( 01 — The brief )
Fix lead generation’s ugliest habit.
The client wanted to end the practice the whole industry treats as normal: selling one homeowner’s enquiry to five installers and letting them fight over the doorbell. The brief was almost aggressively simple — one enquiry goes to one installer. No auction, no bidding war, no race to the bottom. Build the network that makes exclusivity work commercially: fair pricing, honest accounting, and an installer experience good enough that they stay.
— The client, in every case on these pages, was us. We are a demanding client.
( 02 — The craft )
Built around the installer’s day.
Installers don’t live at desks, so the platform meets them where they are: a guided four-step onboarding that takes a new member from postcode coverage to first lead request without a manual, a dashboard that leads with the numbers that matter, and an Android app produced the craftsman’s way — a Trusted Web Activity shell around the live dashboard, giving app-store presence without a second codebase to drift out of date.
Then the network turned inside out: installers asked to run their own branded funnels, so we built white-label as a product. Each installer gets their own site — their logo, their colour, their legal identity — on an isolated tenancy where their enquiries are theirs alone, never entering the shared pool.
( 03 — The engine )
An allocation engine with honest money.
Under the calm surface is a matching engine that weighs service, postcode-radius coverage, budget and balance to place each lead with exactly one member — and a money core built the way banks build them: atomic balance updates in SQL, guarded debits that can’t go negative, and idempotency keys that make double-charging structurally impossible, with Stripe webhooks cryptographically verified end to end. Background work runs on a real job queue driven by system cron, not hope.
Money you can’t double-charge. Leads you can’t double-sell. The rest is interface.
( 04 — Foundations )
Tested like it matters.
The platform ships with 234 end-to-end tests that run against a real WordPress and a real database — allocation in every mode, billing in every failure path, the works. TLS everywhere with security headers, two-factor authentication on installer accounts, timing-safe key checks, and rate-limited intake on every lead endpoint.
Early on, a scheduled job failed silently for ten days. It cost nothing but pride — and produced a philosophy: silence is the enemy. The platform now exposes its own health endpoint reporting database, queue and error state, and five independent uptime monitors check the estate around the clock, with daily snapshots and versioned pre-deploy backups underneath it all on DigitalOcean London.
( In brief )
- Model
- One lead, one installer
- Services
- 16 trades
- Tests
- 234 end-to-end
- Data home
- London, UK