Turn Your Industry
Expertise Into SaaS
You know your industry better than anyone selling software to it. The bit you've been missing is a team that can build the product. We bring the engineering, you keep the know-how, and we launch a paying first version.
$150B
VERTICAL SOFTWARE MARKET, 2024
Days
TO A FIRST VERSION
Yours
EQUITY, CODE AND DATA
The expertise matters more than the code.
For years the expert with the idea had two bad options: recruit a technical co-founder, or keep selling advice by the day.
The maths has changed. Grand View Research valued the vertical software market at $150.25B in 2024, and Bessemer's vertical-software work says the winners tend to dominate a narrow market first, then add products around the workflow.
If you have the know-how, the rest is a hireable problem now.
CONSULTING YOUR EXPERTISE
- Sells once, dies on your calendar
- Capped at billable hours
- Lives in your head, leaves with you
- Hard to sell without you attached
- No equity, no asset
PRODUCTISED AS SAAS
- Sells without filling your diary
- Capped only by who you reach
- Rules written into the product
- Recurring revenue line
- No equity by default
We build around the same five parts.
Lettings agents, locum doctors, marine surveyors, scrap dealers. The industry changes. The product still has to line up around the buyer's actual workflow.
The wedge
The one job your customer hates doing every week. Narrow enough to win, big enough to charge for. The thing nobody else has bothered to build.
The data model
Your industry's nouns. Cases, jobs, sites, claims, batches, vessels. Modelled the way insiders talk, not the way a generic CRM forces it.
The rules
The regulatory and operational logic you carry in your head. FCA, RICS, CQC, ICO, HMRC, whichever ones apply. Encoded once and kept current.
The AI layer
The bit that does the reading, drafting, classifying and checking. Vertical AI belongs in the workflow from day one, not in a chat box bolted on later.
The billing
Stripe, contracts, seat management, VAT, the lot. The boring part that turns a tool into a business with an MRR line.
Where we come in.
You bring the industry. We bring the product team. Four fixed-scope phases, with working software in front of users.
No twelve-month consulting engagement, no CTO hire, no equity giveaway to a tech co-founder you met at a meet-up.
BOOK A PRODUCT CALLWedge workshop
Two days with us in a room. We walk through your industry the way you'd brief a new hire, and we pick the one workflow worth building first. Out the other end: a named product, a target buyer, a price point, and what we're not building.
Model the industry
We turn your know-how into the data model, the rules and the AI prompts that run the product. You see it on screen before any production code gets written. If it's wrong, we change it in days.
Launch the first version
Branded, live, billable. Auth, payments, the core workflow, the AI layer, an admin back office. Enough product to sell, learn and stop guessing.
Iterate to product-market fit
Releases against real customer feedback. New views, new integrations, the second workflow once the first is sticky. You decide when you've learned enough to take it in-house, or keep us as your product team.
Industry-specific software can get very big.
Three public examples from restaurant, construction and home-services software. Each started with a narrow workflow, then built around it.
Toast, $20B IPO.
MIT News says Toast's three MIT alumni founders moved from an ecommerce idea for restaurants into POS after running into dated restaurant systems. Toast closed its NYSE IPO in September 2021; CNBC reported an initial market cap of about $20B.
Procore, NYSE listed.
Procore says Tooey Courtemanche founded the company in 2002 to connect construction teams on a software platform. In Procore's own partner guide, he ties the idea to seeing disconnected construction work while building his home. Procore began trading on the NYSE in May 2021.
ServiceTitan, $9B Nasdaq debut.
ServiceTitan says Ara Mahdessian and Vahe Kuzoyan originally built the product to help their fathers run contracting businesses. It began trading on Nasdaq in December 2024; CNBC put its market cap at about $8.9B at the close of its debut.
Sources: Grand View Research vertical software market report, MIT News on Toast, Toast and Procore IPO releases, ServiceTitan company and investor pages, CNBC, Bessemer Venture Partners "Ten lessons from a decade of vertical software investing", Tidemark 2025 Vertical & SMB SaaS Benchmark Report.
If you nod at three of these, call us.
You've been in the same industry ten years or more, and you can quote your customer's frustrations back to them word for word.
You've already built half of it in Excel, Notion, Airtable or a Google Form. Customers use it. You know which parts they actually open.
You can name the first ten companies you'd phone the day the product is live, and you've got their mobile numbers.
You don't want to learn to code, hire a CTO, or hand half the company to a technical co-founder. You want a product team you can rent.
The competition in your patch is either ancient on-premise software, a generic CRM, or somebody's underwhelming free trial. None of it actually fits how the work gets done.
You're prepared to be the first salesperson, the first onboarder and the first support line. We'll automate that out of you, but not on day one.
The ones we get asked first.
Who owns the product?
You do. The company is yours, the IP is yours, the cap table starts and ends with you. We're hired, paid and gone, on a fixed scope. No equity tax for the privilege of using a developer.
Couldn't I just build this on Lovable or Bolt myself?
You can get a long way with those tools, and we'll tell you when that's the right call. They fall over once you've got real customers, real money moving and real data. We've a whole separate page on tidying up that mess. For a product you intend to sell into your industry for years, start it on something built for the road.
How much does it cost?
Wedge workshop is a fixed fee and a couple of days. First version is fixed-price per phase, scoped against the workshop. After that you've got a retainer option, or take it in-house. You'll see the numbers before we touch a line of code.
What if my industry's already got software?
Good. Existing software is a useful signal: the buyer has a budget line and a habit of paying for software. Your job, and ours, is to be the better product on the wedge that matters most.
I don't want to leave my day job yet.
Good. You don't have to resign before the first version has customers and money coming in. We move at the pace your evenings can take, and we keep the scope small enough for that to work.
What about the AI part?
Built in from day one. Your industry's reading, drafting, classifying, summarising, checking. We put the AI where it removes work from the workflow, not in a CRM with a chat box bolted on.
Will you sign an NDA before I tell you the idea?
Yes. Send one over before the first proper conversation. Your expertise is the asset and we treat it that way.
Got the expertise. Want the product.
Tell us about the industry and what you'd want to sell into it. Thirty minutes on a call and you'll have a clear answer on the wedge we'd start with and whether you'd be better off staying a consultant.