About qewlabs
The Brooklyn business system design and build team
We design how businesses run, then build the software to run them.
qewlabs is run by three partners in Brooklyn, New York: Ami Morgenstern, Lipa Knopfler and Zalmi "Yuki" Wieder. Ami and Lipa also founded Better Ledgers and Dash Staff, which have served more than 100 businesses since 2022. We started by building the software that runs our own companies. Now we design and build it for other owners.
How did qewlabs start?
It started with an email signature. Ami built a small form with AI that generated copies of the HTML email signature for Better Ledgers, his bookkeeping company. It worked, so he built more. Seven tools from Ami and one from Zalmi now run parts of Better Ledgers and Dash Staff, including Gold Vault, our CRM and AI sales trainer.
Then a business coach asked Ami to help set up the back office for a new program. Ami found that building wasn't the part he was best at. He was best at understanding what software should and shouldn't do, and how to design a process so it can run on its own. That's what qewlabs does: design how the business should run first, then build.
What do we believe?
Software is a solution, not a necessity
It has to fix a bottleneck or bring real value, because it isn't cheap. If a $600-a-year tool does the job, we say so.
Custom software is a risk, and we say so
Software alone fixes nothing. The company has to feed it data, use it and change how some things are done. We'd rather tell you that up front.
Better decisions are the win
Visibility is the real product. The screens are how we deliver it.
Sales is service
Every conversation is about finding the problem, not taking on every client.
Technology shouldn't replace the human connection
Portals and automations should make things easier for your customers without trapping them behind a chatbot. That's why businesses where the relationship is the product, such as coaches, consultants, advisors and service firms, are our natural clients.
How do we work with you?
Honesty. We tell you when a cheaper tool fits, we say custom software is a risk, and we don't promise results we can't control.
Education. We explain the options, then you decide. We tell you early which parts of how you work may need to change.
Problem solving. We look for the bottleneck before the feature list. If a project won't move the needle, we'll tell you not to do it.
No jargon. When someone stops following, we say it again, simpler.
Who are the three partners?
Ami Morgenstern, system design and sales
Ami has 11 years of experience. He started as a bookkeeper, then moved into sales, which he has done for the last 4 years. He leads every intake call, and his job is to ask the questions that map out what the system should and shouldn't do. He translates between how a business runs and how software gets built. He co-founded Better Ledgers and Dash Staff. Ami on LinkedIn
Lipa Knopfler, projects and operations
Lipa has 11 years of experience. He started in administrative work, learned bookkeeping when the companies opened, and has managed people and work throughout. For the last 4 years he has run operations at Better Ledgers and Dash Staff. He gets projects from point A to point B. He co-founded both companies, and he named qewlabs. Lipa on LinkedIn
Zalmi "Yuki" Wieder, development
Zalmi has 3 years in IT, with experience in cybersecurity and IT infrastructure. He has built software for the last 2 years, including a portal for a therapist, and he worked on an internet filter for phones. We use AI to help write code, and every part is reviewed and tested before it reaches you.
What are Better Ledgers and Dash Staff?
They're the other companies Ami and Lipa founded, and the first place we proved our own work.
Better Ledgers (betterledgers.net) is a bookkeeping and back office company, in business since August 2022. Dash Staff (dashstaffers.com) places offshore staff for administrative and back office work, and launched in 2024. Between them they have about 70 active clients and have worked with more than 100 companies.
They're separate services from qewlabs. A business owner sometimes needs more than one. Read the Gold Vault story, the CRM we built for both.
What does the name mean?
It's written qewlabs, all lowercase, and said "cue labs." "Labs" means we look for better ways to solve problems. It doesn't mean we experiment on clients.
Where are we?
Our headquarters are in Brooklyn, New York. We work with companies anywhere.
Book a free intake call