Hi, I'm Ricz. I build AI tools for businesses, and I run my own businesses on them.

Makati, Philippines

About

I'm Ricz Sabido. I've lived in Makati my whole life, and I've been trying to make the internet work for me since I was 21.

Some of it worked. A lot of it didn't, and for a long stretch I was just trying to stay afloat. I'm not going to pretend I had it all figured out.

These days I build AI tools for businesses that don't have time to work it out themselves, and I use the same tools to run my own.

I love playing video games, especially RPGs. I grew up on Breath of Fire, Final Fantasy and Xenogears. I like traveling too, and I like my time alone. I'm happy with just my family.

Built and running

Four things I've built that are running right now.

I also run a family real estate business.

Bentahay

bentahay.com

A real estate broker drops in the photos from a Facebook listing post, a poster or a brochure. AI reads it, drafts the listing, the broker approves it, and it goes live.

Talaskwela

A parent gets a letter from school. AI reads it and turns it into a clear list of what to do and by when.

AI CRM

Runs my outreach to land sellers and keeps every follow-up on schedule.

Screenshot coming

Lacrix

lacrix.com

My company. I named it after my family: two letters from each of our names. If you'd rather have it built for you than learn it yourself, this is where I do that work.

Story

I started in internet marketing when I was 21. No mentor, no network, just a browser and a lot of trial and error. Over the years I went deep into SEO, affiliate marketing, WordPress, analytics and automation. I built things, broke things, and learned more from what failed than from any course.

In 2014, my daughter Claire was born with cerebral palsy. Everything changed - the way I worked, the way I thought about time, what I was willing to put up with. I needed systems that could run without me hovering over them, because I had somewhere more important to be.

The years after that were hard. Harder than I'll get into here.

Then a business crisis hit, overnight. Millions locked up, suppliers unpaid, partners left hanging. Debt piled up while I tried to make people whole. Add broken sleep, medical bills and my health taking the hit, and I got to a point where I'd know exactly what needed to be done and still couldn't make myself do it. Executive dysfunction dressed up as procrastination. I'd do almost anything to avoid the work I actually cared about.

Then I found AI automation.

I started with Claude Code and n8n. For the first time, I could build a system to do the thing I kept putting off, and it would just do it, every time, with none of the resistance I felt. I went deep. I'm still going deep. It changed what one person could build alone - quietly, with no team and no big budget.

From what I've seen, most businesses don't have this yet. It's usually not the cost. Nobody has made it approachable for them.

So that's my work now. I build AI tools for businesses - real tools, not demos.

I'm not the loudest person in the room. I never have been. But I show up, I build, and I keep going.

AI lessons

Short lessons from what I build each week.

One change at a time

When something breaks and your AI assistant hands you a list of fixes, don't apply them all. If you change four things and it works, you don't know which one fixed it - and you changed three things you didn't need to.

The rule: Change one thing, test, then decide on the next.

If you're the only user, you may already be paying for it

I was building a small tool for myself. The AI building it set it up on a separate pay-per-use AI account. I already pay for Claude Code every month, and I'm the only person who will ever use this tool. So why pay twice?

The rule: If a tool is only for you, check first if the AI subscription you already pay for can run it. Don't open a new pay-per-use account by default.

This only works if it's just you. Anthropic's terms say you can't share your account or let anyone else use it. And this is how it works as of October 21, 2026. Anthropic's help page

I handed an AI agent my whole business in one go. Don't.

I set up an AI "director" to run all my projects. To make it fit, I changed most of my working setup at once. A few days later I was putting out its fires.

The rule: Test a new AI workflow at real size, but in its own space, and keep the old way running until it holds up at full load.

Work with me

Want to build something together?

I'm open to other projects and to partnering up with people. If you have an idea, send me an email: what it is, who it's for, and where it stands now. That's all I need to start.

Email me about it