Taking on new builds for 2026
I build the site and everything behind it — booking, card payments, customer records, and AI that answers chat, text and the phone. One system instead of six subscriptions that don't talk to each other, one monthly price, and I never take a cent of what you earn.
From $1,200 to build · no card needed for a quote
Hi — can I get booked in for Saturday morning?
I have 8:30am or 11:00am. It's $145, and I can take the deposit right now to hold it — which suits?
8:30 is perfect
Calendar
Sat 8:30am
Payment
$145 deposit
Customer
Record created
Free site audit
Paste the address and I'll read the site the way a customer would — then tell you exactly what's broken, what to fix first, and what you can do yourself for free.
The problem
Most businesses run on a booking app, a payment link, a spreadsheet and a phone that goes to voicemail. Nothing is connected, so work leaks out of the gaps — and you are the thing holding it together.
It has your hours and a phone number on it. It cannot take a booking, cannot take a deposit, and has not been touched since it was built. Everything that actually runs the business happens somewhere else.
Bookings in one app, payments in another, customers in a notebook, and a subscription to each. Nothing knows what anything else did, so you are the integration between them — copying the same details four times.
You are under a sink, in a chair, or driving. The phone rings, nobody answers, and that customer calls the next name on the list. You never even know it happened.
Quotes go out and go quiet. Regulars drift off and you notice six months later. The revenue was already earned — it just leaked out of the gaps between the tools.
What you get
Not a website plus five subscriptions. One build, one bill, and one place where the booking, the payment and the customer record all know about each other.
A fast, custom, mobile-first site that is actually yours — not a template with your logo dropped in. It is the front of the system, not the whole product.
From Essentials
Customers book real slots against your real availability, synced to your calendar. No double-bookings, no phone tag, no back-and-forth to agree a time.
From Essentials
Take deposits and full payment by card, straight into your own Stripe account. Softimizer is not in the payment path and never takes a percentage.
From Essentials
Every enquiry, booking, payment and note against one customer, in one place. The thing that is currently a notebook, a phone's call log and a spreadsheet.
From Essentials
An assistant trained on your services, prices and hours that answers on the website and by text, and books the job itself rather than taking a message.
From Automated
It answers your actual phone line in a natural voice, books, and sends you a transcript and summary of every call it took.
From Complete
Automatic appointment reminders that cut no-shows, review requests after a completed job, and quote chasing until the customer actually replies.
From Automated
Hosting, SSL, backups, security monitoring, edits and AI tuning are mine to worry about. That is what the monthly is for.
From Essentials
How it works
No card until we have agreed a price, and the build fee comes back if the first preview is not right.
Step 1
A short form — what you do, how customers find and book you now, and which tools you are currently paying for. Nothing is charged and nothing is committed. I read every one of these myself.
No card, no obligation, no sales sequence.
Step 2
A call to work out what actually needs to be in the system and what does not. If your problem is better solved by something cheaper than me, I will tell you that on the call rather than sell you a plan.
You leave with a fixed price, whether or not you buy.
Step 3
Your build fee is due at kickoff, and your first preview lands within 7 business days. You are looking at a real working system with your services, prices and booking in it — not a wireframe you have to imagine.
Not right? Full refund of the build fee, no argument.
Step 4
Domain connected, payments switched on in your Stripe, calendar synced, AI trained on your services and hours. Live within 14 business days of kickoff. Your monthly starts the day it goes live — not before.
You are not paying a monthly for something you cannot use yet.
Step 5
Hosting, security, backups, edits and AI tuning are all mine to worry about. You send me changes as the business changes and I make them. That is what the monthly is for.
Cancel by email any time. Everything is yours to take.
Pricing
A one-time fee to build the system, a monthly to run it. Nothing else — no setup fee, no activation fee, no contract, and no percentage of your sales.
The system, running. Site, booking, payments and records.
Adds an AI that answers, quotes and books while you work.
Included usage
The whole front office, running without you. Phone included.
Included usage
Card processing is paid directly to Stripe at their published rate, because the account is yours. Softimizer's cut of your sales is 0%, which is the only number on this page that will never change.
Every plan, every client
These are not upsells and they do not change with your tier. They are the reason this business is worth running.
Your customers' payments go straight into your own Stripe account. Softimizer never takes a percentage, a platform fee, or a cut of any kind. What you charge is what you keep, minus Stripe's own processing — which you pay Stripe, not me.
The domain is registered in your name. The Stripe account is yours. Every customer record, booking and photo is yours and exportable any time. If you leave, it leaves with you — I will hand over the code and help you move it.
