--- type: WebPage name: "No I in team, but there is a Selfe." id: "https://selfe.ai/about" url: "https://selfe.ai/about" publisher: "did:web:selfe.ai" description: Selfe is a product company built in Norwich. We make businesses answerable to AI agents and help more complex teams implement the platform. --- # No I in team, but there is a Selfe. > Selfe is a product company built in Norwich. We make businesses answerable to AI agents and help more complex teams implement the platform. Buying is moving to AI agents. Selfe is a product company with an implementation layer. We build the platform that makes a business answerable and operate its rails ourselves. ## Problems are there to be solved. AI agents already hold cards, and standards for agent-led purchases are live. Most published information assumes a person reading a page. Images, layouts and prices make meaning together. An agent needs the facts themselves, not the arrangement around them. A good business can therefore be unreachable, not because it did anything wrong, but because it published for a different reader. ## A product company, built in Norwich. We are product people and engineers based in Norwich, UK. We build the platform businesses run and help larger or more complex teams implement it. We operate the rails ourselves. The person who answers you is the person who can fix them, with no partner or reseller in between. We publish the standards anyone can read, and build the infrastructure businesses run when their customers are not the ones doing the buying. ## The window is open, and windows close. Many companies have noticed that AI will do the buying. Fewer have completed a purchase on published standards, into a business's own booking system. The standards are here, people trust assistants with cards, and most businesses are still publishing for readers with eyes. The businesses that become answerable first will have learned for years by the time it is ordinary. ## Weren’t you guys doing something with Social travel booking before? Selfe started as a social travel booking product. We tried to match the posts people shared to real availability, on a real date at a real price. It was brutally hard and painfully slow, before agentic commerce was even a category. The problem did not go away. An AI agent trying to make the same match meets the same wall, faster and with less patience for a bad answer. We did not read about this. We built the part that books. ## Questions about us, rather than the product. The practical company questions live here so they do not interrupt the buying questions on the main FAQ hub. **What kind of company is this?** A product company with an implementation layer. We build and operate the Selfe platform. Selfe-Made exists for businesses that need help deciding and implementing their own rules; we do not become the agency running their marketing, website or channels afterwards. **Where are you based?** Pottergate in Norwich, Norfolk. The team works together from a small studio in the city centre. **Why Norwich, and not London?** Because the engineers we wanted did not need to live in London to build good infrastructure, and Norwich has a serious technology community that gets talked about far less than it deserves. **How did you come up with the idea?** On holiday, while doing very little, and realising how quickly buying behaviour was about to change and how few ordinary businesses were equipped for it. The thought survived the flight home, so we started proving the difficult part: whether an agent could complete a real transaction across real systems. **How can I work for you?** Get in touch. We do not always have an advertised role, but it is useful to hear from people who want to build this kind of infrastructure and can show us what they have already made or learned. **Are you taking investment?** We are open to conversations with investors who understand infrastructure, agentic commerce and the value of building for real businesses rather than demos. Get in touch directly if that is you. ## Act on this - [Check whether an agent can buy from you](https://selfe.ai/agentic-commerce/buyability-check) — the free readiness scan. - [Discover venues](https://selfe.ai/api/registry/discover) — `POST`, semantic browse across the registry. - [Match a bookable answer](https://selfe.ai/api/registry/match) — `POST` with dates and party size. - [Verify Selfe's identity](https://selfe.ai/.well-known/did.json) — `did:web:selfe.ai`. - [Agent card](https://selfe.ai/.well-known/agent-card.json) — how to connect over A2A or MCP.