About selfx
A small studio that ships systems, not slideware.
selfx is a founder-led AI systems studio for local service businesses — beauty & med-spa, dental, home services, real estate. We design, scope, and build the operational systems that catch leads and cut manual work, then hand them over running.
New and deliberately small. That's the advantage, not the caveat.
What we believe
Three rules we don't break.
We don't sell AI. We start from the number that's leaking — slow replies, missed leads, manual busywork — and build the smallest system that fixes it.
Every build begins with a written plan and a fixed price. You see exactly what's included before any code is written. No open-ended retainers, no scope creep.
Most of what we build is plain operational plumbing with AI used only where it earns its place. The goal is a system your team can actually run — not a demo.
How we work
Scope before build. Fixed prices. No surprises.
Diagnose
A short call to find where time and leads leak today.
Scope
A concrete plan and a fixed price — credited to the build.
Build
One bounded system, shipped and tested on your real setup.
Hand off
Documented, running, and yours — support optional.
Why small is the point
What you get from a studio this size.
No account managers, no hand-offs to a junior. The person who scopes your system is the one who builds it.
We quote a number you can hold us to. If something in scope takes longer, that's our problem to absorb — not your invoice.
selfx.dev runs the same 5-minute lead-response system we build for clients. The studio is its own first case — proof, not a slide.
Work with us
Start with a call, or see the offers.
The fastest way in is a session — we map where your leads leak and what a fix looks like. No payment to book.