Built by Operators Who've Scaled to a Billion Dollars.
NURO is a problem-and-opportunity company. We walk into growing businesses, find where value is being left on the table, and design and build the thing that captures it. Founded by Craig Pisaris-Henderson, who scaled FindWhat.com to $1B and codified the HI → AI doctrine that anchors every system we ship. Human-led. AI you can audit. Software and automation used as tools, not sold as the product.
Who founded NURO?
Craig founded FindWhat.com in 1998 and grew it to a billion dollars in revenue, becoming one of the early architects of paid search and programmatic monetization. He holds 40+ patents. He is the author of HI → AI = IE — the doctrine that humans guide AI, AI amplifies human intelligence, and every AI interaction is reviewable. The doctrine pre-dates the current generative AI wave by years and anticipates exactly the trust problem AI in B2B services has today.
The reason Craig is doing this now, at this stage of his career, is that the leverage available to a growing business running real AI infrastructure — agents that handle the work nobody on the team has time for, systems that capture intent the moment it appears, and humans still in command of the decisions that matter — is the largest unbuilt advantage operators have ever been offered. NURO builds it custom for the business in front of us, regardless of industry.
Why does NURO exist?
AI is an amplifier. Pointed at clarity, it multiplies clarity. Pointed at chaos, it multiplies chaos — faster, at scale, and with false conviction. The world doesn't need more AI. It needs Human Intelligence going into AI first: insight, ethics, and operational judgment that decide what the machine should do before it does anything at all. That's what HI → AI = IE actually means — and it's why every system we ship starts with a person, not a prompt.
Human Intelligence 'into' Artificial Intelligence 'equals' Innovation to the power of Everything.
Humans are the source. Machines are the force. Every agent we build starts with human insight, ethics, and operational intent — because that's the only way AI closes the gap between what it can do and what your business actually needs.
Why the multiplier
HI X AI = I
If HI is zero, the product is zero. No amount of AI rescues an organization that put no human intelligence in. Multiplication is not a metaphor here. It is the arithmetic of “Humans are the Source. Machines are the Force.”
HI X AI = I is the law. HI → AI = IE is the method. The law tells you why the order matters. The method tells you what to do about it. The exponent tells you what you get when it is done right.
What are the four NURO differentiators?
The HI → AI Doctrine is not a marketing claim. It is the operational principle behind four built-in product features that ship with every system we build — regardless of industry.
Decision Log
Every AI conversation is logged, timestamped, attributable, auditable, and overridable.
Truth Boundaries
AI agents are constrained to verifiable facts from your CRM, knowledge base, and approved templates.
Vertical-Calibrated Workflows
Every deployment ships with workflow templates calibrated to your specific industry and operating cycle.
HI → AI Doctrine
Human Intelligence leads, AI amplifies, every interaction is reviewable.
Who runs NURO day to day?
NURO is led by people who have built businesses, scaled them past the billion-dollar mark, closed deals, delivered products, and sat in the seat every client is sitting in now.
Craig Pisaris-Henderson
Founder & Chief AI Officer
Craig founded NURO and leads strategy on every engagement. He scaled FindWhat.com to a billion dollars in revenue and holds 40+ patents. He is the architect of the HI → AI = Iᴱ doctrine — the principle behind every NURO build that humans lead AI, and every AI interaction is auditable.
Read full bio →
Chase Henderson
Chief Executive Officer
Chase runs NURO sales and delivery end-to-end. Every Assessment call, every scoping conversation, every ongoing engagement — Chase is the human on the other side of the table from day one.
Read full bio →
Kristin Norton
Chief Operating Officer
Kristin owns client success and delivery. She makes sure the systems we build get installed, get used, get tuned, and continue to expand inside the accounts we serve. She's the reason engagements renew.
Read full bio →What does NURO stand for?
We Start Upstream
Most agencies ask what to build. We ask what is worth building. Every engagement starts with finding the problem or opportunity worth solving — before a single line of code is written. Often the most valuable answer is a clear 'do not pursue.'
Outcome-Owned
Every system we build is measured by the business impact it produces — revenue captured, hours returned, errors prevented. We do not bill by the line of code. We own the outcome.
Auditable AI
Decision Log on every conversation. Truth Boundaries on every agent. The AI is structurally more accountable than your average employee — by design, not by promise.
Human-Led
Human Intelligence leads. AI amplifies. Every interaction is reviewable. The HI → AI Doctrine is the operational principle behind every product decision we make.
Embedded Delivery
We do not build-and-disappear. We design, build, deploy, and stay embedded to run the systems we ship. Tuning, extending, and scaling as your business evolves.
