Targetable

HeroFi was founded to solve a problem that most tech companies ignored: physical retailers had nothing close to the advertising tools available to e-commerce businesses. While online stores had sophisticated targeting, analytics, and automation, restaurants and retail venues were still running ads the old way. HeroFi built technology that changed that, delivering location-aware experiences, digital marketing amplification, and customer engagement tools for brands like Buffalo Wild Wings, Skechers, and MGM Resorts. The company hit $2M in profitable revenue within 18 months of founding.

HeroFi's success with enterprise retail clients led to something bigger: the creation of Targetable, the industry's first AI-driven fully automated advertising agency platform. Targetable used automation to tailor ads to marketing goals and AI to produce the creative that data indicated would most effectively bring new customers through the door. The company raised over $10M transforming from agency to SaaS, putting campaign control, creative decisions, and marketing strategy in the hands of business owners while handling the technical complexity behind the scenes.

Bradley built the HeroFi website as a fully custom WordPress site with native WordPress architecture and 95+ Lighthouse performance scores. No page builders, no bloated themes. When the company migrated to HubSpot for marketing automation, he rebuilt the entire site as a custom HubSpot theme. When the rebrand to Targetable happened, he updated the full web presence to match the new identity. He served as webmaster through the entire transformation, maintaining the site that supported $10M+ in fundraising and enterprise sales conversations with some of the biggest names in retail and hospitality.

Targetable's AI-powered advertising platform caught the attention of Chowly, which was building comprehensive restaurant technology infrastructure. Chowly's core product handled restaurant ordering and kitchen operations. Adding Targetable's automated advertising capabilities gave them a platform that could help restaurants not just manage orders but drive customers through the door in the first place.

The website Bradley built and maintained was the public face of the company through this entire trajectory. From the initial custom WordPress build for HeroFi through the HubSpot migration, the rebrand to Targetable, and the acquisition by Chowly, the web presence was the first thing prospective partners, enterprise clients, investors, and ultimately acquirers saw. A site that loads fast, communicates clearly, and looks professional is a baseline expectation when you're pitching Buffalo Wild Wings and MGM Resorts.

This engagement illustrates something Fortissimo sees repeatedly: the companies that get acquired often have a small number of reliable engineers who kept critical pieces of infrastructure running through the chaos of startup growth. Maintaining a professional web presence through a platform migration, a full company rebrand, and a $10M raise while the product team is sprinting toward an acquisition requires consistency and reliability that most freelance relationships can't sustain.