Callum Wells
I build AI-native products, from first prompt to production.
A decade as Head of Marketing, independent since 2021. I run Web Hero, a Leeds product studio shipping work for direct clients, white-label partners, and three products of my own. My daily collaborator is Claude.
Three products in flight: LoadSnap, avago.ai, OutPitch.
An agency engine serving 120+ accounts across ten partner agencies.
Every build runs on Claude Code, custom agents, and the Anthropic API.
Shipped,
not deck'd.
LoadSnap
ProductWaste compliance SaaS racing toward DEFRA's October 2026 mandate. A driver photographs the load; three Claude agents issue the compliant transfer note, verify it, and draft the invoice before they're back on the road.
Agency Genius
ProductThe CRM that runs the agency. Ticket intake, brief generation, automated QA and delivery, plugged directly into Duda's API. Over 120 members across direct clients and white-label partners.
avago.ai
ProductA website builder that imports your business instead of asking you to write a brief. It reads your socials and old site, then drafts onto human-designed templates while you answer six questions.
Quartix
ConsultancyEmbedded marketing consultant: strategy at the top, hands on the output underneath. Partner portal, site redesign, cookieless Salesforce attribution, six locales on one system.
OutPitch
ProductAI voice and copy outbound. Researches the lead, drafts the opener, places the call with an ElevenLabs voice, and routes replies back with a recommended next step.
Web Hero
AgencyTwo tracks, one engine. Direct client work under the Web Hero brand, and white-label production for partner agencies who front the output as their own. Sqew was Webby-nominated in 2026.
Built with Claude,
end to end.
Every product on this page, the CRM that runs the back office, and the site you're reading were built with Claude Code, custom agents, and the Anthropic API. Not as a gimmick. As the operating model.
Marketing brain, builder's hands
The better part of a decade as Head of Marketing before going independent. I know why a product needs to exist before I write the first line of it.
Agents with job descriptions
Every agent gets a tightly scoped system prompt, a small set of tools, and a documented failure mode. Software with accountability.
One operator, ten agencies
The white-label model only works if intake, brief, build, QA and delivery are uniform. Agency Genius is that uniformity as software.
Deadlines are a strategy
Hard deadline, narrow audience, urgent need. The exact conditions where a small, focused tool wins a market from incumbents.
Notes from
the build.
Why I treat Claude like a colleague, not a tool
The mental model shift that changed what I ship. Less about prompts. More about delegation and review loops.
Read →Shipping a SaaS against a regulatory deadline
DEFRA's October 2026 mandate gave me a hard date. Here's how the LoadSnap build is going, with the failure modes named.
Read →The white-label model that lets one builder serve ten agencies
Agency Genius is the engine. Here's the architecture, what it costs to run, and what it took to scale beyond me.
Read →