

Your AI adoption partner for businesses ready to scale.
Selr AI helps business owners adopt AI with confidence, not confusion.





5,000+ builds since 2021





5,000+ builds since 2021
Your AI adoption partner for businesses ready to scale.
Selr AI helps business owners adopt AI with confidence, not confusion.
The systems that run your business weren't built for what's next.
The systems that run your business weren't built for what's next.
What changes when
you work with us.
What changes when
you work with us.
Before
Guessing where AI actually fits.
Paying monthly for tools nobody opens.
Admin swallowing the team's week.
Everything runs through you.
Starting over every time the tech changes.
After
Knowing exactly what to build, and why.
Systems your team owns and runs.
Hours back across the whole business.
Work that moves without you in every loop.
Capability that compounds as tools change.
Before
Guessing where AI actually fits.
Paying monthly for tools nobody opens.
Admin swallowing the team's week.
Everything runs through you.
Starting over every time the tech changes.
After
Knowing exactly what to build, and why.
Systems your team owns and runs.
Hours back across the whole business.
Work that moves without you in every loop.
Capability that compounds as tools change.
Before
Guessing where AI actually fits.
Paying monthly for tools nobody opens.
Admin swallowing the team's week.
Everything runs through you.
Starting over every time the tech changes.
After
Knowing exactly what to build, and why.
Systems your team owns and runs.
Hours back across the whole business.
Work that moves without you in every loop.
Capability that compounds as tools change.
Services.
We meet you at any stage and grow with you through every stage of AI adoption.
With Selr AI
Systems your team owns
Without
Tools you keep renting
Annual Recurring Revenue ($M)
We meet you at any stage and grow with you through every stage of AI adoption.
With Selr AI
Systems your team owns
Without
Tools you keep renting
Annual Recurring Revenue ($M)
The Consultation
01
Advice that starts with your business.
Businesses don't need more AI. They need better decisions. We sit down, map where the hours and the margin go, and decide what gets built first.
What we offer
Private 1:1 Sessions
Deep Discovery
Build Priorities
The Roadmap
"It’s not even the time, it’s getting it out of my headspace."
Nicole Sterling
Sterling Marketing, Gold Coast


The AI Install Day
02
A day that ends with everything running.
One day, in person. We install the exact setup we build businesses on, then spend the day building on your real work.
What we offer
In Person, Laptops Open
The Full Setup Installed
Built on Your Real Work
Yours to Keep
"They were very much empowering rather than just hand-holding."
Chantelle Gilbert
Blue Gum Electrical, Melbourne


The Private Install
03
The Install Day, for one business only: yours.
Your whole team, on site. Everything prepared for your software before we arrive, installed and handed over in a day. You own it. No retainer.
What we offer
One Business, All Attention
Prepared for Your Software
Whole-Team Install
The Handover
"We’re building apps that will help us economise our time and help the team concentrate on other things that are invoiceable instead of spending time on admin. It was very easy to follow. Exactly what we needed."
George Khalil
CEO, ACSES Engineers


The Capability Build
04
Systems commissioned, not subscribed.
The full platform build. Enquiries, quoting, reporting, the work that repeats, designed and built inside your business, then handed over as yours.
What we offer
Bespoke System Design
Built in Your Tools
The Full Platform
Handover & Documentation
"If you’re even close to starting to work with Claude, this is the room you need to be in."
Phil Rogers
Loan Market Edge, Gold Coast


The Adoption Partnership
05
Capability that compounds, session by session.
Ongoing sessions with the people who do the work, on the work. New systems as the business grows, and the capability stays yours.
What we offer
Ongoing Build Sessions
Training on Real Work
New Systems as You Grow
Capability That Compounds
"Within five hours I’m walking away itching to continue what I’ve been working on."
Simon Finch
Director, Pinnacle Fitness


