I built Every Task because I lived inside the trap myself.
The full story of how operational architecture became my obsession - and the system I built to set other founders free.
The Tuesday Afternoon I Stopped Asking Better-People Questions
I started Every Task because I lived the operational trap that traps every solopreneur eventually.
I was the founder re-doing work at 2 AM that someone else was supposed to finish. I would say "it would be faster to just do it myself" - and I was right, which made it worse. Every shortcut I took to save time today guaranteed I would be the only person who could do it tomorrow.
I tried what every founder tries. VAs from freelance platforms. A part-time project manager. Contractors who came recommended through trusted networks. Each time, the pattern was identical: initial hope, slow quality drift, quiet frustration, then taking the work back.
I spent thousands on hiring, training, onboarding, and tools. Each cycle ended in the same place - more cynical, more exhausted, more convinced that the problem was the people.
It was not the people.
One question changed everything.
One Tuesday afternoon, I looked at my calendar and noticed something that had probably been true for months. Every single item - every meeting, every deliverable, every decision, every quality check - routed through me. Not because I wanted it to. Because the business I built could not function any other way.
That is when I stopped asking "How do I find better people?" and started asking a completely different question:
What is it about the way I have structured my operations that makes initiative impossible?
I realized I had been delegating tasks into a structure that had no mechanism for initiative. No decision frameworks. No outcome ownership. No anticipation systems. I was hiring people and dropping them into a vacuum, then blaming them for not knowing what to do.
I stopped delegating tasks. I started architecting initiative.
I built decision frameworks so people knew how to decide without me. Outcome ownership so people owned results, not tasks. Anticipation systems so people saw what was coming before I asked. Initiative feedback loops so people improved without being corrected.
The change was not overnight. It was not dramatic. It was quiet. Structural. Permanent.
Within six months, I had built an operational architecture that ran without me at the center of every decision. Within a year, I had a team of operations partners who treated my business like their own.
Then my clients started asking how I did it.
The system I built for myself, productized for other founders.
Every Task is the system I built for myself, productized for other founders. We do not give you a virtual assistant to manage. We give you an operations partner who is supervised by us, trained in initiative, and matched to your business.
You direct. We manage. They execute with initiative.
We are now a global team across the USA, Europe, and South Africa. We have a leadership team built around two functions: Way 2 - Team (who owns delivery quality) and Way 2 - Client (who owns retention and growth). Our AI division builds the tools that handle the work that should not require a human at all.
But we are still building. The 5-year goal is to break $1M, then $3M - not as a vanity number, but as proof that the architecture works at scale.
Every Task is not a service business. It is a system for scaling businesses - built with intention, led with clarity, and designed for long-term success.
I built it because I lived it. And I keep building it because every founder I meet is one structural insight away from getting their life back.
— Claudia Lowry
Founder, Every Task
Every Task is built by a global team.
We operate as a hub-and-spoke organization with regional teams in the USA, Europe, and South Africa - all supported by a centralized headquarters that owns AI/Tech, Sales/BD, and Operations/Infrastructure.
USA Region
Client-facing operations and strategic partnerships across North America.
Europe Region
Expanding operational delivery across European markets and time zones.
South Africa Region
Operations hub, AI development, and the birthplace of Every Task.
The people behind the operations.
Leadership
Claudia Lowry
CEO & Founder
Leverages extensive experience in business management to ensure operations are of the highest quality and meet the unique needs of every client.
Michelle Miller
Team Success Manager
Excels in streamlining operations and supporting the team. Her precision and dedication ensure seamless service and a consistently positive client experience.
Angelique Geirnaert
Client Success Manager
Excels in bookkeeping, managing debtors/creditors, and client calls. Her precision keeps finances accurate, while her communication skills ensure smooth interactions.
Annrea Stroberg
Client Success Manager
Excels in streamlining operations. Her precision and dedication ensure seamless service and a consistently positive client experience.
Matthew Lowry
Creative & CRM Specialist
Combines artistic vision with technical precision. Excels at designing impactful visuals and streamlining customer relationship management systems.
Operations Partners & Specialists
Adele Nel
Executive Assistant
Manages travel and personal appointments. Supports busy business owners with a wide range of tasks, ensuring they stay organized.
Andrea Infelice
Bookkeeping Specialist
Delivers accurate, reliable virtual bookkeeping for small businesses. Specializes in QuickBooks Online, keeping books clean and current.
