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Website, bookings, customers and payments in one system, for studios and service businesses. Six AI teammates and a chief of staff work inside it, with the owner's approval.
Today: in production · AI team working on a demo studio and with our design partners · pre-revenue
Business software doesn't join up. The owner does.
A booking lands in one app, the payment in another, the follow-up in someone's inbox. The owner keeps it all moving, often at 10pm. Adding AI means connecting, permissioning and maintaining every one of those apps.
Amex / Small Business Saturday UK SME Barometer 2026 · Simma's own count of a typical instructor's tools, September 2026.
AI can now draft, chase and book. To do it reliably for a business, it needs the customer's history, the availability and the payments, and permission to act. Simma brings that information and those tools into one system, so the AI team works inside the same workflows and approvals as the owner.
One system. An AI team on top.
Thirteen tools a business would otherwise buy separately, with one login, sharing customer, booking and payment data, and set up for the type of business from day one. Six AI teammates and Sage, the chief of staff, work inside it. Anything a customer will see waits for the owner's yes.
A summary of the Status page, which is measured against the code and production and dated.
The AI team works directly with Simma's business data and workflows, so there is less to connect and maintain than an agent working across other companies' tools.
The words, menus and workflows fit the type of business from the first day, not a toolkit the owner or a partner has to configure.
Start free and set it up yourself, or have an employed Local Partner set it up and look after you.
What we still have to prove: Mindbody, Fresha, Odoo, Zoho and others have customers and distribution, and some have live AI agents. Simma has to show it is easier to adopt, and valuable enough to pay for and keep. Studios are the test.
Studios first. Then every service business.
We start with 15,560 registered UK studios and instructor businesses (ONS), then the 17.9m UK and US service businesses with up to nine staff. Then Simma climbs: one business size at a time, and the US from year three.
Market estimates, at the draft prices.
A month, per business, by size; Enterprise from £3,499. Each plan adds team members, customers, locations and AI.
One fee per payment: the card's actual cost plus Simma's share, from 2% + 20p on Free down to 0.4% + 5p on Scale.
Every plan includes an AI allowance; any business, Free included, can buy more.
Model forecast · base plan 53,513 paying customers at the end of year five, and £120.9m revenue in that year; positive EBITDA from year 3. The model · its downsides
Draft prices, not yet charged. The first test comes before any forecast: will businesses adopt Simma, pay for it and stay, and what does each cost to win?
Free to start. A local person if you want one.
We plan to win most customers through self-serve: search, AI answers, Simma Sparks (our media brand for small business owners) and "Made with Simma" on every site and receipt, starting on the free plan. Employed Simma Local Partners sign up and look after the businesses that want a person: two in the first six months, in different parts of the UK.
"I've built this twice. Simma is the third time."
Paul O'ConnorTechnical founder, Simma · 20 years in product
For twenty years my job has been the same one: replace a pile of disconnected systems with one. First for the media business I co-founded, then for an events platform serving 2,000+ sites at a FTSE 100 company. I go full-time from first close.
£250k to test Simma with paying customers.
A priced round of ordinary shares at £3m pre-money, under SEIS. It funds sales and customers: me full-time, two employed Local Partners and the launch, working towards 30 paying customers and the evidence on what they cost, whether they stay and what they use. The next intended raise is about £1.5m pre-seed, from month five, on that evidence.
£250kSEIS Angel
What I want from you: twenty minutes and a hard look. Try the demo studio first, or ask Simmi anything about the business: it answers from this site only.
