WestLink
WestLink is a Denver-based custom software and AI development firm building mobile apps, web platforms, APIs, and AI integrations for mid-market operators across healthcare, travel, logistics, property management, and professional services, complemented by its Reflex margin-recovery platform.
- Company typePrivate
- Founded2016
- HeadquartersDenver, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What WestLink does
WestLink is a Denver-based custom software and AI development firm founded in 2016 by Roddy Richards, operating as Rival Holdings, Inc. The company builds mobile apps, web platforms, APIs, and AI integrations for mid-market operators, primarily serving clients in property management, healthcare and wellness, professional services, travel and hospitality, and logistics. Notable engagements include API integration for Uber Rewards, the CZ Smart YouQ wellness platform with IBM Watson for Citizen Watch, a custom Bluetooth landmark-navigation app for Bose Frames, and e-commerce and booking systems for the 8AM Golf family of brands (Miura Golf, True Spec Golf, Fairway Jockey). The firm employs 75+ professionals and reports having served 100+ companies since founding.
The company pairs custom development with structured, tiered Discovery Programs (Lightning Discovery at $1,250, Advanced Discovery at $15,000, Product Accelerator at $55,000) that scope and de-risk projects before full build-out. In 2025 it launched Reflex, an operational-efficiency and margin-recovery platform with a 30-day pilot priced at $12,500 and a $50K inefficiency guarantee, alongside an AI-powered Marketing Automation engine built on Claude, Apollo, and HubSpot. WestLink also offers tiered managed-services subscriptions for logistics operators (Growth/Scale/Enterprise at 20-40 hours/month) with AI-driven route, dispatch, and maintenance optimization.
Revenue is generated through project-based professional services, discovery engagements, Reflex pilots, and emerging recurring subscriptions. Pricing ranges from $1,250 entry points to multi-hundred-thousand-dollar enterprise builds. Go-to-market is consultative direct sales aimed at mid-market operators, supported by content marketing, a Clutch presence, and a global footprint claim (though primary operations are in Denver). Compliance posture includes EU-U.S., UK Extension, and Swiss-U.S. Data Privacy Framework adherence, enabling cross-border data handling. The firm is privately held with no disclosed venture funding or institutional ownership.
WestLink firmographics
Firmographics- Name
- WestLink
- Legal name
- Rival Holdings, Inc.
- Website
- https://westlink.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- WestLink is a Denver-based custom software and AI development firm building mobile apps, web platforms, APIs, and AI integrations for mid-market operators across healthcare, travel, logistics, property management, and professional services, complemented by its Reflex margin-recovery platform.
- Ownership category
- akta.pro rank
WestLink industry classification
Industry- Product category
- Custom Software Development Services
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Low-Code/No-Code Application Platforms (HDAEAKAA)
- akta.pro secondary industry
- Industry-Specific Low-Code Platforms (Vertical App Platforms) (HDAEAKAL)
Keywords
Where WestLink is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
WestLink business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Custom Software Development: Building mobile apps, web platforms, APIs, and AI integrations for clients. Revenue generated through project-based engagements including discovery programs and full development services.
- Reflex Margin Recovery: Efficiency pilot program that identifies operational inefficiencies and deploys automations to recover margin. Starting at $12,500 for 30-day pilot with guaranteed results.
- Discovery Programs: Structured engagement programs (Lightning Discovery $1,250, Advanced Discovery $15,000, Product Accelerator $55,000) that help clients refine ideas, assess viability, and create actionable development plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One-time | Efficiency Pilot - 30-day program to uncover inefficiencies |
| One time/ perpetual license | One-time | Lightning Discovery - 90-minute deep dive with 4 experts |
| One time/ perpetual license | One-time | Advanced Discovery - 4 focused sessions over two weeks |
| One time/ perpetual license | One-time | Product Accelerator - 6-8 weeks to market validation |
| Subscription | Monthly | Growth - For small logistics teams |
| Subscription | Monthly | Scale - For mid-sized logistics companies |
| Subscription | Monthly | Enterprise - For large-scale logistics operations |
| Subscription | Monthly | Custom - Fully custom logistics operating system |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
WestLink product offering
Product offeringCore offering
WestLink builds custom software solutions for mid-market operators, including mobile apps, web platforms, APIs, and AI integrations. They also offer Reflex, an operational efficiency and margin recovery platform, along with structured discovery programs (Lightning Discovery, Advanced Discovery, Product Accelerator) that help clients scope and validate projects before full development.
Product overview
WestLink offers a dual product portfolio: (1) Reflex, an operational efficiency and margin recovery platform launched in 2025 that identifies inefficiencies and deploys automations with a guaranteed ROI; and (2) Custom Development services encompassing mobile apps, web platforms, APIs, and AI integrations. Supporting the custom development are structured engagement programs—Lightning Discovery (90-minute viability assessment), Advanced Discovery (4-session scoping workshop with guaranteed costs), and Product Accelerator (prototype-to-market validation). Vertical-specific solutions include Logistics Solutions (with Growth/Scale/Enterprise/Custom tiers), Travel Technology Solutions, and Lifestyle Technology Solutions. An AI-powered Marketing Automation engine rounds out the offering, providing signal-based prospecting and outreach automation for B2B teams.
Differentiator
Problem solved
Functional benefit
Brands
- Reflex: Workforce intelligence and margin recovery platform that identifies operational inefficiencies and deploys automations to recover margin. Launched in 2025.
Quantifiable outcome
- Average pilot finds $100-250K in recoverable waste
- +5 more outcomes
Companies that use WestLink
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles5 records
WestLink technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability15 records
Feature3 records
WestLink partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and major.