The build fee, the monthly, the usage allowances and the overage rates are all published above. There is no quote-only tier and no number you find out about after your card is on file.
Month to month, no contract, no minimum term. Send one email and it stops at the end of the period you have paid for. Nobody will call you to talk you out of it.
If you see the first preview and it is not right, and I cannot make it right, you get the build fee back in full. The risk of the build sitting with me is the point — you should not be paying for my mistakes.
Softimizer is one engineer, not an account manager and a ticket queue. The person who builds your system is the person who answers when you email it. Business hours, replies within 1 business day.
Selected work
Three builds I did end to end and can stand behind. I would rather show you a few things properly than pad a grid with logos.
Retail & E-commerce
A full storefront for a collectibles shop — catalogue, cart, checkout, order tracking, an events calendar, and a buy-back request flow, all managed from an admin panel.
Photography
Portfolio and booking site for a Miami portrait photographer, with a CMS so they run their own galleries, packages, blog and leads without calling me.
SaaS Product
An AI video editing platform: users upload footage, describe the edit in plain English, and get a rendered draft back. Built end to end — pipeline, auth, storage and billing.
Who it's built for
Questions
Both, and the second part is the point. The website is the front of it: what customers see. Behind it is the system the business runs on — booking against your real calendar, card payments and deposits into your own Stripe, a customer record that holds every enquiry and job, and on the higher tiers an AI that answers chat, SMS and the phone. It is one system with one bill, rather than a site from one company, a booking app from another, a payment link from a third and a spreadsheet holding it together.
Nothing. Payments run through a Stripe account in your own name, and the money lands in your own bank. I have no ability to take a percentage even if I wanted to — I am not in the payment path at all. You pay Stripe's standard processing rate directly to Stripe, and you pay me the monthly on this page. That is every dollar that leaves your business because of me.
A one-time build fee, then a monthly. Essentials is $1,200 to build then $99 a month; Automated is $2,400 to build then $249 a month; Complete is $4,200 to build then $449 a month. If you go past the AI usage included in your plan, the overage rates are printed on the plan card. There is no setup fee, no onboarding fee, no activation fee, and no annual contract.
Sometimes, and I will tell you honestly which ones are worth keeping. If your whole business already lives in a booking tool your staff know, replacing it for the sake of tidiness is a bad trade and I will connect to it instead. The goal is that you stop being the integration between your tools — not that you throw away things that work. What I will not do is quietly keep you paying four subscriptions and call it an all-in-one.
Because building it is real work that happens before you have paid a single month, and I am one person. A no-money-down offer means I finance every build myself and lose money on anyone who cancels early — which pushes the price up for everyone who stays. The build fee keeps the monthly honest and low. It is also refundable until launch, so you are not carrying the risk.
No. There is no card field anywhere on this site. You fill in a form, we talk, and you get a fixed price. Nothing is charged unless you decide to start, and the first charge is the build fee you have already agreed to.
You do. The domain is registered in your name from day one, the Stripe account is yours, and the customer data is yours. If you ever want to leave, I will export everything and hand over the source code. There is no version of this where I hold your business hostage.
Email me. It stops at the end of the month you have already paid for, and I will send you your data and code. No phone call, no retention offer, no form buried in a dashboard. If cancelling is harder than starting, the business was never honest to begin with.
It is trained on your services, prices and hours, and it hands off to you rather than guessing when a question falls outside that. Every conversation is logged where you can read it, and when something is wrong you tell me and I fix the training. It is not magic and I will not pretend it is — it is very good at answering the same forty questions your customers ask constantly, at 11pm, when you are asleep.
The software runs around the clock; I do not. Softimizer is one engineer, so the AI is what answers at 2am and I am what answers within 1 business day during business hours. I would rather say that plainly than imply a support team that does not exist. The upside is that the person who built your system is the person who picks up when you email about it.
First preview within 7 business days of kickoff, live within 14 business days. I take a limited number of builds at a time precisely so those dates hold. If I am booked out, I will tell you the real date before you pay rather than take the money and let it slip.
No. There is nothing to install, nothing to configure and no plugins to keep updated. You answer questions about your own business and take one call. Everything technical is mine.
Then Essentials is your plan, and it is a genuinely good site with booking, payments and customer records behind it. The AI tiers exist because answering and following up is the thing most businesses actually lose money on — but if that is not your problem, do not buy a solution to it.
Something else on your mind? Just ask me directly.
Start here
What you use now, what keeps breaking, and what you wish just handled itself. I'll reply within 1 business day, we'll talk for twenty minutes, and you'll leave with a fixed price whether or not you decide to go ahead.