Always on the Right…
For years, we’ve talked about the idea of being on the “right deal.”
The best energy tariff.
The right insurance.
The optimal subscription mix.
And we’ve built tools to help—search, comparison sites, switching services.
But all of them share the same flaw:
They are one-off decisions in a constantly changing world.
Your requirements and context changes regularly. And so does what’s available on the market.
The Problem We’ve Been Solving Wrong
Search is reactive.
You type.
You browse.
You decide.
And then… everything changes again.
Your circumstances change.
Prices change.
Rules change.
And you’re back to square one.
What If You Were Always Optimised?
What if instead of asking:
“Am I on the right deal?”
…you had a system that ensured:
You are always on the right deal.
Not occasionally. Not manually. But continuously. Checking as often as makes sense to do so.
This Wasn’t Possible Before
Until now.
Because five things have quietly fallen into place:
You can now hold your own data persistently
You can act through AI agents in natural language
You can operate with independent digital identity
You can delegate decisions to software acting on your behalf
And crucially… you can define your own terms for data sharing
That last piece matters most.
Because without it, none of this scales.
From Consent to Control
Today’s internet runs on “Accept All.”
A model built for platforms.
Not for people.
But with machine-readable personal terms (MyTerms / IEEE 7012), something changes:
Individuals define the rules
Organisations respond to them
Agents negotiate on your behalf
This is not better consent.
It’s contractual control at scale.
The Real Shift: Demand Becomes the Platform
This is where the model breaks open.
For the first time:
The individual becomes the point of integration and origination
The demand side becomes structured, persistent, and intelligent
The market comes to you
Not the other way around.
Markets become conversations, not take it or leave it offers.
And It Doesn’t Stop at “Deals”
Once you see it, you can’t unsee it.
The same model applies to:
Always on the right benefits
Always on the right insurance policies
Always on the right medication
Always on the right tax code
Always in the right job
This is not a comparison.
This is continuous life optimisation—on your terms.
And It’s Already Starting
When government digital services and regulators begin preparing for agent access to complex systems like benefits…
…it’s clear this isn’t theoretical.
It’s inevitable.
The Missing Ingredient: Trust
But none of this works unless the system acts in your best interest.
That’s why the next phase of the internet requires something new:
Fiduciary agents.
Not platforms optimising for extraction.
But agents are legally and technically bound to act for you. With a duty of loyalty, and a duty of care.
So Where Do We Start?
The logical entry point is still commercial:
Energy. Subscriptions. Insurance. Banking. Investments. Any area in which the supply side runs on data, defined product/ service offers and rules.
But the destination is far bigger:
A world where individuals are no longer passive participants in markets…
…but continuously optimised, actively represented actors within them.
The Bigger Idea
This isn’t about better deals.
It’s about a better operating model for personal data.
One where:
Websites, apps and services come to your data…
…on your terms.