The anti automation agency

AI tools don't know your business.

Every new AI tool, you explain your business. Every change, again. Output drifts, work repeats, and last week's context is gone. We create your Business Brain that every tool reads, and it evolves with you as the business grows. Then we build the tools you actually need.

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Why we don't sell automations

An automation is a script bolted onto software you rent. It doesn't know how you price, what you promise customers, or what happened last month. When the tool updates, it breaks. When you cancel, you own nothing.

MIT found 95% of enterprise AI pilots delivered no measurable impact on the P&L, because most tools do not retain feedback, adapt to context, or improve over time.

We do the opposite. We start with the part everyone skips. Your Business Brain.

Your Business Brain

Before we build anything, we write your business down. What you sell, how you price it, how the work flows, what you sound like, what breaks and how you fix it. That's the business. Most of it has never left your head.

That goes into one structured place. Your Business Brain: the context layer, database and schema that live with your business. Every AI tool you use reads it first. So the output fits your operation instead of reading like everyone else's.

The simplest way to think about it is memory. Shared with every tool you use.

It's built once, it's yours, and it evolves with you as the business grows. Every correction gets saved, which means it gets better over time, not worse. Not magic. A log.

The Applications

There are four moments where a business wins or loses. Someone finds you. They ask a question. They decide. They pay. We build for those four. Nothing else.

  • Get found

    A website AI search engines can actually read. So when someone asks an AI for a business like yours, you're in the answer.

  • Answer fast

    Instant replies wherever customers reach you, drafted from your Business Brain. Nothing important sits unanswered.

  • Capture customers

    One place where every enquiry lands, and a path that moves people from interested to paying. Nothing goes cold in your inbox.

  • Get paid

    Invoices that send themselves, reminders that chase politely, and a clear picture of who owes what.

Yes, the applications automate plenty. The difference is they're built from how you work, not bolted on top.

Pricing

  1. The Business Brain

    Your business written down properly: the context layer, database and schema every AI tool reads.

    Fixed price

    €2,995

  2. The Applications

    The tools customised to your business that help you win

    Starting at

    €3,995

  3. The Subscription

    We handle the ongoing maintenance and updates to your Business Brain and Applications. Cancel any time.

    Starting at

    €750/month

Whatever you pick, the exact price is fixed before we start.

How it works

  1. Five questions about where the business is and what's in the way. Then a short call. We look at what you've told us and we're straight with you about whether you're ready to proceed or not. If you are,

  2. We build your Business Brain. We interview you properly, read your documents, assets, systems, brand and develop the context layer, database and schema that power it. We complete this with your feedback along the way to ensure it's done right. Delivered within 5 business days.

  3. The applications are customised to your business needs and read from your Business Brain. You can start with one application or you can install all 4 of them.

  4. The subscription is there so that you never have to worry about whether your Business Brain is up to date or if your applications are reading the right information. We handle everything so that you can focus on your business. You can cancel at any time.

Built to be yours

  • Not tied to one AI company. Models change, prices change, capabilities change. Your layer doesn't care. We swap the engine, you keep the car.

  • GDPR-first. You share what you choose to share. We read it to build for you. We don't train on it, we don't share it, and we delete whatever you ask us to delete.

  • Portable. The Business Brain and applications are yours to keep. Even if you decide to cancel your subscription.

And if your problem is solved by a spreadsheet and a well-configured Zapier workflow, that's what we'll tell you. On the first call, for free.

Built by a team who've done this before

Nicc Johnson, founder of Optimize Labs

Led by Nicc Johnson, a serial founder and entrepreneur, we've been working with AI for fifteen years. Before the hype, before every agency added AI to its name. We've founded companies, raised over €5M, and made every mistake a business can make along the way.

Optimize Labs is the system we wished existed when we were in your seat. Spend less time managing your systems, more time growing your business.

FAQ

Everything that makes AI know your business: the context layer, database and schema, built from your business written down properly. It lives with your business, every AI tool you use reads it before doing anything for you, and it evolves with you as the business grows.

Your business's memory. What you sell, how you price, how you talk, how the work flows, structured so software can use it. It lives in one place, you can open it and read it, and every AI tool you use checks it first.

The applications automate plenty. The difference is the foundation. An automation is a script on top of rented tools that knows nothing and learns nothing, which is why an MIT study found most tools fail to meet expectations. Everything we build runs on your Business Brain, so it knows your business on day one and it compounds from there.

Then building would be premature, and we'll tell you so on the call. Encoding a business before the strategy is settled just writes the confusion down neatly. When that's the case we recommend settling it first, usually with the FOG Diagnostic by Nicc Johnson, and FOG clients start the Business Brain at €1,995 instead of €2,995 because most of the intake is already done. About the FOG Diagnostic→

No. Almost everyone starts with one. The rest are faster to add later, because your Business Brain already knows your business.

Good, that's normal. The Business Brain shows us what's working and what's fighting you. We build on what works and replace only what's broken.

You share what you choose. We read it to build for you. We don't train on it, we don't share it, and we delete whatever you ask us to delete. EU-hosted, with a signed data agreement before we open a single file.

The Business Brain in 5 business days. First application live in weeks. Dates are agreed before we start, and we keep them.

Yes. The subscription is month to month and you can cancel any time. Everything is built to be portable. Your Business Brain, your applications, your documents. All of it goes with you.

The Business Brain is €2,995, flat, because it's the same work every time. Applications start at €3,995, because scope varies with the business, and your exact price is fixed on the proposal before we start. Then from €750/month if you want us to run it.

Get started today

It takes 2 minutes, followed by a short call where we're straight with you about what we'd build first, what it costs, and whether you're ready.

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