We design AI operating systems for your business.

We map how your business runs, then build the AI layer on the tools you already use. Agents take on the work you repeat every week, and your people make the calls that matter.

Book a discovery call What's an AI OS?

Your business already runs on systems.

Most of them live in someone's head or a spreadsheet. Numbers are pulled manually every week, and questions still end up with you. You might've tried a few AI tools, but still can't say the work got faster or better.

What your week might look like

Most of your week goes on admin and chasing, and the pitch you care about ends up on Saturday.

Admin and chasing Meetings Work only you can do Done by an agent

Imagine workflows like these running in your business.

Marketing

Content

Your content agent reads your analytics every day
It spots which posts actually bring in enquiries
Next week's posts drafted in your voice, from what's working
Your marketing manager edits and schedules them

Case studies

A job is marked complete
Client asked for a few words on the job, photos pulled from the project folder
Case study drafted for the site and LinkedIn
Your marketing manager edits and publishes

Reviews

A new Google review lands
Reply drafted in your voice
Unhappy ones flagged straight away, with the job details pulled up
You send the reply, or pick up the phone

Built on tools like Google Analytics, LinkedIn and Google Business Profile

Finance

Receipts matched and filed by job

A receipt lands, by email or a phone photo
Matched to the Xero transaction
GST coded and filed against the job, with new rules suggested from your bookkeeper's fixes
Your bookkeeper only sees the ones that don't match

Overdue invoices

Unpaid invoices checked every Monday
Reminders drafted in your tone, a little firmer each week, invoice attached
Clients who always pay late flagged, with a deposit rule suggested
Your bookkeeper approves and sends

Month-end close

The month closes
Accounts reconciled overnight
Variances against budget explained in plain words
Pack drafted with the three things worth talking about
You read it before the leadership catch-up

Built on tools like Xero, Google Sheets and Gmail

Leadership

The Monday read

Every team's numbers and updates, overnight
One page with what moved and what needs a decision
You read it before the huddle

Quarterly plan prep

Last quarter's goals, results and notes
What worked and what didn't, written up
Options for next quarter drafted
You and your managers pick the three priorities

Decisions log

A decision is made in any meeting
Captured with an owner and a date
Anything stalling flagged
You nudge or reprioritise

Built on tools like Xero, HubSpot, Slack and Notion

Sales

New enquiries

An enquiry lands from the website, email or a DM
Researched and scored against your best past customers
Reply drafted with two times to talk, CRM updated
Scoring tweaks suggested from which enquiries became jobs
Your sales manager reads it and hits send

Proposals

The discovery call is recorded
Scope, timeline and price drafted from your last ten similar jobs
Proposal built in your template, risks flagged
You set the final price

Renewals

A retainer is 60 days from renewal
What you delivered and what changed pulled together
Renewal summary and a proposed next term drafted
Your sales manager books the conversation

Built on tools like HubSpot, Gmail and Google Calendar

Operations

Customer feedback

Calls, support emails and reviews collected
Sorted into themes, with how often each comes up
The top three written up with real quotes for the planning meeting
Your operations manager decides what makes the cut

Client onboarding

A new client signs
Welcome email, setup checklist and kickoff call booked
Anyone who stalls in the first fortnight flagged
Your operations manager gives them a call

Jobs running over

Hours logged against each job, checked daily
A heads-up when one's tracking over, and why
Two ways to pull it back drafted
Your operations manager talks it through with the client

Built on tools like Notion, Slack and Gmail

People

New starters

The contract's signed
Laptop ordered, accounts requested and the first fortnight booked
A buddy suggested and a welcome pack drafted in your tone
Their manager welcomes them on day one

1:1 prep

A 1:1 is coming up
Last time's notes, check-ins and workload pulled together
What's changed since, and three questions suggested
You run it, and the notes file themselves

Hiring

A role opens
Job ad drafted from the role brief, in your tone
Applicants screened against your must-haves, with the reasons
You pick who to meet

Built on tools like Slack, Notion and Google Calendar

Still pulling the same numbers together every Monday?

