Service
For owner-run businesses buried in replies, quotes and follow-ups. Agents do the work in the background, and a person signs off before anything goes out.
AI agents
“We’re not getting enough leads.” Often you are. They arrive at 9pm on a Sunday, wait in an inbox until Tuesday, and book with whoever answered first.
An AI agent is software that does a job rather than chatting about it. It reads the enquiry, checks your prices and your diary, drafts the reply in your voice and logs it against the customer. A person reads the draft and presses send.
We build AI agents for the jobs that eat an owner’s week: replying, quoting, chasing, drafting, logging and reconciling. They run on systems you own, they’re live in weeks, and nobody hands you a roadmap.
We still write our own code, so the people who scope your agent are the people who build it.
What we build
Every enquiry gets a drafted reply while it’s still warm, including the ones that arrive while you’re asleep. The agent reads the message, works out what the customer wants, writes an answer in your voice and puts it in front of you to approve. Then it follows up on a schedule you set until the lead books or says no, and an opt-out stops it for good. Every touch is logged against the lead, so the history lives in the system, not in one person’s head.
Talk to the customer and let the agent take the notes. For Game and Flames, an award-winning live-fire caterer in Bexhill, we built in-browser call recording with AI transcription and diarisation - working out who said what - which drafts the follow-up email from the conversation. The owner reads the draft, corrects anything the AI misheard and sends it, so the call ends with the follow-up already written. It suits any business that sells on the phone: trades, hospitality, fitness, professional services.
Before we worked together, quoting at Game and Flames meant an evening with a spreadsheet. We built a four-step quote builder on the owner’s own pricing rules, with versions and a branded print view. A quote agent takes the next step: it fills in the builder from the enquiry, flags anything unusual and drafts the covering email. You check the numbers and send it, and the agent chases until the customer says yes, no or not yet.
Some documents get written again and again with small changes: the training plan, the proposal, the monthly report, the method statement. A drafting agent writes the first version from your own rules and records, and a person edits it and signs it off. In Barn Gym’s coach portal, AI writes a full week of meals in seconds, and the coach reviews the draft and adjusts it before it becomes anyone’s plan.
Some jobs are too big for one agent: a back catalogue of product descriptions, a year of enquiries to sort and tag, a pile of supplier invoices to match against payments. A swarm splits the job across many agents working at once, each on its own slice, and brings the results back together. A person checks samples as the work comes in and signs off the batch before any of it is used. Big jobs stop waiting for a quiet month.
How it works with us
Twenty to thirty minutes. We find where time and money leak, and which fix pays for itself first.
One scope, one price, one date, with the value case written next to the price. No hourly meter running.
You see progress every week on a working link, not a slide. You can change your mind while it is cheap.
You own the code, the data and the accounts. Run it yourselves, or we run it for you.
Proof
Game & Flames · Live-fire catering, Bexhill-on-Sea
A 15-page website and a private sales CRM in one codebase. Enquiries land in a pipeline, quotes run on the owner’s pricing rules, and AI drafts the follow-up after a call for a person to send.
69five-star reviews, finally on show
Barn Gym · Personal training and group fitness, Burwash, East Sussex
Bookings, waitlists, coach-built plans, AI-drafted meal weeks and a members’ community, on one platform that replaced a paid community tool and separate booking.
205exercises, plus 120 meals, in the libraries
The front line
We don’t read about this tooling; we run it in production, and when it moves, we move that week. Agents do the work, not just the chat. MCP servers - your tools, wired into the AI - let an agent look things up in your CRM, calendar and inbox the way a member of staff would. Agent swarms put many agents on one job at once, like the winter starlings over Eastbourne Pier: each bird follows a few simple rules about its neighbours, and the flock moves as one. Whatever the tooling, a person signs off what leaves the building, and every agent gets better when it can share one memory of how your business runs.
Questions people ask
Not unless you tell it to, in writing. By default, every message an agent drafts waits for a person to approve it. Once you trust a routine job, such as a booking confirmation, you can choose to let that one go out on its own. AI drafts; it decides nothing alone.
ChatGPT is a tool. We build the system around it: connected to your inbox, your CRM and your prices, with guardrails on what it can do, and a team that knows how to run it. Anyone can buy a saw.
It will, now and then, which is why nothing sends without a human. We design for the mistake, not around it: agents work from your own prices, policies and records, every action is logged, and a person approves anything that reaches a customer. If a job is too risky to hand to an agent, we’ll tell you on the review call.
It depends on the job, so each build gets a fixed price once we’ve had the free review call. The proposal sets out what the agent should be worth - hours saved, leads answered, revenue traced - so you can weigh one against the other. If an agent isn’t worth building, we’ll say so.
No. An agent can start with one job and one or two tools, such as your enquiry inbox and your CRM. The business brain is what lets many agents share one memory of how your business works, and it comes later, if and when it pays.
Working in Sussex? See AI consultant in Sussex, or the towns we cover in the footer.
Free business review
A call of 20 to 30 minutes. We find the gaps, the leaks and the quick wins, and what each one is worth to you. Fixed price after that, no hourly rates. No 200-page deck.
Or tell us what you want to achieve and Dan will come back to you within one working day. Email dan@danielnicholls.com.
