You've built a good business. Now let's build the one you actually want.
Your numbers, your plans, and the people who can help, all in one place. We tell you where you're at, help you decide where you're going, and then keep you moving.
£49 a month plus VAT. Cancel any time.
Three things, every month.
None of it is filing your accounts. Your accountant does that. This is the other job, the one nobody is doing for you.
Know where you're at
Proper management accounts, read by a person, explained in a sentence. No jargon, no forty numbers, no homework.
Decide where you're going
Your vision, in your words. Then we drive it back to goals, and back again to what you're doing this month.
Actually get there
One question a week and one conversation a month, so the year doesn't quietly disappear on you.
Most small businesses are good. Almost none are built.
We help you build the whole thing.
Six questions, answered once, in your own words. You can talk them in rather than type them. After that everything measures against them.
Purpose
Why does this business exist, and what do you want out of it?
Vision
Where are you going, and what does it look like when you get there?
Success
How will you know? Which numbers actually matter to you?
Bets
What are you backing this year, and when do you admit it didn't work?
Plan
What has to happen, who's doing it, and by when?
Commitments
What will you actually do, and who's holding you to it?
Sometimes the numbers are not the problem.
A business can have decent margins and still be stuck, because everything goes through one person, or because selling is somebody rather than a system, or because the employment side has quietly fallen behind. Lobster asks about all three, in the same plain questions as everything else, and tells you which one is actually in the way.
Leadership
Whether this business can run without you standing in the middle of it. Fifteen questions about the bottleneck, the people, the conversations you are avoiding, your time and the direction. A different fifteen if you are on your own, because being the only person is a different job.
Sales
Where the work comes from, and whether it would keep coming if you stopped. What is out for quote, what you actually convert, whether the price has moved in eighteen months, and whether anybody is still waiting on a quote from you today.
People
Eight duties that are either true in your business or not. Contracts, right to work, holiday records, pensions, the harassment duty that changed in October 2026. Not a score and not employment advice, just the list nobody has read out to you.
And where it needs a person, we bring one in.
The diagnosis is part of the £49. Working on it is not. When the answers point at a coach, or at somebody who does employment for a living, Lobster says so and offers to make the introduction, with your business and your own answers already written up so the first conversation does not start from the beginning.
Nothing is paid to us either way for an introduction. It appears because your answers put it there, and it never appears for a business that is doing fine on that front.
Someone who knows when you're kidding yourself.
A real person who knows your numbers, your plans and what you said you'd do last month. Not a chatbot with a hat on, and not somebody you meet once a year.
Behind them sits the rest of it. Chartered Management Accountants on the numbers, coaches when you want pushing, and specialists for the bigger questions. You never pay for any of that until you ask for it.
The things people ask first.
Is Lobster an accountancy firm?
It is run by one and powered by Chartered Management Accountants, but it is not sold as accountancy. Filing your accounts is a different job from sitting beside you while you decide something.
Do I have to change accountants to use Lobster?
No. Nothing moves and nobody gets a letter. Lobster sits alongside whoever you already use.
What is the investment?
An investment of £49 a month plus VAT for up to three businesses, and you can cancel any time. Coaching, a funding pack or preparing a sale are add ons, agreed when you ask, and nothing is added quietly.
How much time does it take?
About an hour a month. The writing happens once, near the start, and you can talk it in rather than type it.
Does it work if I am not a limited company?
Yes. Companies House only publishes accounts for limited companies and LLPs, so a sole trader or ordinary partnership tells us a handful of figures instead and gets the same read.
What is the complimentary report?
Where Are You At is a complimentary read of where a business actually is, and it is the way in for anybody who wants to see something before paying. Eighteen statements, about four minutes, no company number needed, and it says which of six areas is weakest and what the first month should go on. For a limited company Lobster also reads the last two sets of filed accounts from Companies House, so the figures arrive without anybody typing them.
Does Lobster do coaching?
Lobster diagnoses it for everybody and the coaching itself is an add on. Fifteen questions on leadership and fifteen on sales tell you which of the two is actually holding the business back, and that is inside the £49. Working on it with a coach is a separate investment, only comes up when the answers say it should, and Lobster makes the introduction with your answers already written up.
How do I start?
Open an account at app.yourlobster.co.uk, which takes about two minutes and needs an email, a mobile and your business name. The software works from that moment. Because AI Finance Partners is supervised by CIMA for anti money laundering, there is an identity check before the part that reads your figures and tells you what they mean, and Lobster opens that on its own the moment the check clears.
Why do you need to check who I am?
Reading your figures and telling you what they mean about your business is a regulated accountancy service, and the rules require the check to be done before that starts rather than after. It takes a few minutes once and it is then done for good. Everything else in Lobster is yours to use in the meantime, and if the checks cannot be completed we will not be able to act for you, and you can cancel the subscription at any time from inside Stripe.
a month, plus VAT. Cancel any time.
Up to three businesses on one account.
Coaching is an add on where it suits you, not part of the subscription. Lobster tells you whether leadership or sales is the thing holding this business back, and it does that for everybody. Actually working on it with somebody is separate, the investment is agreed when you ask, and it only comes up when the answers say it should.
Same for a funding pack, a sale you are getting ready for, or somebody producing your management accounts each month rather than you finding them. Nothing is ever added quietly.
Because AI Finance Partners is supervised by CIMA for anti money laundering, there is an identity check before the analysis of your figures opens. Everything else works from the minute you sign up.
Where are you at?
Give us your company number and we'll do the whole read. Your filed accounts, your market, your website, what you sell and where the business actually is. It comes back as a proper document, written by a person, and it ends on the thing worth doing next.
If it's useful you'll come back. If it isn't, keep it anyway.
Whatever you write in that last box is what we look for first. Your details stay with us and they are never sold.