What would your firm build if it had its own developers?

We build and run software tools for professional services firms and charities, around the documents and jobs that take your people longest.

A specialist from your sector works with you. A new tool costs £3,000 to £5,000 to build and from £100 a month to run, on a platform that costs £200 a month.

Email Dan See what it costs
Ardley Instruments plc
Trading update, draft for review

Ardley has made strong progress against its three strategic growth pillars1, and revenue for the year is expected to be in line with market expectations.

Margins in the second half were affected by temporary headwinds2 in component supply.

The Board remains confident and expects to accelerate growth3 in the coming year.

  1. 1No earlier announcement mentions these pillars. Investors will ask what changed.
  2. 2In March this was a “structural cost increase”. Analysts will notice “temporary”.
  3. 3The interims said “steady progress”. What has happened since to justify this?

Built and in use at a UK financial PR firm. Ardley is invented so that we can show you this. Our client’s work stays private.

Proposal for Calder Freight
Account-based marketing programme, second draft

We have extensive experience in logistics1 and a proven approach to reaching senior buyers.

We would begin with a six-month research phase2 before any campaign activity starts.

Our team of specialists will be available throughout3 the engagement.

  1. 1You ran two logistics programmes last year. Name them and give the pipeline figures.
  2. 2Their brief asks for first results inside 90 days. This misses it.
  3. 3Your last three wins all named the account lead on page one.

An idea, not built yet. It’s the kind of tool we would prototype for a marketing agency, using your past proposals. Calder Freight is invented.

Report to the Marsh Trust
Year two grant report, draft

This year the programme reached 1,240 young people1 across four boroughs, and feedback has been very positive.

Delivery costs rose as planned, with staff costs at 44%2 of the grant.

We are exploring other funders3 to sustain the work after year three.

  1. 1Your application promised 1,500. Explain the gap before the Trust asks.
  2. 2The grant terms cap staff costs at 40%. Has this been agreed with them?
  3. 3Their guidance asks for named match funding by the end of year two.

An idea, not built yet. It’s the kind of tool we would prototype for a charity, using your applications and grant terms. The Marsh Trust is invented.

Our first client is a financial PR firm

Firms like this help listed companies write announcements to the stock market, where a change of tone gets noticed. Before we had agreed anything with them, we built a tool that reads a draft against the company’s earlier announcements and its peers’, and flags where the tone or message has moved.

A partner at the firm ran a trading update her team had already worked on. It picked up the tone choices they had made on purpose. She then asked us to load the firm’s full client list.

“Oh my goodness… this is dark arts indeed.”The partner, afterwards

That platform now has five tools:

  • Announcement screenerCompares a draft with past announcements, as above.
  • Website auditScores a company’s investor website against a messaging framework and writes up the findings as a Word report.
  • Document draftingFirst drafts of announcements, Q&A briefings and holding statements, from what the firm already knows about the client.
  • AI search checkAsks ChatGPT, Gemini, Perplexity and Claude about a company, then scores the answers against the facts.
  • Results readabilityTests how AI assistants read a results statement.

We made over 300 changes to it in September and October

  • Interface wording simplified and jargon removed.
  • The deck editor shows what changed and can undo it.
  • Uploaded reports keep their original wording. The platform adds a name and a summary.
  • The screener compares a draft with earlier announcements of the same type, and checks the quotes it gives.
  • Missing company reports are looked for overnight, starting with investor pages.
  • The slide builder plans a deck slide by slide, for approval before it builds anything.

A few of them. The monthly fee pays for this work.

We build first, then talk about money

Tell us which job takes your people too long. We’ll build a working prototype around it, using information from your sector, and you can try it before we discuss terms.

AI does much of the building, which is how the prices stay this low. People decide what gets built.

If it’s useful, it goes onto your own platform. Your specialist stays your contact, and the tool keeps changing as you use it. When you want something else, we build that too.

What it costs

£200a month

The platform

Secure login with two-factor, staff permissions, hosting, backups and dashboards. The same foundation sits under every client’s tools, which keeps the price down.

£3,000–£5,000once, per new tool

Building a tool

Agreed up front, after you have tried the prototype. Once you’ve paid, the code we wrote for you is yours.

£100–£300a month, per tool

Running a tool

Includes support and further changes as your work changes.

A firm with three tools might pay about £800 a month, after the build costs. Custom software has tended to start around £50,000, with a further bill for each change. Off-the-shelf software rarely fits all the way, and your competitors can buy it too.

Or one project at a time

A specialist from your sector directs the work. Agency prices here are our own estimates.

ProjectTypical agencyWith us
Website rebuild£12,000+£4,000
Brand identity and guidelines£8,000+£2,500
Campaign strategy£8,000+£2,500
Investor presentation£5,000+£1,500

Where your documents go

Your drafts may be confidential or market-sensitive, so here is what our standard contract says.

  • StorageYour data is stored in the UK or the European Economic Area, on DigitalOcean, and kept separate from other clients’ data.
  • AIDocuments are sent to Anthropic’s Claude, in the US, to be read and drafted from. They are not kept for training its models.
  • BackupsAutomated and encrypted.
  • If you leaveYou get a full export within 30 days. We then delete your data within a further 30 days.

Who you would work with

Each sector is led by someone who has worked in it. Dan runs the technology.

Caroline Forde

Caroline Forde

Financial PR

More than 20 years in financial PR, advising FTSE-listed companies.

Helen Brown

B2B technology marketing

Co-founded a B2B technology marketing agency.

Sam Nadel

Sam Nadel

Charities and non-profits

A career that runs from Oxfam to Social Change Lab.

Dan Nadel

Dan Nadel

Technology

Has built and run technology businesses since 2014.

Know a sector well? Work with us

We’re looking for a small number of senior specialists in other sectors. You bring the knowledge and the client relationships, and we do all the building.

Partners hold equity in the business and share the revenue from the clients they bring in.

Email Dan about partnering