Most agencies build you a dependency.
We build capability and hand it over.
Phase
01
Diagnose
Deep discovery into how your business actually runs. Where the hours go, where the leaks are, and which jobs a system should take first.
Phase
02
Design
A focused build plan, co-created with your leadership team. Clear priorities, defined milestones, built to be run by your people.
Phase
03
Build
Hands-on execution alongside your team. We build the systems inside your business, in your tools, against your real work.
Phase
04
Transfer
Documentation, training, and handover so the capability outlasts the engagement. You own the systems and the playbook. That's the point.
Phase
01
Diagnose
Deep discovery into how your business actually runs. Where the hours go, where the leaks are, and which jobs a system should take first.
Phase
02
Design
A focused build plan, co-created with your leadership team. Clear priorities, defined milestones, built to be run by your people.
Phase
03
Build
Hands-on execution alongside your team. We build the systems inside your business, in your tools, against your real work.
Phase
04
Transfer
Documentation, training, and handover so the capability outlasts the engagement. You own the systems and the playbook. That's the point.
Phase
01
Diagnose
Deep discovery into how your business actually runs. Where the hours go, where the leaks are, and which jobs a system should take first.
Phase
02
Design
A focused build plan, co-created with your leadership team. Clear priorities, defined milestones, built to be run by your people.
Phase
03
Build
Hands-on execution alongside your team. We build the systems inside your business, in your tools, against your real work.
Phase
04
Transfer
Documentation, training, and handover so the capability outlasts the engagement. You own the systems and the playbook. That's the point.
0:34
How we work
See our process in under 90 seconds

0:34
How we work
See our process in under 90 seconds

0:34

We operate at the pace of your pipeline, not a project plan.
Documentation & Runbooks. Plain-English guides your team keeps.
Recordings. Every session recorded, yours to rewatch.
Build Sessions. Book us back when you want the next system built.
Meet the team you'll build with.

Luke Heka
Founder & CEO
01

Luke Heka
Founder & CEO

Taylor Miers
Creative Director
02

Taylor Miers
Creative Director

Harvey Shaw
Head of Development
03

Harvey Shaw
Head of Development

Alexandra Gaffney
Head of Operations
04

Alexandra Gaffney
Head of Operations

Catherine Massey
Head of Content & Marketing
05

Catherine Massey
Head of Content & Marketing

Michael Briones
Delivery Operations Manager
06

Michael Briones
Delivery Operations Manager

Gian Carlo Cariño
AI Automation Developer
07

Gian Carlo Cariño
AI Automation Developer

Cynthia Cariño
CRM Specialist
08

Cynthia Cariño
CRM Specialist

Jesie Cabañeros
Lead AI Systems Developer
09

Jesie Cabañeros
Lead AI Systems Developer

Merwin Torno
Lead Developer
10

Merwin Torno
Lead Developer

Joeram Chavez
Lead Developer
11

Joeram Chavez
Lead Developer

Cenred Gonzales
Lead Developer
12

Cenred Gonzales
Lead Developer

Rodolfo Raquion
Lead Developer
13

Rodolfo Raquion
Lead Developer

Join us, we're hiring.
We’re looking for highly ambitious and talented people to help us build AI-capable businesses.

Testimonials
"They were very much empowering rather than just hand-holding."
It was like having all of the resources given and preloaded, and then given the support and guardrails to customise it to your business and your needs. They really helped us to work it out for ourselves.

Chantelle Gilbert
Blue Gum Electrical, Melbourne
"They were very much empowering rather than just hand-holding."
It was like having all of the resources given and preloaded, and then given the support and guardrails to customise it to your business and your needs. They really helped us to work it out for ourselves.

Chantelle Gilbert
Blue Gum Electrical, Melbourne
263
on video
Testimonials filmed with attendees at our workshops.
"Within five hours I’m walking away itching to continue what I’ve been working on, because you can see how much it impacts you in a matter of hours. Feeling a lot more confident with everything."
"Within five hours I’m walking away itching to continue what I’ve been working on, because you can see how much it impacts you in a matter of hours. Feeling a lot more confident with everything."

