Operations first. Then AI.

Most small businesses lose more money to their own process than to their competitors.

Calls that ring out. Quotes nobody follows up on. Invoices that age quietly. None of it shows up on a P&L as a line item — which is exactly why it keeps happening.

Tell us what's breaking See how it works

We don't sell software.
We automate what's manual.
We find the work your team still does by hand and turn it into processes that are faster, simpler and automated.

20 years running operations — eight of them at Uber, Rappi, foodpanda and Wolt. I've rebuilt these exact processes at scale — now I build them for businesses that don't have an ops department.

Jorge Rubio, founder of Hey Rubio

Where the money usually goes

Six patterns cover almost every case we see. If one of these sounds like your week, there's a number attached to it.

Calls nobody answers

They come in while your crew is on a job. Nobody knows how many, or what they were worth.

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Quotes that go quiet

You send it. Then it depends on somebody remembering to follow up.

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Invoices that age

You find out something is 60 days late by checking, not by being told.

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No-shows

The appointment doesn't cost you the ticket. It costs the margin on an hour you already paid for.

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Messages after hours

Saturday at 10am is when your customer is free. It's also when nothing gets answered.

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No visibility

The owner doesn't need more data. He needs three numbers and what to do about them Monday.

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How it works

Operations first. Then AI.

  1. We look before we talk. We review your site, your listings and your public channels, and we tell you what we found — including the part you already knew.
  2. Discovery call, free. 30–45 minutes. If there's nothing worth building, we say so on that call.
  3. Paid diagnostic. We put a number on the leak using your data, not a benchmark. It credits in full against whatever you build with us.
  4. You see it working before you commit to the whole thing. Not a demo with sample data — your operation, with the new piece running.
  5. We build it, and then we keep it running. Or we hand it over and you run it. Both are real options, and we'll tell you which one fits.

"We had a broad product and no clarity on what to measure. Jorge helped us bring it down to earth, define the audience and set criteria to decide. We came out with a focused MVP and the first results measured — we knew what to adjust before launch, instead of guessing."

CEO · Kelly Toro, Arissa · translated from Spanish

Calculate your revenue leak

3 minutes, no commitment. This doesn't replace the real diagnostic — it's a first pass to see whether it's worth talking.

This measures revenue walking out the door, not just lost time — the part that actually moves the decision.

Not a monthly leak — it's money you already billed and keep risking every month it stays unpaid.

This measures time cost, not lost revenue — for this kind of process that's the metric that applies.

This is leaving every month:
$0
Get the real number for my business →

Two ways to do this

We'll show you both and tell you which one we'd pick in your position — including when that's the cheaper one.

The first step is the diagnostic: USD 2,450, done in 10 business days, credited in full if we build it.

Project

We build it, you pay once, it's yours. Lower in cash, and the right call if you have someone who can maintain it.

  • Fixed scope, fixed price
  • Perpetual license — it's yours from day one
  • Diagnostic credits in full
  • You own the infrastructure and the upkeep

Managed System

Part of the build up front, then a monthly fee. We maintain it, improve it, and answer for the number.

  • Maintenance and improvements included — no renegotiating every change
  • Infrastructure runs on our side
  • 48-hour response when something breaks
  • Owner's dashboard included
  • Month to month, 12-month minimum
Why 12 months. The rest of the build is spread across the contract — that is what lowers your monthly. Leave early and you pay the remaining months. A 6-month term is available at a higher monthly.

Third-party licenses are yours in both. The AI model, the tools, the messaging — those run on your accounts and your bill, because they scale with your volume. In the managed plan we watch and tune that usage; in the project plan it's yours from handover. We'd rather say that now than in month three.

Exact figures come out of your diagnostic. Every process and every business is different, and a price quoted before we look is a guess.

Fair questions

What if it doesn't work?

Within ten business days of getting access to your data, you get the baseline, the process map, where money leaks and how much, and a plan. If anything is missing or falls short of what we agreed, we fix it; if we can't, you get your money back. And you walk out with a decision made — build, measure first, or do nothing — with your numbers. If what we deliver doesn't let you make that call, we keep working at no cost until it does. "Don't build" is a valid outcome.

Who controls my data?

You do, always. We operate under your accounts, we don't resell anything, and you can revoke access at any time.

How much of my time will this take?

The discovery call, and a review of each delivery. Everything in between is ours. If we're taking more of your week than that, something's wrong with how we scoped it.

Are you a company or one person?

Hey Rubio is Jorge Rubio plus a small delivery team brought in per project. You deal with me, on every call, from first contact to handover. We'll tell you exactly who touches your build.

Have you done this for a business like mine?

The processes — missed calls, stalled quotes, aging receivables — I've rebuilt at Uber, Rappi, foodpanda and Wolt, at a scale where a one-percent leak was real money. The consulting practice is new and we're upfront about that. If you want references from that operating work, ask and we'll connect you.

Do you build from scratch or reuse what you have?

Depends on your process. If we've solved something similar, we start there and say so. If yours is genuinely different, we build it. We never sell something as "already built" when it isn't.

Next step

Tell us what's breaking

Two steps, two minutes. Within 48 hours I'll send you what doing it by hand is costing you — with a number. Whether or not you end up working with us.

Step 1 of 2 · just tap
What's slipping through the cracks?
When do you want this solved?
How big is the team?