We built the system we wished existed for our own families.
Apex CallWorks is the storm-response product from HD² Labs — a two-veteran team building practical AI for small businesses that don't have enterprise budgets. We started with Texas roofers because the math is brutal and the fix is obvious: when a hailstorm hits and a homeowner calls at 9pm, somebody better answer.
Storm leads have a 4-hour shelf life.
When a Texas hailstorm rolls through, the average roofer captures a fraction of the inbound calls — voicemail, after-hours, the owner driving between jobs. By the time anyone calls back, the homeowner has already booked the competitor that picked up.
Meanwhile, every quoted estimate that doesn't close just sits in a CRM. No follow-up. No nudge. $50K–$200K of pipeline evaporates quietly, every quarter, in every shop we've talked to.
Apex CallWorks fixes both leaks: a 24/7 AI receptionist that books the storm call, and a 7-touch SMS sequence that recovers the estimates you already paid to produce.
Built by veterans. Run by operators.
We're not a faceless agency. We build for clients AND ship our own products. We know what it takes to make AI actually work for a small business — because we've shipped two of our own.
HD² Labs — veteran-owned, Austin-based.
HD² Labs LLC is Hill and DaJon's studio. Apex CallWorks is our flagship vertical product; we also ship consumer apps (Earnt, Fishing with Gill) and selectively take on custom AI builds. The common thread: we use the systems thinking we learned in the Army to build software that actually runs in production — not demos.
Want to see what you're leaking?
Take the free 3-minute Revenue Leak Audit, or grab time directly with Hill.