A new shape for Inly.

Today we're naming what's already true. After fifteen years of building operations one project at a time, our team is shifting from a digital agency to a product company with a transformation engine. The product is Core — the operating layer for the real economy. The transformation is how we deploy it. Customer operations have been running on Core for years; today it has a name and a public story.

Where we came from

Inly was formed in 2020 when two digital agencies merged. The core team has worked together since 2013, building operational systems across more than eight industries — quote-to-cash, scheduling and dispatch, master data, document generation, invoice automation, customer portals. For years we sold what agencies sell: hours, projects, custom builds.

Each project shipped value for the customer it was built for. Different industries, different ERPs, different jargon — but structurally the same problems, every time. What didn't compound was the leverage on our side — every engagement started from zero, and the connective tissue we kept rebuilding stayed inside each one.

There was a second thing wearing on us, harder to name. Every operation we built deserved more than its budget could reasonably pay for — sharper tooling, deeper automation, the kind of robustness and intelligence we knew belonged in the product but couldn't justify on a single project's economics. We pushed every engagement past what the budget was meant to buy, but the gap between what shipped and what the operation actually deserved kept coming back to us. The only honest way to close it was to build the hard, expensive parts once, for everyone — and let every customer draw on the same platform.

Those two realisations — work that didn't compound on our side, and ambition we couldn't fund one project at a time — are what turned us into a product company. We invested, separately, in the connective tissue itself — building it as a real platform, so every customer could draw on the same foundation rather than getting a one-off rebuild. Over those years, the operations we'd already shipped moved onto it. Today that platform has a name and a shape.

What we built

Core is one platform, sold in four parts.

Core

The operations layer. It connects the systems you already run — ERP, CRM, legacy tools, the spreadsheets that fill the gaps — into one domain-specific model where humans and AI act on the same data, processes, and rules. We operate it, secure it, support it, and evolve it. Sold as a subscription.

Core Portal

The branded surface your clients interact with — the self-service experience digital-native customers expect, running in your brand, not ours. For every moment they'd otherwise email or call.

Core AI

An operational agent grounded in your data model. It reads what's on screen, fills forms under your validation, and runs Core actions behind explicit approval. Same audit trail, same permissions, same accountability as your team.

Delivery

How Core arrives. Our engineers go inside your operation — scoped engagements with a Definition of Success agreed up front. Always built on the platform, never as a one-off.

Core doesn't replace what works for you. Your ERP, your CRM, your scheduling tool stay where they are, doing what they're best at — though when an expensive SaaS licence isn't really earning its place, Core can sometimes absorb that work too. Core sits underneath them — one model, one set of rules, one place where humans and AI work on the same data. The systems you've already invested in get more leverage, not less.

AI is what makes the timing right. An operational agent only adds value when it can act on a coherent data model — without one, it can talk about your operation but can't run anything in it. Core was already that model. AI now lets a small team operate at a pace that wasn't possible a year ago — Visita's certification process is one example of what that looks like in practice.

It's also pulling the cost of custom software down. Operations that only the largest enterprises could afford to build a few years ago are now within reach of mid-market businesses — and Core is what keeps that output coherent. The platform scopes the work, frames the data model, and structures what gets generated, so it adds up to an operation that compounds as more processes move onto it — auditable, supportable, and built to run a business on.

How we sell it now

Platform is the product. Transformation is the service. A subscription gives you Core, operated end to end by us. Deliveries scope new work on top of it. Alongside, we keep investing in the platform itself — new capabilities, deeper automation, security and compliance — so every operation running on Core inherits the same shared, maintained foundation rather than a one-off build.

For our customers, value accumulates on a platform you don't have to maintain — and the engineers running Deliveries inside your operation are there to spot what to improve next, surfacing new flows and openings as they implement the one in front of them. For us, a small team can deliver the depth of a custom build at the speed of a product company — because every engagement builds on Core, not from a blank page.

Core focuses on small and mid-market businesses in operationally intensive verticals. Your stack might be a functioning ERP and CRM patched with Excel, email, and manual routines — or it might be mostly the patching, with no ERP at all. The trigger might be that the gaps have started to cost real money, or that you want to give your clients a digital-native self-service experience that runs in your brand. Core is the operating layer that turns whatever stack you have into one coherent operation. Keep what works, swap what doesn't, pick best-of-breed for every function, and stay free to replace any of them later without losing what you've built on top. With Core, you don't have to choose between rebuilding everything and living with the gaps.

Today: we build and operate platforms across more than eight industries. Stockholm headquartered, Gothenburg office opening this year. Sweden-based engineering, EU residency for your application data, GDPR by default.

For existing customers, nothing changes underneath: your team, your roadmap, your agreement all continue. What we're naming today is the public shape of work we've been doing for fifteen years — Core as the platform, Transformation as how we deploy it. For everyone else, that door is now open.