Lewis CaliburnSpecifi.io, an AI-driven business operating platform built specifically for AV and custom integration dealers, has announced the most significant expansion in its product and team since the company was founded.
Features that were previously paid add-ons – a professional website, Echo social media management and a branded customer portal – are now included in every subscription at every level.
Specifi has also appointed industry veteran Joe Roberts as Strategic Advisor, and will be on the road with the ADI Expo & Training Tour 2026 in Brisbane, Sydney, and Melbourne in June and early July.
The changes mark a clear repositioning. Specifi is now the only AV business platform that brings lead generation, proposals, project management, invoicing, supplier integration, marketing, a public website and a branded customer portal together into one transparent subscription. No per-proposal fees, no feature unlocks, no surprise overages.
“We built Specifi because we lived the frustration of running an AV business with tools that were never designed for us,” says Matthew Booth, Founder of Specifi. “Everything we are announcing today is about putting the integrator first. A platform powerful enough to run your whole business, transparent enough that you always know what you are paying and smart enough to help you win more work. We are just getting started.”
Joe brings more than 30 years of leadership in the custom integration industry. He served as president of Core Brands / Nortek and most recently as CEO of RTI, which he sold to AVPro in 2025. He joins Specifi at a pivotal moment for the company’s North American expansion, bringing deep dealer network relationships, channel expertise and a track record of building customer-first businesses at the highest level of the industry.
“I have spent my career building companies that are truly customer first,” says Joe. “What Specifi is doing is exactly what this industry needs. A platform built for the integrator, not bolted together from generic software. The customer-first culture here is real and I am excited to be part of what comes next.”
Specifi is the first AI-native business operating platform purpose-built for AV. AI sits across the entire dealer workflow: proposal generation, content creation, SEO recommendations and social media.
Unlike general-purpose business software retrofitted for the trades, Specifi was built from the ground up by integrators who understand the AV channel. Complex multi-phase projects, supplier relationships, client-facing proposals that need to impress and the constant pressure to win the next job while managing the current one.
Every Specifi subscription now includes a professionally designed single-page website with lead capture, full access to Echo (Specifi’s AV-specific social media management tool) and a branded customer portal that gives every client a clean, white-labelled space to view proposals, approve work and track their project.
Echo pulls images directly from completed work orders and supplier product catalogs, letting teams create and schedule compelling social content in minutes, not hours. The customer portal sits under the dealer’s own brand, not Specifi’s, and is included on every plan at no additional charge.
Every Specifi subscriber gets all three, from day one, at no additional charge. Optional multi-page website upgrades (three-page and 12-page formats) are available for businesses that want a larger web presence, clearly priced on the Specifi website.
Every feature available on a given plan is included in the published price. Unlimited proposals and invoices are included across all plans.
Specifi is available in three plans, designed around the real stages of an AV integration business:
- Individual (£119/month). Everything to launch and run your AV business. One office user, two field users, £239 one-time onboarding.
- Team (£279/month). Built for growing crews juggling several jobs at once. Three office users, five field users, £559 one-time onboarding.
- Company (£549/month). Built for multi-crew firms running ten or more jobs at a time. Seven office users, 10 field users, £1,099 one-time onboarding.
Every plan includes unlimited proposals, unlimited invoices, the single-page website, Echo social media and the branded customer portal. Annual billing saves 10%. Additional users can be added to any plan at clearly published rates. Prices exclude VAT and other applicable local taxes. Full pricing details at specifi.io/pricing.
Specifi will be on the road across Australia in June and early July, joining the ADI Expo & Training Tour at three locations:
- Brisbane: 2–3 June 2026, Brisbane Marriott Hotel
- Sydney: 16–17 June 2026, Four Points by Sheraton Sydney, Central Park
- Melbourne: 30 June – 1 July 2026, Melbourne Marriott Hotel Docklands
Dealers can see the new platform live, talk through the included website, social media and customer portal features, and meet the Specifi team in person. Registration details are available at specifi.io/events.
All updates are available immediately. New subscribers can start a 14-day free trial, no credit card required, at specifi.io, or book a 30-minute demo directly with the Specifi team. Current subscribers will find the new features active in their accounts.