Do you only build with AI?

No. We build whatever the project needs. If AI creates real value, it goes in. If it doesn't, we don't add it.

Will we own the code?

Yes. Code, documentation, infrastructure access, AI workflow configurations — all yours.

Practice 2 — Custom Development. Web apps · Mobile · Custom AI workflows · Integration layers · Since 2013 · Google Partner · Hundreds of clients across 12 industries.

Practice 2 · Custom Development

When the Lego blocks aren't enough. When you need software built.

Sometimes the productized AI Operating System covers everything you need. Sometimes you need more — a custom web application, a complex multi-brand e-commerce platform, a mobile app, a bespoke AI workflow, or a custom integration layer connecting systems we haven't seen before. That's Practice 2. We've been building custom software since 2013 — hundreds of clients, twelve industries, dozens of products, including enterprise-scale e-commerce architectures for nationally-recognized brands. What's different now is that AI isn't a feature we add — it's the foundation we build on.

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30 minutes with Roopak. We'll talk about what you need to build, what's realistic, and what the path looks like.

Workflow

Positioning

Two practices. One company. Different ways we work with you.

Practice 1

AI Operating System

Productized AI workflows on top of your existing tools

What it is: Pre-built Lego blocks across Customer Support, Sales, Marketing, Customer Success, Operations, Finance, HR, Legal, Procurement, Partnership. Same connected Brain underneath. Bite-size deployment — start with one workflow, add more as they pay off.

Right for you if: You want to add AI to your existing operations without rebuilding anything. You don't need a custom product — you need your current business to run smarter.

Explore the AI Operating System

You are here

Practice 2

Custom Development

Custom software, mobile apps, AI workflows built to your spec

What it is: Full-stack development across web, mobile, custom AI workflows, integration layers, and AI-powered features. Same Brain methodology underneath when relevant. AI-native by default — every build incorporates AI where appropriate.

Right for you if: You're building a new product. You need a custom internal tool. You need software that doesn't exist yet. You need AI capabilities baked into an existing application.

The two practices share one Brain, one methodology, and one team. Clients often use both — productized AI OS workflows running their day-to-day operations, with Custom Development building the specific products or integrations the operations need. Same provider. Same standards. One contract if you want it that way.

What we build

Six categories of custom build.

What clients typically come to Practice 2 to build. Each category has its own engagement pattern, timeline, and pricing structure.

01 · WEB APPS

Custom Web Applications

Custom web applications from scratch — SaaS products, customer-facing portals, internal tools, dashboards, admin interfaces. Full-stack development across front-end, back-end, database, infrastructure, and ongoing operations. AI capabilities baked in where they create real value, not bolted on as a marketing feature.

Typical projects

New SaaS products (founder-led ventures, vertical SaaS, B2B platforms)
Customer portals integrated with your existing CRM, billing, and product systems
Internal operational tools that don't fit any off-the-shelf software
Marketing websites with custom functionality (lead routing, content gating, personalization)
Dashboards that pull from multiple data sources with AI-driven insights

Timeline

8–24 weeks depending on scope

Indicative budget

$50K–$500K+ depending on complexity

Real example — CondoBrain (in active development)

Hureka is co-developing CondoBrain with Jason Hunter — a SaaS product targeting condo association / HOA / small-to-mid property management market. Vertical SaaS with AI-native workflows for an industry where most software is either generic property management or single-feature point solutions. Built end-to-end on the Hureka stack — marketing site, back-end, and AI workflows.

02 · MOBILE

Mobile Applications

Native iOS, native Android, or cross-platform (React Native, Flutter) mobile applications. Customer-facing apps, internal team apps, field-service apps, lifestyle apps. AI capabilities where they make sense — image recognition, voice interaction, personalization, on-device processing.

Typical projects

Consumer mobile apps with AI-driven features
Field-service mobile apps for technicians, dispatchers, drivers
Internal team apps for distributed workforces
Customer engagement apps connected to your CRM and service operations
AI-powered mobile experiences (image recognition, voice-driven workflows, real-time guidance)

Timeline

12–28 weeks depending on platform mix and scope

Indicative budget

$75K–$400K+ depending on complexity

03 · CUSTOM AI

Custom AI Workflows

AI workflows beyond what the productized AI Operating System covers — bespoke workflows specific to your business model, your industry, or your competitive differentiator. These often start as "we need something the Lego blocks don't do" conversations.

