George Ayub
Founded Micronetbd in 2012 and still writes the data model. Fifteen years building on Salesforce and the platforms around it, as an architect rather than a reseller.
Watch
Jim Kanir on George's leadership and Micronetbd's transformation
Jim Kanir on George's leadership and how Micronetbd changed under it.
More videos on this pageAn engineer who ended up running the firm
George Ayub founded Micronetbd in 2012 and still architects the work. Fourteen years on, the firm has delivered for close to two hundred clients across law, food and beverage, consumer goods and cosmetics, agriculture and produce, building products, finance, construction and government, and has run hundreds of data migrations between systems that were never designed to speak to one another.
He came to this as an engineer rather than a salesperson. A Computer Engineering graduate, he is a certified Salesforce Sales Cloud consultant and administrator, an Apex and Visualforce developer, Steelbrick certified on CPQ, and has built SpringCM template and XML document generation. He has led acquisition integrations across Sales and Service Cloud, and on the migrations that carry real risk he is still the one writing the mapping.
The platform list grew as the clients did. Salesforce first, then DocuSign and DocuSign CLM, then Litify for law firms, then Specright for manufacturers whose specifications lived in spreadsheets, then Filevine. Specright is now the firm's largest practice by client count, which is not where anyone expected a Salesforce consultancy from New Jersey to end up.
Built where the manual fix kept coming back
MatterOrbit
Two-way document sync between Filevine and SharePoint, with conflict handling and a full audit trail. MatterOrbit
Workup Agent and theinjury.ai
An intake agent that answers new enquiries in the minutes that decide whether a case is signed, and a public site that gives claimants plain answers first. Workup Agent
Postrio, and three Salesforce apps
Co-founder of Postrio, automated print and mail for Litify firms. LeadLife, SenderIQ and ServiceDesk+ run natively inside clients' own orgs. Postrio
On the record
He teaches more than he pitches. The recorded sessions on why data models fail, and on moving a business off spreadsheets, are the closest thing the firm has to a sales deck.
- Speaker at Salesforce Dreamforce
- Presented Implementing Specright the Right Way at Spec Summit 2026, where Micronetbd was a diamond sponsor
- Runs a hands-on Vinesign template workshop at Filevine's LEX Summit
- Panels on legal transformation, strategy and growth with law firm leaders
- Sessions on data normalisation, and on moving from spreadsheets to a model that scales
Audited, certified and still owner-run
Under his leadership Micronetbd is SOC 2 Type 2 audited every year by an outside firm, an SBA 8(a) and veteran-owned business registered in SAM for federal contracting, an NMSDC certified minority business enterprise and a State of New Jersey registered MBE, and was named NJBIZ Business of the Year in 2023. There is no private equity owner and no reseller quota deciding what gets recommended.
Watch: George on the record
Podcast clips and short takes on data models, migrations and why spreadsheets stop scaling.
More on the Micronetbd YouTube channel.
He takes the first call
On engagements of any size, one of the founders is on the first call. Usually this one.