Six AI teammates and a chief of staff. One owner in charge.
They don't sit on top of Simma through APIs — they work inside it, on the same records a human colleague would. So they can finish the job, not just draft it. And the owner says yes before anything leaves the building.
Being built. The record, the work system, approvals and the audit trail they run on are live; the named teammates are next. This page describes the design. What's live, on Status →
Software gave small businesses tools. Simma gives them capacity.
A five-person business rarely lacks software. It lacks people: nobody to chase the quote, fill the quiet class or notice the pattern in the bookings. So that work doesn't get done. The AI team is how Simma takes it on, while the owner keeps the decisions.
The owner runs it. Simma helps.
One record under every tool, and suggestions from the engine the team will run on. Ideas can be approved from Home, and every step is recorded, whether a person or an agent took it.
The owner decides. Simma does it.
The named teammates prepare the work inside their lanes. Nothing reaches a customer, moves money or goes public without the owner's yes.
Simma handles the routine. The owner handles the exceptions.
Only for kinds of work the owner has allowed, one kind at a time. Everything is still recorded, and any of it can be taken back.
A business OS that increasingly runs the business with you.
Each one does the work. The owner makes the call.
Every agent has a job description and a lane. What they produce lands in front of the owner as a decision, not a notification.
Keeps the whole team pulling in the same direction: the morning briefing, and the big jobs split between the right teammates.
Stays in its lane: Coordinates. The specialist work goes to the teammate whose job it is.
"Two things need you today: Maya's newsletter and one overdue invoice. Everything else is on track."
Creates demand for the business. Builds the marketing plan, runs it, and improves it with every result.
Stays in its lane: Doesn't spend money on ads.
"Thursday's 7pm reformer has 3 spaces. I've drafted an Instagram post and a note to 14 lapsed clients."
Turns interest into revenue: every enquiry reviewed, and followed up while it's warm.
Stays in its lane: Nothing reaches a customer without the owner's yes.
"The corporate wellness enquiry from Friday hasn't replied. Here's a follow-up with the group rate."
Looks after customers: questions answered, problems caught early.
Stays in its lane: Won't move a booking or refund anyone without the owner.
"Tom has 4 classes left that expire in 3 weeks. I've drafted a note with his usual Tuesday class."
Keeps the owner on top of the money: invoices chased, and what actually pays.
Stays in its lane: Can't make payments or refunds.
"Two invoices are 14 days overdue. Reminders are ready."
Keeps the business delivering what it promised: the timetable, the capacity, the rota.
Stays in its lane: Gives work to people only where the owner has allowed it.
"Wednesday 6pm has been full for 5 weeks. Add a second class?"
Works out what to sell, how to package it and at what price, with the evidence behind every proposal.
Stays in its lane: Proposes prices. Never changes a live price on its own.
"Private sessions have been booked out four weeks ahead since June. I've drafted a second, longer session at a higher price, with the numbers behind it."
Not seven chatbots. Seven roles operating one business.
The teammates don't rebuild the business from a pile of other companies' APIs. They work inside the operating system, on the same records, rules and history as the people.
Live: the record, the work system, permissions, approvals and the audit trail are in the product today. Next: the named roles themselves. How each job gets the right level of intelligence: the right intelligence for the job. See Status.
The owner asks once. The team splits the work.
A big job becomes a set of small ones, each given to whoever's job it is, people included. Sage keeps track and tells the owner what's ready and what isn't, from the work itself rather than from memory.
"Four of six are ready. Two things are outstanding: your OK on Peter's term offer, and Jess's photos on Thursday. Maya starts the campaign as soon as both are in."
Sage coordinates the job but can't open Molly's figures. It gets her summary, and each teammate sees only what its own task needs.
Several people and the AI team, in the same document at once.
Most AI assistants belong to one person: one login, one chat, one memory. Simma's AI team belongs to the business. The vision is a sales contract, a proposal or a policy that the people working on it and the agents work on together, live: each sees the others' changes, the agents draft and check, and each decision goes to the person who owns it.
2 · Classes
Two lunchtime classes a week at the studio, for up to 12 Harbour & Co staff each, Tuesdays and Thursdays, 12:15–13:00Tom, for twelve months from 1 November.3 · Price
£1,450 a month, invoiced monthly in advance, with a 10% saving on a full year paid up front.Sam4 · Changes
Either side may move a class with 7 days' notice. Unused places do not roll over.People and agents already check work out and back in, on one board.
