FlexiWork
One rota. Every worker. Every shift.
Rota and wages management for the UK service economy — with on-demand agency cover built in.
Raising £600,000 · SEIS and EIS
One rota. Every worker. Every shift.
Rota and wages management for the UK service economy — with on-demand agency cover built in.
The UK service economy runs on shifts.
8 million shift workers. 500,000+ businesses. Most still managed on WhatsApp.
WhatsApp and spreadsheets
8–12 hours of scheduling admin per week, every week
Staffing agencies
20–30% markup on worker wages for emergency cover
No integration
Scheduling, pay calculation, and agency cover are three separate systems
No single platform connects the rota, the wages, and the emergency cover — at a price SMEs can afford.
And the problem is getting worse.
The Employment Rights Act 2025 introduces guaranteed hours provisions and enhanced worker protections — significantly increasing the administrative burden of managing a mixed permanent and casual workforce. Businesses without digital records face growing compliance exposure. Most have nothing.
One platform. One worker record. No gaps.
Build rotas in minutes. Manage availability, shift swaps, clock in/out. Multi-site from one dashboard.
Set your pay rules once. FlexiWork calculates exactly what each person is owed and exports a clean report for your payroll provider.
Shift still unfilled? Post it to a network of verified UK workers. They apply, you approve. No phone calls, no agency markups.
H&S awareness, food hygiene, and onboarding compliance training — required for agency workers, sellable to SMEs for their own staff.
Full HMRC RTI submission, payslip generation, and statutory calculations — built on your existing Wages setup.
One worker record flows across all four.
Switching means rebuilding everything. That is the moat.
Three forces converging at the same moment
Regulatory pressure
Employment Rights Act 2025
Guaranteed hours, digital record-keeping, enhanced worker protections. Businesses without a digital rota are now exposed.
Labour market strain
8M
Shift workers across UK F&B, retail, hospitality and events. Vacancy rates remain elevated. Emergency cover costs are rising.
No integrated solution
Zero
No platform in the UK combines rota, wages, and on-demand agency cover for SMEs at this price point. The category does not exist yet.
The Employment Rights Act creates a forcing function.
Every F&B, retail, and hospitality operator in the UK now has a compliance reason to adopt digital workforce management — not just an efficiency reason. FlexiWork is positioned as the solution at precisely this moment.
First mover with complete integration wins the category.
That window is open now. It will not stay open.
Hook with Rota. Expand through Agency. Lock with Wages and Payroll.
Rota + Wages · flat monthly fee
Starter: £35/mo up to 15 workers
Growth: £65/mo up to 50 workers
Scale: £110/mo up to 150 workers
50% off for 6 months during early access · rate locked 12 months post-trial
Free to post shifts
15% commission on worker pay · only when a booking is completed
No subscription required · no upfront cost · no agency markups
Comparable staffing agencies charge 20–30% + VAT
Hook: Rota + Wages solves scheduling admin and pay calculation immediately
Expand: Agency fills gaps without phone calls or agency fees
Lock: Wages and Payroll data cannot be easily migrated — switching costs are real
One app for regular shifts, availability, and swap requests
Access additional agency shifts when their regular schedule has gaps
Build a verified reputation that unlocks better shifts over time
Both sides are retained by shared data. Switching means rebuilding everything.
Blended ARPU Y1
£42/mo
CAC online GTM
£180–280
LTV:CAC
5–7:1
Gross Margin
82%
UK beachhead: 250,000 target businesses · 8 million shift workers · 97%+ SMEs
Year 1
400
employers
£175K ARR
Year 2
900
employers
£900K ARR
Year 3
1,800
employers
£1.96M ARR
UK SERVICEABLE MARKET
250,000
businesses with 5–150 shift workers in F&B, retail, hospitality and events
UK SaaS OPPORTUNITY
£150M ARR
subscription revenue alone at average £600 ACV · before agency commissions
0.16% of the UK serviceable market = £1M ARR
Year 3 target is 0.7% penetration.
The moat is full-stack integration at SME price points
Deputy
Scheduling only · ~£200/mo for 50 workers · No wages calculation · No agency marketplace
Bizimply
Scheduling + basic HR · ~£400/mo for 50 workers · No agency marketplace · Too expensive for SMEs
Rotaready
Scheduling + payroll · ~£150/mo+ · No agency marketplace · No flexible pay engine
Traditional staffing agencies
Labour supply only · 20–30% markup on wages · No scheduling or wages integration
Rota connects directly to on-demand agency workers
Wages runs on the same worker records as the rota
Permanent, casual, and agency staff managed in one view
SME pricing — less than one-third of Deputy's equivalent plan
FlexiWork Growth
£65/mo
50 workers · full price
Deputy equivalent
~£200/mo
50 workers · scheduling only
Bizimply equivalent
~£400/mo
50 workers · scheduling + HR
Two parallel motions from day one. Online-first. No field sales.
