Founder-led technology work, from strategy through implementation.
F2 works directly with growing businesses to decide where AI is useful, build it into real workflows, and measure the result. The same hands-on approach extends to web products, Google Ads, and analytics.
2005
Frank building since
Founder-led
Direct access to Frank
Small roster
Focused relationships
Nationwide
Based in Southern California
Senior judgment and hands-on implementation belong together.
F2 is intentionally not a large agency. Clients get direct access to the person mapping the problem, making the technical choices, and building the solution. That keeps context intact and makes tradeoffs easier to explain.
Start with the business case
The first question is not which model or tool to use. It is what should improve, how we will know, and what constraints matter.
Connect AI to real systems
Useful AI needs the right data, permissions, interfaces, review steps, and ownership after launch.
Build the whole path
Software, websites, Google Ads, and analytics often affect the same outcome. F2 can work across those boundaries.
Stay close to the work
The person shaping the recommendation stays involved in the implementation, the tradeoffs, and the next release.
Since 2005, the work has expanded from websites to software, AI, ads, and measurement.
Build what is useful, explain the tradeoffs, ship in focused releases, and keep improving what proves its value.
Founder, builder, operator
Frank Sandoval leads the strategy and stays in the build.
The recommendation and the implementation come from the same context.
- 2005
Frank begins building for clients
The work begins with websites and web applications for businesses that need hands-on technical help and a developer who stays involved.
- 2010s
Web projects become platforms
The work expands into applications, APIs, mobile products, search, analytics, and long-running technology partnerships.
- Operator chapter
Products, ownership, and DirectDental
Frank co-founds DirectDental as CTO and brings firsthand operating experience back into every F2 recommendation.
- Today
AI, web, ads, and measurement
F2 focuses on AI consulting, development, and integration, supported by the web, ads, and measurement work around it.
Long relationships are the best proof.
Clients stay because the advice is direct, the work ships, and there is someone accountable when priorities change.
“Frank has gotten me to the top of the heap in Google Local for my keywords in a competitive market. … Frank has had my back for 10 years now and I have no desire to work with anyone else.”
Carey O'Rielly, DDS
Long-term search and web client
“Frank has always thought outside the box on ways to innovate across platforms to maximize customer engagement. … A developer that effectively communicates is so important to us.”
Robert Reynolds
VP, Technology & Business Development, Glutto
“I have worked with Frank and his team for almost two years now. It is unbelievable the things they can accomplish for me. Even when I approach ideas cautiously, Frank has the mindset that anything can be done.”
Courtney S.
Ecommerce founder