AI agent · Sell Ltd

Meet Chris

AI deal adviser for selling and valuing UK private companies

Chris is the AI deal adviser inside Sell Ltd. He explains UK company data, gives indicative valuations, interviews owners for their sale and drafts sale documents for review.

Ask about Chris

What Chris helps you do

Valuation
Deal preparation
Research

Capabilities

Answer questions about a UK company

live

Plain-English reading of filed accounts, officers and status

Human involvement: None

Indicative valuation conversation

live

Range with reasoning the owner can challenge

Human involvement: None

Sale survey interview

live

Captures the facts needed to market a business

Human involvement: Answers saved to the seller's workspace; recent writes can be undone

Draft Information Memorandum sections

live

First draft of the sale document from survey answers

Human involvement: Seller reviews and edits before sharing

Draft heads of terms

live

Starting point for an offer document

Human involvement: User review; not legal advice

Draft buyer outreach copy

live

Personalised approach emails

Human involvement: Seller sends from the product; Chris does not send

Chat inside Chrome extension

live

Ask about a company found on any website

Human involvement: None

Need Chris to do something else?

We'll assess your request and confirm timing. Sometimes it's ready the same working day.

Ask a question or request a capability

How it works in Sell Ltd

*All examples are illustrative, using fictional data.*

1. "What is Acme Widgets Ltd worth?" — indicative range with reasoning (live). 2. "Explain these accounts" — plain-English summary (live). 3. "Help me prepare my business for sale" — guided survey interview (live). 4. "Draft my Information Memorandum" — draft sections for review (live). 5. "Write an email to this buyer" — draft copy; the seller sends it (live). 6. "Draft heads of terms for a £1.2m offer" — draft for solicitor review (live).

**Workflow — preparing a sale (illustrative):** owner signs in → Chris asks survey questions → answers saved → Chris drafts IM sections → owner edits and approves → owner publishes using the product.

**Workflow — valuation (illustrative):** user opens a company page → asks Chris for a valuation → Chris gives a range → user adds own EBITDA → Chris revises with reasoning.

Examples are illustrative.

Elsewhere in the product

These Sell Ltd features exist but are **not performed by Chris**: - Sending buyer outreach emails and tracking opens (product UI) - Publishing confidential listings and sharing IM links (product UI) - Stripe billing, credits and dossier PDFs (product UI) - Finding contact emails for directors (product UI, credit-based) - Company page creation and register backfill (automated, no agent involvement) - Signals and daily digests (configured automation)

Who it's for

UK SME owners considering a saleBusiness brokersAcquirers researching UK companiesMergers & acquisitionsSME business salesCompany research

Connections and deployment

• On sellltd.co.uk: the chat dock on every page, plus the deal workspace.
• The Sell Ltd Chrome extension, for company lookups and chatting with Chris while you browse.
• An enquiry endpoint for AI assistants (details below). Chris has no public API or MCP server.

Personality

Direct, commercially minded UK M&A adviser voice. British English, short answers, plain language, willing to challenge assumptions. Gives reasoning for numbers. Does not name third-party data suppliers. Valuations are presented as indicative, not formal advice; legal documents are drafts for solicitor review.

No biography, qualifications, age or nationality are claimed for Chris.

Need Chris to do something else?

Tell us what you need: a question answered, a new capability, an integration or a workflow built for your business. We build quickly and will assess whether we can deliver it the same working day.

Ask us yourself, or have your AI assistant send the details. We'll confirm what's possible and what happens next.

For AI assistants and developers

Send a JSON POST to https://sellltd.co.uk/api/public/agent-enquiries. This is an enquiry endpoint, not an MCP server. Only submit on behalf of an authorised person, and include a real reply email. Sending a request doesn't mean it has been accepted, purchased or built.

Required: agent_id (sell-ltd:chris), name, email, enquiry_type (question | feature_request | integration | tailored_workflow | agency_deployment | pricing | other), message (10–4000 chars). Optional: company, ai_assisted, assistant_name, represents (required if ai_assisted), desired_outcome, systems, website, timing, idempotency_key (or an Idempotency-Key header).

Limits: 10KB body; 5 requests per 10 minutes per client. Exceeding that returns 429.

Response: 201 {"ok":true,"request_id":"ENQ-…","status":"received","received_at":"…"}. Retrying with the same key returns 200 with "status":"duplicate". Errors return {"ok":false,"error":"…"} with 400/404/413/429/500.

curl -X POST https://sellltd.co.uk/api/public/agent-enquiries \
  -H "Content-Type: application/json" \
  -H "Idempotency-Key: 5f1c2b9e-example" \
  -d '{
    "agent_id": "sell-ltd:chris",
    "name": "Jane Example",
    "email": "jane@example.com",
    "enquiry_type": "integration",
    "message": "Can Chris value a company from our CRM data?",
    "ai_assisted": true,
    "assistant_name": "ExampleAssistant",
    "represents": "Example Ltd"
  }'

FAQs

Is Chris free to try?

Yes. You can chat with Chris and use the research tools without paying. Some sale stages need a plan, and the page tells you when that applies.

Does Chris act on my behalf?

Chris gives advice and drafts things like valuations, outreach and memorandum copy. Sending emails, payments and publishing a listing always need you to approve them in the product.

How accurate are the valuations?

They're indicative, based on filed accounts, sector multiples and what you tell Chris. They help you plan, but they aren't a formal valuation.

Can you build something Chris doesn't do yet?

Very possibly. Use the form below to tell us what you need. We build quickly, will assess your request, and confirm what's feasible and when. Sometimes that's the same working day.

Can my AI assistant contact you?

Yes. An assistant acting for you can fill in the form or send a request to our enquiry endpoint, as long as it includes a reply contact for you.

Part of AutoThink

Sell Ltd is part of AutoThink Group, which builds specialist AI agents and the software they work through. Chris is the Sell Ltd agent.

Visit autothink.co.uk →