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Nikola Stupar · Founder of Soroby
Made inside a real service business.
Soroby did not start as a software idea looking for a market. It started with the daily reality of running service work: jobs moving between people, customer details spread across tools and too much operational knowledge living in the owner’s head.
Why I built Soroby
“The problem was never a lack of information. The problem was that the information never stayed together.”
I knew the calls, the delays, the missing details and the feeling that the business could not move without the owner checking everything personally. I wanted one place where the team could see its work and the owner could see the business.
Nikola Stupar
Founder of Soroby
That is why Soroby connects the job, the client, the people, the invoice and the history — and why Ask Soroby answers from the same live operational data. The goal is not to remove the human decision. It is to give that decision better information.
01
The problem was operational.
Work lived across WhatsApp, spreadsheets, paper and the owner’s memory. The information existed, but the business did not have one shared view.
02
The product had to be practical.
Soroby was shaped around how service jobs actually move: from request and scheduling to work, completion and invoice.
03
AI had to serve the owner.
Ask Soroby does the searching and calculation. The owner keeps the judgment, the customer relationship and the final decision.