Custom software for coaches

Three reasons. One, we're opening this vertical and the first cohort of coaches gets founding-client pricing in exchange for case study rights when results land. Limited to 2 builds per quarter, across both verticals, then prices rise to standard agency rates (£40,000 to £80,000 for the same scope). Two, we're founder-led with no PM layer or account managers, which cuts roughly 30% of the cost a traditional agency adds in admin. Three, we use modern AI tools to ship faster as a 2-person team, and we pass the productivity gain through to your price rather than keep it as margin.

There isn't one, but there's a tradeoff: scope. The fixed prices assume your framework is documented and the spec is clean by the time we start. If you want a six-week paid discovery phase, you're paying for someone to learn your business. We do that free in the audit call instead. If your build is genuinely bespoke (smartwatch, multi-tenant, complex integrations), you move to the Coach Custom tier and we scope it together. Inside the standard tiers, you get the same code quality, same ownership, same post-launch support as any senior agency would ship, at founding-cohort pricing until the cohort closes.

Coach Lite (£7,500) is a custom client portal with payments and framework delivery, on the web. Coach Core (£12,500) adds an admin dashboard, an AI onboarding agent, and outcome tracking. Coach Mobile (£18,500) adds a native iOS and Android companion app. Coach Custom (from £25,000) is for builds that fall outside those three: smartwatch companions, multi-brand setups, deep third-party integrations, or anything else custom.

Three things. First, you pay 50% to start the prototype phase, not 100% upfront. Second, when the prototype is ready (inside 60 days), you evaluate it. If you don't approve it for any reason, we refund 100% of what you've paid and walk away. No fight, no recovery clauses. The second 50% is only due once you approve the full build. Third, every tier includes free post-launch support (30 days on Lite, 60 on Core and Mobile, 90 on Custom), so you're not paying extra to fix anything we missed.

Yes. Code, brand, infrastructure, client data. All yours, end to end. We hand off cleanly if you want to bring it in-house, or stay on as the engineering partner for ongoing changes through a monthly retainer. Your call, not ours.

Most of the coaches we work with aren't. You don't need to be. We translate the framework you already run in your head into a product spec, then build it. You get a working platform without writing a line of code, and we train your team to run it day to day.

Coach Lite is 30 days. Coach Core is 6 weeks. Coach Mobile is 8 to 10 weeks. Coach Custom depends on scope but rarely runs past 14 weeks for a v1. We commit to the date on the kick-off call.

Coaches and consultants are our main vertical, but the same model applies to anyone running a framework-based service: therapists, fitness pros, course creators serving a high-ticket audience. If your business runs on a framework you own, the platform shape is the same.