Engineering expertise, made software.
Digital solutions for engineering businesses — sales, support, maintenance, automation. We start by understanding how your business actually runs, find what hurts, and build what fixes it. Built with AI, validated by engineers, delivered verified.
Four problems we hear in every engineering business.
Sales development
Your sales wait for engineering on every quote. Selection platforms, configurators and quote automation put the engineer’s judgement in the buyer’s hands — and land every enquiry in your back-office as a qualified lead. Live in production →
Customer support
Your engineers answer the same question every week. Self-service portals, guided troubleshooting and intelligent documentation answer it once — verified — for everyone.
In development — shaped with design partners
Maintenance & operations
The know-how lives in a few heads. Service tools, regulatory checklists and planning that keep the operation running when those heads are on holiday.
In development — shaped with design partners
Automation & intelligence
Manual work a machine should be doing. Market and product intelligence, engineering content, back-office automation — supervised AI where it helps, deterministic engines where it must be right. Proven →
Every engagement starts with a conversation about how your business actually runs — we understand first, then we build against the pain points. How we work →
Expertise → Software
We codify
Your standards, catalogues and sizing rules become structured, versioned engines.
Engineers verify
Every rule golden-tested against the standard’s own worked examples.
We deploy
A white-label platform under your brand — live in weeks, not quarters.
Your spec wins
Every selection returns to you as a qualified, compliant quote request.
Six families of digital solutions — extensible by design.
Each family carries its level of AI and its honest delivery state.
Selection & Compliance Platforms
White-label platforms that turn your catalogue and the governing standards into a spec-to-quote sales channel.
More
The problem. Your customers buy against a standard, but the answers live in PDFs, spreadsheets and a few senior engineers — so specification happens in other people's tools, and the leads it creates never reach your sales team.
Why this AI level. AI accelerates the authoring of catalogue structure and regulatory content; engineers validate every rule; the platform your customers touch runs deterministic, auditable code only.
Live today: SafeRef, our refrigerant gas-detection compliance platform — see the application →
Verified Standards Engines
Deterministic calculation engines built from the standard itself, golden-tested against its own worked examples.
More
The problem. Regulatory sizing lives in PDFs and spreadsheets; every answer is slow and unauditable.
Why this AI level. A regulatory calculation has no right to be probabilistic — AI helps author and verify; the runtime is pure deterministic code.
Every engine ships versioned and clause-traceable, calibrated against the standard's own worked examples.
Design Configurators
Guided pre-design studios that size, justify and explain a technical solution — white-labelled for engineering businesses.
More
The problem. Pre-design is where deals are won — but sizing a technical solution, justifying it and explaining it to a non-specialist buyer consumes senior engineering time that never scales.
Why this AI level. AI helps build the design logic and the explanations; engineers validate the rules; at runtime the studio computes deterministically and shows its reasoning.
Proven on a full-scale pre-design studio for data-center cooling — multi-site, climate-aware, every recommendation explained.
Market & Product Intelligence
Structured competitive and product intelligence, kept current by supervised agents.
More
The problem. Competitive and product data goes stale the day it is compiled — catalogues change, ranges evolve, and manual monitoring never keeps up.
Why this AI level. Monitoring and extraction are exactly what supervised agents do well — and every fact is source-traced, with human review gating what enters the record.
Proven in production on a complete market map — from first source to a working intelligence base.
Engineering Content & Media
Technical explainer videos, calculation handbooks and digital documentation, generated from verified engines.
More
The problem. Technical marketing is expensive precisely because it must be correct — every video, handbook or guide needs an engineer in the loop, so most of it never gets made.
Why this AI level. Generation is agent-driven but grounded: content derives from verified engines, then engineers review it before it ships.
This family is in development — no public releases yet.
Custom Engineering Digital Solutions
Your engineering problem, scoped and built with the same method — the portfolio's front door for anything not on a card.
More
The problem. Some engineering problems fit none of the families above — but they still deserve better than a generic development shop that has never read a standard.
Why this AI level. The whole spectrum — the point of this family is choosing: deterministic where correctness is non-negotiable, hybrid where expertise must scale, supervised agents where autonomy pays.
This is how every family in the portfolio started — as one engineering problem, scoped and built.
The portfolio grows — a new solution is a new card, not a new company.
One platform. Three pillars. Your brand.
Standards Engines
The regulation, as software
Verified regulatory calculators — limits, sizing and requirements computed exactly as the standard defines them. Deterministic, version-tracked, every result traceable to the governing clauses. Engines run server-side only, behind APIs — never in the browser, never guessed by a model.
What's inside
- Golden-tested against the standard's own worked examples
- Clause-traceable outputs — every number can show its source
- Versioned per standard edition; historical results stay reproducible
- Server-side custody — your customers get answers, not our rules
Solution Builder
From application to bill of materials
Guided selection powered by structured product intelligence: your customer describes the application, the engine sizes it, and the builder walks them to compatible products, accessories and a complete, compliant bill of materials — with your pricing logic.
What's inside
- Application-first flows — parameters in, products out
- Compatibility and accessory rules embedded per range
- Complete BOM output — main units, accessories, spares
- Every completed session hands off to the quote flow
Digital Catalog
The wedge your customers use daily
Your full range, structured and searchable — specifications, documents, variants and accessories in one always-current place. It is the everyday entry point that quietly feeds the selector and the quote flow.
What's inside
- Structured product data — searchable, filterable, linkable
- Datasheets and documents attached where engineers expect them
- Wired to the Solution Builder — browse becomes select
- Routine updates self-served by your team, no tickets
The Lead & Quote back-office
Captured, not lost
Specifications that used to happen in other people's spreadsheets now happen on your instance — and every one of them is visible to your sales team.
