01 Product
LoadSnap. Compliance, but it ships.
A waste compliance SaaS racing toward DEFRA's October 2026 mandate. Built solo, in public, on Claude.
Beta3 custom agentsDEFRA APICompanies House APIFuel Finder APIStripe ConnectBuilt with Claude Code
I build AI-native products from a one-bedroom office in Leeds.
Three products of my own, one consultancy, and a roster of agency clients. All shipped using Claude as a daily collaborator, not a parlour trick.
The site itself is the working demonstration. Press the button bottom-right to talk to my agent.
What are you trying to build?
Callum, working hours
Now shipping Receipt issuance flow in loadsnap
Last shipped Nestlings Early Learning
Reading The Hard Thing About Hard Things
02 Product
avago.ai
A website builder that imports your business instead of asking you to write a brief.
Live2 custom agentsDuda APIRecraft APIDataForSEOTavilyIONOS partnershipBuilt with Claude Code
The premise
Most AI builders make you describe what you want. Avago reads what you already are. Pull in your Facebook, Instagram, LinkedIn or Google Business profile and Avago drafts the site for you.
The build
Multi-step async generation on Duda's Custom Plan API. Recraft for logo work, white-label editor with hijacked home and help buttons, IONOS for domains, free-to-build pricing with development-hours upsells.
The interesting bit
Human-designed templates populated by Claude, not generic AI rendering. The whole onboarding is six steps. Site generation runs in the background while you keep customising.
03 Product
Agency Genius. The CRM that runs the agency.
Client CRM, ticket intake, brief generation, automated routing, QA loops, delivery. Native Duda API plugins. Over 120 members and growing.
In active build5+ custom agentsDuda APIDataForSEOTavilyAgency CRMBuilt with Claude Code
0+Members and growing
0+Claude agents inside
0%Claude Code-built
~0Other tools needed
Where does this brief go?
The Operator
04 Product
OutPitch. Outbound sales, automated end-to-end.
AI voice and copy outbound. Researches the lead, drafts the message, places the call. Built on Claude, Groq and ElevenLabs.
BetaClaude + Groq + ElevenLabsAI voice outboundAI copy + researchBuilt with Claude Code
TODO(callum) — fuller positioning and feature list coming. Currently in private beta.
Got 30 seconds?
The Pitcher
05 Consultancy + Build
Quartix. Marketing, AI, innovation, infrastructure.
Multi-yearMarketing + AI strategyPartner portal on ClaudeCalculatorsAuto proposals + agreements6 locales
partners.quartix.comA vehicle tracking company with 25 years of trade. Two tracks of work. On one side I sit inside their marketing function as a consultant: AI adoption, innovation strategy, general direction, the hands-on growth work.
On the other side, through Web Hero, I've built partners.quartix.com. It's both a sales-facing site (on Duda) and a partner portal (on Claude). Inside the portal, partners can run commission calculators across UK, EU and US pricing, generate proposals automatically, produce rental agreements, and pull contracts with locale-specific terms including French CGV and SEPA. The Italian INAIL/OT23 calculator, the Salesforce ROI tool with country-routed URLs, the 25th anniversary popup that ran across every locale, all behind the same portal.
Most of it is invisible from the outside. That's the point. The marketing function looks polished because the infrastructure under it does the lifting.
06 Agency
Web Hero. Two tracks, one engine.
Web Hero runs as two parallel operations. Direct client work under the agency's own brand, and white-label support for partner agencies who front the output as their own. Both run through Agency Genius for intake, briefs, QA and delivery.
A
The agency. Direct client work.
Under the Web Hero brand.2024 →
Quartix
Consultancy + dedicated build team for partners.quartix.com.
Duda + Claude / B2B
›Multi-year consultancy and the dedicated build team behind partners.quartix.com. The deepest single relationship in the agency. See the Quartix section above for the full breakdown.
2026
Sqew
Webby 2026Custom menu, side-tab widget, sophisticated navigation.
Duda / Custom
›A nominated Webby site, built on Duda with a custom mega-menu, side-tab widget system, and a navigation pattern that opens large content panels on hover. First Duda site ever Webby-nominated.
2026
Cademi
Multilingual LMS rebrand, Pipedrive and Navattic integration.
