beta maxing/ˈbeɪtə ˈmæksɪŋ/n.the practice of continuously improving a product from what happens in the real world; modern software, always beta

For growing businesses

Software for your business,
without a software team.

You know how the business works. You should not have to become technical to improve it.

Betamaxx automates the software development lifecycle. You decide what the software should do, your people say what does not work, and the factory builds, tests and ships it. You approve outcomes, not code.

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The vision

A new way to get software,
from first principles.

Betamaxx goes back to first principles: you have a process or a product in mind, and you get to a working version of it as fast as possible. You decide what gets built, and the factory does the building.

Always in beta

Modern software is never finished. Betamaxx keeps improving it from what your people and customers actually run into, instead of what was planned a year ago.

Your people are the reporters

The people who use the software every day know what does not work. They tell Betamaxx in their own words, and it becomes the next change.

From conversation to solution

You describe the process, we scope it into a solution, and the factory writes, tests and ships it. You stay in control of what gets built.

The problem

Software is the part of the business
you cannot easily buy.

Here is what it looks like without Betamaxx. It is not a technology problem. It is a capacity problem: the business knows what it needs and has no one to build it.

A team you cannot afford to hire

A developer, a lead and a product person is a payroll line most growing businesses do not have, and a search that takes longer than the problem allows.

Agencies run on their calendar

A project plan, a statement of work and a handover. By the time it ships, the process it was built for has moved on.

Tools that almost fit

Off-the-shelf software that does most of what you need, so people work around the rest in spreadsheets and email.

Whichever it is, the cost is the same: the time between knowing what the business needs and having it.

The plan

A clear plan: connect, cluster, build or plan.

Betamaxx gives you four steps. The first three run without you. The fourth is where you decide.

Connect every channel

Anyone can report: an integrable widget you drop into your site or app in one line, an email to support, a voice note, and integrations with third-party customer support systems, so technical issues from your helpdesk are forwarded here too. Your team's ideas count as well. And software reports: dependency updates, update announcements, uptime monitors, security testing. Every channel lands in one messaging center.

Cluster into real issues

Reports are triaged and automatically clustered by meaning, not keywords. Your messaging center shows the real issues, not hundreds of “it broke” messages. Duplicates collapse into one clear card.

Implemented automatically

Each cluster becomes a specification and goes to Execution, where an Agentic Software Factory picks it up on its own and writes the code, tests, fixes and ships it. A Product Officer triaged the idea and augmented it with your team first; no developer assigns it, no sprint plans it. No waiting for capacity: once approved, the factory starts, hands off.

Planning: decide together

Bigger ideas go to Planning: a collaborative roadmap you build with all stakeholders, including the people who reported it. Your team's ideas and user feedback guide what to make next.

The guide

We've been there.
So we built the factory.

We know what it is like to drown in feedback and still ship too slowly. Betamaxx is not a copilot that suggests code for someone to review and merge. A factory that runs the whole pipeline by itself, applying the same discipline to every change, every iteration, without fatigue. So your team can focus on the harder question: what to make.

Spec→ Implement→ Test→ Debug→ Fix→ Security check→ Deploy→ Verify in production

Every step above runs automatically, end to end, from the specification to the verified deployment. Nothing ships without being tested, security-checked, deployed and tested again at every iteration, not just before release. And because the work runs deferred and unsupervised (batched, queued, and completed without a human in the loop), the factory keeps your infrastructure busy instead of idle: the same capacity, working around the clock.

Betamaxx comes as a turnkey agentic software factory. You can bring your own model API keys, or take the complete turnkey setup, and you are ready to go from the moment you subscribe.

What Betamaxx is

We automate the software
development lifecycle.

Not your hosting. Not your framework. No vendor lock-in. The work between a decision and a shipped change, and everything it produces, is yours.

What it automates

The lifecycle, end to end.

From a signal in your product to a verified change in production: the work an engineering organisation used to do. One loop, no handoffs.

What it isn't

Not hosting. Not a framework.

Your product runs where you already run it. Hosting can be integrated automatically, and nothing is written to fit our way of building. No migration, no rewrite, no new stack.

What stays yours

The code, and the IP.

Everything the factory produces is yours, permanently: the repository, the code, the product and the decisions. Stop any time and take all of it with you. If you stop, your product keeps shipping.

The questions

The three questions a business asks first.

None of them about technology. All of them about who stays in control.

Do I have to become technical?

No. You approve outcomes, not code. Anything larger comes to you as a plan in business terms, and the factory carries the technical proof.

What if it doesn't fit how we work?

Then it is wrong, and it changes. You see a working version in weeks, while changing it is still cheap, not after a two-year build.

What if we want to stop?

You keep the code and the IP. Your product keeps running, and another team can pick it up without starting again.

One person decides what gets built. You approve outcomes, not code.

What changes

Software at the speed
of your decisions.

What a software team normally gives you, without the hiring cycle around it.

Cost

One predictable monthly line, instead of salaries, recruiters and a team to keep fed.

Speed

A working first version in weeks, not at the end of a project plan.

Continuity

No single developer holds your product. Nothing pauses when someone leaves.

Control

You decide what gets built. Your people report what does not work.

Already have a technical team? They keep their work. Betamaxx takes the queue, not the people.

Three ways to work together

Choose how much of the software side we carry.

Every option is per project, billed monthly, with an annual commitment discount. Pricing on request.

Fully managed

We carry the software with you

Included Platform and widget, set up for you
Included Agentic Software Factory
Included Execution tokens (build capacity)
Included Product Manager and Product Owner. We run the product cycle.

For: A business with a process to turn into software, and no technical team.

Managed factory

You own the product; we supply the engineering

Included Platform and widget
Included Full Agentic Software Factory
Included Execution tokens at a fixed price
You provide You own the product decisions and priorities.

For: A product that has to keep scaling, safely.

Platform

Bring your own process and people

Included Platform and widget, self-serve
Optional Dockerized factory instance
You provide Product Manager and product cycle
You manage Tokens, runtime and factory operations

For: A team with developers who want the loop, not the queue.

Bring your own model API keys, or take the complete turnkey setup and be ready from the moment you subscribe.

About us

The people behind the factory.

An Ai Applied product

Betamaxx is an Ai Applied product. Ai Applied is two founders, Mark Mooij and Bruno Jakic, who have been building production AI since 2007, for ING, KPN, ARAG, Essent and De Volksbank. They created Inqqa AI and Conversense, and today run several SaaS products in parallel.

A tiny team, a streamlined process

No account managers, no handoffs: when you talk to Ai Applied, you talk to the engineers who built it. The process is so streamlined, from feedback to shipped code by the factory, that the two founders run four SaaS projects in parallel, with AI doing the development, without compromising quality. In fact, quality is higher than it has ever been.

The result

Software that fits your business.
Owned by your business.

Before Betamaxx: the software you need waits for budget, a hire or an agency. After: a working version you can react to, and a product that keeps improving from what your people tell you.

Yours

the code and the IP

Everything the factory produces belongs to you. Stop any time and take all of it with you.

Approved

by one named person

Nothing irreversible happens without a decision from the person who owns the product.

Every gate

on every iteration

Tested, security-checked, deployed and verified, so the discipline does not depend on anyone remembering.

You decide what gets built. Betamaxx does the building.

Software for your business,without a software team.

A new way to get software,from first principles.