No. 00142025 · 12 min
How real-time lead distribution actually works.
An operator's guide to weighted round-robin matching — what it gives you, what it costs, and what it can't fix on its own.
An engineering studio, since 2018
We build the systems we run.
Intuio is a software studio for operators. We specialise in commerce platforms and lead-routing systems — and where it matters, we stay on the pager as the team that built it.
Live queue
217 leads in flight
last 1h
Pause
Queue depth · 60minpeak 18 · p50 11
Accident.com — the lead-distribution console, in production.
2019 → present · ~120k loc · operated by us
Since 2019
longest system in production
Accident.com
Since 2024
multi-vendor marketplace live
still shipping
5
anchor systems documented
2 wedges · 1 product · 2 methods
5
open-source packages
used in our own client builds
Selected work
Three systems we'd defend in a vendor evaluation.
One we operate ourselves. Two we built for clients and continue to ship into. Each is described with the scope you'd want to read before signing a contract.
Flagship · in production since 2019
A regulated lead marketplace, still ours to operate.
Accident.com routes legal leads to law firms in real time. We built the distribution engine — a smooth weighted round-robin that splits leads by geography, practice area, and each firm's contracted share, with caps, source-quality tiers, and automatic re-routing when a firm disputes a match.
- Domain
- US legal · regulated
- Stack
- PHP · Laravel · MySQL · DocuSign
- Role
- Built it, operate it, on the pager
- Live since
- 2019
Live queue
217 leads in flight
last 1h
Pause
Queue depth · 60minpeak 18 · p50 11
Client · D2C · 2023
A made-to-order builder for a leather-goods house.
A D2C leather-goods brand needed customers to design their own bags — leather, lining, hardware, monogram. We built the engine on Medusa: a rules system that only allows buildable combinations, inventory tracked at the component level, currency-aware pricing, and a checkout that carries the full build spec to production.
- Domain
- D2C · made-to-order
- Stack
- Medusa · Next · Postgres
- Role
- Built, operate
- Notable
- Component-level BOM inventory
Client · Marketplace · 2024
A multi-vendor storefront for collectibles.
A collectibles marketplace where many sellers list to one storefront. We built it on Mercur and Medusa: vendor onboarding, commission splitting, sales-tax automation, shipping integration, faceted search, buyer-seller chat, multilingual checkout. Thirteen months in production — a complete marketplace, not a catalog with a cart bolted on.
- Domain
- Multi-vendor · B2C + B2B
- Stack
- Mercur on Medusa · Next
- Role
- Built, shipping
- Live since
- 2024
Vendors
127 sellers, this quarter
Onboarding queue clear. Hold-and-release balance up 12% week-over-week.
Filter
Onboard vendor
GMV · 30d
$184,206
+12%
Settled
$162,890
88.4%
Hold
$18,440
10.0%
Disputed
$2,876
1.6%
What we do
Two service lines. One product.
We sell what we've already shipped. The service lines below correspond one-to-one with systems in our portfolio — there is no offering on this page we have not built and operated ourselves.
Wedge A
Composable commerce.
We don't replatform onto Shopify. We compose. Medusa core, plus a maintained plugin suite we publish — pricing rules, component-level inventory, multi-vendor settlement. You keep ownership of your checkout; we make the system around it less brittle.
For — D2C brands outgrowing Shopify Plus · multi-vendor marketplaces with real settlement · made-to-order with real rules.
Wedge B
Lead infrastructure.
Smooth weighted round-robin distribution, TCPA/DNC compliance, multi-party contract automation, settlement, and a ledger your operations team can reconcile against. We have run one in production since 2019.
For — Lead marketplaces with buyer SLAs · brokers replacing spreadsheet routing · verticals where compliance is the moat.
Product
DesignMint configurator.
A visual configurator with a real rules engine and a production-ready output pipeline. Real-time browser preview, impossible-state prevention, print-ready artifact ready to hand to manufacturing. Embeddable, operated as a product.
For — Brands selling physical goods customers configure · print-on-demand operations with non-trivial rules.
How we engage
Read. Sequence. Ship. Run.
Four steps, in that order. No discovery workshops, no strategy sprints. We read the code first, return a written plan you can argue with, then ship in two-week cycles.
01
Read.
We read your code, your incidents, your contracts. One to two weeks. You get a written assessment, not a sales deck.
02
Sequence.
A small, ordered set of changes — what we will do, what we will not, in what order, against what risk. Costed cycle by cycle, before any code is written.
03
Ship.
Two-week cycles. Each cycle ends with a working system change, a written cycle note, and no surprises on the next invoice.
04
Run.
Where it makes sense, we stay on the pager — not as a retainer, as a continuation. Or we hand over cleanly, with the operator manual.
Open source
The pieces of our stack we put on the shelf for everyone.
These are the components we reach for on most commerce projects — versioned and used in our own client builds, which means they're maintained because we depend on them.
The studio
We have been doing this since 2018.
Intuio is a software studio based in Panaji, Goa. We work with operators who would rather not replace the system they have — but who can't keep shipping into it the way it is today.
We are a small senior team, and we keep it that way on purpose. Every line of code we ship is written by someone on the team. We do not subcontract, we do not run a junior bench, and we will tell you no before we tell you a price we can't honour.
You can read about how we think on our notes, or see what we've shipped on our work page. If that reads like a fit, brief us in writing — we'll respond in two business days.
Notes from production
All notesWriting.
No. 00132025 · 8 min
Selling made-to-order: when SKU counters lie to you.
Component-level inventory is the difference between a configurator that sells and one that ships wrong orders.
No. 00122024 · 14 min
Modernizing legacy without a feature freeze.
How we moved Accident.com from CodeIgniter to Laravel while shipping new features on the modern stack from day one.
Brief us
If you have a system you'd rather not replace — start there.
We respond in writing, within two business days. No discovery call gates the first conversation — brief us and we'll tell you whether we're a fit, or refer you on.