Quote-ready
Each lead arrives with the complete technical context: sized application, compliant BOM, quantities. Quoting starts from done, not from scratch.
Yours, contractually
Leads, quotes, BOMs and calculation sheets generated on your instance are your data. In the contract, not just the brochure.
Your subdomain. Your brand kit. Never priced per user.
Your subdomain
The platform lives at an address you own. Your customers never leave your world — a discreet "Powered by SpecSell" line is all that remains of us.
Your brand kit
Logo, colours, typography, document templates — the instance looks and feels like your best digital product, because to your customers it is exactly that.
Everyone in
Your team, your distributors, your customers' engineers — everyone in. Never per-user pricing: adoption is the point, and a user tax kills adoption.
You own your product data. We custody the engines.
Your team maintains
Routine product data — new variants, prices, documents, discontinuations — through a simple admin interface. No tickets, no waiting, no dependency on us for the everyday.
SpecSell custodies
The standards engines and the regulatory content. When the standard moves, we move — verified updates, versioned releases, communicated to you. Your backlog never has to track a regulation again.
Named modules, when you're ready.
Spec-Leads Analytics
Who specified what, where, via which distributor — your demand, finally visible.
ModuleDistributor Portal
Your channel quotes under your brand, with your price floors enforced.
ModuleNorm Packs
Additional verified standards engines as your markets expand.
ModuleMore languages
Additional interface languages as your channel footprint grows.
Gas detection, specified and quoted to the standard.
Your range, structured
Detectors, sensors, controllers, accessories — searchable and always current. The daily entry point for your customers' engineers.
Describe the application
Refrigerant, room type, occupancy, geometry — the guided flow asks what an application engineer would ask, in minutes instead of email rounds.
The engine sizes it
Charge limits, detection requirements and alarm logic computed exactly as EN 378 defines them — deterministic, clause-traceable, versioned.
A compliant bill of materials
Detectors, positions, controllers, accessories and spares — a complete, compliant package from your range, not a bare product code.
Captured in your back-office
Every completed selection lands as a qualified lead with full technical context — project, products, geography, channel. Ready to quote.
Your brand, your channel
White-label on your subdomain, everyone in — your sales team, your distributors and their customers all work the same guided flow.
Verified engines under the hood.
EN 378 + EU F-Gas 2024/573
The EN 378 engine is validated against the standard's own worked examples; EU F-Gas 2024/573 leak-check logic is built in. Both run deterministic and versioned, with every result traceable to the governing clauses. Additional Norm Packs — ASHRAE 15, ISO 817 — are verified and ready.
"AI builds the engine; the engine never guesses."
Intelligence at build time, determinism at runtime. No AI model ever makes a compliance-critical decision in front of your customer. The full method →
Live in production — not a concept.
The gas-detection application is live today: a multi-tenant platform under a full automated test suite. First manufacturer deployment underway with a European gas-detection manufacturer.
Live
first manufacturer deployment underway
Tested
automated suite run on every release
EN 378 · F-Gas
verified engines in production
HVAC-R components — in development.
In development
The same platform — verified engines, guided selection, white-label quoting — is coming to HVAC-R component manufacturers next. Design partners shape the selection flows for their category and get first access on preferential terms.
Priced as a lead-generation channel. Never as software seats.
One setup. One license. Named modules when you're ready.
| Component | Pricing | What it covers |
|---|---|---|
| One-time setup | Scoped to your catalogue | Your branded instance, catalogue structured and loaded, engines wired to your range, guided selection configured, team onboarded. Indexed on catalogue size and modules. |
| Annual license | Tailored | Hosting, operations and platform support — your instance keeps running as delivered, with business-hours support. |
| Evolutions & named modules | Scoped separately | Standards evolutions, Spec-Leads Analytics, Distributor Portal, Norm Packs, extra languages — each scoped and agreed as a clean, bounded addition. |
Proposals are confidential — pricing is set per deployment, never published. These components cover the Selection & Compliance Platforms family. Other portfolio families are scoped per project.
Never priced per user.
Every sales engineer, every distributor, every rep, every customer engineer — access is never the variable. Adoption is the whole point of a selection platform: a per-user tax is why enterprise tools never reach the channel. Pricing scales on catalogue size and modules — not on your headcount.
What setup includes — and what it deliberately doesn't.
Included in setup
- White-label instance on your subdomain, your brand kit applied
- Catalogue structuring and initial data load
- Standards engines wired to your product range
- Guided selection flows configured for your applications
- Lead & quote back-office, admin UI, team onboarding
Separate, scoped projects
- New standards, domains or calculation engines
- ERP/CRM integrations and data migrations
- Material regulatory rewrites beyond delivered modules
- Each one cleanly bounded, cleanly priced — no scope surprises
The honest note.
Your exact number follows a scoping walkthrough of your catalogue — size, structure, applications, modules. A full proposal states a fixed setup price, the annual license, a timeline in weeks, and contractual data-ownership and GDPR terms. No estimate theatre.
Asked by every client. Answered straight.
Why an annual license?
Because the standard changes — and a compliance platform that doesn't change with it becomes a liability. The license keeps your instance running and supported; the regulatory logic stays in the provider's custody, and evolutions are scoped with you. Ongoing maintenance of roughly this shape is the decades-old norm for maintained engineering software; here it covers the regulation too.
Can't we just build this ourselves?
You can — many try. The build is the visible cost; the regulatory content and its permanent maintenance are the invisible one. We published the full market numbers so you can judge for yourself: What a compliant selection portal really costs →
See it on a live catalogue — yours.
A 45-minute working session: we walk one of your product families through the platform and show what your customers would experience. Reply within 48 hours.
Book a walkthrough →