We build the AI that gives you your business back.
Agents, apps and automations for medium businesses, designed and built for you, and left in your hands to run. Melbourne based.
You're growing. The admin is growing faster.
Someone is still keying quotes in by hand. The Monday report gets rebuilt from three systems every week. Good people spend their afternoons chasing, copying and checking instead of doing the work you hired them for.
You've heard AI can help. Nobody has shown you where, in your business, with your systems. That's the job.
What we build
Three kinds of build. Plain English, real outcomes, inside the systems you already run.
Agents
Software that reads, decides and acts on a task you'd otherwise give to a person, within limits you set.
What that looks likeIn-house apps
Small, purpose-built tools shaped around how your business actually works, not a generic product bent to fit.
What that looks likeAutomations
Steps that run themselves between the systems you already use, with AI handling the judgement calls.
What that looks likeReliable AI builds, from people who understand business.
Not an enterprise consultancy with enterprise prices. Not an offshore dev shop that ships code and disappears. Not a no-code seller who leaves you with no governance.
- Business judgement first. Sam has run P&Ls and led transformation for twenty years. We start with the task, not the technology.
- Governance and adoption are the job. Human approval points, clear ownership, and a team that actually uses what gets built.
- Built for you, owned by you. Documented, handed over, no lock-in. You end up in control.
- Local and dependable. Melbourne based. Working across the South East, the Mornington Peninsula, Bass Coast and beyond.
How it works
A guided path. You always know where you are and what comes next.
Opportunity Mapping call
Thirty minutes. We find where AI would pay off and whether you're ready to build.
Proposal
A scoped build with a price, mapped to the opportunities we found. No surprises.
Build
Sam designs, Steve builds. Foundations first if you need them. Your team involved throughout.
Ongoing care
We keep it working and help your people run it. Full service if you want it.
Real, working things we've built
We don't have client case studies to show yet, so we won't pretend to. What we can show is capability: the proof we point to first is the one we built for ourselves.
25eight
An AI-native business, running on a system we designed and built.
What it demonstrates Web applicationDream Life Simulator
A consumer web app that turns a written goal into a vivid, personal experience.
Orby
A live voice agent that connects to Google Workspace and gets things done.
Client stories will be added here as engagements complete. See everything we've built.
Which path is right for you?
Two honest routes into AI. Same people behind both. Pick the one that fits how you want to work.
FreeDAIY
You run a medium business with a leadership layer and no in-house AI capability. You want it designed, built, governed and adopted properly, then left in your hands. Stay here.
See how it works25eight
You are a smaller business, on a tighter budget, or you would rather build the capability yourself. Our sister brand runs programs that help owners build AI and business foundations themselves.
Visit 25eightThe questions leaders ask us first
Straight answers. More on the How it works page.
Where would AI actually help my business?
Usually in the repetitive work your team does by hand between systems: quoting, reporting, inbox triage, onboarding, scheduling, data entry. FreeDAIY finds the specific tasks in your business on a short Opportunity Mapping call, then tells you honestly which are worth building for and which are not.
What is an Opportunity Mapping call?
A 30 minute, no-obligation call with FreeDAIY where we look at how your business runs, name the tasks worth removing with AI, and check whether your systems are ready to build on. You leave with a short list of where AI would pay off and a clear next step.
Will my team actually use it?
That is the part most AI builders skip and the part FreeDAIY plans for from day one. Sam leads adoption: how the work changes, who approves what, and how the team is brought along. We do not hand over a tool and disappear. Ongoing care keeps the team confident and the build working.
Are we locked in, or do we stay in control?
You stay in control. FreeDAIY builds inside the systems you already run, documents everything, and leaves you able to operate and govern it. You can keep us on for care and capability, or run it yourself. No lock-in.
Tell us the task that quietly eats your week. We'll show you what to do about it.
One short call. No obligation. You leave with a clear view of where AI would pay off in your business, and whether you're ready to build.
FreeDAIY is a Melbourne-based company that designs and builds practical AI for medium-sized businesses (roughly 20 to 199 staff): AI agents, in-house applications and workflow automations, with governance and team adoption handled as part of the job. Run by Sam Hurley (design, governance, adoption) and Stephen Kelly (build). Serving South East Melbourne, the Mornington Peninsula, Bass Coast and wider Victoria. Sister brand: 25eight, the do-it-yourself option.