- TAP NetworkcorePartnership to build API integration connecting TAP Network's white-labeled rewards marketplace to Uber's internal systems for the Uber Rewards marketplace experience. The integration allowed Uber to offer users hundreds of reward options within the existing Uber app.
- IBM WatsoncoreIntegration of IBM Watson Machine Learning into the CZ Smart YouQ wellness platform for Citizen Watch. The system uses NASA fatigue management research combined with IBM Watson ML to deliver personalized health insights.
- ShopifymajorShopify platform used for e-commerce development including Miura Golf, Fairway Jockey storefronts with custom product configurators and real-time inventory synchronization.
- SalesforcemajorSalesforce integration for inventory management and booking systems, including real-time synchronization between Shopify and Salesforce, and True Spec Golf studio booking system with Salesforce integration.
- StripemajorStripe used for secure, automated payment processing in Spray Valet mobile and web applications.
- TwiliomajorTwilio used for client-valet communication including automated text messages in the Spray Valet platform.
- TravelWitscoreIntegration with TravelWits, a leading AI-powered search and booking tool, as part of Savanti Travel's custom hotel intelligence platform.
- HubSpotcoreHubSpot used as part of WestLink's marketing automation stack for their internal growth engine and for client solutions.
- OpenAI (Claude)coreClaude AI used for drafting outreach content and intelligence gathering in WestLink's marketing automation system.
- ApollomajorApollo platform used for prospect intelligence and lead generation in WestLink's marketing automation engine.
- AhrefsmajorAhrefs used for SEO and content intelligence in WestLink's marketing automation stack.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
WestLink competitors and assessment
Company assessmentDirect peers
- Modus Create: Modus Create is a digital transformation consultancy that delivers custom software, product strategy, and engineering services for mid-market and enterprise clients. Directly comparable to WestLink on consulting-plus-custom-development delivery model and multi-vertical targeting.
- DockYard: DockYard is a digital product consultancy specializing in custom web and mobile application development for enterprise clients. Comparable to WestLink in custom software services, multi-vertical focus, and emphasis on long-term client partnerships.
- WillowTree: WillowTree is a digital product agency that builds custom mobile apps, web platforms, and digital experiences for enterprise clients including Fortune 500 brands. Highly comparable to WestLink as a custom software development partner serving mid-market and enterprise customers across multiple verticals with similar engagement models.
- ArcTouch: ArcTouch builds custom digital products including mobile apps, web apps, and connected experiences for consumer-facing brands. Comparable to WestLink on custom dev delivery, mobile/web focus, and serving mid-market to enterprise clients including well-known consumer brands.
- Thoughtbot: Thoughtbot is a custom software consultancy that designs, builds, and ships web and mobile products for startups and mid-market companies. Similar to WestLink, it offers discovery/scoping engagements followed by custom development, and targets a comparable client profile across multiple verticals.
- FullStack Labs: FullStack Labs is a custom software development firm that staffs and delivers nearshore engineering teams for mid-market and enterprise clients. Comparable to WestLink on custom software delivery model, though FullStack's staffing-led approach differs from WestLink's integrated product/strategy engagement.
- Rightpoint: Rightpoint is a digital consultancy that builds custom software, mobile apps, and customer experience platforms for enterprise clients. Comparable to WestLink as a mid-to-large custom development partner with multi-vertical coverage and strong focus on enterprise relationships.
- 10up: 10up is a digital agency that builds custom web platforms, content management systems, and digital experiences for enterprise and mid-market clients. Comparable to WestLink on custom software delivery and multi-vertical client mix.
- Skookum: Skookum is a custom software and digital product development agency serving enterprise clients across multiple verticals from a US base. Comparable to WestLink as a mid-sized custom dev firm offering discovery, design, and full engineering services to mid-market operators.
Broad incumbents
- Slalom: Slalom is a large global consultancy that delivers technology, consulting, and custom software services across many industries. Comparable as a broader competitor that WestLink frequently goes up against on mid-market custom development deals, though Slalom offers a much wider service portfolio.
Market position
Strengths1 record
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
WestLink social profiles
Digital presenceWestLink compliance and trust
Trust signalCompliance3 records
WestLink financial estimates
Financial estimateRevenue estimate
Valuation estimate
WestLink leadership team
Management profileNumber of profiles
Profiles4 records
WestLink funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WestLink M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WestLink
What does WestLink do?
WestLink builds custom software solutions for mid-market operators, including mobile apps, web platforms, APIs, and AI integrations. They also offer Reflex, an operational efficiency and margin recovery platform, along with structured discovery programs (Lightning Discovery, Advanced Discovery, Product Accelerator) that help clients scope and validate projects before full development.
Is WestLink a public or private company?
WestLink is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WestLink founded?
WestLink was founded in 2016. It employs 51 to 100 people.
Where is WestLink based?
WestLink is headquartered in Denver, United States, in the North America region.
How does WestLink make money?
Three revenue lines are on record. Custom Software Development is the primary driver. The others are reflex Margin Recovery and discovery Programs.
Who are WestLink's main competitors?
Direct peers on record are Modus Create, DockYard, WillowTree, ArcTouch, Thoughtbot, FullStack Labs, Rightpoint, 10up and Skookum. Slalom is listed as a broad incumbent.
Does WestLink have an API?
No public API is recorded for WestLink.
What industry is WestLink in?
WestLink's product category is Custom Software Development Services. Its primary akta.pro industry code is HDAEAKAA, Low-Code/No-Code Application Platforms, with a secondary code of HDAEAKAL, Industry-Specific Low-Code Platforms (Vertical App Platforms). Its NAICS code is 541511 and its SIC code is 7370.