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Strafi watches your business in the background, across every system you connect. It reasons over what it finds and tells you what matters against the goal you set, not in the abstract. You can ask it anything at any time. And it explains as it goes, so your numbers make more sense to you each month.
Getting set up
Roughly five minutes, start to finish. Every connection is read-only. Strafi can never move money, raise an invoice, or change anything in your accounts. Already set up? Skip to how it works.
Create your account
Name, email, and the WhatsApp number you want Strafi to use. Start at strafi.co/start.
Connect your accounting
FreeAgent or Xero. This is the source of truth and Strafi needs it before anything else works. You'll be sent to your provider to authorise, then straight back.
Add payments, CRM and pipeline
Stripe for revenue, HubSpot or Pipedrive for deals. Optional, but this is where the cross-source intelligence comes from, the patterns that need two systems at once. See what connects.
Set your goal
Your business type, and what you're working towards over the next 12 months. Two questions, and they decide what every briefing leads with from then on.
Send briefing
Message the Strafi WhatsApp number and your first read arrives within a couple of minutes. After that it comes to you.
How it works
The weekly read is the floor. The alerts are the part that matters. And you can ask it anything in between.
The weekly read
Where the business is. Your position across every connected source, read together rather than one number at a time, and set against the goal you gave it at setup rather than in the abstract. It arrives whether or not you ask for it. Send briefing any time you want it sooner.
This is the floor.
Alerts
When something actually happens. A client files accounts showing the business is going bad. A large invoice goes overdue. Cash moves somewhere it shouldn't. Strafi reads your position every morning and compares it against yesterday. If nothing has moved, you hear nothing.
This is the part that matters.
Ask it anything
Any question, at any point, in plain English. No command needed and no format to learn. Strafi answers from your actual numbers rather than in general terms, and explains as it goes if you want to know how it got there.
Your clients and suppliers
Strafi watches the companies you depend on at Companies House. Every Sunday it rechecks the record of every client who makes up a meaningful share of your income. If a business that owes you money files accounts showing it's going bad, you hear about it before the invoice goes unpaid.
It also tracks HMRC deadlines and regulatory change every week. When your own numbers are quiet, it widens out to conditions in your sector and your region, and raises them only when they bear on your position.
Ask anything
Most of what Strafi does needs no command at all. Ask in plain English and it answers from your actual numbers. These are the questions worth asking depending on how your business makes money.
Agency & consultancy
"How many months of pipeline do I have?"
"What's my average collection period?"
"Which client is my biggest concentration risk?"
"Has my day rate moved this year?"
SaaS & subscription
"What's my net MRR change this month?"
"Is my churn rate getting worse?"
"How many months of runway do I have?"
"What's my burn multiple?"
E-commerce
"What's my refund rate this month?"
"What am I actually paying to accept payments?"
"Has my average order value moved?"
"How far away is peak season?"
Startup
"How many months of runway do I have?"
"Am I on track for my fundraising timeline?"
"What's my burn multiple?"
"Can I afford this hire?"
Property & landlord
"What's my collection rate this month?"
"Which properties are in arrears?"
"When do my mortgages reprice?"
"What's my net yield after costs?"
Property development
"How does my runway compare to completion?"
"Am I over budget?"
"What does a six-week delay do to my position?"
"What's my margin at the current sale price?"
It explains as it goes
Ask what any of it means and Strafi answers at the level you need. Send explain headroom, explain VAT, explain CT or explain invoices. The last covers why a profitable month can still leave you short of cash. Over time the briefings assume more, because you know more.
Shortcuts to specific things. Not case-sensitive. On mobile, tap Send to open WhatsApp with the command already typed.
Your weekly read, on demand.
Position across every connected source, set against your goal. Strafi will ask whether you want it as voice, text, or both, and remembers your answer.
The same position, read purely as pace against your goal.
Use when you want to know whether you're ahead or behind on the target, whether the hire is supportable yet, whether you're holding the headroom floor you set.
Also works: goals goal brief
Your position in two sentences.
For when you want the headline and nothing else. Good between full reads.
Three things worth understanding about your position right now.
Strafi picks the questions from what your numbers are actually doing, not from a fixed list. Reply 1, 2 or 3 to get the answer to any of them.
Something in your numbers you probably haven't noticed.
Deliberately open-ended. Strafi goes looking for the pattern you didn't ask about: a client creeping up as a share of income, a collection habit forming, a cost quietly compounding.
Also works: insight surprise me what am i missing
Health check on the clients who matter to your income.
Companies House filings, director changes, and public signals for the clients who make up a meaningful share of what you earn. Risk-ranked, most concerning first.
Also works: my clients client risk client health client intelligence
Your deals, weighted, with a forward view.
Weighted value, 60 and 90-day forecast, concentration risk, and deals that have gone quiet. Works whether your deals come from HubSpot, Pipedrive, a spreadsheet upload, or messages you've sent Strafi.
Also works: my pipeline deals forecast
Your First Financial Review, a full written assessment.