Typical projects

Vertical-specific AI workflows (legal contract analysis, medical specialty workflows, manufacturing process optimization)
Multi-agent systems where multiple AI capabilities coordinate to deliver an outcome
Domain-specific knowledge work automation (research, analysis, recommendations)
Custom decision engines with explicit governance and audit trails
Industry-tailored versions of standard workflows with industry-specific knowledge baked in

Timeline

6–20 weeks per workflow

Indicative budget

$40K–$300K+ depending on complexity

Real example — Multi-tenant Social Agent SaaS

Hureka has designed a complete multi-tenant SaaS architecture for marketing agencies — 12 connected AI workflows covering competitive intelligence, content planning, drafting, scheduling, engagement, and learning. Not a chatbot — a complete operational system with workflow orchestration, multi-tenant isolation, audit trails, and a learning loop that compounds month over month.

04 · INTEGRATIONS

Integration Layers

Custom integration layers connecting systems that don't natively talk to each other. The "middleware" your business needs to make your existing tools work together without ripping anything out.

Typical projects

CRM-to-ERP-to-billing integrations for businesses with complex revenue operations
Industry-specific system connections (EHR-to-billing-to-scheduling for healthcare; trading platform-to-CRM-to-compliance for financial services)
Multi-vendor data consolidation for analytics and reporting
Legacy system bridges (connecting modern tools to systems that don't have modern APIs)
White-label integration layers (custom integration work delivered under a partner's brand)

Timeline

4–16 weeks depending on system complexity

Indicative budget

$30K–$200K+

Real example — CWW Group white-label channel

Hureka's relationship with CWW Group (Deepak Choudhary, San Jose) is an example of integration-layer work delivered under a partner brand. CWW resells Hureka's AI Operating System under their "AI for Main Street" brand, targeting home service SMBs. The integration layer connects Hureka's productized workflows to CWW's customer-facing systems while preserving the partner's brand experience.

05 · AI FEATURES

AI-Powered Features Added to Existing Software

AI capabilities added to software you've already built or already use. Faster path to value than rebuilding — and often the right choice when the existing system works well and just needs AI capabilities layered on.

Typical projects

AI-powered search, recommendations, or personalization on existing websites and apps
Conversational interfaces (voice, chat) added to legacy software
AI-driven analytics layered on top of your existing data
Automation workflows triggered by events in your existing systems
Content generation, summarization, or translation capabilities integrated into existing tools

Timeline

3–12 weeks depending on scope

Indicative budget

$25K–$150K+

06 · E-COMMERCE

E-Commerce & Multi-Brand Commerce PlatformsMoat

Enterprise-scale e-commerce architectures — including complex multi-brand commerce platforms where dozens of brands run on shared infrastructure, all managed from one central portal. B2B (wholesale, distribution, foodservice), DTC (consumer-facing storefronts), and multi-channel architectures that handle both at once. AI baked in where it creates real value — personalization, search, recommendations, dynamic pricing, abandoned-cart recovery, fraud detection.

Typical projects

Multi-brand commerce platforms — one platform powering many brand storefronts with shared catalog, shared customer database, brand-specific front-end experiences
B2B e-commerce platforms — wholesale and distribution with customer-specific pricing, tiered ordering, sales rep tools, account hierarchies, credit terms, EDI integration
DTC e-commerce platforms — consumer-facing storefronts with subscription support, loyalty programs, personalization, marketing automation integration
Marketplace platforms — multi-vendor commerce with commission, payout, and dispute workflows
B2B + DTC unified platforms — single architecture serving both wholesale customers and direct consumers
Headless commerce architectures — decoupled commerce backend (Magento, BigCommerce, Shopify Plus, custom) separated from front-end experiences
AI-enhanced commerce — semantic product search, AI-driven recommendations, conversational commerce, AI-powered support inside the commerce experience

Timeline

16–40+ weeks depending on scope (multi-brand enterprise platforms are typically 24–40+ weeks)

Indicative budget

$150K–$1M+ depending on scope and integrations

Real example — Farmer Brothers (farmerbros.com)

Nationally-recognized coffee, tea, and culinary products company (founded 1912, $500M+ revenue, 1,600+ employees, recently acquired by Royal Cup). Commerce architecture spans 12+ brands across coffee (Farmer Brothers, Artisan Collection, Metropolitan, Superior, Cain's, McGarvey, Boyds, West Coast, trücup, Un Momento, Sum>One Coffee Roasters), tea (China Mist), beverage mixes, and culinary products — all managed from one central portal. Serves three commerce surfaces: corporate B2B (farmerbros.com), direct ordering portal (store.farmerbros.com), and DTC consumer site (farmerbrotherscoffee.com).

