REDC turns a real-estate expert's spreadsheets into a live product
A real-estate developer had deep expertise and a stack of Excel spreadsheets, but no way to turn either into software. We built REDC, a deal-analysis tool that sizes up complex mixed-use developments in minutes, and it has grown to hundreds of users on word of mouth alone.
Took a non-technical founder from spreadsheets to a live product
Hundreds of active users, entirely through word of mouth
Four years of 100% uptime and zero security incidents
REDC deal-analysis web app
Marketing website
Documentation and support portal
Product design and full-stack delivery
Deep expertise, held together by spreadsheets
The founder behind REDC had spent years in real estate and understood the nuances of the market as well as anyone. What they didn't have was any background in software. Like a lot of experts, they were running the whole operation on a pile of hacked-together Excel spreadsheets and templates.
The work was deal analysis, and the interesting deals were mixed-use developments: office, residential, hotel, retail, all layered into one project. Each of those is a different kind of product with its own financial math, its own pro forma, its own way of penciling out. Doing that analysis by hand, deal after deal, was slow and easy to get wrong.
What we built
We built REDC so that analysis lives in one place. You put in the details of a potential development, and REDC layers the math for each product type together and tells you whether the deal is worth chasing.
A quick read, not a full pro forma
This was deliberately a back-of-the-envelope tool, not a full financial model. The point was speed: a developer standing in front of an opportunity can run the numbers on the fly and decide whether it's worth a deeper look. The heavy, formal pro forma comes later, once a deal has earned it.
More than a web app
We didn't stop at the calculator. We built REDC's marketing website, its documentation, and its support portal too. That is the same way we build today, where a product is the app plus everything around it, and it's why REDC could actually grow instead of just exist.
The reality behind "just build it with AI"
You've heard that anyone can spin up an app with AI now. Maybe you can. But this founder needed a tool that handles real financial complexity, that people would trust with real decisions, and that keeps working. Four years on, REDC has hundreds of active users who found it through word of mouth, with 100% uptime and zero security incidents.
That's the line between a demo and a product. We work with clients across the whole spectrum, from deeply technical teams to founders who have never written a line of code, and the value is the same: taking what you know and turning it into software that holds up.
Every engagement is a partnership
Let's talk about what we can build together.