The key to economic prosperity is to enable small businesses to make more money.
That is the whole philosophy. Everything Soteriaa builds starts there and works backwards to a plumber, electrician, or gas engineer who is trying to run a business from their phone while standing on someone's roof.
A missed call is a missed job. Most tradespeople miss one in three.
The average sole-trader tradesperson misses roughly a third of their inbound calls. They are on a job. They are under a sink. They are up a ladder. The phone rings, they cannot answer it, and the caller rings someone else.
That is not a technology problem. It is an economic one. Every missed call in the trades is a lost lead worth somewhere between £150 and £1,500 depending on the job. Multiplied across a working year, it is the difference between a business that grows and one that stays stuck.
Existing solutions — voicemail, call-answering services, hiring admin staff — are either too passive, too expensive, or built for offices, not vans.
An AI that answers the calls you miss, and a CRM that turns those calls into jobs.
Martin — our AI voice assistant — answers calls 24/7, captures name, number, address, job type, and urgency, then saves the lead directly into the CRM before the call ends. You get a push notification for emergencies. Everything else is waiting for you when you get off the roof.
The CRM is built for the field. Quotes go out from your phone. Customers can pay with Klarna, spreading the cost while you get the full value next business day. Jobs, customer history, analytics, and follow-up all live in the same place.
One price. No tiers. £29.99 a month in the UK, $39 in the US. Available to any tradesperson who wants it.
Eventually, Soteriaa becomes where customers find tradespeople — with no lead-selling.
The long-term ambition is a marketplace where customers can find vetted tradespeople directly. Not a lead-generation platform that sells the same enquiry to five people and extracts a margin from both sides.
The model is simple: the same payment processing fee the tradesperson already pays. No lead auctions, no ranking games, no subscription just to appear in a list. The customer finds who they need. The tradesperson does the work. Soteriaa takes the same small processing fee it would have taken anyway.
That is the version of this business that actually changes the economics of trade work in the UK and the US. The AI receptionist and CRM are what we are building now to earn the trust to get there.
Every product decision starts with one question: does this make life easier and more profitable for a sole trader or small team? We do not build for enterprise and work backwards.
No fake urgency, no misleading trials, no cancellation mazes. You start free, you cancel whenever, and your data exports as a full CSV the moment you leave.
Tradespeople have been oversold bad software for decades. We know we have to earn their trust with working product, fair pricing, and honest support — not sales copy.
Manchester and Brooklyn.
Built by a team who grew up around trade businesses and knows what it actually costs to lose a job to voicemail. Soteriaa Ltd is registered in England and Wales. Company No. 14892013.
We are live in the UK (all four nations) and the US (all 50 states), with Ireland support launching summer 2026.
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