Terms of Service

By using SellLtd.co.uk you agree to these terms. The service is operated by AutoThink Group Ltd (trading as Sell Ltd) (Company Number 13994278), registered in England & Wales. If you do not agree, please do not use the service.

Sell Ltd provides an AI-powered M&A platform to help UK limited companies understand value, prepare for sale, identify buyers and progress transactions. Chris is an AI adviser and his outputs are informational, not formal financial or legal advice.

You are responsible for keeping your account credentials secure and for all activity that occurs under your account.

Do not use the service to break the law, infringe rights, or attempt to disrupt the platform.

Sell Ltd’s commercial model has four separate components. Each fee corresponds to a distinct service delivered on the platform.

• Subscription. Explore is free. Prepare is £299 / month. Broker Workspace is £199 / month. Subscriptions cover professional preparation of the business (Information Memorandum, teaser, document vault, listing workspace) and do not include buyer outreach.
• Buyer Outreach Credits. Pay-as-you-go. Each credit funds Chris AI to identify, research, qualify and prepare personalised outreach to one potential buyer. Credits never expire and unused credits remain on your account. Chris does not send outreach without your explicit approval.
• Deal Progression Fee — £5,000 + VAT, one-off. Payable when both parties formally commit to progressing the acquisition (Heads of Terms, Letter of Intent, Exclusivity Agreement or equivalent written commitment). The fee unlocks the deal workspace, buyer communication, negotiation tools, document coordination, secure deal room and AI transaction assistance, and is non-refundable if the deal subsequently collapses.
• Completion Fee — 2.5% of the final consideration. Payable only if the acquisition of an introduced buyer completes. Applies only to buyers introduced to you through the Sell Ltd platform.

All fees are quoted in Pounds Sterling and are exclusive of VAT, which is charged where applicable. Overdue amounts accrue interest at 8% above the Bank of England base rate under the Late Payment of Commercial Debts (Interest) Act 1998. The specific terms of each Deal Progression Fee and Completion Fee are recorded in the Seller Listing & Success Fee Agreement (for direct sellers) or the Buyer Introduction & Success Fee Agreement (for brokers), which must be signed before a listing is published or buyer outreach is commissioned.

To the maximum extent permitted by law, our liability for the service is limited. Nothing in these terms excludes liability that cannot be excluded under English law.

These terms are governed by the laws of England and Wales.