AI orchestration with human intent
Trade Order Intake, our flagship service, turns order emails into reviewed orders, draft invoices and warehouse orders.
Prefer email? hello@conducta.ai
VCISMost wholesalers lose 3 to 8% of revenue every year to manual work
Orders retyped from email. Stock counts done on a Friday. Overdue invoices that no one chases. Your systems hold the data, but your team is still the glue holding everything together.
Order-entry errors
Wrong product, wrong price, wrong customer. Refunds, credit notes, lost trust.
Manual data entry
Ops staff copy-pasting between systems and spreadsheets for a full working day, every day.
Dead stock
Cash tied up in the wrong inventory because forecasts are guessed rather than measured.
Late payments
No one owns chasing overdue invoices. Cash sits in customers' accounts, not yours.
Missed sales
Customers who quietly dropped off, reorders nobody remembered, upsells nobody spotted.
Why haven't your existing tools fixed this? Generic automation tools do not understand wholesale. Bigger ERPs are rigid and slow to change. Most AI products read an email and make a suggestion, then wait for a human. Conducta is built to do the full job inside the systems you already use.
Meet Trade Order Intake
An order email arrives. Conducta reads it, extracts every line, matches the customer and their pricing, checks stock and credit, and queues a draft order for review. A named person reviews and confirms the order. Conducta prepares the order, draft invoice and warehouse order in the systems you already run, with direct integrations for Bevica and Xero. Nothing is sent until a human approves.
Needs-review flags
Anything uncertain, from an ambiguous product to an unusual price, is flagged with the reason surfaced, never silently guessed.
Human-confirmed approval
A named person on your team reviews the proposed outputs and confirms every order before anything is raised.
Recorded decisions
Every approval, rejection, operator edit and downstream outcome stays attached to the order for review.
Delivery address review
Connected sources are reconciled, and missing or conflicting delivery details are surfaced for review before approval.
Staged rollout
Starts in draft mode so you can review every output, then moves to live only when you approve the change.
Start with orders. Expand from there.
Nearly every customer starts with Trade Order Intake, then switches on more services as the impact shows. Your team reviews orders and exceptions in one Conducta workspace, with notifications available in Slack.
Trade Order Intake
FlagshipOrder emails become reviewed ERP orders, draft invoices and warehouse orders after human approval. Conducta reads each order, extracts every line, matches customer and pricing, checks stock and credit, and waits for a named person to approve. Running today inside working wine businesses.
See how it worksInventory Intelligence
Planned around stock cover, run rates and stockout risk, so the team can act before a gap costs a sale. The next service on the platform, scoped with early customers.
Operations & Logistics
Planned to route each order to the right channel and keep customers informed when their wine lands. The next service after inventory, scoped with early customers.
Approvals, overrides and a recorded decision history. Visible in one place. Your team reviews orders and exceptions in the Conducta approvals workspace, with operator notifications available in Slack. Low-risk tasks run on their own. Anything that touches price, credit, or a customer relationship waits for a named person to review and confirm.
Review trade order: 8 lines matched, draft outputs ready
The Wine Vault · orders inbox
92% confidenceAwaiting review · Daniel Blatchford
What happened when we ran Conducta on ourselves
We run a wholesale business called Sip Champagnes. When we switched Conducta on inside it, the P&L moved in a way we had stopped believing was possible. The numbers below are from our own audited management accounts, comparing the nine months after switch-on to the nine months before.
On a slightly smaller top line. Margin doing the work, not volume.
Up by fifteen percentage points compared to the same period a year earlier.
Cleaner purchasing, fewer order-entry errors, tighter supplier terms.
From a sizeable loss to near break-even, on track to post-tax profit.
Same team, more throughput. AI took the manual work, not the people.
The whole P&L moved. Not a one-off, not a single line item.
The trajectory held. This was not a one-off quarter.
- Gross margin sustained above 35% nine months after switch-on.
- Operating run-rate at break-even. On track for post-tax profit this year.
- Trade Order Intake, our flagship service, running above 95% straight-through on priced lines.
“We didn't fire anyone. We just stopped asking them to do work a machine could do. They started closing deals and managing customers instead of fighting spreadsheets, and the P&L moved in a way I'd stopped believing was possible.”
