Pottergate in Norwich, Norfolk. The team works together from a small studio in the city centre.

Who we are, and why we built this.

No I in team, but there is a Selfe.

Buying is moving to agents, and almost nothing published is ready to be sold that way. We build the part that makes a business answerable, and we publish and operate the rails it runs on ourselves, so when they break, they break for us first.

We build the part of the web that lets an AI agent actually buy from a real business, and run it ourselves.

See whether AI can buy from you Three ways to get started

Problems are there to be solved.

Buying is moving to agents, and hardly anything published is ready for it. That is already happening, not something on the way. Assistants are trusted with a card today, and the standards for one to complete a purchase on somebody’s behalf are live and in use, not waiting for a business to catch up.

Nearly everything published assumes a reader with eyes. A page laid out. A photograph carrying half the meaning. A price sitting next to a picture, saying something the two together only say to a person.

None of that answers a question put by something buying on somebody else’s behalf. It wants the facts themselves, not the arrangement of them. So a genuinely good business can be entirely unreachable by the part of the market that asks this way, not because it did anything wrong, but because what it published was written for a different reader.

Product people and engineers, working out of Norwich.

We’re a small team of product managers and technologists based in Norwich, UK. We watched agents start doing real buying with almost nothing built to answer them properly, so we built that part ourselves rather than write about it.

A company that operates its own rails cannot afford a layer between the people who build them and the people who find out they broke, so the person who answers you is the person who can fix it. Nothing routes through a partner or a reseller. We build the infrastructure, publish it as standards anybody can read, and intend to be what a business runs on once its customers stop doing the buying themselves.

The window is open, and windows close.

Plenty of companies have noticed that AI is going to do the buying. Rather fewer have made one complete a purchase on published standards, into somebody’s own booking system, and then done it again the following morning.

Which is why this exists now rather than in two years. The standards have arrived, people already trust an assistant with a card, and almost every business on the other end is still publishing for a reader with eyes.

That last part is the bit worth acting on, and it is the part that changes. Being answerable is worth most while most of your competitors are not, and the businesses that get there first will have been answering for a year by the time it is ordinary.

Weren’t you guys doing something with Social travel booking before?

Yep. That’s really where Selfe came from.

We were trying to match social posts, the kind where someone shares a place they love, against real booking availability. Turning a caption into an actual room, on a real date, at a real price, turned out to be brutally hard and painfully slow, and this was before agentic commerce was even a category.

That problem never went away. It got worse. If a person struggles to match a post to a booking, an agent trying to do the same thing runs into the exact same wall, just faster, and with none of a person’s patience for a bad match.

We did not read about this. We built the part that books.

Questions about us, rather than the product.

The practical company questions live here so they do not interrupt the buying questions on the main FAQ hub.

What kind of company is this?

Where are you based?

Why Norwich, and not London?

How did you come up with the idea?

How can I work for you?

Are you taking investment?