Built for the teams who actually sell to humans.
FLWUP exists because most sales teams have great people and terrible follow-up systems. The CRM is a graveyard. The inbox is a firehose. The hottest lead of the week is the one nobody got back to, not because your rep didn't care, but because the admin is endless.
We're staying narrow on purpose. Any sales team where follow-up is still done by hand (auto, marine, RV, real estate, finance, B2B services) has the same problem. The brand stretches; the playbook doesn't change.
Five principles, written down so we can be held to them.
The salesperson stays in the loop
FLWUP drafts, the salesperson sends — the conversations that matter always go out under your team's name. For the basic, clear-cut requests our system can confidently classify, it replies automatically to save your reps time; everything else waits for a human. The trust your team has built with its customers is the asset we're protecting.
Deliverability is sacred
Everything sends from your domain, properly authenticated. We will not, ever, route mail through a shared IP and call it a feature.
Honest pricing
One flat monthly price per dealership — by the rooftop, not by the seat. Pick your plan and that's your spend; it doesn't swing month to month or climb as you add salespeople. You know the number before the month starts. First 100 follow-ups free, no card. Cancel any time.
Quiet product
Most days FLWUP should feel like nothing changed, except the queue is shorter and the deals close earlier. We're not here to be loud.
Point your team at the ready buyers
FLWUP watches the activity — opens, clicks, replies — and surfaces the buyers heating up. Your staff edit a curated sales email and send it in seconds, while the interest is still live. The work goes where it actually pays off.
Ben Millar
The idea grew out of two experiences. The first was building my own business from scratch: bootstrapped, no staff, ten balls in the air on a good day and most of them on the floor by Friday. Follow-up was always the ball I dropped. So I built myself an automated tool that drafted every reply, personalised to how the customer had engaged. The return-deal numbers climbed almost immediately. We stopped missing replies. We stopped missing buying signals. Sales went up, and the manual chase work went to zero.
The second was going back into car dealerships after twenty years away. What surprised me wasn't how much had changed. It was how little. Sales meetings were still forty minutes on "where are we on stock" and "who's updated the spreadsheet," with two minutes at the end for actual strategy or motivation. And on every rep's desk: a stack of paper enquiries nobody had got back to. Not because anyone was lazy. They were wrestling three or four blunt systems built around numbers, not people.
So I built FLWUP. To kill the one thing every salesperson quietly hates: the follow-up admin. To protect the customers your business has already spent good money to bring through the door. It learns your dealership's voice, carries your brand into every email and text, and keeps engaging the buyers your reps don't have time to write to manually. More sales, more time, less admin. That's the whole pitch.
Ryan Brisbane
Ryan brings the commercial brain. After years scaling successful SaaS products, from government programmes to enterprise rollouts across multiple industries, he's seen what makes software actually get used and what quietly dies on a procurement shelf.
His job at FLWUP is to keep the product sharp and purposeful: every feature has to earn its place, every dollar of pricing has to be defensible, and every customer conversation has to leave the business on the front foot. The wealth of commercial experience he carries means FLWUP scales without losing the thing that made it work in the first place.
Between the two of us, one founder obsessed with the craft of the product, the other with the discipline of the business, you're in good hands.
Two founders. No call centre. You'll still get one of us on the phone.