Industry-Agnostic, Vertically-Calibrated
We build for businesses across industries — and every system we ship is calibrated to the operating cycle, vocabulary, and integrations of the specific business in front of us.
Operator Pedigree
Built by operators who scaled FindWhat.com to $1B and shipped real products at real scale. The pattern recognition shows up in the work, not just the bio.
How did NURO get to where it is today?
The HI → AI Doctrine
Craig codifies the principle that anchors everything NURO ships: Human Intelligence leads. AI amplifies. Every interaction is reviewable. The doctrine pre-dates the current generative AI wave by years and anticipates exactly the trust problem AI in B2B services has today.
NURO is, Inc. is Born
Founded in 2023 to close the gap between what AI can technically do and what a real operating business actually needs. From day one the model was embedded delivery — design, build, deploy, run — not project work.
The Diagnose-Build-Deploy-Run Pattern Emerges
Shipped the first wave of production AI builds across multiple industries — no-code day-trading automation (TradeRunner.ai), AI-powered content production (PRIZM), SBA disaster-recovery packaging, predictive marketing in commercial real estate. Different industries, different shapes, same operating model: diagnose, build, deploy, then stay embedded to run it.
See the builds →RevOps OS Ships
NURO productizes its lead-capture and pipeline-conversion work into RevOps OS — a three-tier revenue operating system for businesses that want speed and structure rather than a fully custom build. Foundation, Acceleration, Custom. One platform, one team accountable. RevOps OS becomes one of the ways NURO delivers; everywhere else, custom stays the offering.
See what we do →A Problem-and-Opportunity Company
NURO is a problem-and-opportunity company serving growing businesses across industries. We walk into operations, find where money, time, capability, and unrealized product are being left on the table, and design and build the thing that captures it. AI, software, automation, or something new — the technology is a means. Finding what is actually worth building is the value we start with.
What people ask about NURO
What is NURO?
NURO is, Inc. is a problem-and-opportunity company headquartered in Fort Myers, Florida. We walk into growing businesses, find where money, time, and capability are being left on the table, and design and build the thing that captures it — whether that's an AI agent, custom software, a workflow, an integration, or an entirely new product. The technology is a means to an outcome. Finding what is actually worth building is the value we start with.
When was NURO founded?
NURO was founded on February 1, 2023 by Craig Pisaris-Henderson. Craig previously scaled FindWhat.com to over one billion dollars in annual revenue and holds more than 40 patents in search and pay-per-click technology.
Who runs NURO?
Craig Pisaris-Henderson (Founder and Chief AI Officer) leads strategy on every engagement and authored the HI → AI doctrine. Chase Henderson (Chief Executive Officer) runs sales and delivery end-to-end and is the human on the other side of the table from the first Assessment call. Kristin Norton (Chief Operating Officer) owns client success and delivery — the reason engagements renew.
What is the HI → AI doctrine?
HI → AI = I^E — Human Intelligence guides AI, and every AI interaction is logged, attributable, and overridable. Authored by Craig Pisaris-Henderson, the doctrine is the operating principle behind every NURO build. It is made concrete in two productized features: the Decision Log (every AI conversation logged, timestamped, auditable) and Truth Boundaries (AI agents cannot improvise pricing, commit to deliverables, or fabricate claims).
Where is NURO located and who does NURO serve?
NURO is headquartered in Fort Myers, Florida (Southwest Florida) and serves growing businesses across the United States. The typical NURO client is a $5M–$50M business with real operational pressure and no in-house AI team — home services, professional services, financial services, sales-led SaaS, and multi-location operators.
What are NURO’s four productized differentiators?
- Decision Log — every AI conversation is logged, timestamped, attributable, and overridable.
- Truth Boundaries — agents are constrained to verifiable facts from your CRM, knowledge base, and approved templates. They cannot improvise pricing, commit to deliverables, or fabricate claims.
- Vertical-Calibrated Workflows — every deployment ships with workflow templates calibrated to your specific industry and operating cycle: seasonality, regulatory cycles, sales motions, and vertical-specific data flows.
- HI → AI Doctrine — authored by Craig Pisaris-Henderson. Human Intelligence leads, AI amplifies, every interaction is reviewable. Decision Log and Truth Boundaries are this doctrine made into product.
How can I contact NURO?
Email [email protected] or call +1 (813) 547-6876. The fastest path to a working conversation is the 5–10 minute HI into AI Assessment on the site — it surfaces where your business is most exposed and gives us the context to have a useful call.
Human Intelligence leads. AI amplifies. Every interaction is reviewable. — The HI → AI Doctrine, the principle behind RevOps OS.