Why Build Custom?
Own the Asset
Don't pay rent forever. Build software that adds line-item value to your balance sheet.
Perfect Fit
No more workarounds. Software designed exactly for your unique business processes.
Competitive Moat
Build capabilities your competitors can't simply subscribe to.
Frequently Asked Questions
- Why build custom software instead of using SaaS?
- Custom software creates a competitive moat that competitors cannot replicate by subscribing to the same tools. You own the asset — it adds value to your balance sheet, fits your exact workflows, and eliminates ongoing subscription costs. When every competitor uses the same SaaS, custom software is what differentiates you.
- How does Spruce22 build software so fast?
- Spruce22 combines senior US-based engineers with AI-accelerated development workflows. AI agents handle code generation, testing, and refactoring while experienced engineers guide architecture and quality. This approach delivers enterprise-grade software at a fraction of the traditional timeline and cost.
The Gap
Most lack the fire and the organizational will to keep up with all this change
Agile is dead. AI changed the rules.
Sprints are too slow. Our proprietary method for documentation, ceremonies, and reviews changed the game.
QA-less, for Quality
Automated testing built right in to unlock massive velocity
Arch Skills Required
Security. Scalability. Release Mgmt. A codebase where the left hand knows what the right hand is doing.
Contact Us
Let's talk about reshaping your workforce, building custom software, or modernizing your stack.
Our Team
Meet the leaders driving the transformation of how digital product is made.
Bob Bennett is a product management, AI and velocity expert with a proven track record leading digital transformations at iconic companies. As Global GM of Nike App, he led the product from concept to over $1B in e-commerce across 19 countries. At Petco, he was a key force in the company's turnaround from a shrinking business to a successful IPO in 3 years. Currently founder of Spruce22, Bob specializes in boutique product management consulting, helping teams boost performance and transform delivery.
Ryan Palmer is a senior technology leader with extensive experience in systems and platform delivered products, focusing on AI innovation, enterprise software, and digital transformation. He has led AI initiatives before they were mainstream, directing product SW and IT operations across global enterprises and startups. Ryan's career highlights include leading a 3,000-person organization at HP Inc, co-founding ZHealth (scaling to $50M valuation), developing Intel's first wearable system-on-chip, and pioneering digital innovation at Adidas. He is an expert in AI business models, operational excellence, and building high-performing technology teams.