I build AI automations
and custom apps that
save B2B companies real money.
6+ years scaling revenue at venture-backed fintech, edtech, and AI startups across LATAM, so I build the things you actually need, not the ones I'd find interesting in a vacuum.
Fast-paced, competitive environments.
From hyper-growth startups to some of LATAM's largest banks and search funds.
Directed Operations at Lottus Education. Experience managing enterprise accounts including HSBC · Santander · Novartis · Accenture. Contributed to Jeeves' Series C ~$180M raised at a $2.1B valuation. Leading bootstrapped HRtech platform operations at MatchWise.
Products & case studies
A mix of products I own and client engagements. Click through for the full story behind each.
- Client work · 2026
ContaExpertos
Spanish-first accounting site with a custom admin panel — built to rank on Google and get cited by AI search
→ - Own product · 2026
Findably
AI content engine that ranks on Google and gets cited by AI.
→ - Own product · 2025
Konfetti
Online dating, designed exclusively for wedding guests.
→ - Own product · 2025
MatchWise
Structured recruitment, clearer decisions — AI-assisted, human-controlled.
→ - Client work · 2025
Rodada
The backend OS behind an out-of-home advertising fleet — inventory, campaigns, and operations on one truth.
→ - Client work · 2026
Nova Realty Cocoyoc
WhatsApp-first real estate for one of Mexico's premier weekend destinations.
→ - Client work · 2026
Mexico por el Clima
Year-round digital platform for the NGO behind Mexico's Climate Action Week.
→ - Client work · 2024
Tivos
Public site for a global commodity trader — about to get a major upgrade.
→ - Client work · 2026
Service Core
Accounting automation that saves 20+ hours a month of transaction matching.
→
No projects in this category yet.
Ways to work together.
Four engagement formats. Pick the one that matches the shape of your problem — or tell me you need something custom.
End-to-end product, automation, or integration work shipped to production. Custom AI apps, internal tools, ERPs, CMSs — designed, engineered, and deployed under one roof. Priced per milestone after a scoped plan.
A short engagement to pressure-test an AI idea before you commit to a full build. You walk away with a working demo, an honest read on whether to keep going, and the architecture brief for what comes next.
GTM and RevOps work at a leadership cadence. ICP, pricing, sales process, pipeline, the playbook to run it. Standalone, or layered onto a build engagement when the strategy and the system need to ship together.
A focused review of one surface area, your AI roadmap, your ops stack, your GTM motion; with concrete recommendations and a build plan. Useful before committing to a larger engagement.
Not sure which fits? Let's scope it together.
Where I have real depth.
Patterns I've shipped more than once and industries where I've operated long enough to know what actually moves the needle.
RAG-grounded assistants, agentic workflows, and AI-first product surfaces. Built end-to-end, with the prompt engineering and inference-cost optimization to make them economical at scale.
When SaaS sprawl is the bottleneck — bespoke operational systems that replace five tools with one your team actually wants to use.
GTM, product, and integration work for venture-backed fintechs and payment-adjacent operations. Years across hyper-growth, consulting, and bank-side seats.
Generative-engine optimization end-to-end — from content architecture and citability scoring to building the tooling that gets sites cited by ChatGPT, Perplexity, and Gemini. Where most teams are still treating LLM traffic as an afterthought.
Multi-tenant inventory architectures with self-serve CMS and structural SEO — patterns that translate from real estate to commodities to any catalogue-driven business.
Every build ships as a web product in the end. Marketing surface, product app, admin tooling, all engineered together. Modern stack (Next.js, TypeScript, Postgres, Supabase), with SSR and performance wired in from day one rather than retrofitted at launch.
iPaaS-based integration layers that connect payments, billing, ERPs, and CRMs into a single operable ledger. The hours-back-per-week kind of work.
Conversion architectures designed around how Mexican and LATAM buyers actually transact — chat over forms, deep links over inboxes, SKU-aware messaging.
Four steps. No drama.
A working session to pressure-test the problem, the constraints, and what success actually looks like. Free.
A written scope with milestones, timeline, and a fixed price. You decide whether to proceed.
Weekly demos, fast feedback, and a working product in your hands within weeks, not quarters.
Optional ongoing partnership once it's live. Monitoring, iteration, new features, AI cost tuning. Monthly, cancel anytime.
Global by default.
I take on projects from anywhere. The markers below are my current engagements, not the limit.
- New York, USA
- Denver, USA
- Mexico City, Mexico
- Basel, Switzerland
Behind the work.
