Custom software · Atlanta
Software built for how you actually work.
We design and build the apps, admin tools, and integrations an owner-led business needs — then we stay accountable for whether they get used. Loop Theory is based in Atlanta. The people who scope the work are the ones who write the code.
01
What we build
Most of the companies we sit with already pay for a pile of tools. The gap is the software in between: the booking flow that does not match the floor, the admin screen that still needs a spreadsheet, the client app that should live next to invoices instead of in someone’s inbox.
Custom software, for us, is a scoped product that a real team will open every week. It is not a prototype that dies in a deck.
- Client-facing apps and the admin desks that run them
- Internal tools for booking, staffing, dispatch, and follow-up
- Integrations into HubSpot, Stripe, Firebase, Monday.com, and the rest of the stack you already pay for
- Reporting that updates itself instead of waiting on a Monday export
02
How we build
We run software the same way we run marketing: Signal, Shape, Ship, Study, Scale.
Signal is the work as it happens today — who retypes what, which screen gets ignored, where a lead goes cold. Shape is the smallest system that would remove that friction. Ship is a working build in weeks, not a six-month discovery phase. Study is whether people actually use it. Scale is the next loop: another workflow, another integration, another app on the same desk.
- Builder-led. No account hand-off to a junior team.
- Weekly reviews. No black boxes.
- You own the code, the data model, and the documentation.
- Custom apps we build for a client are stored in their portal. They use them from that desk.
03
Work we can point to
For a wholesale-mart staffing firm in Atlanta, we built a SwiftUI iOS app with Stripe payments, a Firebase backend, and a Next.js admin dashboard with live booking and staff assignment. That is production software — more than 11,000 lines — not a clickable mock.
When the next company needs something only they would use, we build that too and keep it on their company page. Payment and messages with us sit in the same place.
04
Who this is for
Owner-led teams of about 5–50 people in Atlanta and across the U.S.: home services and trades, staffing and B2B services, e-commerce, sports and entertainment.
If you are the owner and you are still holding the process together with a chat thread and a spreadsheet, you are the fit. We do not start with a retainer. A scoped build comes first.
Questions we hear
- Do we own the software you build?
- Yes. Code, integrations, dashboards, and documentation transfer to you. We do not hold the work hostage in a rented account.
- What stack do you use?
- Python, TypeScript, Next.js, Firebase, and SwiftUI, plus the tools you already run — HubSpot, Stripe, Monday.com, and similar. We meet the stack instead of replacing it for sport.
- How long does a custom build take?
- Most scoped builds land in three to eight weeks, with weekly reviews. Timeline follows the work, not a packaged sprint count.
- Can you store the app where our team already logs in?
- Yes. Custom apps we build for a client live in their portal. The team uses them from that desk, and invoices and messages with us go through the same place.
Loop Theory is an AI consulting and digital marketing agency in Atlanta, GA. If you want to start, enter an email in the client portal. We send a login link.