We’re a software consultancy, so you might expect us to always recommend building custom. We don’t. Roughly a third of our discovery engagements end with us recommending an off-the-shelf tool instead. It’s better for the client, and it’s better for our reputation.
The decision framework is simpler than people think. Ask three questions. First: is this a core differentiator for your business? If the software is what makes you different from competitors, build it. If it’s a utility (invoicing, email marketing, project management), buy it.
Second: does an off-the-shelf tool cover at least 80% of what you need? If yes, use it and live with the 20% gap. The cost of building and maintaining custom software for that last 20% almost never pays off. If the tool only covers 50%, that’s a different conversation.
Third: do you have the team to maintain custom software long-term? Building is the easy part. Software needs updates, bug fixes, security patches, and feature work for as long as it’s running. If you don’t have developers on staff (or a maintenance partner), custom software becomes a liability.
The sweet spot for custom software is when you have a workflow that’s genuinely unique to your business, no existing tool handles it well, and the efficiency gain justifies the ongoing investment. Everything else should be Airtable, Shopify, or whatever tool your team already knows.