Frequently answered questions.

You keep everything you were running before, because none of it was ever moved. Your booking or commerce system, your website, your listings and your payment provider were read rather than replaced, and they carry on exactly as they are. Your Echo is a record of your own business and you can take the whole of it with you. And none of what your Selfe publishes is a private arrangement with us, so what you built stays readable by whatever comes next.

What your Selfe reads from. The structured version of your business, built from your own pages, rates and stock, and from what others say too, like reviews, held as facts an agent can use one at a time instead of as sentences meant to be looked at.

Pottergate, in Norwich, Norfolk. A small studio in the city centre, and the whole team works from there.

Nothing reaches your Selfe without coming through Cloudflare first, which turns away the ordinary volume nuisance before it is anybody's problem. Past that, the first request from anything new gets read and sorted before your Selfe answers, so something collecting prices is separated from something buying for a person. Your own booking or commerce system sits behind all of it and sees only what got through.

Get in touch. We do not always have a role open, and it is always good to hear from people who want to build this with us.

A product company with an implementation layer. The product is your Selfe and most businesses run it on the standard playbooks. The layer is Guided, which is an hour a week for ten weeks and exists for the businesses whose rules need more than a default. Nobody rewrites your website or takes over your listings at any price, because that is an agency and this is not one.

On a sunbed, on holiday, doing exactly nothing, and realising how much was about to change and how few businesses were ready for it. It did not arrive as a business plan. It arrived as a feeling that would not go away once we got home, so we built the thing instead.

No. Your booking or commerce system, your website, your listings and your payment provider all carry on exactly as they are. Your Selfe reads them and answers on top of them, and nothing is migrated, retyped or switched off.

Yes. A round is opening shortly. If you want to talk to us about it before it does, get in touch.

It stops and comes to you, with the reason it stopped and the choices in front of it. Everything it settles on its own gets written down as it goes, so nothing has to be reconstructed afterwards from what happened.

Because the engineers we wanted did not need to live in London to build good infrastructure, and Norwich has a proper tech community that gets talked about far less than it deserves.

Your Echo is built from more than your own material. It holds what others say too, reviews, listings, what is written about the places near you. You can download the whole of it whenever you like, though "owns" is not quite the right word when part of it came from outside your own account. Nothing in there is hidden from you.

Then a new assistant or a new standard turns up and reads the same record, because none of what your Selfe publishes is a private arrangement with us. Keeping up with the standards is our work rather than yours, and it is most of the reason for doing it this way.

No. We help you decide what your Selfe should do and we do none of the doing. Somebody who rewrites your website or restages your photographs for you is an agency, which is a perfectly good thing to buy and is not what this is.

Ten a quarter, and anybody we cannot fit goes to the top of the next list. The self serve route stays open the whole time and has you running immediately, which is the right answer for a good many of the people who apply.

Your Selfe carries on and the playbook is yours, including the reasoning behind every line of it. There is a session each quarter if you want one, and nothing stops working if you do not.

Your Selfe is the adapter between the current web and agentic commerce. It reads what you already run, whatever takes your money, holds your calendar or your stock, and keeps your Echo, the structured record of your business, up to date. It answers when AI comes asking, and it can take the sale on your terms.

Only if you ask to be rung. The report goes to you and that is the end of it otherwise, and you can run it again in six months without ever speaking to anybody.

It reports what your address actually served at the moment it asked, rather than a guess at what it probably serves. Nothing is inferred and nothing is averaged, and where a check cannot be taken further without placing a real order, it says so instead of scoring it either way.

Then you are fine, and knowing that for certain is worth having for nothing. Plenty of businesses come out of it with one small thing to fix and no reason to talk to us at all.

Days rather than months, because nothing is migrated and nothing is rebuilt. Most of it happens without you, and your part in it is looking at what came out and saying where it is wrong.

No. If you can log in to whatever takes your money and whatever holds your calendar or your stock, that is the whole of what is being asked.

Yes, and that is the usual order. The cohort takes businesses that are already running, because ten weeks spent deciding what good looks like works a great deal better once there is something in front of you to look at.

A person reads it. Not a form that routes to a queue, and not a sequence of emails, because there are not enough of us for either.

An hour a week for ten weeks, and some thinking in between that mostly happens while you are doing something else. Nobody is asked to clear a diary.

On top. Your payment provider bills you what it always did, because the money still goes through your account rather than ours and we never touch it. Three and a half is what Selfe charges for the sale it completed, and it is separate from what it costs you to take the payment.

Because a subscription on its own gets paid whether or not any of this works. A share of completed sales gets paid when you do, which puts us on the same side of the arithmetic as you and is the only arrangement worth trusting from somebody selling you software that acts on your behalf.

The scans are free and they stay free, and they are the free thing. A Selfe is not, because something answering for your business every hour of every day is not something anybody should hand out and still expect you to trust.

Your commerce or booking system, your website, your listings and your payment provider carry on exactly as they were, because none of them were ever moved. Your Selfe stops answering, and you can download the current state of your Echo before you go. Nothing of yours is held back.

A marketplace or a booking site takes somewhere between a tenth and a quarter for putting a customer in front of you, and keeps the customer once it has. This takes three and a half, the customer arrives in your own system, and you are the one they come back to.

On a thousand pound sofa with a hundred pounds in it, thirty five is a third of the margin and that is a fair thing to object to. The answer is what the other side of the sum looks like. There is no ad spend on that sale, no agency fee, no marketplace cut and no discount code, because nobody bid for that customer and nobody was persuaded. What you are comparing three and a half against is not zero, it is whatever you normally pay to make a sale happen, and on most thin margin ranges that number is a good deal larger. The one it does not beat is a customer who was coming to you anyway, and that sale carries no fee at all.

Because none of what you already pay for can answer a question put by something buying on somebody's behalf. Your website was made for a person looking at it, and the system that holds your calendar or your stock was made for your staff. This is the one line on the bill that only gets paid when a sale completes that nobody would otherwise have made.

Most are not. Use the blended rate across a year, which is what you actually paid divided by what actually came through, rather than the headline number in the contract. That is the figure your accounts already know.

No, and almost nobody should. They bring people who were never going to find you otherwise and that is worth paying for. The question worth asking is what share of it arrives that way when it did not have to, because that is the part that moves.

Any sale that completes somewhere you keep the whole of it. That is the argument for direct sales, and an agent buying on somebody's behalf is a new way for one to happen without anybody visiting your site at all.