Nothing you run was built for this. Selfe was.
Selfe is the platform that puts your business on the rails an agent buys on. Listed where it looks, reachable at your own address, checkable without a phone call, and payable under a rule you set.
All four are published standards. An agent needs no account with us to use any of them.
Selfe connects what you sell to the AI agents people increasingly use to choose and buy.
An agent that wants to buy from you has four problems, not one.
It has to find you. Work out what you actually sell. Decide whether to believe any of it. And then move real money to a business it has never dealt with.
Nothing about a website, a listing, a checkout or a booking system was built with the other case in mind. They were all built for somebody with eyes, and they are very good at that.
A person turning up and asking solves the lot without noticing there was anything to solve, which is why almost nobody has ever had to do it any other way.
Selfe does it the other way. A connected business gets all four together, because three out of four is the same as none of them.
Four rails, and an agent needs every one of them.
All of it was built for the awkward version first. A room on one Tuesday in October, for one number of people, cancellable, taking a deposit, sitting inside a system that was never meant to answer anybody. A jacket or an appointment goes down the same rails without anybody widening them.
A2A discovery.
A file at your own domain says how to reach you, how to authenticate, and which things an agent may do on its own. It reads that and calls. Nobody wrote an integration on either side.
See how →Resource discovery.
An agent asking for something that can do a job gets a list back, and you are on it, with what you can do and your terms already attached. It did not have to have heard of you first.
See how →Trust.
Identity, authority and evidence all resolve to something signed, against keys that are published. A deal between strangers behaves like one between people who have met.
See how →Agentic payments.
Money moves with proof of who authorised it, what it covered, and what happens if it was wrong. It settles into your own account, with your own reference, and nothing to chase afterwards.
See how →
From the Insights feed
Worth reading next
The latest on how agents actually work, written as it happens.
Can an agent actually buy from you?
The foundational question, answered plainly: what has to be true before an AI agent can complete a booking rather than just mention you.
Being found is not the same as being bought from.
An AI agent can mention your business and still never send it a booking. What closes that gap, and where most of the work actually happens.
Your booking button is not the point.
A link back to your site is not something an agent can act on. What it actually needs to make the booking happen itself.
Three easy ways to get started, take your pick.
Whether you just want to get on with it or learn more about agentic commerce, there is a route to get started with Selfe that's just right for you. All you need to do is click.
- Get started
- Website
- Booking system
- Payment details
from £129/month
Self
Simple. Free readiness check first, then sign yourself up, nothing on our side to wait for.
Get started - Let's talk it through.
- Multi-site pricing
- Custom booking rules
- Payment routing
from £549/month
Assisted
For larger or more complex places. Talk to us first, there's usually setup work a conversation surfaces before you're ready to go live.
Get started - The cohort
A dedicated milestone every week, until you're live.
Week 1 of 10
from £5,000
Guided
Ten weeks with us, learning agentic commerce properly as you build it. Built for enterprise and large curators, private deployment if you need it, and open to anyone who wants that route.
Guided
What is a Selfe?
Your business's own AI agent, adapting you to the new world of agentic commerce. It knows what you sell, answers for you when AI comes asking, and can take the sale on your terms. Every business that connects gets one, and it runs on the systems you already have.
Ask us directly