About Etminan AI Solutions
We're a UK consultancy that turns SME pricing into software. I'm Mohammad Etminan, founder and lead engineer.
Before starting Etminan AI Solutions, I spent over a decade engineering complex pricing systems for businesses where margin lived in one person's head and quoting was always the bottleneck. The pattern was the same in every business: a senior estimator who could quote anything in their sleep, a 12-tab spreadsheet that only they really understood, and a sales team that had to wait for them. Quotes took hours when they should have taken minutes. Margin was a guess, not a calculation. And when that one person was on holiday, the business slowed down with them.
Etminan AI Solutions exists to bring that discipline — the engineering of expert pricing logic into reliable, testable software — to SMEs that don't have an internal team to do it for them. We sit with your senior estimator, get the rules out of their head and your spreadsheets, and rebuild them as a fast quoting tool your whole team can use. You own every rule. Nothing is black-box. The handover means you can change the logic without us when your business changes. See how an engagement works.
Pricing-First Engineering
We start with the quote, not the dashboard
Methodology, Not Magic
Documented, testable, yours
Direct Access
You talk to the engineer building it
Why Us
Pricing-First Engineering
We don't start with the prettiest dashboard. We start with the workflow that's costing you margin and leads — your quote — and we work outward from there.
Methodology, Not Magic
Every pricing rule we ship is documented, testable and traceable. No black-box AI doing the maths in secret. No template SaaS that almost-but-not-quite fits your business.
Direct Access
You work directly with the engineer auditing your pricing and building your system. No middlemen, no game of telephone, no project manager forwarding your messages.
Talk to the engineer who'd build it.
No project manager forwarding messages, no sales engineer reading from a deck, no offshore team you'll never meet. The audit is with the person who'd diagnose the problem and the person who'd write the code.
Mohammad Etminan · Founder & Engineer
View LinkedIn ProfileOur Values
Straight Talk
No jargon, no upsells. We tell you what it takes and what it costs.
Right Tool, Right Job
Pure code where determinism matters, AI where messy inputs do. We don't push one technology — we use whatever actually solves the problem.
Keep It Simple
If the solution needs a manual, we haven't finished building it.
Your Growth = Our Growth
We succeed when your business runs better. That's the only metric.