‘Chillsville’ is the consumer-facing brand prototype of a unique scalable AI agent, called TherAIpy.

You’re in first. It’s an excellent, unique idea, which is part of an exploding market. It’s got an amazing team and a positioning that protects it from the inevitable race to the bottom we’re already seeing in GenAI platforms.
Investing in TherAIpy is an SEIS-eligible startup. So if you are a top-rate taxpayer and invest £10,000 in an SEIS-eligible company, you can claim 50% income tax relief. Additionally, if you hold the SEIS shares for at least three years, you won’t pay any Capital Gains Tax on the profit.

At TherAIpy we’ve understood for a couple of years now that AI is vital for business, but its inevitable outcome for many GenAI platforms and LLMs is an inexorable race to the bottom, price-wise.
In February we saw the Chinese entrance to the market with DeepSeek, and what happened? Immediate stock crashes and price drops, even by players like OpenAI.
TherAIpy is immune to all this risk of commodisation, as we are servicing humans, and making them more relevant.
We prize human content, human connection and empathy.
AI, and our Agent design is the tool to augment our humans, not replace them. You will never see a ‘chatbot’ with us or LLM generated content – those ideas are new right now, but in a year or two people will be yearning for actual human connection.
With us, if a better AI platform comes along, we can use it and benefit you as an investor.
With us, the millions of therapists around the world who spent years and fortunes training in their chosen fields, stay relevant, can make more money, attract more customers and help more people.
With us, anyone can become a TherAIpist without spending thousands and taking years: for example, any parent in the world who struggles offering advice to their children without it turning into a conflict, can become a TherAIpist. It’s an endless market.
And it’s all set up to be a sustainable, DEI-friendly profitable business, that will scale easily, globally, and with no cost risk.
As long as there are humans who want to help other humans, TherAIpy will thrive.

As a start-up, all we can truly tell you is what we are aiming for ourselves. Our founder Simon sees making this work as the purpose of his life: solving one of the world’s biggest problems, and making money for you, the investor.
Our initial target for investors at this stage (this will significantly reduce for later investment phases) is 40X over 4 years.

Our business is based on providing a very attractive proposition for our two main customers, B2C therapists, and D2C end consumers.
In the longer run, we’re looking at D2G, such as the NHS, and to be honest, it’s perfect for them, but it would foolish to make any statements now about our projections there, as those are slow procurement processes.
So let’s look at our B2C customer, therapists. Many of them find it hard to find clients, because their product is so expensive and they are not good at marketing. We solve these issues immediately.
Now there’s a big thing for therapists called CPD (continuing professional development) where they are expected to be constantly learning new things.
Typically a CPD course can cost £300-£700 for a one to day course, usually a set of lectures around a topic. That’s it. You don’t usually get any help, and these courses rarely have much direct impact on your business.
With TherAIpy you can pay that kind of fee, and learn and integrate our entire offering into your business. The value you get here is staggering compared to other forms of CPD.
To explain why this is such good value it’s because we’re not trying to make money here. Our training will be sold at cost, so approximately 15% the cost of equivalent training elsewhere. The objective is to get people signed up.
Another key point is to not charge subscription fees – instead, like the App store on your phone, we just charge a commission when our therapists make sales to their clients.
To illustrate how great this is, in order to create the prototype you can play with on the Chillsville page, Simon had to set up 7 accounts, and 5 subscriptions. And this was before he’d even put it together!
Oh, and by the way our therapists can set their own price, create their own content and sell it back to the system … and so many other benefits they don’t get anywhere else.
Then when we come to the end consumer, our B2C customer, who will access our products either through a therapist, or directly … the benefits are equally extraordinary.
They can create their own, personalised therapies with the Instant Session tool whenever they want, for free or a low charge, and if they want to, they can also talk to a therapist whenever it suits them.
Bearing in mind a typical therapy engagement costs £700 and takes 12 weeks, you can see how attractive Instant Sessions are!
When consumers do talk to our therapists, it isn’t a vague never-ending weekly chat like they find elsewhere: it’s programmed, scheduled and has definite start and end points, fixed prices and is highly practical.

