Say it. Then back it up.
All mouth and a lot of trousers.
Agents can directly check the claims that decide whether they mention you or recommend you. Selfe ties each one to evidence and holds back anything you would not stand behind.
Your own word, and everybody else's
See who stands behind each claim and how much that backing is worth. Your word is self-attested; an inspector or destination body verifies it; two independent sources corroborate it.
Three sources support what is said about you. Your site carries the most claims, but independent sources give an agent stronger evidence.
The proof is usually already there.
Every business calls itself welcoming, high quality or good value. Those claims cost nothing to make, so an agent needs a reason to believe yours.
The inspection date, accreditation, product certification, recent photograph and independent review often already exist. They just are not connected to the claims they support.
Selfe makes those connections and flags anything still unsupported. You decide whether to prove it or stop saying it.
What you get.
Every claim published in your name, with evidence and a status an agent can check.
Verified share.
How much of your record is independently backed, and what still waits on evidence.
Sources.
Who supports each claim, when they said it and whether they are independent.
Credentials.
Ratings, accreditations and licences in a form an agent can verify.
Endorsed.
The destination bodies, inspectors and recognised schemes that put their name behind yours.
Disputed and unreviewed.
Contested or unchecked claims held back until you decide what happens next.
Ye Olde Friars
Derwentwater Launch Company
Your reputation should arrive with the claim.
An accreditation in your footer or a review on another site cannot help if the agent making the choice never sees it.
Selfe sends the claim and its proof together. The reputation you have already earned becomes part of the recommendation, without another badge, review campaign or content project.
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.
How accurate is Selfe?
Selfe does not present every claim as certain. Each important fact carries its source, freshness and confidence. When sources disagree or evidence is missing, it shows the gap and follows your rule. It can use the best-supported answer, hold it back or ask you.
Ask us directly