We work with businesses who are tired of doing the same tasks over and over. It usually takes us a couple of weeks to just…make them go away.
I spent most of my career in telecom for the Big 3 (AT&T, Verizon, and T-Mobile), working my way from the technical side through construction and into quality-control management. Eventually I saw a pattern emerge: I was the person who found the gaps in a process and fixed them before they became expensive problems. I was good at it, but I kept running into the same wall. The wall was always the hours people burned on tasks that didn't need a human at all, not the work itself.
Before any of that, I was an Army Artilleryman (13P) running fire direction for MLRS (Multiple Launch Rocket System). That work drilled one thing into me permanently: a plan is only as good as how it holds up when conditions change. You map it out carefully, you account for the variables, and you stay on it. That mindset never left me.
In 2024 I left telecom to build SwellSet. That timing wasn't an accident. I'd begun to see that AI tools had finally gotten good enough that a small business owner could reclaim real hours without hiring a team or buying enterprise software they'd never fully use. I'd watched too many capable people drowning in repetitive work: the quoting, the follow-ups, the data entry, the same five tasks every single day. I knew I could give them back something more valuable than money: their time.
I love the fact I have the ability to do this, and what I love most in this work is the moment it clicks for a client. When a business owner realizes the thing that used to eat their whole morning now runs on its own, and they can go do the work they actually started their business to do. That's the payoff. I'm not in the business of selling software or telling you to go download ChatGPT. I'm in the business of giving people back their time: to free up their weekends, to help them expand, to get them a bit more sleep. That's what SwellSet is built to do.
After a career spent finding the gaps other people missed, this is the work I was always meant to be doing.
I scope the work, and I do the build. When a project calls for extra hands, I pull from a vetted intern pipeline I've built through Sierra College. The person you talk to and the person doing the work are the same. You're never handed off to a junior you've never met.
The right automation tool depends on the workflow, your existing stack, and how much you want to be able to change later without us. We don't lock anyone in.
I don't build outreach automation that operates in a gray zone and risks getting your accounts flagged or banned, no matter how much "growth" it promises. I'd rather tell you no than hand you something that puts your business at risk.
Most of my work has been with contractors, trades, and service businesses: the kind of operations where the owner is also the estimator, the scheduler, and the one answering the phone at 7 p.m. That's where automation pays off fastest, because the repetitive work is constant and the owner's time is the scarcest thing in the building.
The patterns repeat across industries, so I'm not limited to those. But if you run a service or contracting business, odds are I've already solved something close to your problem.
Most engagements look like a 2–3 week build + 5–7 day handoff + 30-day included maintenance window.
A contractor was building estimates by hand every time a job came in. I built a custom Quote Builder that handles the margin math, materials tax, and a polished PDF in one pass. No more copying hand-written notes through multiple Office tools and forcing a professional-looking proposal out of yet another piece of software.
Saved 20+ hrs / weekA Pilates instructor was spending real time before every class hunting for tracks with the right tempo and energy to match each segment: warm-up, flow, cool-down. I built an app that pairs the Spotify catalog with Claude to assemble class-ready playlists that fit the pacing and mood of the workout, so the playlist is built before she walks in the door.
Saved 5+ hrs / weekSierra College's Veterans Success Center needed an interactive training tool their staff could actually deploy. I built and shipped it as a live web app, replacing slide decks and tribal knowledge.
Saved 4 hrs / new hire · 2 hrs / wk continuing edRegistered: Swellset LLC, State of California, USA.
City: Sacramento metro · NorCal.
Founded: 2025.
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Get your time back. It belongs to you.
Tony Nordin