You’ll be paying for people’s time, specifically in product development in two key areas: the AI model, and the web tech application and content. These requirements are costed at roughly 40% below market rates – the lead dev is working at 57% below his normal rates … so, ‘mates rates’ if you like.
These low prices are a combination of the team knowing each other well, and excellent, relevant experience.
You are very fortunate inasmuch as there is a proof of concept already, just go play with the Chillsville app to see for yourself. So, the next phase of work is not ‘experimentation’ or generally messing around, it is clear, scheduled and highly efficient. There is a very low likelihood of pivoting to other models and ideas. Basically, your money will not be wasted.
What you are – not – paying for is very important to know. At this stage no investment money goes into nebulous, soft ideas like UX, branding, marketing, strategy. Fortunately, we have all these skills in-house and as such they have no investment cost. Also you will not be paying for software licenses.
A small amount may be spent on testing and research: confident as we are, we need to test all iterations with our key customers as we go.

This limited funding S-EIS run starts February 2025. We have a set-up where any investments received go to work immediately. Currently, we are planning to launch the beta test (Chillsville) in March to the public for broader testing, and depending on levels of investment, the next phase of development is targeted at June 2025.
In terms of you getting money back, this depends on the broader strategy of launching and creating a more valuable company which will be attractive for larger investors who want to buy you out, and it would be foolish to give you a specific date for this. However, we do have broad plans of creating massive acceleration in value withing 36-48 months, so that might be a reasonable time frame to consider.

The founder, Simon, is a double certified hypnotherapist and psychotherapist, but more importantly he is a multi-skilled digital innovator, who has worked on many of the world’s largest brands in the fields of UX, content, product innovation, research, branding and strategy. He’s been through the process twice already of start-up growth and management, and previously was a multi-award winning TV and radio producer.
Scott is the AI Lead, and boy, is he qualified! He is a PhD in AI voice technology, and he has personally developed and created almost exactly the tech requirements TherAIpy needs, and as such, knows which direction to take and how to get there quickly.
Code With Feeling is our web tech partner, and they have worked for over 20 years with Simon on, probably over 50 projects, and with the same exact resources involved. The lead there is an audio and React specialist who is directly responsible for developing the Chillsville demo app.
There are several other team members, such as Keely, an Oxford educated linguist, and Nic, a therapist who trained with Simon, who will both work on therapy content. Sasha is an Oxford educated entrepreneur who will take up the reins of being MD once funding is in place – her history is in building up a media company, and she is world-class video and advertising expert.
Additionally we have other Oxford, Harvard and highly qualified advisors who have contributed heavily to the project so far, and who will be more involved as funding progresses, but let’s be realistic, this won’t happen until we can afford them, and right now it’s all about development so we don’t want to pay for ANY resource not directly involved in production.
To date our board of experts has advised on financial modelling, customer analysis, pricing and other core aspects of business development.
Finally, you might be wondering about data security. Much like our experts, we don’t want to pay a premium for this resource, so are using a local AI focused AWS devops supplier, who provide a totally secure service at a reasonable monthly fee.

Chillsville is a working prototype. As you can imagine we have a lot of new features and plans on the roadmap. All we are showing here is the absolute basics of our plans – the option to generate your own Instant Therapy Session (for free) alongside the option to talk to a real therapist. This is to show the principle of what we call ‘hybrid therapy’ whereby the overall quality and effectiveness is accelerated at a much lower cost.
To be fair, it’s not hard to imagine how the product can expand both in terms of features and reach. However for now our specific plans are reserved for investors and not public domain.

Definitely. One of the incredible things about our product is that it means it’s as easy to produce a useful therapy for someone very niche, for example a LGBT+ teenage refugee who suffers from excessive blushing is as easy to treat as a mainstream issue like quitting smoking.
Our team is inclusive, with LGBT+, racial minorities, women and neurodiverse included, however, these team members’ identity is secondary to their excellence and capability. In short, it’s just part of the richness of who they are, not the reason they are here in the first place. These people are seriously smart and effective.

If you are serious, you can email us at info@chillsville.co.uk.
There is a PDF you can download above which gives an overview but no confidential information.

Email us at info@theraipy.co.uk for terms sheets and to set up a call.