Built by Operators, for Operators
Reflex is a dedicated service line of WestLink, backed by 9 years of building technology solutions for mid-market companies. We show up as your margin recovery team.
Years in operation
Client engagements
Industries served
Client retention
Our Story
The Origin of Reflex
Reflex emerged from a pattern we kept seeing across client engagements: companies investing in new software while losing margin to the operational workflows between their systems. The gap between what technology could do and how work actually flowed was costing our clients real money, and nobody was measuring it.
We built Reflex to close that gap. It has its own delivery team, its own engagement model, and its own guarantees. The same engineering capability that has delivered 100+ custom software projects for mid-market operators now builds the automations that our analysis identifies. Diagnose it, fix it, keep it fixed — with the full-stack capability of a team that understands both the analysis and the implementation.
Team
Leadership
Roddy Richards
Founding Advisor
9 years building custom software for mid-market operators across financial services, healthcare, logistics, and real estate. Reflex is the service that emerged from seeing the same operational inefficiency pattern across every client engagement.
Reflex is delivered by WestLink's engineering and consulting team, with deep domain expertise in real estate, staffing, insurance, financial services, and healthcare technology.
We guarantee the diagnostic will find at least $50K in annualized inefficiency, or you don't pay. And you'll walk away with working automations already deployed — whether you continue to a retainer or not.