Strategy before code. That's why this company exists.
ConceptLABS® didn't start as an AI company. It started as a conviction forged over 20 years of building production software: the highest-leverage work in technology happens before anyone writes code.
The founding story
From shipping products to proving them first
Theuno de Bruin has spent 20+ years shipping software: building and leading the FNB Banking app’s iOS team, running mobility systems for Edcon as an executive, and founding Spaza — the studio behind 150+ shipped apps, 20+ launched startups, R300M+ raised by things it built, and 1M+ active users. ConceptLABS® exists because of a pattern he kept seeing: the builds that fail were never planned properly, and the plans that fail were never written by builders. So he separated the two — and kept them under one roof.
Our philosophy
Scope it. Shape it. Ship it.
Scope
A free Strategy Session — we understand before we recommend.
Shape
A diagnostic, then a blueprint — validated, scoped, and priced.
Ship
Spaza builds it. Or any team you choose — the blueprint is yours.
ConceptLABS® runs Scope and Shape. Ship belongs to Spaza — or to any team you trust. Nothing we plan locks you in.
Credentials
Theuno de Bruin — The experience behind the firm
Software Developer
Full-stack production systems — built, not advised.
Mobile Development Manager
Enterprise banking, millions of users, zero-downtime, regulatory compliance.
Mobility Systems Executive
Retail operations at scale, physical + digital.
Founder & CEO
150+ products shipped. Toyota SA, Coca-Cola, Intercare, Safari Outdoor.
ConceptLABS® Founder
Founder, ConceptLABS® — blueprint-first strategy for businesses and founders
Delivery
The team behind delivery
ConceptLABS® engagements are led by Theuno. Delivery runs on Spaza’s full team — Flutter engineers, UX designers, QA — the same people behind the 150+ shipped products. When your blueprint moves to build, you inherit a twenty-year-old delivery machine, not a freelancer marketplace.
Based in Menlyn Maine, Pretoria — working with clients across South Africa and remotely. Geography has never shipped a product; teams do.
Work with us
Ready to know for sure?
Book a free Strategy Session. Whether you’re automating an operation or starting from an idea, you’ll leave knowing your path and what it costs.