We turn operational complexity into practical systems, and we build them ourselves.
Our team brings experience across Fortune 50 companies, venture-backed startups, fintech, e-commerce, cybersecurity, and legal technology.
Martin Greenberg
Executive
Martin Greenberg is a serial founder and operator who has built venture-backed companies from zero to more than $20M in revenue and raised more than $10M in venture capital. His work spans company-building, fundraising, go-to-market, operational systems, and applied AI. Earlier in his career, he worked on data and analytics at IBM and applied data and machine learning to investment analysis at 500 Startups. Today, he helps companies apply AI to real operations and workflow transformation.
Gregory Nicholas
Executive
Multiple venture-backed Founder & CTO. Started as a software engineer at Broadcom before co-founding PICT, acquired by PopSugar. Hands-on with complex engineering & scaling teams solving large-scale data and distributed systems: ingestion pipelines, analytics warehouses, distributed reporting. Now an advisor and board member to startups and companies on technical architecture, AI transformation, and agentic workflow automation.
Selected work
Bauman Law
Law · AI across case management
Bauman Law is a law firm where every matter moves through one case management workflow, from the first call to the day the file closes. The firm wanted AI applied to that workflow as a whole rather than bolted onto a single step, so an improvement in one place would not stall at the next handoff. We ran an AI transformation across the entire case management workflow, firm-wide: mapping how matters actually move, then rebuilding the points where staff re-entered information or waited on someone else. The firm runs its case work on that system today.
500 Startups
Venture capital · Portfolio data analysis
500 Startups is a startup accelerator and venture fund with a portfolio far too large to judge one company at a time. Decisions about where to invest, and the conversations with the fund's own investors, both rested on data that took real work to assemble. We built the data analysis across that portfolio, applying machine learning to the fund's own records so the patterns behind an investment decision could be measured rather than recalled. The fund came away with a quantitative read on its portfolio.
JAC Builders
Home services · Signals intelligence for lead generation
JAC Builders is a roofing contractor competing for the same storm-damaged roofs in the same neighborhoods as everyone else. Finding the homeowners who actually needed a roof meant door-knocking a neighborhood and hoping, so crews spent their days at houses the storm never touched. We built a signals intelligence system that reads public storm and property records to work out which homes a given storm damaged, and who owns them. Crews now work a ranked list tied to a specific storm instead of a territory.
Sweet
Accounting · Agentic workflows and integrations
Sweet is an AI agency for accounting. Its product depends on work moving reliably between the systems accounting teams already keep their books in, which is where most of the difficulty sits. We built the agentic workflows and the backend integrations underneath them, so a task runs from start to finish across those systems instead of stopping at every boundary. Those workflows run inside their product today.
01 /Where work gets stuck
Phased reduction of software systems
The gaps appear between people, platforms, and departments. That is where information stalls, work repeats, and leaders lose visibility.
01Important requests arrive through too many channels.
02People re-enter the same information across systems.
03Work changes hands without a clear owner.
04Customers or clients wait for consistent answers.
05Leaders cannot see what is stuck or why.
06Critical processes depend on memory and manual follow-up.
We find the operational gap, redesign the workflow, and implement the solution.
02 /What we improve
The work that keeps your business moving.
We start with work that affects response time, staff workload, client experience, or revenue.
01
Capture and intake
Lead capture
Request routing
Qualification
Document intake
Follow-up
Ownership
Respond faster and give every request a clear next step.
02
Service delivery
Work queues
Task progression
Status visibility
Handoffs
Escalations
Quality checks
Keep work moving without adding coordination overhead.
03
Customer and client experience
Onboarding
Status updates
Document requests
Recurring communication
Self-service
Feedback loops
Make the experience more responsive and consistent.
04
Reporting and decisions
Operational dashboards
Pipeline reporting
Capacity planning
Financial metrics
Exception reporting
Leadership visibility
Give leaders a reliable view of what is happening.
05
Internal operations
Approvals
Knowledge access
Staff requests
Document routing
Cross-system coordination
Process standards
Reduce repetitive work and dependence on individual memory.
