Nate Joens

9 years building conversational AI products. Co-founded Structurely in 2016 - an AI texting + calling platform that's processed 11M conversations and 65M human-labeled messages across 5,000+ businesses.

Led product across customer discovery, UI/UX, prompt engineering, and launch - including Voice AI (Vapi, OpenAI, Twilio), the Salesforce + HubSpot App Marketplace integrations, and the White Label API responsible for ~$10M in lifetime revenue.

Structurely was acquired by CapStone in 2025. Now Chief Customer Officer - leading implementation, support, and strategic product decisions.

Get in touch
Nate Joens

Highlights

9 years shipping conversational AI products - at scale, with real customers, in production.

11M AI conversations

Processed across Structurely's texting and calling platform - powering lead qualification for 5,000+ businesses across real estate, mortgage, and home improvement.

65M labeled messages

Human-in-the-loop dataset built with a team of 10+ AI trainers, feeding a proprietary intent/slot framework and custom GPT-2 model in production.

300+ intents & slots

Designed a YAML-driven conversational AI framework before LLMs were mainstream - first-to-market customizable script builder shipped in 2018.

1,000+ customer calls

Customer discovery has driven every product decision since day one - from the original AI texting product to Voice AI, CRM integrations, and the White Label API.

Experience

9 years building, shipping, and leading conversational AI products in production.

Structurely

Structurely

AI texting + calling platform · Acquired by CapStone, 2025

06/2016 - Present · 9 yrs

  1. Chief Customer Officer

    post-acquisition by CapStone · Remote

    2025 - Present

    Leading implementation, support, and strategic product decisions post-acquisition. Owning the customer-facing surface area of the AI platform.

    • Driving product roadmap and strategic decisions across the AI texting + calling platform
    • Owning customer implementation and enterprise rollouts for acquired customer base
    • Translating customer feedback into prioritized engineering and product initiatives

  2. Chief Innovation Officer

    Ames, IA / Remote

    01/2021 - 2025

    Owned product vision, customer discovery, and go-to-market for new AI products - Voice AI, Salesforce + HubSpot integrations, Follow Up Boss embedded app, and the White Label API.

    • Led customer discovery, prompt engineering, UI/UX, and launch for Voice AI (Vapi, OpenAI, Twilio)
    • Co-designed and launched Salesforce App Exchange and HubSpot App Marketplace integrations
    • Drove White Label API product - ~$10M in lifetime revenue through partner channel
    • Defined long-term product roadmap with engineering across AI, integrations, and reporting

  3. Co-Founder & CEO

    Ames, IA / Remote

    06/2016 - 01/2021

    Built the original conversational AI product before LLMs were mainstream - a proprietary intent/slot framework with custom GPT-2 model running in production.

    • Built and led teams of 3 AI engineers, 2 full-stack engineers, and 10+ AI trainers
    • Designed YAML-driven intent/slot framework - 150+ intents, 150+ slots in production
    • Shipped first-to-market Conversational AI Script Builder in 2018
    • Grew to ~$2M ARR and 5,000+ businesses; hired professional CEO in 2020 to scale beyond founding

Projects

AI products, integrations, and platforms I built, launched, and shipped at Structurely.

Voice AI - customer discovery, prompt engineering, UI/UX, launch01/2024 - Present

Owned product end-to-end for the Voice AI launch - from discovery interviews through prompt engineering, UI design, and go-to-market.

VapiOpenAITwilioFigma
StructurelyStructurely
AI voice synthesis cloning framework03/2024 - Present

Built a novel approach to custom voice synthesis. Enterprise customer (NASDAQ-listed) said it outperformed Google, OpenAI, and Amazon.

Voice cloningElevenLabsCustom pipeline
StructurelyStructurely
First-to-market Conversational AI Script Builder2018 - 2019

Shipped a fully customizable conversational AI builder before LLMs were mainstream - 300+ intents and slots, custom GPT-2 model in production.

Custom GPT-2YAML intent/slot frameworkGitHub
StructurelyStructurely
Human-in-the-loop AI application2016 - 2021

Designed the proprietary intent/slot framework with 150+ intents and 150+ slots. YAML-driven classification + response generation, coordinated with AI engineers on the custom GPT-2 model.

Slack APIHuman-in-the-loopLLMs
StructurelyStructurely
White Label AI API - ~$10M in lifetime revenue2018 - 2021

Led market discovery and sales for the first CRM-vendor White Label partner. Co-developed the API that became Structurely's official White Label Product, still in production today.

API designChannel partner salesTechnical writing
StructurelyStructurely
Salesforce + HubSpot App Marketplace integrations2020 - Present

Led customer discovery, product specs, UI/UX, and marketplace approval. Onboarded customers and iterated with engineering on Salesforce App Exchange and HubSpot App Marketplace listings.

Salesforce App ExchangeHubSpot App MarketplaceFigma
StructurelyStructurely
Follow Up Boss CRM embedded app (acquired by Zillow)2019 - Present

Led customer + partner discovery with Follow Up Boss CEO, CTO, and VPs of Product/Engineering. Designed UI/UX for the embedded CRM app and ran co-marketing through launch.

FigmaUI/UX designCustomer discoveryPartner sales
StructurelyStructurely
Conversational AI Reporting suite2018 - 2020

Led customer discovery and designed UI/UX for the reporting suite. Still running in production from 2018 to today.

Customer discoveryUI/UX design
StructurelyStructurely
GTM for new verticals - real estate, home improvement2016 - Present

Took Structurely 0→1 across press, thought leadership, PLG, SEO, paid, events. 10+ in-person presentations, 50+ webinars, 50+ podcasts personally delivered as AI thought leader.

StructurelyStructurely
Structurely brand refresh + complete website2020 - Present

Designed and launched the full 2020 rebrand - style guide, templates, complete website - still in production today.

StructurelyStructurely
Flyover Tech Fest - 1,000+ registrant virtual conference10/2020

Programmed and ran a virtual conference with speakers from Zendesk, Dwolla, and Outreach. Launched the rebrand + AI Email Assistant alongside it.

StructurelyStructurely

Want the full story? Get in touch - happy to walk through any of these in detail.