The Studio
USL Systems is a studio of operators and engineers. We exist to prove that mid-market industrial businesses can adopt world-class AI and software, and win because of it.
Why this firm exists
The mid-market industrial businesses we serve know inefficiency is costing them. They also know AI is changing what good operations look like. What they do not have is a trusted, practical partner who can show them what to build, build it fast, and make sure it actually drives the number.
The alternatives are not working. Generic SaaS does not understand how your business sells. Enterprise software is sized for companies five times your revenue. Consultants will write you a 60-page report and leave. System integrators will quote you a $500K build and deliver in 18 months.
USL exists in that gap. We are small enough to move fast, deep enough to build real systems, and operator-led enough to know what your day actually looks like. We are not the right partner for everyone. We are the right partner for the businesses ready to act before the gap to the leaders becomes uncloseable.
Who builds this
USL Systems is a specialist studio, not a generalist agency and not an enterprise SaaS vendor. The team has operated and built inside the businesses we now serve.
AI accelerates how we work. Experts validate every output. The right human stays in the loop at the right moment, and we train your teams to operate the system after handoff.
The team
USL Systems is a focused studio. Below is the founder and the leads you would work with directly. The rest of the team is structured by capability, not headcount: build, design, AI architecture, and revenue strategy.
Founder
Former Product Manager at Microsoft. Former Application Engineer at WPG Holdings, one of the largest semiconductor distributors in the world, and a Field Application Engineer Champion for Micron Technology. Co-founder and CTO at City Health Tech, the engineer behind Opal™. Has sat in the seat of the customer USL serves, on both the distribution and manufacturing sides. Built the foundational architecture for USL’s four systems.
Operations Lead
Trained architect. Creative strategist with operator discipline. Background at USL Creative Studio. Runs USL Systems’ commercial strategy, audit methodology, and engagement architecture. Brings the structural rigor that turns each engagement into a measurable system, not a project. The person who makes the studio tick.
Lead Engineer
Former Software Engineer at Microsoft Azure, where he built Edge Platform services and shipped Kubernetes workloads for AI and big data. Founder of virgildev.com. Owns USL’s backend architecture, AI infrastructure, and integration framework. The engineer responsible for making the four systems hold together as one infrastructure layer.
Frontend Engineer
Former Software Engineer at Microsoft Viva Engage, on the Storyline and Viva Answers teams. Owns the product experience your team actually uses. Brings the craft and design discipline that makes complex software feel simple to the rep on a Tuesday afternoon.
Venture Partner
Vice President at 2Flo Ventures, a life science venture studio and fund advancing health equity. Co-Founder of City Health Tech, an IoT healthcare company focused on behavior change. Led strategy for an $80M public-private partnership lab spanning digital manufacturing and cybersecurity. Sits with USL as a Venture Partner, advising on go-to-market and partnership strategy with the investor’s discipline for distinguishing which markets actually buy.
How we operate
These are not values. They are commitments we make on every engagement, before any contract is signed.
Every engagement starts with a paid Diagnostic, not a contract. If the Diagnostic shows we are not the right partner, we say so. The roadmap is yours either way.
The number the Diagnostic names is the number we are accountable to. The build is sized to hit it. The retainer keeps moving it. We do not promise productivity. We promise commercial outcomes.
Saving you from a bad engagement is more valuable than booking one. We will tell you during the Diagnostic if your business does not have the complexity to justify what we build, or if the timing is wrong, or if your team is not ready for the workflow change. You will not get a soft yes from us.
We build from your foundation, not over it. The system we deploy fits how your business actually runs, including the parts that look messy to outsiders but exist for reasons your team understands.
Questions we hear
Standard platforms solve common problems. Mid-market industrial businesses have quoting workflows, channel structures, and sales motions that do not map cleanly to generic tools. The result is workarounds that slow your team down. We build a layer that fits your actual process, on top of the stack you already pay for.
Agencies build what you tell them to build. Consultants write you a 60-page report and leave. System integrators quote a $500K build over 18 months. We are operators. We earn the build with a paid Diagnostic, ship in 6 to 10 weeks, and commit to the commercial metric you choose, not the deliverable you order.
No. We are AI supported and expert verified. AI compresses the time between a question and a qualified answer. People stay in control at every step. Trust is the foundation of every system we build.
Every engagement starts with a paid Diagnostic. We spend two to three days on-site interviewing your team, pulling your actual numbers, and building the revenue model from your data. Within 7 to 10 business days you receive a digitized workflow map, a build roadmap, and a board-ready business case. Yours to keep, whether you build with us or not.
Six to ten weeks, depending on the system. AI supports our build process at every stage but every decision is reviewed by a person. Speed without cutting corners.
Yes. We routinely build on top of HubSpot, Salesforce, Dynamics, NetSuite, Epicor, and SAP. You get more from what you have, plus the custom layer your business actually needs.
We will tell you during the Diagnostic. If your business does not have the complexity to justify what we build, or the timing is wrong, or the workflow change is not something your team is ready for, we say so. You will not get a soft yes from us.
We stay on monthly retainer through the Ongoing Partnership. The system stays sharp as your catalog evolves, your channel shifts, and your priorities change. Without the partnership, the system maintains. With it, the system grows.
Five minutes. Five dimensions. A personalized report with our recommendation. No call required, no pitch attached.
