About
I am Nico.
I build this stuff.
I am a hands-on AI practitioner and a long-time HubSpot and RevOps specialist. I teach HubSpot Academy's AI bootcamp series, hold roughly twenty HubSpot Academy certifications, built Hub Helper Harry, and spent years inside elite HubSpot partner agencies, including a Diamond partner. Now I am the white-label AI partner behind agencies that need the work done, not the theory.
How I got here
Tired of watching people struggle
I came up through graphic design, then CRM and RevOps, and then into AI as it became the thing that changed what one person could build. Along the way I co-taught HubSpot Academy's AI bootcamp and went on to teach their first-ever AI mini-series, The AI-Augmented HubSpot Stack, sat on podcasts separating AI demos from things that ship, and kept shipping my own software.
A lot of that argument happened out loud. I have been a guest on revenue and AI podcasts, I host a few shows of my own, and I run live sessions for user groups and practitioner communities, usually building something on screen instead of talking over slides. It is all collected on the media page if you want to hear how I think before you decide to work with me.
Hub Helper Harry is a good example. I got tired of watching people struggle with dense documentation, so I built a specialist assistant that answers with citations, remembers context, and routes between models to keep costs sane. No VC, no data harvesting, just a useful thing that works.
That is the pattern behind everything here. I learn something by building it for real, then I put it to work for the agencies that bring me in. Most AI content online is hype or theory. I wanted a practice built on what actually works, run by someone who does the work.
One note on language, since it trips people up: when this site says "we," it means me and Ares, the AI I build and work alongside. She is not a mascot or a marketing device. She ships real work here, including the free tools on this site and the daily-build series in the Library, and she is part of how I deliver for clients.
What I stand for
How I work
Evidence over hype
My whole stance is separating parlor tricks from real application. Every claim I make about what AI is worth is grounded in how the work actually breaks down, labeled as an estimate, and checkable. If something is uncertain or depends on your situation, I say so.
I build what I sell
I am a hands-on builder before anything else. I ship agent-first software, RAG systems with citations, automations, and CRM work, and the work I deliver for agencies is the same work I ship for myself. The rigor travels with the person, not a slide deck.
Your team keeps the capability
The goal is for your bench to be able to run and extend what I build. I work with your team, not around them, so you walk away capable, not dependent on me.
Accessible, not gatekept
I meet people where they are, from someone opening a chat tool for the first time to someone wiring agents into their stack. No jargon for its own sake, no making you feel behind.
What I offer
Two ways to work together
Advisory keeps me on call, hourly or by the month. Builds deliver the scoped white-label work. The free assessment is always there when you want a number first.
The on-call desk
Advisory and retainers
When a prospect's AI ask needs scoping, a build needs a senior second set of eyes, or the AI questions never stop coming, I am the call. Hourly blocks for the one-off, a monthly retainer for the standing gap.
The heavy lifting
White-label AI builds
Your clients are asking for AI. I design and build the agents, automations, and automated HubSpot integrations that answer the ask, delivered under your brand and scoped per engagement. Your client never needs to hear my name.
Start here
Let's find what is worth your time
Book a call and tell me what your client is asking for. I will give you a straight read on where to start, what we could build together, or whether the answer is not AI yet.