From spreadsheets to Loki: how a 12-person team retired their internal tooling
Why we built Loki the way we did — a real story about a media-buying team replacing six separate tools with one desktop app.
Most teams running browser profiles at scale start the same way: one ops lead, a Google Sheet, a folder of proxies, and a Slack channel where someone asks every Monday who has access to which account. That setup carries you to about ten people. After that, it quietly fails.
We talked to a 12-person media-buying team that hit that wall in 2025. They had six tools — an antidetect browser, a proxy manager, a fingerprint editor, a separate audit log, Trello for tasks, and Slack for handoffs. The problem was never one tool being bad. It was that context lived in six places.
The wall, in concrete numbers
- Average context switch per profile launch: 4 tools opened, 90 seconds.
- Time spent reconciling proxy assignments at end-of-week: 3 hours per lead.
- Incidents traced to "wrong proxy on wrong profile": 11 in Q1.
- Onboarding a new team member: 5 days before they could safely run their own profile.
None of these problems are solved by buying a better antidetect browser. The browser is fine. The team workflow is what breaks.
What we changed
When we designed Loki, we put four things into one window:
- Profiles, including templates, smart fingerprints, and proxy assignment.
- A built-in proxy parser that dedupes, geo-tags, and assigns by rule.
- Team coordination — roles, audit log, chat — sitting next to the profile list.
- A Kanban board that knows which card relates to which profile.
The premise wasn't "replace your tools." It was: the work you do already happens in these four surfaces. Make the surfaces talk to each other.
What the team measured after switching
- Context switches per launch dropped from 4 to 1.
- Friday reconciliation time fell from 3 hours to roughly 20 minutes — most of which is now just reading the audit log.
- Onboarding for a new junior operator: 1.5 days to first safe profile launch.
- Wrong-proxy incidents in the following quarter: 1.
“The thing that surprised me wasn't speed. It's that I stopped writing the same Slack message three times a week.”
What we did not do
We deliberately did not build a marketplace, a referral graph, or an in-app affiliate dashboard. Those are features that make demo videos look good and Monday standups feel worse. Loki only ships what reduces the number of windows you have open.
If you're at the spreadsheet stage and starting to feel the wall, the waitlist below is the right place to start.