06
Systems and automation
Integrations
Custom tooling
Workflow automation
Data movement
AI-assisted work
Adoption support
Use technology where it creates a durable operational advantage.
03 /How it works
Improve the operation before adding more technology.
A focused process moves from diagnosis to implementation without forcing a wholesale systems replacement.
01
Find the problem
We review the people, systems, steps, and time involved in one meaningful workflow.
02
Improve the model
We clarify ownership and simplify the process before adding technology.
03
Build and implement
We connect existing systems, configure tools, and build what is missing.
04
Measure and expand
We support adoption, measure the result, and improve the next workflow when useful.
Working principle We work around your current systems wherever practical.
04 /What we build
Practical systems built around how your team actually works.
We use the right combination of existing software, integrations, custom tooling, and AI-assisted tools based on the workflow, not because a particular technology is fashionable.
01Custom intake systems
02Work queues and routing
03Internal dashboards
04Customer and client portals
05Document-generation systems
06Reporting infrastructure
07Integrations between existing platforms
08Internal knowledge tools
09Workflow automation
10Carefully deployed AI-assisted processes
05 /Representative work
Start with one job that is costing your team time.
The first workflow can come from any part of the operation. We choose it by frequency, friction, and how clearly improvement can be measured.
Insurance · Submission preparation
Challenge
Teams pull information from email, documents, and core systems before work is ready for review.
Approach
We identify repeatable fields, flag missing information, and put every submission in one visible queue.
Outcome
Less manual assembly and a clearer path from intake to review.
Legal · Matter intake
Challenge
New inquiries arrive through different channels and follow-up depends on individual habits.
Approach
We connect capture, qualification, routing, and follow-up around the systems already in use.
Outcome
Faster response and a more consistent path from inquiry to engagement.
Growing teams · Internal service requests
Challenge
Requests sit in shared inboxes and leaders cannot see what is waiting or who owns it.
Approach
We define the queue, ownership, status, and escalation path, then automate the repeatable parts.
Outcome
A calmer operation with fewer dropped requests and clearer workload visibility.
These are representative examples, not promised results.
06 /Why work with us
We improve the work, not just one software feature.
01
Software vendors
Provide a product, but usually do not redesign the operation around your specific work.
02
Traditional consultants
Recommend changes, but often stop before implementation and adoption.
03
Herculean Labs
Diagnoses the workflow, designs the solution, implements it, and stays involved when useful.
07 /Who we help
For teams that have outgrown the way work gets done.
We work best with established companies that have capable people and useful software, but recurring friction between them.
Your team spends too much time gathering information or entering data
Work is hard to track across people and systems
Different teams handle the same work in different ways
You want measurable operational improvement
You need technology leadership without building a large internal team
You can choose one process to improve first
08 /Engagement model
A structured starting point. A clear scope. Continued support when useful.
01
Operational review
Identify the highest-value workflow opportunities and define a practical starting point.
02
Implementation project
Redesign and implement one priority system with a clear scope and finish line.
03
Ongoing technology partnership
Support adoption, optimization, and additional workflows through a structured cadence.
09 /Frequently asked
Questions before we start.
Do we need to replace our current software?
Usually not. We work around your current systems wherever practical and add only what is missing.
What kinds of companies do you work with?
We work with established, growing teams where operational friction affects service, delivery, capacity, or visibility. Insurance and legal are examples, not limits.
Is this an IT support service?
No. We focus on workflow design, systems implementation, integrations, reporting, and operational improvement.
How is AI used?
We use AI selectively where it creates a clear operational benefit and can be deployed responsibly. Many improvements come from better workflows and integrations.
Can you begin with one workflow?
Yes. Starting with one meaningful problem is often the best way to create value and support adoption.
What happens after implementation?
We support rollout, adoption, measurement, and refinement around agreed priorities.
Talk to us
Start with the work creating the most friction.
Show us one job that takes too much time. We will look at how it works today, what we would improve, and what a practical first step looks like.
No broad transformation commitment. Start with one meaningful operational problem.
Introductory operational review
Talk through one process.
Identify the friction creating lost time, slower response, or missed revenue.
