Nobody asked for you by name. You got the call.
Nothing can ask you anything until it knows you exist. Your Selfe is published where agents go to find out what could do a job, described plainly enough that one can tell you are worth calling.
Selfe puts your business on the list an agent checks, even when nobody asked for you by name.
An agent looking for the work, not for you
It asks for something that can take two nights and a dog, and thirty-eight things answer. Yours is one of them, with what it can do and your terms already attached, and one address to call.
It searched for something that could do the job, not for you by name. Thirty-eight resources answer it, and one is yours, which is how you get found by an agent that never heard of you.
An agent with work to do starts by looking for whatever can carry it out.
Somebody asks an AI assistant to sort out a weekend, find a table for four or track down a supplier. It does not begin with your name, because it has no reason to know it yet. It begins with the work.
What comes back is a register of capabilities, each with an account of what it may be asked for. Your Selfe is one of them, and that account is what decides whether it gets called. Not a page about your business, but what your business can be asked to do and on what terms.
Everything else waits on this. No agent reads what you sell, weighs whether to trust you or pays you a penny before it has found the thing that answers for you.
What the record says.
An agent reads this before it asks you anything, so what it says decides whether there is a conversation at all.
What it can do.
The jobs your Selfe can carry out, in the words an agent searches on rather than your trade's.
What to send it.
What a request has to carry for your Selfe to act, so nothing useful arrives half formed.
Your terms.
What you will and will not accept, published rather than negotiated, so nobody commits blind.
Where to call.
The address, and the means of checking that whatever answers there is genuinely yours.
Always current.
The record moves as the business does, written out of the systems everything else reads.
One record, and anything that speaks the standard can read it.
It is written to an open specification rather than agreed with anybody in particular, so being listed is not a deal you have to do, with us or with whoever is reading.
Nothing in it is ours to hold. The record describes your business, and it would still be yours to publish if you took it somewhere else tomorrow.
And it moves when you do. A new line, a changed condition or something you have stopped offering reaches the record without anybody at your end remembering to go and say so.
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