It takes two to transact.
An agent that has never heard of you can work out what you offer and how to deal with you, without anybody writing an integration first. Your terms are published where it looks, so it reads them and gets on with it.
Selfe lets your business and the agent it's talking to identify each other properly before anything is agreed.
Your address, and what it is allowed to ask for
A file at your own domain saying how to reach you, how to authenticate, and which four things an agent may do on its own. It reads that and calls. Nobody wrote an integration.
Your address and how to authenticate against it, published as a file at your own domain. An agent reads it the way a browser reads a page, with nobody at either end agreeing anything.
You are either there when it looks, or you are not.
An agent working on somebody's behalf does not ring ahead, fill in a form or wait for an account to be approved. It arrives, reads whatever is published at your address, and either finds enough to work with or goes to the next name on its list.
Being connected means the answer is already sitting there. What you sell, what you will accept, who to deal with and how. Fitted once and answering from then on, which is what a standard gets you and what an integration never quite manages.
So there is being reachable, and there is being reachable by whoever turns up.
Your Selfe hands over every part of that, every time, with nobody at your end asked to be available. An agent nobody has heard of gets the same answer as one you know.
What an agent finds.
An agent does not ring ahead. It reads what is published at your address and either finds enough to work with or moves on.
An agent card.
At a known address: who you are and what may be asked of you.
A signed identity.
Resolves to a real business, so the answer is known to be yours.
Tools it can call.
The actions you allow. Anything else is simply not there.
Your terms, up front.
What you will accept, readable before anything is asked.
No integration to write.
Standard endpoints. Anything speaking the protocol gets in.
Agents you have never heard of.
One that turns up unannounced gets the same answer.
Derwentwater Launch Company
Cranstons Cumbrian Food Hall
Your address gains something that answers agents.
Your Selfe adds an agent card and a set of endpoints to the domain you already own. An agent arriving at your name gets everything it needs to start, with nothing agreed in advance by anybody.
Your website carries on serving people at the same address, unchanged.
So the front door works for both kinds of visitor, and neither of them has to know the other one is there.
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