NorthCore Labs
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About

A small firm that builds the systems and stays to run them.

NorthCore Labs is a tech and operations firm in St. Petersburg, Florida, run by its two founders with a bench of partner firms and vetted engineers behind them. We build the systems small businesses run on, and we stay to run them.

Book a call →What we build
Will Brinegar, Co-founder · Head of Operations
The founders Co-founder · Head of Operations

Will Brinegar

The operator. He builds the machine, then makes sure it runs without him.

Will runs every engagement NorthCore takes on, from the first week inside a business to the day the system runs without us. He reads an operation the way an engineer reads a system: where the work waits, where it breaks, and what it will take to carry twice the load.

His standard is simple. Nothing gets built until he understands how the business really runs, and nothing ships until the team can run it without him.

He also leads the bench, the partner firms and engineers NorthCore brings in when a build calls for more. He picks who is on it, holds them to the scope, and signs off on every piece of work.

Owns Every engagement, end to end · The bench · The standard

Chris Regnetta, Co-founder · Head of Sales and Marketing
The founders Co-founder · Head of Sales and Marketing

Chris Regnetta

The first call, the hard truth, and the plan.

Chris is the first person most owners talk to, and the reason they keep talking. He does not pitch. He asks where the business is leaking and keeps asking until the owner has said it out loud.

He scopes and prices every engagement in writing before anyone signs, so the number you agree to is the number you pay. If something is not worth building yet, he says so on the first call. That is why owners come back when it is.

He runs how NorthCore goes to market: the brand, the campaigns, and the partners who send us the businesses worth building for.

Owns The first call · Scope and price · The brand and the partners

The NorthCore story

We perfected six industries. Then we went after every leak.

  1. Dialed in

    Six industries, built to the bone.

    We started in 2023 by picking six industries and getting them exactly right: medical aesthetics, dental, law, real estate, the trades and solar. For each one we built the website, the front desk, the follow-up and the reporting around how that business actually books, sells and delivers.

    Those systems are dialed. They are the fastest way we know to stop a business from losing the customers it has already paid to reach, and they run in live businesses today.

  2. The gap

    Fixing an industry is not fixing your business.

    Every time we shipped one, there was a whole other set of problems sitting around it. The follow-up worked, but nobody had the capacity to take the appointments. The site brought in inquiries, but quoting took three days. A template can only fix the problems every business in an industry shares.

    We did not start NorthCore to fix half a business and call it done. We wanted to be a solutions firm, not a fulfillment shop.

  3. Every leak

    So we built the offer that finds all of it.

    Before anything is scoped, we go inside the business and spend time with everyone who touches the work, from the owner to whoever answers the phones. We map how it really runs, find every place it loses revenue, margin and customers, cost each fix, and build them in the order that pays back first.

    The first engagement we ran that way was a Medicare agency growing faster than its back office could carry. Thirty days on site, then a six-month phased build across licensing, onboarding, compliance, commissions and reporting.

Our why

Nobody starts a business to run it from a spreadsheet at ten at night. We take over the tech, show you what it can really do, and build the systems, automations and processes that drive the whole business forward. It runs smoother, it grows faster, and it earns a higher EBITDA. Scoped in writing, owned outright by you.

The bench

Two founders run the firm. A bench of engineers builds with us.

Every engagement is scoped, run and signed off by one of us. When a build needs more hands, or depth outside our own wheelhouse, we bring in partners: a small set of firms we work alongside, and a network of vetted independent engineers, several of them ex-Google and ex-Microsoft, who have shipped products like Zelle.

The founders

Will and Chris scope every engagement, own the result and answer the phone. There is no account manager between you and the people doing the work.

Partner firms

A small set of firms we work alongside on larger builds, each chosen for the one thing it does better than anyone else we know.

Vetted engineers

Independent developers brought onto a project when the scope calls for it. Same written scope, same standard, and nothing ships without our sign-off.

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How we work

Three rules that do not move.

Documentation beats conversation.

Every engagement runs against a written agreement that names the integrations, workflows, KPIs and deliverables we are accountable for. If it is in the agreement, it ships.

You own the build.

The site, the system, the data and every login are yours on payment of the build fee, whether or not you ever pay us another cent.

On the software you already use.

We do not move you off your EMR, your CRM or your dispatch board. We build on top of it, and we say no when the fit is wrong.

In their words

What the businesses we build for say.

★★★★★
“I can't recommend NorthCore Labs enough. Over the past 2 years I have been working with Will and the team, and the systems that they put in place are a huge reason I have been able to scale to 3 locations and 7 providers and counting. I was hesitant and skeptical at first, but they have gone above and beyond.”
AnnaMed spa owner · Northern Massachusetts
★★★★★
“I have been in the aesthetic space for 6+ years now and hopped around to 3 different EMRs in that time, trying to find one that actually did everything I needed and wouldn't break the bank, until I came across NorthCore, who has completely transformed my digital presence and systems. You really get amazing support from them. 10/10.”
Sam S.Aesthetics · Dallas, Texas
★★★★★
“I started my practice in 1989 and was featured in a magazine for being one of the first practices to be on the world wide web. What NorthCore has done has been quite amazing. They are very sophisticated when it comes to tech and have made my day to day a whole lot easier. I had my best month ever just 2 months into the program, and they did it without marketing.”
Carl F.Practice owner · South Boston, Massachusetts
★★★★★
“Just want y'all to know, it's truly working. It's all truly working. I can't believe it.”
MarissaMed spa owner · Slidell, Louisiana
★★★★★
“I bought this HVAC company through the help of an ETA fund and was connected with NorthCore Labs early in our acquisition. I've ran and exited 3 companies now and thought I knew business until these guys came along. The business landscape is changing; automations are able to drive more and more of the business. After their first phase of integrations we knew these guys were someone we'd use forever. These guys are the real deal.”
Ray MichaelHVAC company owner · Texas

These are individual experiences shared by clients, not a promise of any particular outcome. What a system changes for your business depends on your market, your offer and your volume.

Thirty minutes, on your business

Bring the system into your business.

Walk us through how things run today. We show you what we would build first, what it costs and how fast. If nothing here fits, we say so on the call.

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NorthCore Labs LLC
7901 4th St N, Ste 300, St. Petersburg, FL 33702