Decision history
Approvals, edits and outcomes, timestamped
Source: our own audited management accounts. Results are specific to our business and are shared to illustrate the scale of change that is possible, not to guarantee the same outcome for every customer.
From handshake to live in under a month
No six-month implementations. No consulting-led scope creep. We earn the pilot, then we earn the expansion.
Connect
We plug Conducta into the systems you already use. Your ERP, your accounting, your email and messaging. No new software for your team to learn. Nothing to rip out.
Learn your business
Conducta takes a couple of weeks to learn your products, your customers, your pricing, and the way you talk to people. You work alongside us. You do not hand it over to a systems integrator.
Go live, with your team in control
Conducta starts doing the work. Your team reviews orders and exceptions in the approvals workspace, with operator notifications available in Slack. Anything that touches price, credit, or customer trust waits for named human review.
Keep compounding
Measure Trade Order Intake against your own P&L, refine the rules with your team, and add further services only as they become available and prove their value.
Illustrative example of the Order Processing view. Customers, orders, and figures shown are not real.
What could Conducta be worth to a business like yours?
A simple, transparent estimate built from published industry benchmarks, not a prediction for your business. Move the sliders to see what the maths looks like at your scale. The real number comes from a conversation.
Your business, roughly
Approximate figures are fine. The point is to see the shape of the opportunity, not to get a quote.
What the assumptions below add up to at your scale. Not a prediction for your business. Not a quote.
We quote properly after a 30-minute walkthrough, against the real shape of your business.
Midpoint of the 3 to 8% range cited across wholesale distribution by McKinsey, Deloitte, and supply-chain industry reports. A benchmark, not a figure specific to your business.
A conservative target for what modern AI automation can realistically recover in its first twelve months. Not a guarantee. Actual recovery depends on which services you switch on and how much manual work you have today.
A standard analyst figure for UK ops team members, combining salary, National Insurance, pension, and allocated overhead.
This calculator is an industry-benchmark sanity check, not a projection derived from Conducta customer accounts. As we publish anonymised results from more customers, we will tighten these assumptions and sharpen this tool.
Priced against what we recover for you
Trade Order Intake is priced against the operational value it can recover. Exact numbers depend on your order volume and workflow, so we quote after a short walkthrough and agree what success means before rollout.
Service by service
Start monthly with Trade Order Intake
Start with Trade Order Intake on a monthly rolling agreement. Add further services only as they become available and fit your operation. You can cancel with one month's notice.
- Monthly rolling. No long-term tie-in.
- Add or remove services as you grow.
- Ideal if you want to start small and prove it.
Bundle
Lock in the expansion path
Start with Trade Order Intake now and agree the commercial path for Inventory Intelligence and Operations & Logistics if you choose to add them after they land. Planned services are not charged before they are available.
- One agreed expansion price.
- One Conducta approvals workspace.
- Operator notifications available in Slack.
Annual
Trade Order Intake, paid upfront
Take Trade Order Intake on a twelve-month commitment, paid upfront, for a 10% discount on the equivalent monthly price. Planned services remain separate until they are available.
- 10% off the equivalent monthly service price.
- One invoice, one PO, one conversation.
- Priority onboarding and roadmap input.
Conducta works with the systems you already own. No migration project.
We start Trade Order Intake against a ring-fenced slice of your business. If the measurable outcome we agreed has not moved after 30 days, you walk away with nothing to pay.
Hosted in UK/EU on AWS. We never use your data to train foundation models. DPA on request.
All options include: the Conducta Slack app, UK/EU hosting, a named implementation lead, and the 30-day outcome trial.
Questions before booking? Email hello@conducta.ai and a founder will reply.
Drinking our own champagne
Conducta was built inside a working wholesale distributor and tested on ourselves before we ever offered it to anyone else. We run the product every day in a real business, which means every feature has to earn its place in a real P&L.
To rhythmically organise several elements harmoniously. One conductor, many parts, one piece of music: the job Conducta does for trade order intake today, with further operational services planned.
Our logo comes from a conductor's 4/4 gesture: control, rhythm, interpretation and flow.
Built and tested by distributors, for distributors
Conducta is built by people who run a wholesale business every day. We felt the pain of manual admin, missed reorders, slow customer responses, and stock blind spots before we ever wrote a line of code. So we built tools to fix them, one problem at a time, and measured every one against the P&L.