Simon Finch
Director, Pinnacle Fitness
“We’re building apps that will help us economise our time and help the team concentrate on other things that are invoiceable instead of spending time on admin. It was very easy to follow. Exactly what we needed.”
“We’re building apps that will help us economise our time and help the team concentrate on other things that are invoiceable instead of spending time on admin. It was very easy to follow. Exactly what we needed.”
George Khalil
CEO, ACSES Engineers
"If you’re even close to starting to work with Claude, this is the room you need to be in. There’s so many practical tools, so many takeaways, and implementation on the day was key. I feel that I’ve catapulted three months advanced today."
"If you’re even close to starting to work with Claude, this is the room you need to be in. There’s so many practical tools, so many takeaways, and implementation on the day was key. I feel that I’ve catapulted three months advanced today."

Phil Rogers
Loan Market Edge, Gold Coast
"Within five hours I’m walking away itching to continue what I’ve been working on, because you can see how much it impacts you in a matter of hours. Feeling a lot more confident with everything."
"Within five hours I’m walking away itching to continue what I’ve been working on, because you can see how much it impacts you in a matter of hours. Feeling a lot more confident with everything."

Simon Finch
Director, Pinnacle Fitness
“We’re building apps that will help us economise our time and help the team concentrate on other things that are invoiceable instead of spending time on admin. It was very easy to follow. Exactly what we needed.”
“We’re building apps that will help us economise our time and help the team concentrate on other things that are invoiceable instead of spending time on admin. It was very easy to follow. Exactly what we needed.”
George Khalil
CEO, ACSES Engineers
"If you’re even close to starting to work with Claude, this is the room you need to be in. There’s so many practical tools, so many takeaways, and implementation on the day was key. I feel that I’ve catapulted three months advanced today."
"If you’re even close to starting to work with Claude, this is the room you need to be in. There’s so many practical tools, so many takeaways, and implementation on the day was key. I feel that I’ve catapulted three months advanced today."

Phil Rogers
Loan Market Edge, Gold Coast
"Within five hours I’m walking away itching to continue what I’ve been working on, because you can see how much it impacts you in a matter of hours. Feeling a lot more confident with everything."
"Within five hours I’m walking away itching to continue what I’ve been working on, because you can see how much it impacts you in a matter of hours. Feeling a lot more confident with everything."

Simon Finch
Director, Pinnacle Fitness
“We’re building apps that will help us economise our time and help the team concentrate on other things that are invoiceable instead of spending time on admin. It was very easy to follow. Exactly what we needed.”
“We’re building apps that will help us economise our time and help the team concentrate on other things that are invoiceable instead of spending time on admin. It was very easy to follow. Exactly what we needed.”
George Khalil
CEO, ACSES Engineers
"If you’re even close to starting to work with Claude, this is the room you need to be in. There’s so many practical tools, so many takeaways, and implementation on the day was key. I feel that I’ve catapulted three months advanced today."
"If you’re even close to starting to work with Claude, this is the room you need to be in. There’s so many practical tools, so many takeaways, and implementation on the day was key. I feel that I’ve catapulted three months advanced today."

Phil Rogers
Loan Market Edge, Gold Coast
Years in AI.
Years in AI.
Years in AI.
+
Australian businesses in our builds.
+
Australian businesses in our builds.
+
Australian businesses in our builds.
+
Business owners through the room.
+
Business owners through the room.
Testimonials on video.
Testimonials on video.
We don't give businesses AI. We give them the ability to keep succeeding as AI evolves.
We have been building AI systems for Australian businesses since 2021. Let me show you what's possible for yours.

Luke Heka
Founder & CEO
How World Gym Australia got 14 people across 8 departments working with AI in six hours.
Industry
Fitness Franchise
Company Size
~60 Clubs
Timeline
1 Day on-site
14
Staff trained across 8 departments
6
staff
On-site, 9am to 3pm
Services
The AI Install Day
The Private Install
The Adoption Partnership
+2
"We’re building apps that will help us economise our time and help the team concentrate on other things that are invoiceable instead of spending time on admin. It was very easy to follow. Exactly what we needed."
George Khalil

