My entire career has been in automation. And for most of it, the tools have been terrible.

They were rigid, complex, and built for a world that no longer exists. They promised revolution but delivered robotic calculators that could only automate 10% of the work at best.

When AI arrived, I thought this would change, but it didn't. The incumbents bolted AI onto their old platforms like a spare part.

So, my co-founder Alfie and I started building. We actually began by building the wrong thing, a niche tool for a tiny problem. We thought we were being focused.

Then a customer showed us the way.

They took our little tool and tried to make it do things it was never designed for. And because it was powered by AI, it just… worked.

People don't need another tool for one specific task. They need a simple, powerful tool they can point at any task in front of them.

That’s why today, we’re launching Instruct.

We asked a simple question: What if you could build autonomous AI agents just by explaining what you need done?

With Instruct, you can. Describe a task in plain English. Connect your apps. And watch it work. It's not a better automation tool. It's a new way of working, and not for the 1% who are developers, it works for everyone!

We quietly raised $3.4m last year from two incredible partners, Lakestar and Creandum. A huge thank you to Enrico, Dennis, and Beata for believing in this when it was little more than an idea - and to all of our angel investors, too.

This wouldn't exist without my co-founder, Alfie. Our partnership was forged in late-night hackathons: getting hyped about the vision, arguing over the details, and pulling it all together at the last minute. I’m grateful to be building this with you!

To the incredible Instruct team: thank you. You punch well above your weight.

After years of working around the limitations of other tools, we built one without any.

See for yourself in the video, and get started today, for free.