Founding Members — 50 Spots
Every receipt you didn't claim was money you paid over for nothing
Keep what you earn.
A new AI-powered expense tracker for UK sole traders that classifies your expenses at the moment you make them — so every claimable purchase is captured, nothing is forgotten, and by year end there's nothing to reconstruct and nothing left on the table.
The Grey Zone
Most UK sole traders claim the obvious expenses and quietly abandon everything else.
Not because they're lazy. Because nobody gave them the knowledge to make those decisions in real time — and by year end, the context is gone.
Windfall changes when the decision happens.
If You're a UK Sole Trader
This probably sounds familiar.
Most of it comes down to one thing: the grey zone. The space between expenses you know you can claim and expenses you know you can't — and everything uncertain in between.
- You claim the obvious expenses. Everything else lives in a pile of "I'll sort this later."
- You suspect there are expenses you could be claiming — you just don't know which ones.
- Every time you look it up or talk to someone who knows, things clarify beautifully — until you put the phone down, and the clarity evaporates almost immediately.
- When it's unclear, most people default to 'probably not' because it feels safer. That caution costs money.
- There's a background hum of not quite knowing if you've got it right.
That's not a personal failure. That's a design problem.
Why This Keeps Happening
It was designed around the wrong moment.
The Annual Reckoning Trap
Memory for context degrades within hours, not days. Asking someone to make accurate tax decisions twelve months after the fact is a system designed to fail. The moment of purchase is the only moment the decision can be made well.
The Grey Zone Tax
HMRC guidance isn't written for a sole trader at a till. The result: most sole traders either avoid the grey zone entirely — leaving money behind — or guess through it and worry they guessed wrong. Neither is correct. Both are expensive.
The Logging vs Deciding Problem
Most expense apps capture receipts and leave classification for later. Later becomes much later. The cognitive cost of returning to an unclassified expense is higher than deciding in the moment — and most people quietly avoid it.
From the Founder
I have 28 years of experience building systems that work for real people. I'm also a former contractor who spent years doing his expenses wrong.
Not catastrophically wrong. Just quietly, consistently leaving money I was entitled to keep.
I built Windfall because I couldn't find a tool that solved the actual problem — not the record-keeping problem, but the knowledge gap problem. Not knowing what I didn't know, at the moment it mattered.
My accountant would identify something I could have been expensing for years that I'd never submitted. I'd see what was saved — and quietly do the maths on how much I'd left on the table. Money I was entitled to keep. Paid over because I didn't know I had the right to claim it.
Now I photograph receipts the moment they happen — at a restaurant, at a desk, at a trade counter. The app classifies them, shows its working, asks me to confirm the key decisions. The dashboard shows one number: what you kept.
Mark Wu - London, UK. Founder of Windfall.
Introducing Windfall
The AI-powered expense tracker built around the point of purchase — not the end of the tax year.
For UK sole traders: freelancers, consultants, contractors. If you're self-employed, filing your own self-assessment, and wondering whether you're claiming everything you're entitled to — this is exactly for you.
How It Works
Three steps. At the point of purchase — not at year end.
Photograph your receipt the moment it happens
At the till, at a restaurant, at a trade counter — capture it while you still remember why you bought it.
Windfall classifies it and shows its reasoning
The AI reads the receipt, applies HMRC guidance to your trade type, and explains why — so you're confirming an informed decision, not guessing.
See exactly what you're keeping
Every reviewed expense feeds one number on your dashboard — money you earned and are now keeping, not handing over.
Ask Windfall
Not sure if something counts? Just ask.
Most expense questions don't have obvious answers. Windfall's chat gives you a plain-English response based on your specific situation — not a link to a 40-page HMRC document.
Each gets a proper answer, with the HMRC reasoning shown. No guessing. No forum threads.
The answer is usually yes — you just need to know where the line is.
Yes — you can claim the business proportion of your broadband. Working from home three days a week typically means claiming around 60%. HMRC reasoning included.
Founding Member Annual Access
Standard Price After Launch
£59/year
when general access opens
Your Founding Rate
£39/year
Locked in foreverThe first expense Windfall finds that you'd have otherwise missed covers your first year. The ones that follow are the point.
50 spots. When they're gone, this price is gone.
The Windfall Promise
Use Windfall for 30 days. If it hasn't helped you identify at least one expense category you weren't previously claiming, email me directly and I'll refund your £39 in full.
50 Spots. That's It.
There's no artificial deadline on this page. The limit is the limit.
When the 50 founding member spots are gone, the £39/year rate is gone with them. No waitlist. No second window. No "we might open it up again." This is the one time this price exists.
The reason for the cap is straightforward: founding members get direct access to me, their feedback shapes what gets built, and I want a cohort I can actually be useful to. 50 is a number I can work with properly.
Here's what happens next
- 1
Click the button below and claim your founding member spot.
- 2
Create your account — takes under two minutes.
- 3
Photograph your next receipt the moment it happens. See the reasoning. Watch what you're keeping grow.
Path 1
Keep doing what you've been doing. Keep the spreadsheet. Keep hoping you've remembered everything. Keep operating with a background hum of uncertainty you've half-accepted as the price of going self-employed.
Path 2
Take one of the 50 founding member spots. £39/year, locked in forever. Photograph your next receipt the moment it happens. Arrive at year end with a complete, categorised record you understand and can stand behind.
Frequently asked questions
Still thinking about it?
Here's the plain version.
- 30-day guarantee — full refund if it doesn't deliver
- £39/year founding rate, locked permanently
- HMRC-defensible reasoning shown for every classification
- Year-end export — complete and categorised, ready to submit or hand over
- Direct access to the founder while you're in the founding cohort
- 50 spots only
50 spots remaining
P.S. There's no sale coming. No discount code. No better time. 50 spots at £39/year, and when they're gone, that's it. If the problem is real — and you know whether it is — this is the moment to sort it.