Why Hureka

Five reasons businesses choose Hureka for custom builds.

Twelve years building custom software

Hureka Technologies (parent company) has been building custom software since 2013. Hundreds of clients across twelve industries. We didn't start in AI — we added AI to a development practice with a long track record of finishing things and shipping them.

AI-native by default, not as a feature

Every Custom Development engagement starts from the question: "Where does AI create real value in this build?" Not a marketing checkbox. Not a chatbot bolted on at the end. AI is in the architecture, the data layer, the user experience, the operational model. Where AI doesn't add value, we don't add it — and we're explicit about that.

The Brain methodology applies to custom too

Even bespoke products benefit from the Brain methodology. The custom application you're building can accumulate institutional knowledge the same way the productized AI Operating System does — workflow patterns, user behavior, edge cases, content. The Brain becomes the architecture for your custom build's compounding value.

Two practices, one team

If your business needs both AI OS workflows AND custom development, you can have one provider for both. Same team, same standards, same Brain underneath. Most clients who engage Practice 2 also engage Practice 1 over time — and the work compounds across both.

Google Partner, enterprise pedigree

Deliverables

Ongoing stability, monitored uptime, planned feature roadmap, regular review cadence.

Exit gate

None — this phase is ongoing for as long as we're engaged.

Pricing

Pricing approach.

Two engagement models. Pick the one that fits your situation.

Standard model

Default

Setup + Retainer + Consumption

Best for: Clients who want an ongoing partnership — custom build plus ongoing operations, feature additions, AI workflow refinement.

One-time setup fee covering Discovery through Launch. Scales with scope.
Monthly retainer for Ongoing Operations — typically ~20% of setup fee/mo.
Monthly consumption — pass-through cloud, AI model, third-party costs. Not marked up.

Custom software requires ongoing care. The retainer model means we're aligned with you for the long-term success of the build, not just the initial delivery.

Fixed-Scope model

Setup-only

Best for: Clients with a specific, well-defined deliverable who want to self-manage post-delivery — or who have an internal dev team to take over operations.

Single fixed-price project covering Phases 1–4.
Detailed scope document — change requests require change orders.
Full knowledge transfer at end of build — docs, architecture, runbooks, access.
No ongoing retainer — we're done at launch.

We recommend this model only when the client genuinely has internal capability to maintain it — or when the build is genuinely complete and self-contained.

Indicative budgets shown above are starting points, not commitments. Real pricing is established during Phase 1 (Discovery) when scope is clear. We don't quote without understanding the work — and we don't take work where the budget and scope don't fit.

When clients use both

When clients use both practices.

Most Custom Development clients eventually engage the AI Operating System too. Most AI Operating System clients eventually need custom work. The architecture is designed for both to coexist cleanly.

Scenario 1

Custom App + Productized Workflows

The setup: Client engages Custom Development to build a vertical SaaS product. Also engages the AI Operating System for their own internal operations (Sales, Customer Success, Finance).

How they connect: The custom SaaS product and the internal operations both run on the same Brain. The product's customer data flows into the internal operations workflows. One coordinated system.

Scenario 2

Integration Layer for Existing Software

The setup: Client has existing custom software built years ago. Engages Custom Development for an integration layer that connects the legacy software to modern tools.

How they connect: Then engages the AI Operating System for AI workflows that use the now-integrated data. The legacy software stays; the integration enables AI on top.

Scenario 3

AI-Powered Features + Productized Workflows

The setup: Client has an existing product they sell. Engages Custom Development to add AI-powered features (recommendations, personalization, conversational support).

How they connect: Then engages the AI Operating System for their internal operations supporting that product. The product's AI features and the internal operations both pull from the same Brain.

Explore the AI Operating System

Stack

Our stack.

What we build with, by default. Choices may vary per engagement based on client requirements — but this is the core stack we know inside out.

