Hi, I'm Will Herbert. I build the software small businesses run on.
Herbert AI is custom software and AI for small businesses, built in Adelaide. I build the systems an office runs on: the AI employee that chases documents or follows up quotes, and the platform a whole team works out of once a few of those are running. You deal with me from the first audit to the day it goes live, and you own what gets built.
It started with AI receptionists for tradies, which is where the phone demo on the services page comes from. The same patterns turned out to fit a barbershop, a finance brokerage and anywhere else a repetitive job is eating someone's week, so that is what I build now.
One job first. Then the system.
A free AI audit
Forty five minutes with Will on how your business runs. Within two business days you get a written page: the three jobs eating the most hours, what each costs you a year in your own figures, and which one to hand over first. Yours to keep either way.
Your first AI employee
The Bottleneck Pilot builds one AI employee for that job, live on your real data in 14 days. It does one job every day, and your team approves anything that goes out.
The system it runs in
When one job runs itself, the next ones follow. A full build puts your files, comms and follow-ups on one system your team works out of every day, and your business owns it. The pilot’s $3,500 comes off the price.
No agency. No template.
You talk to the person building it. Not a sales rep, not an account manager, not a junior who escalates to a senior. The audit is with me, the build is by me, and the walkthrough with your team is me.
No template either. Your business does not run like the last one, so the system does not pretend it does. It connects the software you already use and takes over the part that was being done by hand.
No lock-in. You own the system, the data and the accounts. Retainers are month to month, and nothing ever switches off without being handed over to you first.
The kind of thing that gets built.
Forty five minutes. No pitch.
Tell me how your week runs and I'll tell you what the repetitive parts are costing you, in writing, whether or not you build anything.