How World Gym Australia got 14 people across 8 departments working with AI in six hours.
Industry
Fitness Franchise
Company Size
~60 Clubs
Timeline
1 Day on-site
14
staff
Staff trained across 8 departments
6
hrs
On-site, 9am to 3pm
Services
The AI Install Day
The Private Install
The Adoption Partnership
+2
"We’re building apps that will help us economise our time and help the team concentrate on other things that are invoiceable instead of spending time on admin. It was very easy to follow. Exactly what we needed."
George Khalil

How World Gym Australia got 14 people across 8 departments working with AI in six hours.
Industry
Fitness Franchise
Company Size
~60 Clubs
Timeline
1 Day on-site
14
hrs
Staff trained across 8 departments
6
hrs
On-site, 9am to 3pm
Services
The AI Install Day
The Private Install
The Adoption Partnership
+2
"We’re building apps that will help us economise our time and help the team concentrate on other things that are invoiceable instead of spending time on admin. It was very easy to follow. Exactly what we needed."
George Khalil

Pricing for your next stage.





5,000+ builds since 2021





5,000+ builds since 2021
The AI Install Day
Enquire
The Private Install
Enquire
Popular
The Adoption Partnership
Enquire
Every engagement starts with a written enquiry. We reply within 24 hours.

Alexandra Gaffney
Head of Operations
One day, in person
One day that installs the whole setup and builds on your real work.
In person, laptops open
The full setup installed
Built on your real work
Yours to keep
Handover included
The AI Install Day
Enquire
The Private Install
Enquire
Popular
The Adoption Partnership
Enquire
One day, in person
One day that installs the whole setup and builds on your real work.
In person, laptops open
The full setup installed
Built on your real work
Yours to keep
Handover included
Every engagement starts with a written enquiry. We reply within 24 hours.

Alexandra Gaffney
Head of Operations
The AI Install Day
Enquire
The Private Install
Enquire
Popular
The Adoption Partnership
Enquire
One day, in person
One day that installs the whole setup and builds on your real work.
In person, laptops open
The full setup installed
Built on your real work
Yours to keep
Handover included
Every engagement starts with a written enquiry. We reply within 24 hours.

Alexandra Gaffney
Head of Operations
FAQ
General
Pricing
Process
Results
What exactly does Selr AI do?
We help Australian businesses adopt AI with confidence, from the first system to a business-wide rollout. That means diagnosing where AI actually moves the numbers in your operation, designing the systems to do it, and building them inside your business alongside your team. We are not an agency that runs automations for you on a retainer. We are an AI adoption partner that builds the capability into the business and hands it over.
What kinds of businesses do you work with?
We work across the full range, from established owner-led businesses through to multi-site operators and enterprise teams. Industry matters less than structure. The common thread is real demand, a team already at capacity, and enough repeatable work moving through the business for a system to take genuine load off people. Larger and more complex engagements are scoped as custom programs with their own build team.
How is Selr AI different from an AI agency or a software vendor?
Most vendors sell you a tool and bill you monthly for access. Most agencies build automations they keep hold of, so the day you stop paying, the capability leaves with them. We work the other way. We diagnose what is costing you time and margin, build the systems inside your own environment, and train your team to run and extend them. We have been doing this since 2021, with 5,000+ Australian businesses involved in our AI builds. You end up owning the system and the judgment to change it, not renting both from us.
Who on our team would work with you?
Typically the owner or managing director, plus whoever runs operations. We work with the people who do the work, not around them. Our team sits inside your business, in your tools, building against your real jobs, so what gets built matches how the business actually runs rather than how a process diagram says it does.