Book a discovery call

What's an AI OS?

We design operating systems that bring AI agents and workflows into how your teams work.

Your business model, your customer profiles, your offerings, your decision-making processes and your preferences. We turn all of it into structured context that your team and your agents can work from, and it's easy to update as the business changes.

Most businesses run on cycles nobody's written down. There's the morning stand-up, the weekly meeting, month-end, BAS every quarter, the busy season and the quiet one. We map them by time horizon, then work out which need a meeting and which can run as a routine.

They take on whole tasks, either on a schedule, like reconciling the books overnight, or when something happens in the business, like a new enquiry coming in or someone calling in sick. Before one runs, you choose what it does on its own, what needs approval and what it never touches.

You decide when and how you get your insights, whether that's a short read before the huddle, a dashboard the team checks each morning or a view built around how you work.

Judgement stays human.

We build AI to be an instrument, one that amplifies what your team can do and makes them better at the work. Agents take on only what should be automated and clear the bottlenecks, and your people bring the discernment.

Your tools

We build on what you already pay for, and most of the work stays where your team does it now.

XeroHubSpotSlackNotionGoogle WorkspaceMicrosoft 365and whatever else you use

Any model

We're model-agnostic, so we use whichever your team already uses, as long as it suits the job.

ClaudeGPTGeminiCopilot

How it works.

A design sprint first, then the build. What we build runs in your environment, and it's yours.

Waywood leadsYour team leads

Sprint/01

Design it with your team

Map how the business runs, then agree the plan before anything gets built.

Build/02

Build the first piece

We start with the workflow that's costing you the most time and get it working before the next one starts. We build it alongside your team, and they learn how it runs as we go.

Own/03

Your team runs it

It runs in your accounts, on your tools. Agents suggest improvements as they go, and your team decides what changes. You can also keep us on to look after it.

The OS Design Sprint

Every engagement starts here.

We follow how the work actually moves through your business, from one person and tool to the next. Then we map it out with your team in a workshop and design the system you'll run on.

Book a discovery call Every sprint starts with a free 30-minute call.

You leave with

Your context, mapped out for your team and your agents to work from
Your rhythms, sorted into what needs a meeting and what can run as a routine
The first agents to build, and what each one can do without asking
The numbers worth watching, and the next step each one points to
A plan in phases, for you to approve or not

José HuergoCo-Founder

Hi, I'm José.

I started Waywood nine years ago, after working across music, tech, not-for-profits, publishing and media, including time as a CMO/CRO.

I'm a big-ideas person, and the repeat work in my own business runs on an AI OS I built for myself. At Waywood I design the same kind of systems for other businesses, starting where the load is heaviest.

Work with me directly

Fractional CMOYour senior marketing lead on a monthly retainer, from the strategy to the AI workflows your team runs. CoachingOne-to-one, for business owners who want to grow the business in alignment with the life they want.

You may be wondering.

Do we need an AI strategy first?

No. The sprint maps how the business runs, and the strategy comes out of that, along with the first workflow to build.

Will this replace people on our team?

No. Agents take on what should be automated, and your people bring the judgement. Every agent has a brief that sets what it can do on its own, and anything outside that comes back to a person.

What happens to our data?

It stays in your own accounts, and each agent only gets the access its job needs. Before anything runs, we agree which AI services can see what, and you sign that off.

We haven't automated anything yet. Is that a problem?

Not at all. The sprint starts from the work your team already does by hand, and the first agent takes on one piece of it.

Are we locked in once it's built?

You're not. The handover date goes in the proposal, along with what's yours to keep and anything you'd like us to keep running for you.

Waywood or coaching, which one's for me?

If you need help to map, design and build AI systems for the business, that's Waywood. If you'd rather work one-to-one on the strategy and systems to grow your business, that's coaching with José, or a fractional CMO retainer for your marketing.

Start with the job that steals the most time.

Discovery call

Free, 30 minutes

Bring a job or two you'd happily never do again. We'll work out what an agent could carry, and roughly what it'd take.