I'm Henrick, an independent product and AI builder. I build AI automations and custom apps for B2B companies, with the operational depth to know which problems are actually worth solving. The last 6+ years: scaling revenue and operations at venture-backed fintech, edtech, and AI startups across LATAM, running enterprise accounts at Bedu, leading sales for Jeeves (YC20 and a16z-backed), advising fintechs at KoreFusion, and now operating MatchWise, an AI ATS. Building is what I love most. The GTM/ops background just means I build the right things.
Most AI builders don't have a $15M book of business in their past. Most GTM operators can't ship the tool that fixes the problem they just diagnosed. I sit in the overlap, and that's the angle I bring to every engagement.
If you're building or automating something interesting, I'd like to hear about it.
Read the full story →Where the depth comes from.
MBA, IPADE Business School. BS Industrial Engineering, Universidad Iberoamericana.
Partner at the AI/product studio behind several joint builds shown on this site. Own client-facing scoping and engagement structuring (translating founder problems into the right build, not the most interesting one), plus delivery oversight on joint engagements. Recent: Service Core (finance integration layer), Mexico por el Clima (multi-module climate platform).
Designed and launched full GTM for an early-stage AI ATS. 25+ customer interviews to nail ICP and pricing. Built AI-powered recruiting workflows that cut candidate evaluation time by 90% while reducing inference costs by 60%.
Owned B2B P&L for the edtech arm of Mexico's leading higher-education group. Managed enterprise accounts worth $300K+ each (HSBC, Santander, Novartis, Accenture). Lifted B2C retention +20pts to 70%; cut opex 15% without sacrificing quality.
Led GTM across 5 LATAM countries. Built and managed a 12-person team (+25% sales/rep in two quarters). Owned a portfolio of 100+ clients and $15M+ in credit lines; +30% revenue/account through structured cross-sell. Contributed customer-data analysis and research to the Series C deck — ~$180M raised at a $2.1B valuation.
Market sizing and GTM strategy for fintech and payments clients across LATAM, EMEA, and the US. Researched and advised on 100+ fintechs.
Operations rotation during the IPADE MBA. Process work inside one of LATAM's largest banks — useful exposure to how scale and regulation shape execution at a different order of magnitude than startups.
What I work with.
- — Claude Code / Codex
- — OpenAI / Claude APIs
- — RAG, agents, vector stores
- — n8n / workflow automation
- — TypeScript, React, Next.js, Astro
- — Python, Postgres, Supabase
- — GTM strategy & launch
- — RevOps, sales enablement
- — B2B sales & business development
- — Pipeline & forecasting
- — HubSpot, Salesforce
- — ICP definition, pricing, unit economics
- — Market sizing & competitive intelligence
- — Customer discovery
- — P&L management
- — Scenario planning
- — Power BI
Notes from the build.
Long-form research and reflection on AI, engineering, and where things are going. Case studies on what just shifted — and what it means for operators building today.
- Jun 1, 2026 · AI
Who Keeps the Savings?
Yes, everyone says AI is here to stay. I think the harder question is who it stays for, and the answer, written in data centers and trillion-dollar IPOs, isn't you.
→ - May 11, 2026 · AI
When LLM Cost-Saving Automation Backfires: 6 Patterns I've Watched Burn Production Pipelines
Most LLM cost-saving automations make sense on a whiteboard and break in production. Here are the six failure modes I've seen most often, why they backfire, and the pre-flight checklist I use before automating any LLM cost lever.
→ - Apr 29, 2026 · GTM
AI Should Never Choose For You: A Buyer-Builder Case Against Agentic Hype
Most B2B buyers in 2026 don't want AI to choose for them. They want help to choose better. Here's why I bought AI as augmentation at Bedu, why I build it as augmentation at MatchWise, and what that means for any AI-native startup's GTM.
→
Common asks.
How do you price engagements? +
Fixed price per milestone after a scoped plan. No surprise hourly bills. If something's out of scope, you'll know before any work starts.
How fast can you start? +
Usually within 1–2 weeks. AI prototypes can go from kickoff to working demo in 2–4 weeks.
Do you work solo or with a team? +
Solo by default. For larger engagements I bring in trusted collaborators (design, ops, specialized engineering). You'll always know who's on the project.
Will I own the code? +
Yes. Code, designs, and infrastructure are yours. I keep nothing on the side.
What kinds of projects don't fit? +
Pure marketing-site work without a product layer, or projects that need offshore-style continuous staffing. I'll point you to better-suited partners.
Have a problem worth solving? Let's talk.
A short email or LinkedIn message is enough to start. Tell me what you're building, what's stuck, and when you'd want to ship by.