Duda / SaaS
›A learning-management platform rebrand with multilingual support, Pipedrive integration for sales, and Navattic for interactive product demos embedded throughout the site.
2026
Coptrz
Drone training specialist. Course catalogue, certification flow, conversion focus.
Duda / Training
›Drone training and equipment specialist. Rebuild of their main site with course listings, certification flows, and CTA-driven layout.
2026
Universal Gas
Industrial gas supplier. Quote engine, regional pricing, B2B flows.
Duda / B2B
›Industrial gas supplier site with quote engine, regional pricing logic, and B2B account management flows.
2026
Enviren
Engineering recruitment. Candidate flow, integrated CRM.
Duda / Recruitment
›Engineering recruitment platform with multi-stage candidate flow and integrated CRM.
2026
Heritage and Stone Tours
Redesign with collections, interactive Leaflet map, blog system.
Duda / Travel
›Tour operator site with custom collections, an interactive Leaflet map of routes and stops, and a blog system integrated with Notion.
B
White-label partners.
Agencies who front Web Hero's work as their own.Long-standing partner agencies who I work alongside week in, week out. We deliver builds and support, they own the client relationship. Agency Genius handles intake, briefs, QA and delivery uniformly across all of them.
Digity
Multi-year partner across a B2B-heavy client portfolio.
Flower Pot Marketing
Active production partner. Multiple builds in flight at any time.
Compass Marketing
B2B-focused agency. Ongoing builds and support across their roster.
+ several others
The model scales because Agency Genius takes the friction out of working with new partners.
07 Path here
Before all this. Head of marketing.
I was a Head of Marketing for the best part of a decade before going independent. The agency, the products, the consultancy: they're informed by all of it.
2021 →
FounderWeb Hero, Agency Genius, Avago, LoadSnap, OutPitch
Built the agency, then the platform that runs it, then the products that scale from it.
2023 → 2024
Head of MarketingCoptrz
B2B and B2C growth, 252% MQL growth, 564% YoY e-commerce. CRM and automation overhaul, AI tooling in the marketing stack.
2023 → 2024
Head of MarketingCademi
Full rebrand, Salesforce to Pipedrive migration, paid media across Google, Meta and LinkedIn, content strategy.
2020 → 2023
Head of MarketingRAM Tracking
75% increase in lead gen post-redesign, 4x prospect data growth, multi-brand strategy across RAM Tracking, AMS Tracking, Rewire Security. Pardot and Intercom build-outs.
2018 → 2020
GM + BDMHeineken, RAM Tracking
Tested Yorkshire's first Heineken Smart Dispense system. Closed and managed enterprise sales pipeline at RAM.
08 Writing
Thoughts in progress. Mostly about building with Claude.
What I'm working out, lessons from shipping, things I've changed my mind about. Short pieces, new ones land monthly-ish.
Mar 2026
Why I treat Claude like a colleague, not a tool
8 min
Feb 2026
Shipping a SaaS against a regulatory deadline, solo
12 min
Jan 2026
The white-label model that lets one builder serve ten agencies
10 min
Dec 2025
Five custom Claude agents I run every day
6 min
Nov 2025
What an AI consultant actually does, beyond the prompts
7 min
09 Process
How I build. With Claude in the loop.
I'm a department of one. I ship like a team of ten. The difference is structural, not magical.
Every product I run uses three to five custom Claude agents, each with a defined system prompt, a clear set of tools, and a documented failure mode. They run inside Claude Code, with custom slash commands and a CLAUDE.md per repo.
The cert asks me to demonstrate orchestration, tool design, structured output, context, and reliability. The case studies above are how. The agent on this page is the proof.
01 Agentic architecture and orchestration → multi-agent routing in the cmd+K layer
02 Tool design and MCP integration → typed tools returning structured cards, Notion MCP live
03 Claude Code configuration → CLAUDE.md, agents, and slash commands in plain sight
04 Prompt engineering and structured output → published system prompts, tool_use for cards
05 Context management and reliability → provenance on every claim, validation-retry on tools
Talk
Got a problem worth shipping? Let's talk.
Every product on this site was built with Claude as a daily collaborator
Web Hero Limited / 15866557 / Leeds, UK