That gives Conducta something most AI software does not have: a real business running on it. Our founders are not observing the problem from the outside. They are living it. Every feature has to work for us before it works for you.
The result is software that understands the reality of a wholesale operation, not a theoretical version of it. That is the difference between a product and a demo.
Built by distributors, for distributors. The difference shows
Other AI tools touch parts of this problem. Most were built by people looking at wholesale from the outside, for a customer who is not you. Here is what that means in practice.
| How they compare | Conductaus Built by distributors, for distributors | Brand-side AI platforms Agentic tools built for product manufacturers | Workflow automation platforms Generic tools you configure yourself | Legacy ERP add-ons Modules bolted onto big-ticket ERPs |
|---|---|---|---|---|
| Built for | Wholesale distributors | Brands selling into distributors | Any workflow, any business | Enterprise, at enterprise pace |
| Origin | Built and tested in a working distributor | Usually built by ex-brand teams or generalists | Horizontal platform, no industry depth | Vendor-led, feature-by-feature roadmap |
| What it does | Executes the full job end-to-end | Reads emails, suggests the next action | Moves data between systems | Workflow engine, rules-based |
| Your team's role | Sets the rules, approves what matters | Reviews and approves most things manually | Builds and maintains the workflows | Long implementation, slow change |
| Integration with your systems | Works with Bevica, Xero, and more | Not a focus, light integration | Generic connectors, no domain logic | Same vendor only |
| Where it lives | In a focused approvals workspace, with Slack notifications available | Another dashboard to log into | A separate admin console | The ERP you already have |
| Time to live | 2 to 4 weeks | Often unclear | Days to build, months to maintain | 6 to 18 months |
Built for wholesale distribution
Conducta is purpose-built for businesses that buy from suppliers and sell into trade customers. Trade Order Intake tackles manual order work today; inventory, logistics, collections and customer workflows are planned expansion areas.
Food and drink wholesale
Wine and spirits, craft beer, speciality food. High SKU counts, trade pricing, allocations.
Consumer goods wholesale
Health and beauty, homeware, apparel. Seasonality, supplier lead times, returns.
Industrial and trade supply
Building materials, industrial supplies, specialist equipment. Complex quoting, credit terms, project orders.
If your business moves product from suppliers to trade customers, Conducta is worth a conversation. The walkthrough is the fastest way to know whether we fit.
Product builders and operators, not a lab experiment
Conducta is built by people who have shipped software at scale and run a wholesale business day to day. The mix matters: AI engineering, commercial growth, and hands-on operations, all under one roof.
AI and product engineering
Nearly two decades shipping software products that people actually use. Modern AI systems, built with guardrails rather than magic, and architected to run reliably at scale.
Commercial and growth
Senior leadership experience at Google and Trustpilot. Multi-market software launches, pricing, partnerships, and growing revenue from first customer to hundreds of millions.
Wholesale operations
We own and run a UK wholesale distributor. That means we have lived through the exact problems Conducta solves, inside a real P&L, not in a pitch deck.
Enterprise-grade security
Hosted in the UK and EU on AWS, with role-based access, recorded operator and system activity, and data-protection agreements on request. Your data is never used to train AI models.
Founded & led by
Product engineer and operator. 17 years building software products, eight years running a wholesale distributor. Leads product and engineering.
Former senior leader at Google (13 years) and VP Growth at Trustpilot. Scaled Google Domains 5X in 5 years across 25+ countries. Leads commercial, operations, and hiring.
Everything a sceptical ops director usually asks.
If something isn't answered here, email us directly. A founder will reply.
Trade Order Intake is Conducta's live service for wholesale distributors. It reads the order emails trade customers already send, matches products and customer pricing, and prepares reviewed orders, draft invoices and warehouse orders in the systems a distributor already runs. A named person approves anything that touches price, credit or a customer relationship before it happens.
Still have questions? hello@conducta.ai
Less chasing, more conducting
Thirty minutes with a founder. Bring your order-intake process and the other manual work around it. We will show you what Trade Order Intake can handle now, which areas belong to the planned platform, and where Conducta is not the right fit.
30-minute call · Bring your three worst processes · Honest answer on fit
