The person behind DocGen.
A product built on one conviction — document generation on Salesforce shouldn't cost teams thousands of dollars a year.
Dave Moudy
I've spent years deep in the Salesforce platform as an admin, architect, and independent builder — the kind of deep where you start to see just how much of a normal business can actually run inside it.
I started as an admin because understanding the platform comes before building on top of it. From there I went wider — different clouds, different ecosystems, different stacks — and kept coming back to the same conclusion: most of what companies pay fortunes for elsewhere can be done on Salesforce. Often better. Definitely cheaper.
One thing in particular stood out. Small and mid-sized teams routinely pay thousands of dollars a year, per user, for document generation. That's not a feature problem. That's a pricing problem — and a solvable one.
So I built DocGen. Free for anyone who wants it. Paid implementation help available when a team needs it. That's the whole business.
Outside of work, I'm a father of five. Priorities stay clear when five people depend on you getting it right.
Why is DocGen free?
Document generation is a solved problem the industry keeps pretending is complicated. A template, a merge engine, reliable Salesforce integration — that's the product. Charging thousands a year for that is a pricing scheme, not a feature moat.
The app is free forever. No tiers, no per-seat pricing, no bait-and-switch. If you want hands-on help — complex field mapping, custom integrations, team training — that's paid work, scoped as flat-fee projects so there are no surprises.
No venture capital. No investor pressure. No quarterly growth targets to hit. Just software that works, and the option to pay for help when you actually need it.
Want to give back? Visit our Featured Non-Profit.