The technician talks. The form fills itself. The answer comes back — hands-free, at the point of work.
Frontline work is broken by everything that isn't the work
Hours lost to paperwork
Technicians spend hours every day on forms, inspections, and warranty claims — typed on devices that were never designed for a workshop or the field.
Knowledge is trapped
When they hit a problem they've seen before, the answer is buried in a manual nobody reads, or locked inside one expert's head — reached only by phone.
Keyboards don't belong on the job
The work stops every time the admin starts. Hands-on technicians cannot type and work at the same time.
AI built for the wrong worker
Every major AI tool assumes a desk, a screen, and a signal. Real frontline work has none of those.
2.7 billion frontline workers. 80% of the workforce.
The deskless workforce — spanning automotive, manufacturing, utilities, construction, field service, and healthcare — is the largest and most underserved market in enterprise software. Billions of workers, almost no purpose-built tooling.
🎯 Beachhead
Automotive service. 35,000+ independent UK service centres, plus OEM dealer networks. BYD alone: 800+ dealerships across EMEA.
🚀 Expansion
Same product, same wedge — double glazing, facilities, agriculture, home services, emergency medical. Every forms-heavy frontline trade.
80%
of the global workforce
works without a desk. They receive less than 1% of enterprise software investment. That gap is the opportunity.
Why ChatGPT isn't the answer for frontline workers
While powerful for general tasks, large language models like ChatGPT, Copilot or Claude fall short when applied to the unique demands of industrial frontline environments.
Not Built for the Job
ChatGPT's design assumes a clean desk, a screen, and a stable internet connection—environments rarely found when a technician has their head "under the bonnet" of complex machinery.
Unverifiable Sources
Relying on information from unverified, hallucinated, public datasets for critical industrial tasks introduces significant risks, potentially leading to costly errors or safety hazards.
Lacks Structured Data
Its chat-only interface is unsuitable for capturing the highly structured data required for compliance, audits, inventory management, or detailed operational records.
Remove the paperwork and the lookups. No keyboard.
FieldPal collapses two of the biggest drains on frontline productivity into a single, spoken interaction.
FieldPal Capture
AI-assisted, voice-first form completion. The technician talks; the form fills itself, correctly. Inspections, warranty claims, job sheets — done at the point of work, without touching a screen.
FieldPal Find
Instant answers drawn from the company's own manuals, service bulletins, and repair history. Ask out loud; FieldPal answers — instead of hunting through documents or phoning the one expert who's already solved it.
One spoken interaction replaces a clipboard, a keyboard, and a phone call
Works on hardware they already own
Runs on RealWear headsets, Android/iOS tablets, and smartphones — no new devices to procure, no infrastructure to build. Deploys in days, not quarters. If you can speak, you can use it. Zero training required.
"I just walked around the vehicle and said the tread depths, and it was all done. I just thought, this is brilliant. I'm impressed by how quickly it listens and fills in the data."
— Liam Daynes, Master Technician, Busseys BYD
Crossing from paid pilots into recurring revenue
RISA — Successful pilot, converting now
Double-glazing inspection: forms all day, every day. First licence rollout in negotiation now — 15–30 seats with custom integration.
Est. £6k ARR
Frontdoor — Global enterprise validation
$20k paid pilot, live. Nasdaq-listed (FTDR), ~$4.4bn market cap. 60,000 engineers in the account. VP of Innovation is an active champion.
Est. £5m ARR*
BYD — OEM-scale upside
Live in 3 UK dealerships; technicians love it. EMEA after-sales head championing standardisation — escalating to HQ. 800+ EMEA dealerships if the mandate lands.
Est. £1.5m ARR*
Paid pilots landed
Deployed across Microsoft Innovation Centres and showcased to Microsoft's enterprise buyer network.
Named Pilot Pipeline
RAC, Halfords, JCB, CBRE, Cargill, NHS — enterprises actively engaged.
BYD EMEA dealerships
The addressable expansion from a single OEM relationship already in progress.
* at full enterprise rollout
Sophisticated buyers, already paying, already advocating
"FieldPal gets all the information BYD needs into the warranty forms first time, so we save the back and forth. Everybody wins — it's a no brainer."
— Richard Webster, Pentagon Motor Group BYD
"We're working with FieldPal to help our remote engineers make assessments and authorisations faster, with less back-office involvement."
— Jeanna Corley, VP Innovation, Frontdoor Inc
"I asked FieldPal how to perform a task where the answers spanned multiple documents and it found them and guided me through."
— Firdous Khan, VP, Emirates
"FieldPal is far easier to use than current systems, and automatically pulled in relevant medical guidance for the medic to review."
— Thomas Whateley, Team Lead, SECAmb NHS
The forms market is crowded. The frontline isn't.
Screen-first incumbents can't pivot
SafetyCulture/iAuditor and OEM portals solved digital forms for someone sitting at a screen. They are screen-first by design. FieldPal is voice-first and frontline-native — a fundamentally different centre of gravity. An incumbent can bolt voice on. They cannot reorient an entire product around a worker whose hands are full.
The proof is in the defection
RISA is an iAuditor customer — the category leader, a multi-billion-dollar company. They came to us about a licence rollout anyway. When a buyer who already owns the "solved" product comes looking, the gap is real.
