Custom applications
When custom software is justified — and when it isn't
Building something new is the most expensive option available. Here's the bar it has to clear before we recommend it.
May 6, 2026 · 5 min read
We build custom software. We also talk clients out of it regularly, because a custom system you have to maintain forever is a real commitment.
The bar
Custom makes sense when the way you operate is genuinely different from the market, when that difference is a competitive advantage, and when forcing your business into off-the-shelf software would cost you that advantage.
It also makes sense when nothing exists — a customer experience or internal capability that simply isn't for sale.
The counter-test
If an existing platform gets you 85% of the way and the remaining 15% is preference rather than advantage, buy the platform. Spend the difference on connecting it well.
Curious what this would look like in your business?
Tell us how things run today. We’ll tell you honestly whether there’s something worth doing.
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