Questions and answers.
What people ask us about the subscription. If yours isn’t here, ask us on a 20-minute call.
The basics
Is it really unlimited?
Unlimited requests, yes. Add as much to your queue as you like. We work through it one task at a time per track, so you get a steady flow of finished work rather than ten things half done. Want things moving faster? Add a second track.
Who is the subscription for?
Growing businesses where software earns or runs the money, something the business wants has sat undone for more than a quarter, and one named person can decide and test. Usually 10 to 50 people, with a CTO, technical co-founder, head of product, or an operations or digital lead who owns the platform.
Who isn’t it for?
Teams with no product yet, teams without anyone who can make decisions or review work, and anyone looking for the cheapest possible developer hours. If you’re still deciding what to build, a Discovery Sprint is the better start.
Why not just hire a developer?
You could. It will probably take months to find the right person, you carry the cost if it doesn’t work out, and you get one person’s skills. With us you get senior developers, product thinking and CTO-level judgment, usually starting within a week or two of signing.
Why should we trust you over someone running Claude internally?
AI tools write code. Turning code into a product people can use takes UX experience, product strategy and production know-how, which is what we bring, and we answer for every release.
How it works
What counts as one request?
Anything we can ship as a self-contained piece: a new feature, a fix, a design change, an integration. Bigger pieces get broken down with you into smaller ones that ship one after another.
What do you need from us?
Someone on your side who can make decisions and review work as it lands. Quick feedback is what keeps the queue moving.
How quickly can we get started?
Usually within a week or two of signing, starting with a short onboarding session to sort access, understand how your product is built and agree what goes first.
Can you work on our existing software?
Yes, and most clients start that way. We review the codebase early so we understand it before we change anything.
What about urgent bugs?
If something’s broken in production, it jumps to the front of the queue on every plan. Embedded Plus and Partner also get priority on time-sensitive fixes.
What if we have something big, like a whole new product?
We break it into a run of smaller releases so you see progress every week. If it needs more thinking first, we suggest a planning day or a short discovery sprint.
What if we don’t like something you’ve built?
Tell us. Revisions go into the queue like any other request, at no extra cost.
How do we stay in touch day to day?
A shared board showing your queue, what’s being built and what’s shipped, plus a direct line to the team with no account managers in between.
Pricing and terms
How much does the subscription cost?
It’s £2,500 a month for Embedded (one track), £4,000 a month for Embedded Plus (two tracks) and from £8,500 a month for Partner (three or more tracks). Prices exclude VAT. Every plan is a 12-month term, billed monthly.
Do prices include VAT?
No. All prices on this site exclude VAT.
How much is extra CTO or planning time?
£1,000 a day on any plan, and half-days are available.
Why a 12-month term?
Good product work compounds. The longer we work with you, the better we know your codebase, your users and your business, and that’s where the real value shows up. The term lets us invest in understanding you properly instead of treating you like a ticket.
Can we move between plans?
You can move up whenever you need more pace. If things quieten down, talk to us and we’ll find a sensible way to adjust.
What’s not included?
Third-party costs like hosting, app store fees and licences, paid directly by you so you own those accounts. Extra CTO days beyond your plan are charged at the day rate.
AI, code and security
Is AI writing our code? Is that safe?
We use the latest AI tools because they make us faster, but a senior developer designs, reviews and tests everything before it reaches you. Nothing ships just because a tool produced it.
Who owns the code?
You do. Everything we build lives in your repositories and belongs to you.
Will you sign our NDA?
Of course. We’re happy to work under your NDA and security policies.
About us
Where are you based?
Swindon. We’ve been building software for clients since 2019 and work with teams across the UK.