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 grounded, 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.

NewFree on every plan

CAD & engineering drawings — now free

Send us the STEP file. We'll read it. STEP, IGES, DWG, DXF — read on Free, Business, and Pro alike. Setell pulls the geometry (dimensions, volume, weight) straight into your quote. It's the front door for machine shops and anyone who works from CAD.

How it learns you

Grounded on day one.
Yours within a dozen jobs.

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

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.

Send a few quotes

Every quote you sign teaches it your rates, your margins, and how you price for each customer and job type.

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.

It learns each customer from your jobs — and prices to match.

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.

The same receipt, in motion — every line priced from your data, showing its source.

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.

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.

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.

FAQ

How the pricing engine works

How does Setell know what I charge?

It reads your QuickBooks history — the invoices and estimates you've already sent — plus the quotes you win in Setell. From day one it grounds each line in your real numbers; within 10 to 20 jobs it has converged on how your shop actually prices.

What happens on my very first quote, before Setell has learned anything?

It cold-starts from two places: your QuickBooks history the moment you connect, and industry benchmarks for anything it hasn't seen yet. You are never quoting from a blank template, and every line shows where its number came from.

Does it just make up prices?

No. Every line is tagged with its source — from your history, an industry benchmark, or "needs your number." When it is not confident it asks instead of guessing. You approve the number; it never sends on a price it invented.

Can I override what it suggests?

Always. Setell proposes; you decide. Every edit teaches it — the next quote for that customer and job type reflects the number you actually charged.

More on accuracy, security, and pricing? See the full FAQ →

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

Prices like you.And shows its work.