads and owns every change before it merges. The speed comes from the tooling. The quality comes from the review, the test suite, and the same people staying on the code after launch. We run the same orchestration for client teams as a service: AI coding orchestration.

03who this is for

Business owners and operators, usually at companies doing $10M or more a year, who need software that does not exist off the shelf, or who have outgrown the tools they started with. It also fits funded founders who need a technical partner rather than a vendor waiting on a spec, and teams with a working prototype that needs to become a real product, which is its own page: prototype to production.

We are not the right shop for staff augmentation by the hour, or for a project where the scope cannot be pinned down enough to price.

04how it runs

1. Diagnose. We start with the P&L, not the tech stack. What the software must return decides what gets built, and what does not.
2. Fix the budget. A scoped plan with a number you can take to the board. Change requests are priced before they are started, never after.
3. Build in the open. Working software in your hands every two weeks, with our engineers and your operators in the same room throughout.
4. Operate and compound. We stay past launch, measuring what shipped, hardening what works, and retiring what does not earn its keep.

05common questions about custom software development

What does a custom software development company do?

Designs, builds, and maintains software made for one business instead of sold to many: web applications, mobile apps, backends, integrations, and internal tools. Insomnia Club does this with a small senior team using AI tooling throughout, on a fixed budget agreed before work starts.

How much does custom software development cost?

Every engagement is a scoped plan with a fixed number agreed before work starts, and change requests are priced before they are started, never after. As a public reference point, Nestwell came to us with a $30K budget and raised over $1.2M after shipping what it bought.

Why a fixed price instead of hourly billing?

Hourly billing pays a vendor for time, not results, and moves the risk of slow work onto you. A fixed budget means we carry that risk, and it forces scope decisions up front where they are cheap instead of during the build where they are expensive.

What is AI-augmented software development?

A small senior team using AI tooling throughout the engineering process to cover ground that used to take a much larger team, with the same review discipline a bigger team would apply. On Pinned Golf, that approach reduced the engineering need from five engineers to one.

Is AI-written code safe to put into production?

Only with review. Our engineers use coding agents to draft and test, and a senior engineer reads and owns every change before it merges. Tests, code review, and the same team staying on the code after launch are what make it production grade.

Do you maintain the software after launch?

Yes. The last step of every engagement is operate and compound: measuring what shipped, hardening what works, and retiring what does not earn its keep.