Simma is built on its own work system, at /a/projects/dev: an agentic Jira. The founder plans the work, coding agents claim stories, work inside an agreed area, check back in with their commits, and stop to ask when they aren't sure. Several can hold work at once without colliding. These are coding agents on Simma's own code, not the business agents, but it is the same machinery the AI team will use. How it works, on Tech stack.
- 2,532
- work items on the board
- 203
- agent check-ins since 17 September
- 77
- questions agents asked instead of guessing
- 0.7s
- apart: two agents claimed at once on 20 September, and each was handed a different item
Other AI teammates work across a business's existing tools for whoever logs in. Simma's work on the record Simma holds, take work from people and give it to them, and route each decision to the person who owns it. The foundations are live; working together in one document is where it goes. Line by line, on Status.
Sage is one click away everywhere. And every AI action is counted.
The AI team isn't a separate app. Sage sits in a panel on the right of every page of Simma, beside the team's own chat, so whoever is working can ask about what's in front of them, or pass it to a colleague. Every AI action is measured against the business and the person who asked, so the AI a business uses is known, budgeted and paid for, plan by plan.
Why it matters to the model: AI is a cost that grows with use, so it is metered and capped per business from the first customer, and any customer, Free included, can buy more of it as AI credits (priced at about three times their cost). Plan allowances are set before the first paying customer; until then, only Free is capped. How AI cost sits in the model.
From a half-empty class to a result you can check.
Peter spots the gap, the team tests the idea, and the owner decides twice: once on the offer, once on the marketing. Afterwards, Sage reports what actually happened.
Peter spots it
Thursday 7pm has had spare places for weeks. He proposes a four-week bring-a-friend trial.
The team checks it
Molly checks it still makes money. Oli checks how many places there really are.
The owner says yes
To the offer: the terms, the dates and who it's for. Nothing is live until then.
Then the marketing
Maya drafts the promotion, Sam finds who can be invited. The owner approves it separately.
Sage reports back
After four weeks: the bookings and the margin it actually made. Not a forecast.
Only the approved terms are ever published, and the offer ends when it says it ends. A proposal like this sets up a trial, not a discount policy.
Each business gets a team shaped for its trade.
The Cascade gives the team the words, the jobs and the limits of each trade. The names can change too: every teammate's name, title and job description is the owner's to edit. How the Cascade works → Eight businesses, side by side →
A dance school
- PReviews which classes and packs sell
- OKeeps the timetable full, not overfull
- CDrafts notes to parents
Children's details stay out of reach unless the owner specifically allows it.
A coach or consultant
- PPackages the services
- MDrafts articles and posts
- SDrafts the proposals
- CTracks client follow-ups
Client notes stay confidential and are used narrowly.
A plumber
- OCoordinates the jobs
- SPrepares the quotes
- PProposes service plans
- MFollows up unpaid invoices
Scheduling, pricing and money each need their own OK.
A salon
- OWatches appointment capacity
- CDrafts win-back replies
- MPrepares seasonal content
Personal notes about treatments are left out unless reviewed.
£10 deposit paid
9pm. The studio is closed. The booking still happens.
- Answered from the real timetableThe same timetable the website shows.
- The slot is heldNo double-booking, because the calendar is Simma's.
- The deposit is takenThrough Simma Pay, against the class pack.
- Filed to Jamie's recordThe chat, the booking and the money — once.
"Handled overnight: 1 booking, £10 taken. Nothing needs you."
Illustrative of where Simmi is going. Today Simmi answers from the live timetable, prices and policies and hands the visitor a button to book; booking inside the chat is the next build. See what's live →
Who says yes. Here the customer asked, chose and paid, inside the timetable, prices and policies the business set. When the AI team starts something itself (a post, an email to customers, a price change, a refund), a person approves it first, and every step is recorded against who approved it.
A bolted-on assistant can't do this — the timetable, the payments and the record are three vendors apart. The argument in full →
Colleagues with a job description. Not visitors with an API key.
A yes covers exactly what was shown. Change a word, add a recipient or change a price afterwards, and it needs a new yes. There is no autopilot switch.
Bounded
Each agent can touch only what its job needs. Maya can't move money; Molly can't post to Instagram.
Approved
Nothing an agent starts moves money, reaches a customer or goes public without the owner's yes. When a customer asks, Simmi answers within rules the owner has set.
Recorded
Every action is written down — the same audit trail whether a person or an agent did it.