Software is a solution, not a necessity.

Custom software for companies with a real problem to solve

We build custom CRMs, portals, AI tools and automations for companies anywhere. We build them when they solve a real bottleneck, and we'll tell you plainly when something cheaper will do.

Tell us what you're trying to fix See how we work

01Custom CRMs

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qewlabs is a Brooklyn, New York software company. We help companies make better decisions by building the custom software that gives them one source of truth. Before we build anything, we find out whether software is even the answer.

Services

What we build

Illustration of a custom CRM comparing sales reps across several brands

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Custom CRMs

For companies with more than one service, pipeline or brand that off-the-shelf tools handle badly. One place to see every sale, commission and rep.

Custom CRMs

Illustration of a customer portal listing open and closed tickets

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Customer and employee portals

A branded place where customers hand over information, see where things stand and ask for help. For your team, a place where tasks and procedures live together.

Portals

Illustration of an assistant answering questions about one client from the company's own records

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AI built into your business

Assistants that answer from your own data, and tools that coach and review. Plain explanations, no hype.

AI for your business

Illustration of an automation that sends bank login codes from one shared number to the whole team

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Workflow automation

Small fixes and big ones. The best ones cost very little and save a team hours.

Workflow automation

Why us

Why companies come to us

Most software shops build whatever you ask for. We start by asking what's actually broken.

We started by building software for our own companies. We've built eight tools for Better Ledgers, our bookkeeping and back office company, including a large custom CRM. We understand how a business operates before we design a screen, and we explain every step in plain English.

Straight talk

Here's what we won't do

Sell you software you don't need

We won't tell you custom software is the answer when a $600-a-year tool would do the job. We'll point you to that tool instead.

Promise software fixes everything

It doesn't. Custom software is a real risk, and its success depends on the data you feed it, the people who use it and the changes you're willing to make to how you work.

We'll tell you what that looks like before you spend anything.

Talk over your head

If you've ever stopped listening to a technical explanation, we'll explain it again in your language.

Proof

What it looks like when it works

When a company has one source of truth, it sees things it couldn't see before.

Our founder built a custom CRM for his own companies after paying more than $200 a month for one user across three separate tools and still having no single picture of sales. Now he can compare one rep's performance across every brand in one view.

That is the kind of result we're after: better decisions, because the facts are all in one place.

Illustration of a CRM dashboard comparing sales rep performance across several company brands

The team

Who is behind qewlabs

Designs the software

Ami Morgenstern

Asks the questions that map out what the software should and shouldn't do.

Runs projects and operations

Lipa Knopfler

Gets every project from point A to point B.

Builds it

Zalmi "Yuki" Wieder

Develops the software, with an IT and cybersecurity background.

Ami and Lipa also founded Better Ledgers and Dash Staff, which serve about 70 active clients today.

More about us

Next step

What happens next

Fill in a short form or book an intake call. We'll ask how your company runs and what's in your way. Then we tell you honestly whether software can help, and what we'd build.

Tell us what you're trying to fix Do you need custom software?