Our Founding
Founded in Seattle, Washington
2015
2025
Archer Lawrence and Noah Latsch's story began in sixth grade, when daily walks home from school turned into a friendship built on curiosity, creativity, and comedy. That knack for creative entertainment carried through to high school, where they launched The Wolf Pack, a DJing and apparel business that showed they could tune into an audience’s needs and use their community-first approach to deliver unique experiences for their customers.
In college, they built Floyd & Flea, a vintage clothing pop-up shop that placed a cultural stake in the Bellingham art community. Their events hosted thrifted clothing and jewelry, as well as live music, paintings, and sculptures from local artists. The success of the company reinforced the value of identifying an opportunity in the community, executing fast, and managing all the moving parts of a small operation.
These experiences weren’t just creative projects; they were the training ground for a shared philosophy: listen first, work closely with the community, and focus on delivering excellent customer experiences.
Years later, their paths had diverged significantly… or so they thought. Noah found his place as an Instructional Designer at Linkedin, and Archer as an AI Automation Specialist at Foodz Catering. Coincidentally, as friends comparing notes on how they used automation in their work, they kept discovering that the operational challenges each company faced were strikingly similar. Businesses big and small were grappling with the same inefficiencies and repetitive tasks, and they saw an opportunity to bring enterprise‑level automation to small businesses at an affordable rate using emerging low‑code and AI tools.
Drawing on Archer’s operational insights from events, and Noah’s technological expertise from LinkedIn, the two began brainstorming ways to build tools that solved these challenges while focusing heavily on the people that were experiencing them. Archer’s cousin, Sean, joined the conversation early in the founding of the business, bringing his background in business optimization and organizational restructuring to help shape a company foundation that would be both efficient and scalable for the kinds of small businesses Loophole wanted to serve.
In January 2025, that conversation became Loophole Automation, where a lifelong friendship met a family-run business.
From day one, Loophole was shaped by the founders’ shared belief that automation should be practical, approachable, and accessible for small businesses. What began as a few projects built in a living room quickly turned into a growing portfolio of solutions delivering real relief for clients across industries. The same principles they applied in their earliest ventures – listen first, build second, and make the fix feel effortless – still guide the company today, whether working with a small local shop or a multi-state enterprise.