Hi, I'm Heinricht.
Founder & Director of OpsUI — a modular ERP, WMS & CRM for Australian and New Zealand operations.
Based in Wainui, north of Auckland. I started OpsUI in January 2026 after two-plus years on the warehouse floor — picking, packing, dispatch, and RMAs at Arrowhead Alarm Products, plus Mighty Ape's peak Christmas season as a stock controller. Before that, three years shipping Roblox products (formerly under the developer handle Astruze) that hit 20+ million player visits — building things at scale, then going to the floor to learn operations, then coming back to build software for it.
I don't design warehouse systems from theory. I build them from the floor.
The ERP I wanted to use.
Working warehouse operations day-to-day at Arrowhead and Mighty Ape, I kept seeing the same gap: how the systems were designed, and how the work actually happens. That gap is where inefficiency, delays, and inventory errors come from.
The alternative on the market was usually a spreadsheet pretending to be a WMS, or a Tier-1 ERP built for the Fortune 500 with a price tag and timeline to match. Very little in between for an SMB operator who knew the floor and just wanted software that matched the way work actually happens.
OpsUI sits in that gap. You buy the modules you actually need — start with inventory and shipping, add finance or production when you grow — and the price is on the page. No sales gate, no per-integration fees, no six-month projects to get your first warehouse live.
We launched in NZ and AU simultaneously in January 2026 with in-region data hosting on both sides of the Tasman. Bootstrapped — which means we answer to customers, not investors.
I'm also working on OpsUI Meets — a real-time communication platform for ANZ ops teams that runs alongside the demos and ongoing customer conversations.
Real modules, not a marketing render.
- Jan 2026OpsUI foundedNZ + AU domains live, first modules in production.
- Feb 2026Solutions + comparison pages3PL, ecommerce, manufacturing, F&B + honest competitor pages.
- Mar 2026AU lead onboardedMelbourne lead operating the AU arm; OpsUI Meets launched.
- OngoingModules + integrations shippingRoadmap honest about what is live vs near-term.
Four useful next steps.
Book a 30-minute demo
See OpsUI run a real order, end to end. Bring one of your own — claim, pick, pack, ship.
Book a slotSee the modules and pricing
21 modules across warehouse, logistics, finance, HR, analytics, and NetSuite sync. Public per-module pricing.
Open the calculatorSolutions for your industry
3PL, ecommerce, manufacturing, food & beverage — each with the module bundle that fits.
Browse solutionsRead the blog
Honest takes on ERP pricing, modular software, and what NZ & AU operators actually need.
Read latestThe long-form version of my LinkedIn posts.
Abel ERP: keep it, and add the ops layer it was never built for
Abel ERP runs the finance and manufacturing side of plenty of NZ producers.
OperationsSAP Business One: keep it for finance, add the warehouse layer it never had
SAP Business One runs the books for plenty of ANZ manufacturers and distributors.
OperationsSAP Business One warehouse: add an ops layer, or buy SAP EWM?
Your SAP Business One warehouse module is creaking. The SAP answer is EWM or S/4HANA.
Skip to what matters.
Most LinkedIn visitors land here for one of four reasons. Here is what is actually useful for each.
Stack, location, hiring status.
TypeScript + React + Node + Postgres on the application side; modular ERP backend hosted in-region (NZ and AU). Engineering and customer-success work happens out of Wainui, north of Auckland; the AU arm runs from Melbourne. We hire selectively — operators-turned-engineers and engineers who like talking to customers. The careers page lists what is open today.
See open rolesWhat we ship, what we are open to.
Live integrations: NetSuite bidirectional sync, NZ Couriers in Shipping/Outbound, REST API on every module, bidirectional Xero and MYOB sync wired against your accounting tenant during rollout. If you build something complementary in the ANZ ops space — implementation partners, accounting connectors, carrier APIs — we are short conversations away from a real integration scope.
See live integrationsHonest comparisons, not feature lists.
We publish honest comparison pages against NetSuite, Cin7, Unleashed, SAP Business One, Dynamics 365 Business Central, plus "Beyond Xero" and "Beyond MYOB" for accounting-first stacks. Pricing is on the pricing page. If you are running a real evaluation, book a demo and we will walk through your operation — including where OpsUI is not the right fit.
Read the comparisonsHappy to talk about the market.
I write about modular ERP, ANZ operations, and why the current ERP buying experience is broken. The blog is the long-form version of my LinkedIn posts. For interviews, podcasts, or panel discussions on supply chain tech, NZ/AU SaaS, or bootstrapped B2B — email is the fastest path.
Read the blogConversations I want to have.
- · Pilot customers with messy ops who want a thinking partner, not a sales pitch.
- · Integration partners — accounting connectors, AU/NZ carriers, ERP bridges.
- · Implementation partners across NZ + AU.
- · Advisory chats with ANZ ops, supply-chain, or bootstrapped-SaaS operators.
- · Press, podcasts, panels on supply-chain tech or ANZ SaaS.
When I'll tell you to look elsewhere.
- · Tier-1 enterprise running 50,000+ orders / day — Manhattan or Blue Yonder is the honest answer.
- · Pure accounting need with no warehouse complexity — Xero or MYOB alone is enough.
- · Looking for free / self-serve SaaS with zero implementation conversation.
- · Needing a fully mature manufacturing MRP today (we are growing into it, not there yet).
Quick facts about OpsUI
- Founded
- January 2026
- Launched in
- NZ + AU, simultaneously
- Modules
- 20 across 8 categories
- Pricing
- On the page, no sales gate
The questions visitors actually have.
Who founded OpsUI?
OpsUI was founded by Heinricht Smith in January 2026, with Liam Barry as co-founder and director of the Australian arm. Heinricht is based in Wainui, north of Auckland, and Liam runs the AU operation from Melbourne.
What is Heinricht Smith's background?
Two-plus years on the warehouse floor — picking, packing, dispatch, and RMAs at Arrowhead Alarm Products, plus Mighty Ape's peak Christmas season as a stock controller. Before that, three years designing and shipping Roblox products (formerly under the developer handle Astruze) that hit 20+ million player visits. The combination — building products at scale, then learning operations on the floor — is the founding thesis behind OpsUI.
Where is OpsUI based?
OpsUI runs as opsui.co.nz for New Zealand customers and opsui.au for Australian customers. The NZ engineering and customer-success work happens out of Wainui, north of Auckland. The Australian arm runs from Melbourne, VIC. Customer data is hosted in-region for both markets.
How do I contact Heinricht?
The fastest reply path is a LinkedIn DM at linkedin.com/in/heinricht-smith-094481285. Email also works at [email protected]. Heinricht reads every message and replies within one NZ business day. For a scoped product walkthrough, book a 30-minute demo at opsui.co.nz/book-demo.
Is OpsUI bootstrapped or VC-funded?
OpsUI is bootstrapped and self-funded by the founders. The company answers to customers, not investors — which is why pricing is on the page, the roadmap is honest about what is shipped vs near-term, and you can buy a single module rather than being pushed into a multi-year platform contract.
What does the OpsUI tech stack look like?
TypeScript and React on the application side, Node and PostgreSQL on the backend. Modular ERP architecture with 21 individually-priced modules across warehouse, logistics, finance, HR, manufacturing, analytics, and a NetSuite Sync integration module. In-region hosting (NZ for NZ customers, AU for AU customers).
I read every message.
Question about whether OpsUI fits your operation? Want to compare against your current stack? Drop me a line — or message me back on LinkedIn.
I read every message and reply within one NZ business day.