The long-form one. A structured review of your position, written the way a finance director would write it. Available as a PDF you can keep or send to your accountant.
Also works: report my report first review financial review
An extended audio briefing on a single topic.
For when one thing deserves more than a paragraph. Strafi will ask which topic before it starts.
The short version of this page, in WhatsApp.
Commands plus example questions suited to your type of business.
Also works: commands menu what can i ask ?
Telling Strafi things
Strafi reads your connected accounts, but not everything lives there. Send any of these as a normal message and Strafi will remember it and use it from then on.
"I have £30,000 reserved for CT"
Records tax money you're holding somewhere Strafi can't see, a separate savings account or a reserve pot. It won't appear in your accounting platform, but Strafi will factor it into your position from then on.
"I've paid my VAT"
Stops Strafi flagging overdue VAT returns for 90 days. Useful when you've paid HMRC but your accounting software hasn't caught up yet.
"Meridian Group is a former client"
Marks a client as ended, so Strafi stops monitoring their Companies House record and stops raising them. Old clients otherwise linger in your income history and distort concentration.
"Apex Digital is the same company as Apex Digital Ltd"
Merges two names that are really one client. Without this, the same customer can appear twice in your income breakdown and both halves look smaller than the relationship actually is.
WhatsApp and the web
Strafi comes through WhatsApp because that's where you already are. Nothing to log into and no dashboard to learn. When something needs more room than a message, a full briefing, the numbers underneath it, a closer look at one client, Strafi sends a link through to the web.
Strafi can't read these anywhere, so you hold them yourself. Five minutes once, then rarely again.
Your properties.
Units, rent, mortgage rates and repricing dates. Without these a property briefing has nothing to reason over.
Your development project.
Budget, drawdown to date, completion date and target sale price. This is what runway to completion is measured against.
Your deals.
Add by hand, upload a spreadsheet, or connect HubSpot or Pipedrive. Strafi researches every named company as you add it.
Your goal and business type.
The two answers that decide what every briefing leads with. Change them any time and the next read shifts with them.
Your connections and subscription.
Connect or disconnect any data source, and manage your plan.
What Strafi can't see
Strafi is only as good as what it can read. If a number looks wrong to you, it's usually one of these, and usually something you can tell it directly.
Your bank account directly. I read the balance your accounting platform holds, which is only as current as your last reconciliation. If you haven't reconciled this week, I'm working from last week's picture.
Money held outside your accounting platform. A tax reserve in a separate savings account is invisible to me unless you tell me it's there.
Work you've done but not invoiced. If it isn't raised as an invoice, it isn't in your position, however certain the money feels.
Commitments you've made verbally. A hire you've offered, a contract you've agreed, a supplier price rise coming next quarter. None of that exists in your data until it does.
Whether a number is right. I reason over what your platform tells me. If something is miscoded or missing at source, I'll reason confidently over the wrong figure. Your accountant is still the check on accuracy. I'm the check on what it means.
Common questions
Is the weekly read the main part?
No. The weekly read is the floor, so you always know where you stand. The alerts are the part that matters, because they tell you about something you wouldn't have gone looking for.
How often will Strafi message me?
Two different things. Alerts fire only when something has actually changed, and Strafi stays silent when nothing has. The weekly read arrives on a set cadence, weekly by default. To change your cadence, email info@strafi.co.
I'm not getting any messages
Check you're messaging from the same number you registered. Strafi matches on the number, so a second phone or a work SIM won't be recognised. If that's right and it's still quiet, email info@strafi.co.
How do I change my WhatsApp number?
Email info@strafi.co from your registered address. Numbers can't be changed self-serve yet because they're how Strafi identifies you.
The headroom figure looks wrong
Usually one of three things: unreconciled transactions in your accounting platform, tax money held in a separate account Strafi doesn't know about, or invoices raised that haven't been marked paid. See what Strafi can't see.
Why is my briefing focused on the wrong things?
Probably your business type or your goal. A landlord and a SaaS founder get very different reads, and if the type is wrong the lens is wrong. Change both at strafi.co/profile.
Can I get briefings as text instead of voice?
Yes. Strafi asks when you request a briefing. Reply voice, text or both. It remembers your answer.
Can Strafi change anything in my accounts?
No. Every connection is read-only. Strafi can't move money, raise or edit invoices, or alter your records in any system.
Where is my data held?
In the EU, in Amsterdam. Full detail in the privacy policy.
How do I disconnect a data source?
From your account page. Disconnecting stops Strafi reading that source immediately. Briefings carry on using whatever remains connected.
How do I cancel?
From your account page, any time. If you're a Founding Member, note that the locked price only holds while your subscription runs continuously.
Do I still need my accountant?
Yes. Strafi doesn't file anything, doesn't do your books, and doesn't replace professional advice. It tells you what your numbers mean between the conversations you already have.
Something's broken, or I need a hand
Email info@strafi.co. Real reply, usually same day.
Didn't find it here?
Send us the question directly. If enough people ask the same thing, it ends up on this page.
Last updated 4 August 2026