Forward-Deployed Engineering · Founder-led
Some problems don't need a consultant. They need a laboratory.
Brazilian ingenuity, forged before the tools existed and in markets that resisted change, meets refined technology execution and American market access. Every discipline converges into one path forward, and today that path has a name: Forward-Deployed Engineering.
A selected number of projects
Where the method has already worked
Forward-Deployed Engineering
We deliver the result, not the tool.
Labs Guru moves into the company and carries all of it, from the first conversation to the system running.
Understanding the business
How does this company make money?
How the company makes money, and where it loses it.
business readMapping the processes
Where does the work actually happen?
Every step, handoff and tool, as it really runs.
process mapUnderstanding the people
Who does the work today, and who decides?
Who decides, who operates, what they will adopt.
adoption planThe solution, as a process or a product
Does this need a process, or a product?
Sometimes a better process. Sometimes software.
process or productScaling into a system
What keeps running when we leave?
Agents, data and automations working together.
running systemProof of work
One AI-integrated CRM for business, agents and customers.
A navigated demonstration of the platform built before generative AI existed: multi-dashboard architecture, behavioral scoring, agent performance tracking and autonomous conversational triggers.
- 2018
- The first version opens, as a methodology.
- 2021
- Fully delivered and automated, with features that are still innovative today.
Real screens of the platform, recorded in navigation, 2018 to 2021.
Base ID · recognised in 2021
Built by the founder of Labs Guru2021 · Terracotta Ventures proptech map
proptechs & construtechs mapped in Brazil. Base ID was filed under Lead Qualification.
Base ID · Lead Qualification · 1 of 6
2025 · Same map, final edition
startups in the 2025 map, the last one Terracotta published.
of 38 Brazilian real-estate AI products show all five of Base ID’s 2021 functions on their own pages today (the bright bubble). Six show four.
Sources: Terracotta Ventures map 2021, 5th ed., 830+ startups (Tecverde, May 2021); 2025 ed., 1,232 (Radar Terracotta, Sep 2025). Product scan of public pages by Labs Guru, Oct 2026.
The ad that started it
Apple’s 1997 “Think Different” commercial, narrated by Steve Jobs, played from the Internet Archive. All rights reserved by Apple Inc. Labs Guru is not affiliated with or endorsed by Apple.
Apple · “Think Different” · 1997 · narrated by Steve Jobs
Source: Internet Archive
To the ones who build before it has a name.
Narration: LABS, Labs Guru’s voice.
From the map to the field: a case Labs Guru chose to take on in Brazil.
A special case from Brazil
From one agent on WhatsApp to a hub of eight.
NPi Imóveis, a real estate company in São Paulo, shared with permission. Nothing here was planned from outside: each step came from living inside the operation.
A WhatsApp agent that answers leads at any hour.
Specialist alerts that tell each agent which lead needs them now.
A CRM on frontier AI: harness, ontology, RAG and a knowledge graph.
Eight vertical agents, one for each part of the business.
There is more. It is already happening.
New projects are running right now, inside other companies. You will hear about them soon.
Where we enter
Every challenge has its right entry point.
For your business
SMBs · Scale-ups · Companies in transformation- AI adoption study
- Point automations
- Agents inside your existing tools
- Product and system build
- Go-to-market and revenue systems
For complex projects
Enterprises · Governments · High-stakes environments- B2B platform and hub design
- Strategic intelligence and war room
- Crisis and launch
- International expansion
The Founder
Turns ideas into products, and operations into systems.
Forward Deployed Engineer · Ships AI into production, not decks · Built an NLP CRM + chatbot before LLMs
Labs Guru's founder started at IBM and became an elite negotiator, closing billions in commercial cycles across dozens of launches. In 2018 she left that career to build what no one had asked for yet, starting from what she knew best: a business and its pains, seen from the inside.
The same methodology then crossed healthcare, fintech, luxury experience, defense, political intelligence and legal. Every industry confirmed one thesis: when the service understands the business, it can become software.
Today she leads every Labs Guru project from the inside, from the first conversation to the system running.
In the founder's words · 2020
Recorded in 2020, the founder as an entrepreneur on the road of tech entrepreneurship, already describing technology built from inside the business.
What the market sees
The idea of an expert being embedded on-site to help a customer adopt technology and solutions isn't new.
What changed
Services are becoming software. The market is paying for results.
2007
Palantir
“The wait staff is actually part of the kitchen staff.”
Alex Karp, on why French restaurants are so good. The forward-deployed engineer was named after that answer.
2024
Sequoia Capital
“The AI transition is service-as-a-software.”
The market to win is the services market, measured in the trillions.
Sonya Huang, Pat Grady · Generative AI's Act o1
2025
HubSpot
Results as a Service.
After SaaS, the customer pays “for the actual results that the software delivers.”
Dharmesh Shah, co-founder · Connecting Dots
2026
Sequoia Capital
For every dollar spent on software, six are spent on services.
“A copilot sells the tool. An autopilot sells the work.”
Julien Bek · Services: The New Software
Now
The job market
+1,165%forward-deployed engineer job postings in one yearAnd in May 2026, OpenAI launched a company only for this, with more than $4B of initial investment.
Bloomberry analysis of Revealera data, Jan–Oct 2025 vs 2024 · OpenAI
What we are, as a laboratory
“I can only help you build and become, because I built and became: when the means didn't favor it, when the market didn't understand it, and before the world had a name for what I was creating.”The founder · Labs Guru
Every project starts the same way: inside the business, with its people and its numbers, until the problem is clear enough to build against. What gets built stays running when we leave.
The industry changes. The service becomes software.
Labs Guru is cross-industry, built for business.Because every idea deserves to be implemented and shown to the world.
Work with Labs Guru
Is there a fit?
Labs Guru works as a laboratory: projects are chosen for their fit with the story that started it, never for their size. The diagnostic is where we find that out together, in 45 minutes. Either way, you leave with a clear read on your next step.
Diagnostic
A focused session. We listen, ask the right questions and give clear direction, not a pitch.
Book on CalendlyBased in Brazil? Labs Guru is not open to the general Brazilian market, and this booking is for U.S. clients. Ver o site em português
Labs Guidance
A structured brief that follows the five stages. You receive a written read of the problem, which path solves it (an automation, an AI adoption study, point automations or a system build), the recommended solution with phases and risks and, when there is a fit, a proposal to execute it.
Start Labs Guidance