EMPLOYER ACQUISITION
Target: F&B, retail, hospitality SMEs · 5–150 workers · owner-operated
Primary: Google Search (intent-based) + LinkedIn (by job title)
Events: Pub Show, Restaurant and Bar Tech Live, The Caterer Summit
Referral: 1 free month per referred paying customer from Month 3
Partnerships: POS providers, food distributors, hospitality consultancies
Motion: 30-day free trial, no card. Demo to trial to paid in 1–2 weeks.
WORKER RECRUITMENT
Target: hospitality and retail workers seeking flexible income · 18–35 · London, Manchester, Birmingham, Bristol
Primary: Meta and TikTok paid social (workers are not on LinkedIn)
Events: Hospitality job fairs, university careers events
Ambassador: Micro-influencer programme in UK hospitality and events
Referral: Cash bonus per referred worker after first completed shift
Job boards: Indeed and Gumtree for high-search shift types
Month 3
50 employers
200+ workers
Month 6
250 employers
Agency live · 500+ workers
Month 12
400 employers
1,500+ workers
Month 14–18
Series A
ready
Target retention 87%+ · Break-even Month 18–20 · Series A at £3–5M targeted Month 14–18
Year 1
£175K
400 employers
2,000 active workers
Year 2
£900K
900 employers
8,000 active workers
Year 3
£1.96M
1,800 employers
22,000 active workers
Gross Margin — subscription
82%
Operating break-even
Month 20
MRR at Month 12
£38K
Exit comparables
Deputy acquired ~$600M · Planday acquired by Xero ~$200M · Quinyx Series C at 10x+ ARR
Workforce infrastructure exits at 5–10x revenue
Series A path
£38K MRR at Month 12 covers operating costs. Series A raise begins Month 14–18. Target: £3–5M at £15–25M pre-money.
£600K · Deployed in two stages · Two parallel GTM motions from day one
Working full-time since incorporation. No salary drawn. Backed by a paid developer throughout.
Rosta & PayOut — live, selling now
Gig Platform — built, launching shortly
Academy — planned post-funding
SEIS — Issued first · Deployed immediately
£250,000
Foundation: team, product, setup + initial GTM
Core team: CEO salary + PA months 1–6
Technical: CTO + 2 developers months 1–6
GTM setup: Branding, AI agent stack, creative, website
Employer campaigns: Google + LinkedIn initial spend
Worker campaigns: Meta + TikTok initial spend
Operations: Legal, accounting, insurance, working capital
EIS — Follows SEIS close · Scale deployment
£350,000
Scale: full GTM, Agency launch, growth to Series A
Core team: CEO + PA + all hires months 7–12
Technical: CTO + developers months 7–12
Employer campaigns: Google + LinkedIn at full budget
Worker campaigns: Meta + TikTok at full budget, job fairs, ambassador programme
Agency launch: Worker onboarding and verification infrastructure
Series A prep: Data room and investor narrative
SEIS funds prove the model. EIS funds scale it.
The full GTM investment is made only after commercial traction is established with the SEIS tranche.
What £600K achieves — and when
Month 3
Early traction
50
paying employers
£5K
MRR
200+ workers registered
Month 6
Agency live
250
paying employers
£22K
MRR
500+ active workers · first bookings
Month 12
Scale
400+
paying employers
£38K
MRR · subscription + agency
1,500+ workers · 87% retention
Month 14–18
Series A
£3–5M
Series A target
£15–25M
pre-money valuation
Break-even visible · cashflow positive
£38K MRR at Month 12 covers operating costs independently
The business does not require Series A to survive — it requires Series A to accelerate. Runway extends to Month 16–18 without additional investment.
10+ years building people and workforce systems across UK, Europe and SEA
Operated as fractional Chief People Officer across growth-stage businesses
Built Rota and Wages from scratch — live and selling before raising a single pound
British national with established professional networks across UK hospitality, HR and technology
Working full-time since day one — no salary drawn, fully committed
Backed throughout by a paid developer and personal funds
CTO
Platform architecture and engineering oversight · hired Month 1
2 Developers
Agency platform build and enterprise infrastructure · hired Month 1–2
Fractional GTM Lead + PA
Employer and worker acquisition and operations · hired Month 1
Product built. Customers paying. Team ready to deploy.
This raise funds execution — not experimentation.
£600,000
Open to single lead investor or syndicate · Minimum ticket £25,000
SEIS — £250,000
50% tax relief
Income tax relief at 50% on the amount invested · CGT exemption on gains · Loss relief if the company fails
On a £50,000 investment: £25,000 back from HMRC immediately · effective exposure £25,000
EIS — £350,000
30% tax relief
Income tax relief at 30% on the amount invested · CGT deferral and exemption on gains · Loss relief available
On a £50,000 investment: £15,000 back from HMRC · effective exposure £35,000
First-mover in integrated UK workforce management for SMEs
Product live and selling — execution risk, not technology risk
Employment Rights Act 2025 creating a compliance forcing function
£150M UK SaaS opportunity before agency commissions
£38K+
MRR
400+
paying employers
Series A
ready
The rota chaos ends here.