FieldPal Find
Answers from the customer's own knowledge base. No forms vendor does this for the frontline.
Data gravity
Once job records, warranty data, and knowledge flow through FieldPal, we become embedded in the daily workflow — not a tool that gets swapped out.
Per-seat SaaS. Land with a pilot, expand across the network.
Introductory Pricing
£45 / user / month retail
£31.50 / user / month channel
Cloud or on-premises deployment. The platform is built; revenue scales without scaling cost.
See Appendix for future pricing strategy
Land and expand in action
Channel-first GTM
Reseller partners — AutoTech Connect and others — sell, configure, and support in fragmented markets, extending reach without growing headcount.
FieldPal retains everything
Platform, IP, data, and the customer relationship always stay with FieldPal. Direct sales for enterprise and OEM accounts; channel for volume.
Our Business Roadmap
Now: Validate PMF
£40k pilot revenue landed, £250k+ named pipeline, 4 reseller partners. This seed round funds FieldPal to PMF with a contingency buffer.
Next 18 Months: Prove the Machine
Convert channel pipeline into repeatable per-seat revenue; land BYD UK and Frontdoor rollouts and first multi-vertical reference accounts, targeting strong growth in seats and ARR.
Scale: Series A from Strength
Raise significant investment from a strong base to accelerate GTM, expand the reseller network internationally, and push into the US market.
The Prize: Own the Category
Become the operating system for frontline work: the AI layer for the 80% of the workforce that doesn't sit at a desk, in a multi-billion-pound, consolidating market.
Long-term: Software to Hardware
FieldPal Frontier brings the platform on-device for offline, private, edge deployment – a durable moat, funded by later rounds, not this one.
Lean, technical, capital-efficient
James Woodall — Founder & CEO
Former VP of Software at RealWear, the frontline wearable leader. 15+ years building frontline and wearable software — Motorola's HC1 head-mounted computer, then co-founder/CTO of Intoware (industrial workflow SaaS). Named inventor on 6 wearable-technology patents.
Fergus Kidd — Co-founder & CTO
Microsoft MVP, ex-Avanade/Accenture. Deep AI and engineering expertise — the technical credibility behind a platform that enterprise buyers trust with live operations.
John Thurgood - Business Development
25+ years in industrial XR and field service, ex-Shell AR Lead, now driving FieldPal's go-to-market.
Advisors
Jan Junker
Co-founded Ubimax, exited to TeamViewer. Investor & advisor.
Lee Maughan
CEO of Green & Purple (Cambridge accountancy); FieldPal's fractional CFO.
Dom Anthony
Serial founder and exited entrepreneur; commercial and growth expertise.
£1-2m to turn a proven product into recurring revenue
Use of funds
Team & go-to-market
Fund the founding team and BD to sell full-time, scale the reseller channel, and run marketing to convert the pipeline already engaged. This is a sell-the-product round — the platform is built.
Product Development
Continue building and improving the FieldPal platform — deepening integrations, expanding AI capabilities, and ensuring the product stays ahead of enterprise customer needs.
Compliance & buffer
SOC 2 / ISO 27001 certification to remove the last enterprise procurement objection, plus a contingency buffer to fund go-to-market with confidence.
Investment structure
EIS-qualifying ordinary shares subscribed via an Advance Subscription Agreement — full Enterprise Investment Scheme tax relief available.
£250k SEIS already raised — platform built and in market. This round funds go-to-market: converting a proven product into a repeatable, scalable business.
We look forward to partnering with you to transform frontline work.
james@fieldpal.ai
Appendix - £45 today to £90 at value
Now: Introductory Pricing
£45/user/month. Deliberately introductory to win early logos and build documented ROI while proof is still thin.
Post-PMF: Price on Evidence
As reference customers accumulate and documented savings grow, introductory pricing ends for new customers. Price rises with proof, not ahead of it.
12 Months: Value-Aligned
With an evidenced savings base, list price reaches £90/user/month. Still a fraction of per-seat value, doubling ARPU on the same seat base.
Early indication at Hillclimb — ~£1,000/month saved per technician — suggests value well above current pricing. We raise price as evidence accumulates, not before.
Appendix – What £1m vs £2m buys
£1m: Focused Execution
At the £1m funding level, FieldPal will fund the core go-to-market motion:
- A full-time Business Development team dedicated to converting the already engaged pipeline.
- Scaling the reseller channel specifically across the automotive sector.
- Hardening the platform to meet enterprise procurement requirements.
This budget is designed to prove repeatable per-seat revenue and establish a strong foundation to reach a Series A from strength.
£2m: Accelerated Scale
With £2m, the same strategic plan can be executed more aggressively:
- A larger Business Development and Customer Success team to manage more accounts in parallel.
- Accelerated product development, deepening integrations and expanding AI capabilities ahead of market demand.
- Earlier groundwork laid for strategic US expansion.
This increased funding compresses the timeline to scale, allowing for faster market penetration and product evolution. While £1m is disciplined and sufficient, £2m provides a significant acceleration advantage.
Voice-first AI for frontline industrial workers