The stack
Our engineering stack. Tools we use. Why we use them.
We are tool-agnostic but opinionated. Every framework, language, and platform here earns its place because it solves a real problem better than the alternatives, not because it is trendy. Each entry links to a deep-dive on how we use it, where we don't, and what we pair it with.
Discuss the buildHow we choose
What makes it in.
- 01 Mature ecosystems first.
Next.js, SvelteKit, React, TypeScript, Python. Deep talent pools, active maintenance, clear long-term trajectories. No clever bets that orphan a client codebase.
- 02 Composable infrastructure.
Vercel, Sanity, Stripe, Railway, Cloudflare. Pieces that fit together cleanly and can be swapped without rewriting the application.
- 03 Performance as a first-class constraint.
The stack is opinionated about Core Web Vitals, bundle size, and runtime behavior. Slow tools do not make the cut.
End to end
How the pieces fit.
A typical build flows through four layers, and each hands off cleanly to the next. Because the boundaries stay clean, any piece can be swapped later without a ground-up rebuild. The contract between layers holds.
- Frontend
Next.js or SvelteKit renders the interface, statically where possible and server-side where the data demands it, and owns performance, accessibility, and SEO from the first byte.
- Infrastructure
Vercel for edge-delivered sites, Railway for long-lived backends, databases, and background jobs: private networking, per-environment secrets, managed scaling.
- Content
Sanity CMS as the source of truth through typed queries. Editors publish; the site updates without a deploy; the schema stays in version control.
- Growth
Analytics, call tracking, and ads conversion data that close the loop between a visitor and a booked lead.
01 / 05
Product engineering
8 tools
- 01
Next.js The framework behind the majority of what we ship. Server rendering, static generation, and hybrid approaches. Chosen per route based on what the data actually needs. Deep dive - 02
SvelteKit Compiled components, zero virtual DOM overhead, and a framework that stays out of the way. We use SvelteKit for animation-heavy and performance-critical projects. Deep dive - 03
React The component model behind everything we build on the web. Whether it ships inside Next.js or as a standalone SPA, React is our primary UI layer. Deep dive - 04
TypeScript Every project, every file, every function. Full type safety from database schema to UI component. No exceptions. Deep dive - 05
Node.js API routes, server-side rendering, build tooling, and backend services. One language across the entire stack. Deep dive - 06
Python FastAPI services, AI/ML pipelines, voice agents, and data processing. When the work is computation-heavy, Python is where we go. Deep dive - 07
Astro Zero JavaScript by default. When a site is primarily content and the performance budget is strict, Astro delivers the leanest possible output. Deep dive - 08
Elixir When a platform needs to handle thousands of concurrent connections, process events in real time, and never go down. Phoenix, OTP, and the BEAM VM. Deep dive
02 / 05
Design, content & commerce
8 tools
- 01
Sanity A headless CMS that gives content teams full autonomy. Structured content, real-time collaboration, and an API that fits how we build. Deep dive - 02
Figma We use Figma for component libraries, design tokens, prototypes, and developer handoff. Deep dive - 03
Shopify We use the Shopify Storefront API to build custom shopping experiences, not Shopify themes. The commerce engine stays. The frontend is ours. Deep dive - 04
Medusa An open-source commerce engine built on Node.js and TypeScript. When the business model is too custom for a SaaS platform, we build the commerce layer itself and own every part of it. Deep dive - 05
Stripe The payments layer behind most of what we ship: checkout, subscriptions, billing, and revenue splits. When a business model fits mainstream underwriting, Stripe is where we start. Deep dive - 06
PayPal One integration that serves cards, PayPal, Apple Pay, and Google Pay, with one-tap express checkout that measurably lifts conversion. On the right build, it is the primary rail, not the backup button. Deep dive - 07
NMI A payment gateway that underwrites regulated and high-risk commerce on purpose, and decouples the checkout from any single processor. For risk-adjacent brands, that decoupling is the whole point. Deep dive - 08
Bankful High-risk merchant processing for restricted ecommerce categories. The acquiring side of a payments architecture built so no single provider can turn the revenue off. Deep dive
03 / 05
Infrastructure
4 tools
- 01
Vercel Every project gets preview environments, automatic CI/CD, and production monitoring from commit one. No DevOps overhead, no excuses. Deep dive - 02
Cloudflare DNS, CDN, DDoS protection, and edge caching. Every project we ship sits behind Cloudflare as the first line of defense. Deep dive - 03
AWS We use AWS selectively: AI services through Bedrock, file storage on S3, and compute when serverless is not enough. Not everything belongs on the edge. Deep dive - 04
Railway When the workload needs a long-running process, persistent connections, or a container that stays alive, Railway hosts it. Deep dive
04 / 05
CRM & operations
6 tools
- 01
HubSpot CRM, deal pipelines, lead routing, and workflow automation, with website forms wired directly into the system. The platform that turns scattered touchpoints into one accountable revenue operation. Deep dive - 02
GoHighLevel CRM, SMS and email nurture, booking calendars, and closed-loop ad attribution. The system that catches a lead the second a form is submitted and works it until it closes. Deep dive - 03
CallRail Dynamic number insertion ties every inbound call back to the campaign, keyword, and landing page that drove it, so phone leads count as conversions instead of guesses. Deep dive - 04
CallTrackingMetrics Our operations-side call platform for PPC. Number pools, routing rules, and conversion data across a whole book of client accounts in one place. Deep dive - 05
Yardi We integrate Yardi through its SOAP API so leads captured on the site land in the property CRM in real time, with the source data intact for attribution. Deep dive - 06
Kipu The EHR and CRM behind addiction treatment and behavioral health. We connect the website and ad funnels to Kipu so inquiries reach intake fast, with attribution intact. Deep dive
05 / 05
Acquisition & measurement
4 tools
- 01
Google Ads Search, Local Service Ads, GA4 and Tag Manager conversion events, call imports, and offline conversion uploads from the CRM. We engineer the measurement layer so bidding optimizes against won revenue, not raw form fills. Deep dive - 02
Meta Ads Facebook and Instagram campaigns built as a funnel, from awareness to conversion to retargeting, with the Pixel and the Conversions API both firing so attribution survives cookie loss. We verify tracking before a dollar scales. Deep dive - 03
Google Analytics 4 Properties, key events, custom dimensions, and GTM-deployed tracking that ties paid and organic traffic to revenue-driving conversions. Deep dive - 04
Microsoft Clarity Consent-aware heatmaps and session replay that expose friction, confusion, and missed intent behind the aggregate analytics. Deep dive
Next build
Let's talk about your next build.
Bring the goal and the current constraints. We'll map the stack to it.