Custom Software
shipped fast and built to scale.
We ship the tools that move your business forward—custom software designed from scratch, high-performing widgets that convert, and ongoing iterations of existing systems.
Starter Stack
The most common first installs we ship for sales + marketing lift.
Choose your path
Start with widgets, launch something new, or optimize what you already have. Each track is designed for fast iteration and measurable outcomes.
Widgets
Focused sales and marketing components installed into your existing site—listings, catalogs, service pages, lead capture, and more. Start with one, then build your stack.
- Fastest path to measurable lift
- Structured content + conversion UX
- Dashboard + baseline analytics
- Add more widgets as needed
Launch
We work with teams who need something new built — fast. A custom tool, a client-facing widget, an AI assistant. We scope, build, and ship in weeks, not months.
- Scope in days, not weeks
- Working software in week one
- Install + instrument for measurement
- Ready for iteration at launch
Optimize
Already have something live? We'll improve it. Monthly shipping, maintenance, performance lift, and AI upgrades — without rebuilding everything from scratch.
- Monthly improvements that compound
- Maintenance + security included
- Conversion + workflow optimization
- AI layer when it makes sense
Not sure which track fits?
Book a discovery callCustom tools, not templates.
We design, build, and maintain tools specific to your business — not one-size-fits-all software. Every project ships with ongoing support and iteration.
Marketing Widgets
Custom calculators, interactive tools, lead magnets, and conversion-optimized components that engage visitors and capture leads.
Sales Tools
Proposal generators, pricing configurators, booking systems, and sales enablement tools that help your team close more deals.
AI Assistants & Workflows
Custom AI chatbots, automation workflows, content generators, and intelligent assistants trained on your business data.
Internal Tools
Lightweight dashboards, admin panels, reporting tools, and custom applications that streamline your team's operations.
Simple process, serious results.
We keep it straightforward. No enterprise sales cycles, no implementation consultants, no surprises. Just clear communication and quality work.
Discovery Call
We learn about your business, goals, and the specific problem you're trying to solve. No sales pitch — just questions.
Scope & Design
We propose a solution with clear deliverables, timeline, and cost. You approve before any work begins.
Build & Ship
Our team builds your tool with regular check-ins. Most projects ship within 2-4 weeks.
Iterate & Maintain
Once live, we monitor performance, fix issues, and iterate based on real usage data. Maintenance included.
Our principles
Different by design, not by accident.
We built 212 because we were tired of the same old model — long timelines, bloated features, and vendors who disappear after launch.
Operator-led delivery
Built by people who've been on the other side — waiting on IT, paying for unused features, fighting bloated platforms.
Monthly shipping cadence
New features and improvements ship continuously. You'll see progress every month, not every quarter.
Maintenance + security included
Your subscription includes monitoring, bug fixes, security updates, and iterative improvements based on real usage.
AI + modern integrations
Practical AI tools that work. Custom assistants, workflow automation, and integrations that drive results.
See what we've built across industries.
See Our Work