One foundation. Many assistants. Always equitable, accessible and safe.
The ALFI + EDIE framework is the substrate for every hyper-personalised AI assistant we build — starting with SAMU for Samuel's GCSEs, and extending to families, educators, community groups and organisations.
ALFI · The Brain
Logic · Structure · Planning
- · Frames the goal and the plan.
- · Selects tools, knowledge and policies.
- · Runs risk and reward assessments.
- · Orchestrates other agents and workflows.
EDIE · The Heart
Empathy · Creativity · Human connection
- · Reads the emotional context first.
- · Adapts tone — gentle or motivating as needed.
- · Validates feelings before offering advice.
- · Keeps the human relationship at the centre.
When shown together, ALFI's geometric precision intersects with EDIE's organic flow — a hard edge meeting a soft wave. Every assistant inherits both.
The methodology: Codify, Personalise, Govern
The framework is applied in three named stages. Codify captures the knowledge, Personalise adapts it to the person, and Govern proves it stayed safe.
- Stage 01
Codify
Turn what you know into structure
We capture the knowledge, policies and processes that already live in people's heads and turn them into structured, reusable instructions an assistant can follow — so nothing depends on one person remembering it.
See how codifying works - Stage 02
Personalise
Adapt to the person in front of you
ALFI reasons and plans while EDIE reads tone and context, so the same codified knowledge lands differently for a Year 10 student, a support worker and a board director — hyper-personalised without rewriting the source.
Meet the dual core - Stage 03
Govern
Prove it stayed safe
Safeguarding checks, consent-driven memory, decision logs and audit trails run on every turn, mapped to UK GDPR and the UK's cross-sector AI principles — so responsible AI is evidenced, not asserted.
Read the responsible AI hub
The dual-core, at a glance
Click any node to see how the piece fits into a single response.
1-2-1 vs group chat — how your data is handled
Click any card to see the exact privacy rule for that mode. Two chat modes, one governance model.
All rules are enforced server-side by row-level security and audited on every request.
The five layers
Each layer is reusable across every assistant we build on the framework.
Identity & Access
Email sign-in via Lovable Cloud, role-aware permissions, and per-assistant scope. Every interaction is attributable.
Safeguarding & Privacy
Consent-driven memory, age-appropriate guardrails, redaction and audit trails — the safety net under SAMU and every future assistant.
Dual-core AI
ALFI handles reasoning, planning and orchestration. EDIE handles empathy, tone and engagement. They collaborate per turn.
Adaptive Governance
Corporate, operational and PMO governance baked in — policies, escalation paths and review loops travel with the assistant.
Observability
Conversation logs, decision traces and outcome metrics so parents, educators and leaders can see what's happening.
A single turn, two minds
EDIE reads the emotional context and intent.
ALFI structures the problem and weighs options.
EDIE shapes the voice; ALFI keeps it accurate.
Safeguarding and audit checks run before delivery.
For business
Governed AI for your organisation
Start small with a token pack, train your people, then roll out with Enterprise. All prices include VAT.
- Recommended here
Start today · Consultants, leaders & small teams
ALFI + EDIE token packs
From £19.00 one-off
Strategy, decisions and people support from the strategist and the empath, with every step logged.
- Pro pack (£79.00) suits most teams
- Audit log export and governance analytics
- No subscription: tokens never expire
Build capability · Boards, L&D and delivery teams
AI Learning Pathways courses
£125.00–£395.00 per course
Certified courses on AI governance, responsible AI and generative AI delivery.
- All four courses for £795.00
- Pass mark and downloadable certificate
- Course guides and brochure to share
Roll out · Schools, councils & organisations
Enterprise
From £999.00 or a tailored quote
Multi-seat governance, approved knowledge and EU AI Act / ISO 42001 reporting.
- Role-based access and full audit trails
- Custom personas and approved policies
- Reply within 4 working hours
Governance and audit built in
People stay accountable for consequential decisions. Important interactions are recorded and explainable.
How we govern AIEU AI Act and ISO 42001 guides
Free downloadable guides to help you map your own obligations. They are guidance, not legal advice.
Get the guidesEnterprise reply in 4 working hours
Enterprise enquiries get a reply from a named person within 4 working hours, Monday to Friday.
Send an Enterprise enquiry
Not sure where to start? Tell us what you need.
Which plan fits you?
Start free, then choose the plan that matches what you need. All prices include VAT.
- Recommended here
Professionals & small teams
ALFI + EDIE Framework
From £19.00 one-off pack
Plan, decide and support people with the strategist and the empath — every step logged.
- Long conversations, memory and voice
- Audit log export and governance analytics
- No subscription — top up when you need
GCSE students & families
SAMU GCSE companion
From £9.99/month
Or £99.00 for the full year
Paid upfront · VAT included · recurring subscriptionRevise every GCSE subject with worked examples, feedback and a parent portal.
- All GCSE subjects plus wellbeing check-ins
- Parent & teacher updates with consent
- Games Club included in every plan
Choose a SAMU planExplore SAMU freeCancel anytime. Your access continues until the end of your paid period.
Years 7–11 learners
Games Club
From £4.99/month
Or £49.00 for the full year
Paid upfront · VAT included · recurring subscriptionCurriculum games across 10 subjects with fresh questions every round.
- Scores and personal bests saved
- Family plan for up to three learners
- Phone, tablet and computer
Join Games ClubBrowse the gamesCancel anytime. Your access continues until the end of your paid period.
Schools & organisations
Enterprise
From £999.00 or tailored quote
Multi-seat governance, SSO-ready provisioning and EU AI Act / ISO 42001 reporting.
- Custom personas and approved knowledge
- Role-based access and audit trails
- Named human contact for onboarding
Why customers can buy with confidence
Governed & private by design
Human oversight on consequential decisions, consent before personalisation, UK GDPR-aligned data handling.
How we govern AICancel anytime
Monthly and yearly plans can be cancelled from your account. Token packs never expire into a subscription.
Refund policyVAT-inclusive prices
The price you see is the price you pay — 20% VAT included. Secure checkout by Stripe.
All pricesFree tools to try first
Chat with ALFI + EDIE, use HELIX and the Scenario Builder free — no card required.
Try free
Where to go next
- Responsible AI guideSafeguarding, governance and UK regulation, in plain English.
- AI governance glossaryDefinitions for the terms boards and auditors use.
- InsightsFirst-party articles on responsible AI, governance and safeguarding.
- Free AI governance templatesControls matrix, RACI, KPI register and compliance checklists.
- AI compliance for individuals & small charitiesFree policy templates, an incident log and proportionate checklists.
- No subscription — buy onceToken packs that never expire, and what stays free forever.
- Codify your businessTurn strategy, roles and controls into written process.
- AGS BoardroomTest proposals against performance and human impact.
- PricingWhat is free, what is paid, and what you get.
- SAMU — GCSE study companionSubject revision with an AI tutor that shows its working.