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About the Customer
Hussle is a California-based startup specializing in sales enablement technology. Their innovative platform equips direct sellers and affiliate marketers with the right actions to drive business growth. By combining actionable insights, prioritized task management, and leader-driven content, Hussle helps sales professionals focus on high-impact activities that fuel performance. Their mission is to empower sellers with intelligent tools that streamline operations and accelerate revenue generation.
Challenge
As Hussle scaled its operations, the company faced a growing need to provide structured access to a wide array of media assets across customer campaigns. However, they lacked the internal bandwidth and technical expertise to design and implement a proof of concept that could meet their requirements. A key challenge was ensuring data isolation across customer accounts in a shared AWS environment—critical for both privacy and compliance.
In addition, Hussle's media library included multiple file types that were not natively supported by Amazon Kendra, the chosen search indexing service. This added complexity in structuring an effective indexing solution that could deliver reliable, comprehensive search results across heterogeneous data formats.
"This is exactly what we were hoping for. Cloud Life Consulting delivered a scalable, intelligent solution that not only met our technical needs but helped us become first to market—without a spike in costs."
— Khanh Tran, Chief Technology Officer, Hussle
Solution
Cloud Life Consulting designed and deployed a scalable, multi-tenant media indexing solution for Hussle using a comprehensive suite of AWS services. The architecture leveraged Amazon S3 for secure media storage and Amazon Kendra for indexing text-based documents. To handle diverse media formats, the solution incorporated Amazon Textract to extract text from images and scanned documents, and Amazon Transcribe to convert audio and video content into searchable text.
To ensure secure data segregation across customers, the team implemented tenant-aware configurations using either dedicated Kendra indexes or fine-grained filters based on metadata tags. AWS IAM, Cognito, and KMS were used to enforce role-based access control and encryption standards, providing compliance-grade security.
Automation was a key component of the solution. Using AWS Lambda functions triggered by API Gateway, EventBridge, and SNS, Cloud Life Consulting enabled on-demand provisioning and orchestration of media indexing pipelines. These components were deployed using CloudFormation templates to ensure consistent, scalable, and replicable deployments across tenants. Additionally, Amazon Q Business was integrated to enable intelligent querying and summarization across indexed data.
Results
With the new media indexing architecture in place, Hussle successfully launched a differentiated search capability ahead of competitors, becoming one of the first in their market to offer such a feature. By leveraging AWS-native services and automation through CloudFormation, they achieved this milestone without incurring significant additional infrastructure or operational costs.
The solution not only enabled fast, multi-format media indexing and retrieval, but also established a scalable foundation for secure, tenant-aware operations—critical for their growth in the direct selling and affiliate marketing space. The implementation empowered internal teams with greater operational agility and positioned Hussle to continue innovating in their platform offerings with minimal overhead.
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