I like to understand the whole process before I change any of it.

Independent developer in Israel. Business automation, connected CRM systems, WhatsApp workflows and AI assistants.

I’m Maor Kertsman, an independent developer based in Israel. I work on business automation, CRM systems, integrations, WhatsApp workflows, AI assistants and custom business software, mostly for businesses with recurring administrative work, disconnected tools or a complicated flow of leads.

What interests me is the whole process, not only the part that runs in code. Before I change anything I want to understand who does what, where information comes from, where it stops, and why the workaround exists. Most of the useful decisions get made at that stage.

My background in mathematics and programming shows up mainly as a habit: take a messy situation apart into pieces that can be named, connected and checked.

I care about the link between technical implementation and everyday work. An automation is finished only when the person relying on it trusts it, and an interface is good only if it fits the way the team already works. So I build tools people actually use, in stages, next to what they’re already doing.

When you work with me, you work with me. I’m the one who listens in the first conversation, designs the workflow, writes the code and answers when something needs a fix. That keeps things simple, and it means you always know who is responsible.

How I think

Understand before building: The expensive mistakes happen when a system is built around how work is supposed to happen rather than how it does. I start with the real process.
Automate the routine, keep the decision human: Copying, reminding, routing and summarising can run on their own. Judgement about a customer or a deal stays with a person, with the context ready.
Visibility over magic: You should be able to see what the system did, why, and where it stopped. Logs, alerts and plain status views are part of the build, not an extra.
Tools people actually use: An interface that fits the daily work gets used. One that doesn't gets a spreadsheet next to it. I design for the first outcome.

Working with me

You work with me directly: No account manager, no handoff between people. The person you talk to is the person who builds and maintains the system.
Small steps, in production: I prefer to put a working piece in your hands early, next to the way you work today, and grow it from what we learn.
Scope agreed before building: We write down what will be built, what it connects to and what is out of scope. Changes are discussed openly, not discovered at the end.
Honest about limits: Some things depend on platform rules, account approvals or data quality. I check them for your case and tell you what I find, before promising.

Tell me where the work gets stuck.

Talk about your workflow

About

Tell me where the work gets stuck.