About LUR

A small company in Utah that sets up AI inside other companies, so the people in them can do more of the work they are good at.

What LUR is for

Make companies state of the art without making them AI companies

Most businesses do not need to become AI companies. They need the easy, high-volume work handled and the bottlenecks cleared, so the thing they are actually good at gets more of their time.

That is what I do at LUR. I set up AI inside your own accounts, write down what it may and may not do, train your team, and come back every month with what is new. The edge stays yours.

The name

Lur is Basque for ground

My grandparents grew up in the Basque Country, around Bilbao. Argueta is a Basque name, and the old records put the family in Bizkaia. My first company was called VASCO, which is Spanish for Basque. When it came time to name this one, the word was already there.

Lur means earth, the ground. I build on yours: your accounts, your data, your rules.

Origin story

Where LUR came from

I was working out my next move. I had a full-time job and two businesses, and I wanted to grow without adding hours.

So I put AI to work inside my own companies, on a budget. I wasn’t trying to replace anyone. I wanted better systems, so my team could grow and I could step back into a more passive role.

My bookkeeper was the first big win. Once AI took over the routine work, she got half or more of her day back. She used that time to become our financial analyst. Same person, bigger job.

I try to follow one rule from Elon Musk: don’t automate something that isn’t optimized, and don’t optimize something that shouldn’t exist. So I never automate good people. I find what holds a good process or a good team member back, and I remove it.

I take that a step further. I question every requirement, cut what doesn’t earn its place, and add back only what the business truly needs. Then AI lets me test the result fast. I can build a system, watch whether it works, and delete it or improve it within days, for a fraction of what a company-wide change normally costs. It only works if you’re willing to add and delete as quickly as you learn, and I am.

I think about how businesses work all day. For the past year I’ve helped companies use AI and market research, and I’ve watched research teams at big corporations run hundreds of projects. That gave me a wide view of where businesses get stuck, on top of the lessons I learned the hard way running my own.

AI also lets me carry more than most people could. When my workload tripled, I rebuilt how I work around AI and finished on top every quarter.

That’s what LUR does for you. I find where your work gets stuck, set up the newest AI around it, train you on it, and keep it current with a monthly check-in and new tools that fit your business.

The builder

The person you email is the person who builds it.

I am Carlos Argueta. I come from sales and operations, and I am co-founder and CEO of VASCO Design LLC, a commercial building maintenance company in Lehi, Utah. It is a real business with a crew, customers and deadlines. When something breaks there, I feel it.

I studied Economics and Business at BYU. I am also co-founder of Metalsistem USA and ARCO Shipping. Metalsistem USA does racking and feeds installs to VASCO.

That is why I use AI in my own businesses every day. I try the new tools on my own work first. What survives goes to you.

There is no account manager and no hand-off. I set it up myself and train you on it. Every month I check in and send a drop with the newest AI that fits your work. You can reach me directly on email or LinkedIn.

Carlos on LinkedIn
Principles

How LUR is built

These rules shape each setup.

Human approval and clear limits

Each setup comes with written limits. Client-facing agents prepare work, and a person approves it before a client sees it. I agree with you up front what each tool may touch.

Plain language

Each setup comes with a short written description in words you would use with a coworker. If a step takes more than a sentence or two to explain, I simplify it.

Your ground

Your contacts, your messages, your setup. It lives in the tools you already use, and you keep it if you ever leave.

For realtors, setups are written to stay on property facts and next steps. The agent is instructed not to target or steer anyone by protected class, including classes added by state and local law. A person reviews what clients see, and we do not guarantee compliance. See the realtor page, features and use cases.

How we work

Set up for you, then kept current

We start from the job and tools you already have, then add new AI that applies to that work.

01
You fill in the intake
A guided conversation covers how you work and which tools you use. Start the intake.
02
Carlos replies
Carlos replies by email. He suggests where the newest AI fits your work first.
03
We set it up and train you
Carlos builds the setup for you and shows you how to use it. Limits are written down. Anything client-facing waits for your approval.
04
Monthly check-ins and drops
Each month we check in and send a drop. A drop brings a new capability into your setup when it applies to your business.
Proof of use

Built inside my own companies first

VASCO Design LLC ARCO Shipping Metalsistem USA

LUR ran inside VASCO Design, ARCO Shipping and Metalsistem USA before it set up a single client. Metalsistem USA does racking and feeds installs to VASCO, so the three share real work, real customers and real mistakes to learn from.

Carlos Argueta smiling with his wife and two young children in a bright white courtyard with ferns
Based in Utah.
FAQ

About LUR, in short

LUR is an AI setup service run by Carlos Argueta. It sets up custom AI around the workflows of realtors, sales pros and leaders, local and service companies, and construction and home service owners. You learn to tweak it yourself. A monthly check-in keeps the setup current with new tools that fit your work.
Carlos Argueta builds it himself. He comes from sales and operations and runs VASCO Design LLC, a commercial building maintenance company in Lehi, Utah.
Carlos finds where your work gets stuck, sets up the newest AI around it, trains you on it, and keeps it current with a monthly check-in and new tools that fit your business.
No. Carlos sets it up himself and trains you on it. Every month he checks in and sends a drop with the newest AI that fits your work.
Yes. He uses AI in his own businesses every day and tries new tools on his own work first. What survives goes to clients.

Tell me where
your week gets stuck.

Start the intake. We set it up around how you work and show you how to adjust it. Each month we add what is new.

Start your intake Email Carlos Call (385) 527-4433
Built around your work · Updated monthly