Anisha Van Wyk
HighLevel & Web Design
Combines technical expertise with creative insight to build high-performing digital solutions, websites, and marketing systems.
Anneliese Carabetta
Admin & CRM Management
Combines strong administrative skills with effective CRM management to keep operations organized and running smoothly.
Bernice Loots
Graphic Designer
Passionate about creating eye-catching visuals that communicate clearly. Builds strong brand identities across digital and print platforms.
Björn L. Salsone
Digital Marketing Expert
Turns strategy into measurable growth. Combines creativity with data-driven insight for lead generation, brand positioning, and scaling campaigns.
Bron MacGregor
Executive Operations
Brings strong leadership and experience in executive operations and recruitment administration. Thrives in fast-paced environments.
Cameron Lowry
Senior Web Developer
Experienced developer with a robust background in software development. Brings a unique combination of technical expertise and creative design.
Chantal McNelly
Operations Partner
A dedicated member of the Every Task team.
David Rubin
Proofreading & Copy Editing
Polishes content with precision. His keen eye and love for language refine everything from marketing copy to professional documents.
Ian Swanson
Web & Brand Designer
A creative powerhouse who brings websites and brands to life through clean, thoughtful design. Blends function with beauty in every project.
Jacqueline Elders
Administrative Specialist
Sharp eye for detail and a passion for keeping things running smoothly. Brings structure and clarity to both teams and clients.
Jessica Moore
Project Coordination
Brings structure, clarity, and warmth to every project. Fluent in Spanish and English, she communicates seamlessly across teams and clients.
Joshua Andreka
CRM Expert
Streamlines client interactions and automates workflows. Improves system efficiency, organizes data, and enhances user experience.
Karen Blankenship
Customer Communications
Handles customer calls and email inboxes with professionalism and efficiency. Her organized approach streamlines daily operations.
Lynn Gadd-Claxton
Digital Marketing & Content
Crafts digital marketing campaigns that connect and convert. Expert in content creation, copywriting, and online engagement.
Marcela Killin
Client Onboarding
Ensures every new client feels supported from day one. Streamlines onboarding with warmth, attention to detail, and clear communication.
Michael Volck
Digital Ads & PPC
Specializes in PPC and paid media. Crafts data-driven strategies that boost conversions, scale performance, and maximize ROI.
Michelle Bobbert
Web Design & Digital Marketing
Blends creativity with strategy to craft impactful online experiences. Ensures every project is visually compelling and strategically aligned.
Morné Schaap
Graphic Design & Video
Specializes in graphic design and video production/editing. Transforms ideas into visually compelling designs and dynamic video content.
Nadine Herbst
Social Media & CRM
Over 15 years of administrative experience combined with expertise in social media management, writing, and CRM.
Nicole Silverman
Automation & CRM
Creates efficient, streamlined systems through automation and CRM management. Optimizes workflows and improves client journeys.
Nkosi Ndwandwe
IT & Graphic Design
Passionate about IT and graphic design. Brings website and graphic dreams to life with creativity and expert skills.
Owen Brubacher
HighLevel Expert
Helps clients set up smart systems that save time and get results. Knows the HighLevel platform inside out, from automations to funnels.
Roxanne vd Westhuizen
Graphic & Video Design
Excels in producing visual content from social media graphics and reels to PowerPoint presentations.
Sabrina De Haan
Marketing & Social Media
Creates engaging content that builds visibility and drives connection. Helps clients maintain a strong and authentic digital presence.
Simone Chait
Salesforce & CRM Specialist
Streamlines customer relationship systems and optimizes workflows. Helps clients maximize efficiency and strengthen engagement.
Tersia Heymans
General Admin Support
Provides dependable administrative support with a strong focus on efficiency and organization. Ensures tasks are completed accurately and on time.
Tina Cross
Bookkeeping & Travel
A skilled bookkeeper and travel agent, balancing financial management with expert trip planning. Supports businesses and individuals with precision.
Melani Meas
General Admin Support
Provides reliable and well-organized administrative support, helping to keep daily operations running smoothly with a detail-oriented approach.
Yanina May Goldstein
Photography & Video
Brings stories to life through powerful visual content. Specializes in photography, videography, and video editing.
Yvonne Herbst
Data & Admin
Brings precision and consistency to data capturing and general administration. Ensures information is accurate, organized, and up to date.
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