Front-end Web

React · Next.js · TypeScript · Tailwind CSS · TanStack Start

Mobile

React Native · Flutter · Native iOS (Swift) · Native Android (Kotlin)

Back-end

Node.js · TypeScript · Python (for AI workflows) · Postgres · Supabase

AI & Workflows

Claude (Anthropic) · OpenAI · n8n · VAPI (voice) · Pinecone / pgvector / Stardog

Cloud & Infra

AWS · Cloudflare · Vercel · Supabase Cloud · Kubernetes

Integrations

REST · GraphQL · MCP (Model Context Protocol) · webhooks · custom protocols

Observability

Sentry · Logflare · PostHog · Datadog · custom for regulated industries

Security & Compliance

SOC 2 alignment · HIPAA-compliant builds (BAAs) · GDPR-aware · encryption at rest and in transit

Stack choices are pragmatic, not religious. We build with what fits the job. If your existing infrastructure or tools require something specific, we adapt — within the bounds of what we can responsibly support long-term.

Real examples

Real builds. Real partners.

A few of the custom development engagements that illustrate what Practice 2 actually delivers. Not generic — specific projects, specific partners, specific scope.

E-Commerce & Multi-Brand Commerce Platform

Enterprise · $500M+

Farmer Brothers (farmerbros.com)

National coffee roaster, wholesaler, and distributor — founded 1912, $500M+ revenue, 1,600+ employees, recently acquired by Royal Cup.

What we built: Unified multi-brand commerce architecture serving 12+ brands across coffee, tea, beverage mixes, and culinary products — all managed from one central portal. Multiple commerce surfaces (corporate B2B at farmerbros.com, direct ordering at store.farmerbros.com, DTC at farmerbrotherscoffee.com) on shared back-end. Integration with national distribution, equipment service operations, sales rep workflows, and enterprise systems.

Status: Live. Continuously evolved across years of brand additions and channel expansions.

Custom Web Application + Custom AI Workflows

CondoBrain (in active development) — Jason Hunter, co-founder

Vertical SaaS for condo associations / HOA / small-to-mid property management.

What we built: Operational workflows, resident communication, vendor coordination, compliance tracking, AI-native by default. Marketing site, back-end, and AI workflows all built on the Hureka stack.

Status: Active development. Marketing site live. Product build in progress.

Custom AI Workflows + Custom Web Application

Social Agent SaaS Architecture (Multi-Tenant)

Designed for marketing agencies serving SMB clients.

What we built: Complete multi-tenant SaaS — 12 connected AI workflows covering competitive intelligence, content planning, drafting, scheduling, engagement, attribution, and a learning loop. Multi-tenant isolation, audit trails, brand-aware drafting, statistical pattern promotion with a triple-test gate.

Status: Architecture spec locked. Available as a reference implementation or as a custom build for an agency partner.

Integration Layer + White-Label Channel

CWW Group — Deepak Choudhary, San Jose, CA

White-label channel partner reselling Hureka's AI OS under their own brand.

What we built: Integration layer connecting Hureka's productized AI Operating System to CWW's customer-facing systems under their "AI for Main Street" brand. CWW handles sales and customer relationships; Hureka provides the platform and delivery.

Status: Active partnership. Reproducible model for additional channel partners.

These four examples show the range of Practice 2 work — enterprise multi-brand e-commerce, full custom SaaS, multi-tenant AI workflow architecture, and integration-layer white-label work. Other engagements span healthcare, professional services, financial services, and additional commerce builds — many under NDA and not publicly named.

FAQ

Common questions about Custom Development.

The AI Operating System (Practice 1) is productized workflows you configure to your business — pre-built Lego blocks for Customer Support, Sales, Finance, HR, etc. Custom Development (Practice 2) is bespoke software we build for you — custom web apps, mobile apps, custom AI workflows, integration layers. The AI OS sits on top of your existing tools. Custom Development builds the tools. Many clients use both. The two practices share one team, one Brain methodology, and one set of standards.

Three ways to take the next step.

On this page, the Discovery Call is the natural starting point — Custom Development engagements need a real conversation to scope properly. The Audit and Workshop are alternatives if you want a lower-commitment entry.

Best for Custom Dev

Book a Discovery Call

30 minutes with Roopak. We'll talk about what you need to build, what's realistic, and what the path looks like. Best starting point for Custom Development engagements.

Book a Call

Book a Discovery Call

10 minutes. We diagnose your operations and recommend the path forward — Custom Development, the AI Operating System, or both. 1-page Strategy Memo in 48 hours.

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