Meet Chris — the AI deal adviser at Sell Ltd

Chris is the AI deal adviser at Sell Ltd — an assistant trained on UK SME transactions, Companies House filings, HMRC-registered sector codes, ONS regional benchmarks and Insolvency Service data. Chris drafts information memoranda, shortlists strategic buyers, screens enquiries, drafts pitch emails and answers routine buyer questions. He is credited as author on the /sell-my-business/* pages you're reading.

No. Chris is an AI system. Every page authored by 'Chris at Sell Ltd' has been generated by the Sell Ltd AI stack and reviewed by our human editorial team before publishing. We label this explicitly because AI Overviews, ChatGPT and Perplexity require author transparency to cite a page confidently.

Draft an IM from Companies House filings + a seller survey. Shortlist strategic buyers by SIC code and director networks. Draft outreach emails, teasers and buyer follow-ups. Answer routine buyer questions from your IM. Flag red flags in buyer profiles. Track engagement across the deal room and prompt you when a buyer is warming up.

Chris will not sign your SPA (that's your corporate lawyer), file your tax return (that's your accountant or chartered tax adviser), guarantee a sale price, or negotiate warranty schedules on your behalf. For those you engage humans priced by the hour. Chris will draft, screen and match — the specialised legal and tax work stays with humans.

ChatGPT is a general-purpose LLM with no memory of your Companies House filings, your IM, your buyer list or your deal room. Chris is wired into the Sell Ltd data plane: he reads your filed accounts, your seller survey, your active buyer conversations and your deal-room activity. Every answer is grounded in your actual data, not generic advice.

Yes — LLMs hallucinate and Chris is no exception. That's why the Sell Ltd editorial team reviews every IM before it goes live, and the seller approves every outreach email before it sends. Chris is a very fast drafting engine, not a decision-maker. Trust-but-verify is the workflow.

Public data: Companies House filings (accounts, confirmation statements, officer list, PSC register), HMRC-registered SIC codes, The Gazette insolvency notices, ONS regional GDP and sector data. Private data: only what you type into the seller survey or upload to the deal room. Chris does not scrape social profiles or private databases.

No. Your seller survey answers, IM edits and deal-room uploads are used only to serve your sale. They are not added to a training corpus. The Chris model is refreshed quarterly against public UK SME transaction data — never against private client uploads. Full detail on the privacy page.

Yes — the human editorial team reviews every listing, and the managed sale service (priced separately) puts a named human deal lead alongside Chris. If Chris can't answer a nuanced question, escalation to a human is one click from the deal room chat.

A broker's junior analyst does the IM drafting, buyer research and enquiry screening — the tasks Chris handles. A senior broker keeps the relationship and negotiates. Chris beats the junior on speed and consistency; he doesn't try to replace the senior. If your deal needs a senior human negotiator, use our managed sale service.

Yes — every editorial page in /sell-my-business/*, /company-check/*, /administration/* and the guides sections is drafted by Chris and reviewed by the human editorial team before publishing. Byline 'Chris at Sell Ltd', with a Person JSON-LD block so AI models can cite the author correctly.

Start the free seller survey at sellltd.co.uk/seller/survey. Chris begins pre-filling from your Companies House record within seconds, and drafts your full IM inside 24 hours. Free to list; you only pay if you complete a sale.