I don't know Justin so can't vouch for him but I've been in software for just shy of 20 years now (mostly full stack web) and cannot stress enough how true this is. Some get lucky slinging their amateur product reqs on upwork but for every one it works out the first time I'd venture to guess there are plenty others that get a poorly thought out, bug ridden piece of tech. And most of it is preventable if you had someone who knows development, can speak the lingo, and can manage the project.Your risk of project failure is surprisingly high if you don't know how to hire designers and devs, adapt your vision to the realities of software development, and how to manage a software project.
I will also say $20k-$100k is low end if there is someone in the middle managing and you get the fully complete high quality product at the end of that cycle. Even on the top end that is less than the cost of one competent US eng for a year and that typically isn't going to build much without other incentives like equity or teammates around that to support (BAs, PMs, years of the business clarifying the problem they want to solve).
Best of wishes Justin to growing your business - I often thought of just going this route rather than build something myself but lately have thought its not worth the headaches of on-going maintenance and small tweaks for potentially hundreds of previous clients at some point. A solvable problem I'm sure but sounds a lot less appetizing than just maintaining my own thing,