More questions? Reach out anytime.
talktous@selrai.com.au
Copied!
FAQ
General
Pricing
Process
Results
What exactly does Selr AI do?
We help Australian businesses adopt AI with confidence, from the first system to a business-wide rollout. That means diagnosing where AI actually moves the numbers in your operation, designing the systems to do it, and building them inside your business alongside your team. We are not an agency that runs automations for you on a retainer. We are an AI adoption partner that builds the capability into the business and hands it over.
What kinds of businesses do you work with?
We work across the full range, from established owner-led businesses through to multi-site operators and enterprise teams. Industry matters less than structure. The common thread is real demand, a team already at capacity, and enough repeatable work moving through the business for a system to take genuine load off people. Larger and more complex engagements are scoped as custom programs with their own build team.
How is Selr AI different from an AI agency or a software vendor?
Most vendors sell you a tool and bill you monthly for access. Most agencies build automations they keep hold of, so the day you stop paying, the capability leaves with them. We work the other way. We diagnose what is costing you time and margin, build the systems inside your own environment, and train your team to run and extend them. We have been doing this since 2021, with 5,000+ Australian businesses involved in our AI builds. You end up owning the system and the judgment to change it, not renting both from us.
Who on our team would work with you?
Typically the owner or managing director, plus whoever runs operations. We work with the people who do the work, not around them. Our team sits inside your business, in your tools, building against your real jobs, so what gets built matches how the business actually runs rather than how a process diagram says it does.



More questions? Reach out anytime.
talktous@selrai.com.au
Copied!
FAQ
General
Pricing
Process
Results
What exactly does Selr AI do?
We help Australian businesses adopt AI with confidence, from the first system to a business-wide rollout. That means diagnosing where AI actually moves the numbers in your operation, designing the systems to do it, and building them inside your business alongside your team. We are not an agency that runs automations for you on a retainer. We are an AI adoption partner that builds the capability into the business and hands it over.
What kinds of businesses do you work with?
We work across the full range, from established owner-led businesses through to multi-site operators and enterprise teams. Industry matters less than structure. The common thread is real demand, a team already at capacity, and enough repeatable work moving through the business for a system to take genuine load off people. Larger and more complex engagements are scoped as custom programs with their own build team.
How is Selr AI different from an AI agency or a software vendor?
Most vendors sell you a tool and bill you monthly for access. Most agencies build automations they keep hold of, so the day you stop paying, the capability leaves with them. We work the other way. We diagnose what is costing you time and margin, build the systems inside your own environment, and train your team to run and extend them. We have been doing this since 2021, with 5,000+ Australian businesses involved in our AI builds. You end up owning the system and the judgment to change it, not renting both from us.
Who on our team would work with you?
Typically the owner or managing director, plus whoever runs operations. We work with the people who do the work, not around them. Our team sits inside your business, in your tools, building against your real jobs, so what gets built matches how the business actually runs rather than how a process diagram says it does.



More questions? Reach out anytime.
talktous@selrai.com.au
Copied!
Insights.
Lessons, frameworks, and honest takes on what it actually takes to adopt AI.
Insights.
Lessons, frameworks, and honest takes on what it actually takes to adopt AI.
Insights.
Lessons, frameworks, and honest takes on what it actually takes to adopt AI.

Start where you are. Take it as far as you need.
A clear build roadmap
Where the hours and margin actually go
Your next step, sized to you
"If you’re even close to starting to work with Claude, this is the room you need to be in. There’s so many practical tools, so many takeaways."

Phil Rogers
Loan Market Edge, Gold Coast
No pitch decks, no pressure. Tell us where you are and we'll share how we can help.
5,000+
Builds since 2021.
263
Testimonials on video.

Start where you are. Take it as far as you need.
A clear build roadmap
Where the hours and margin actually go
Your next step, sized to you
"If you’re even close to starting to work with Claude, this is the room you need to be in. There’s so many practical tools, so many takeaways."

Phil Rogers
Loan Market Edge, Gold Coast
No pitch decks, no pressure. Tell us where you are and we'll share how we can help.
5,000+
Builds since 2021.
263
Testimonials on video.

Start where you are. Take it as far as you need.
A clear build roadmap
Where the hours and margin actually go
Your next step, sized to you
"If you’re even close to starting to work with Claude, this is the room you need to be in. There’s so many practical tools, so many takeaways."

Phil Rogers
Loan Market Edge, Gold Coast
No pitch decks, no pressure. Tell us where you are and we'll share how we can help.
5,000+
Builds since 2021.
263
Testimonials on video.
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