The pricing engine

Prices like you.
And shows its work.

Every other quoting AI hands you a price — a stranger's guess. Setell hands you your price: learned from your own jobs, in your own margins, with the receipt for every line.

See it show its work

How it works

Not a generic estimate. Yours.

Setell builds a model of how your shop prices — and gets sharper every job you close.

It prices like you
It learns your real numbers from your QuickBooks history and every quote you sign — your labor rates, your margins, what you actually charge. Within a dozen jobs, the defaults are your shop, not an average of strangers.
It shows its work
Every line carries a receipt: drawn from your own past jobs, anchored to an industry benchmark, or flagged as an AI estimate for you to review. The skeptical owner who would never trust a black box can see exactly why each number is what it is.
It starts smart, not blank
On day one it reads your QuickBooks history and leans on industry benchmarks, so your first quote is grounded — not a blinking cursor. The more you run, the more it sounds like you and the less it leans on anyone else.

How it learns you

Smart on day one.
Yours within a dozen jobs.

No training project, no setup wizard. It learns by watching how you actually work.

1
Connect QuickBooks
Setell reads your invoice and quote history and starts from your real numbers — not a blank slate. Day one, it already knows roughly what you charge.
2
Send a few quotes
Every quote you sign teaches it your rates, your margins, and how you price for each customer and job type.
3
Watch it converge
Within 10–20 jobs the defaults are your shop. Each line's provenance shifts from 'industry benchmark' to 'from your jobs' as it learns.

Show Your Work

A receipt on every line

Trust isn't a feeling — it's evidence. Each price is tagged with where it came from, so you can sign with confidence and catch the one line that needs a second look.

From your jobs
Priced from your own past quotes for the same work — the strongest signal, and the one no generic tool has.
Industry benchmark
Anchored to industry reference data when you haven't priced it before — your sensible starting point.
AI estimate · review
Honestly flagged when it's an inference, not a fact — so you review it before it goes out, never after.
Roof replacement
Marsh Residence · 2,400 sq ft
Draft v1
Tear-off & disposal · 24 sq
$1,920
From your jobs · 8
Architectural shingles · 24 sq
$9,360
From your jobs · 6
Synthetic underlayment · 24 sq
$1,200
Industry benchmark
Ridge vent · 42 lf
$546
From your jobs · 5
Skylight re-flash (2) · labor + kit
$640
AI estimate · review
Total
$13,666

Illustrative draft. Nothing here is a black box.

Why it's different

A stranger's guess vs. your number

Generic AI quote
One number, instantly. But it has never seen your shop — it can’t know your rates, your margins, or what you actually charge. No receipt, no way to tell.
Your spreadsheet
Your numbers — but frozen. It doesn’t learn from the jobs you win, doesn’t update when costs move, and can’t tell you why a line is what it is.
Setell
Your numbers, learned from your own data and proven on every line — getting sharper each job, and honest about the few lines it’s still guessing.

A generalist agent sees every shop cold. A spreadsheet never learns. Setell is the only one that turns your history into your pricing — and proves it.

Live today, and getting deeper

The engine compounds

We're honest about what's shipping versus what's next. The learning loop is live now; here's where it goes.

Live now
Learns your prices, shows its work
Per-customer learned pricing from your signed quotes, an industry-benchmark cold start, QuickBooks history mining, and a provenance receipt on every line.
Next
Live material costs
Index materials to live market and distributor prices, so a steel or copper spike never quietly eats your margin between one job and the next.
Next
Your price book, ingested
Bring your own distributor pricing and estimating sources, so material costs are the ones you negotiated — not list price.
Later
Knows your parts list
For a complex job, propose the full parts list from what you've built before — so nothing gets left off the quote.

Questions, answered

How does Setell know what to charge for my jobs?

It learns from your own data — your QuickBooks history and every quote you sign. On day one it leans on industry benchmarks; within your first 10–20 jobs it converges on your real numbers. And every line shows where its price came from: your past jobs, an industry benchmark, or an AI estimate flagged for your review.

I'm brand new to Setell — what does it know on day one?

More than you would expect. When you connect QuickBooks, Setell reads your invoice and quote history and starts from your real numbers, not a blank slate. It only gets sharper from there.

Does it work with QuickBooks?

Yes. Setell reads your QuickBooks history to learn how you price, and syncs quotes and invoices back. Connecting QuickBooks is all it takes — the learning happens on its own.

Can I trust an AI-generated quote?

That is exactly what "Show Your Work" is for. Every line is tagged with its source — your own past jobs, industry data, or an AI estimate flagged for review — so you can sign with confidence and catch the one line that needs a second look. Nothing is a black box.

Will Setell change my prices without me?

No. Setell drafts; you decide. You review quotes before they go out, and you only hand off the routine work you choose to — at your direction, or on its own.

Quotes in your numbers.
Start free.

Connect QuickBooks, send a few quotes, and watch Setell start pricing like your shop — with the receipts to prove it.

Run it from your agent