Learn AI from a team that runs on it.

Five people, and AI in every department

I started building software in 2019. Heffl began bootstrapped, with 25 users in its first year. By year three, 3,000 teams were using it.

Then we went deep on AI. We made Heffl fully agentic, and we rebuilt the way our own company works around it.

We’re still a team of 5. AI writes all of our code, drafts our sales follow-ups and helps plan our marketing every week. One editor and AI ship four videos a day. People still own the decisions: what to build, who to talk to and what goes out to a customer.

We’re always testing something. Right now it’s how to market with AI, how to build software faster with it, how to grow an Instagram account with it and how to edit video with it.

I started sharing what we learn as free guides, and the comments kept coming. So I made one place for all of it.

Why “AI-First”?

In my ranking video I sorted businesses into three columns: basic, smart and AI-first. In an AI-first business, AI runs the step by default and a person steps in when it matters.

Most of us start in the basic column, using AI to write a caption or summarise a PDF. The club is how you move up, one workflow at a time.

Basic saves you a few minutes. AI-first keeps the business moving while you’re with a client.

See where your business sits →