Newcastle · Est 2026
Move37 is launching from
Newcastle.
A founder-led business builder using AI, capital and fast customer testing to turn sharp ideas into real companies.
We test demand before building big, kill weak ideas quickly, and concentrate behind what works.
Why invest in
Not an agency. Not a consultancy. Not a lifestyle business.
Move37 exists to build new businesses from scratch. The model is simple: use AI to research, build and test faster, then use commercial judgement to decide what deserves more time, people and capital.
AI as leverage
Move37 uses AI to compress research, building, writing, testing and iteration.
Demand before build
We look for proof from customers before committing serious time or capital.
Scale what proves itself
Ideas earn more resources only after the evidence improves.
The Move37 model
We build
new businesses
Less guesswork. More signal. Real businesses.
AI & Automation
We use AI to move faster and see further.
Capital
We invest our own money to build.
Content & Attention
We build audience and demand early.
Testing
We test fast with real customers and real data.
New Businesses
We scale winners or spin them out.
Why Move37
Named after the move nobody saw coming.
Move37 takes its name from AlphaGo’s famous Move 37: a move that looked wrong to humans at first, but later proved brilliant.
That is the idea: find the move the market has not seen yet. Overlooked demand. Weak competition. Broken customer journeys. Products that work elsewhere but have not been adapted properly.
“Find the move the market has not seen yet.”
Our process
Ideas are easy.
Execution is everything.
The process is deliberately simple. We want evidence, not theatre.
Spot
Track markets, products, customer pain, channels and ideas.
Research
Look for demand, weak competition, margin and routes to customers.
Test
Launch the smallest credible test: a page, offer, demo, quiz, outreach, prototype or campaign.
Measure
Look at replies, leads, orders, calls, cost, margin and operational pain.
Build
Only build properly once the evidence says the opportunity deserves it.
Scale or Kill
Scale what works. Change or kill what does not.
We combine AI, content, automation, outreach, data and capital to build businesses that last.
Why we exist
Why Move37 exists
Most ideas never get a real test.
Most businesses die because no one validated demand.
We do things differently
- We test before we build big
- We follow the data, not ego
- We move fast and stay lean
- We build real value, not noise
- We create assets that compound
- We spin out winners
Fast
Move in days, not months.
Data Driven
Decisions based on real signals, not opinions.
Founder Led
Skin in the game. Long-term thinking.
Real Impact
Real businesses. Real jobs. Real freedom.
Starting lineup
Five project areas queued to build
Move37 is starting with five project areas. These are not finished companies. They are early build zones where we think AI, fast testing and commercial execution can create valuable businesses. More ideas are already in the pipeline, but the rule stays the same: test demand first, then build.
01 · Infrastructure
AI Product Testing Engine
Move37 is building an AI-assisted testing engine for adapting proven products, tools, content and offers into new markets, channels and formats. The opportunity is not to invent from nothing. It is to find what is already working somewhere, understand why customers are buying, and test whether a sharper or localised version can work elsewhere before the obvious version becomes crowded.
02 · Health
Women's Health Platform
A women's health opportunity focused first on menopause and related support. The inspiration is simple: healthcare businesses can now scale faster than most people realise when trust, distribution, clinical delivery and AI-enabled operations line up. Medxi has been reported as one of the first $1bn one-person AI-enabled healthcare businesses. That shows what may be possible. The first job for Move37 is to understand the customer pain properly before building anything heavy.
03 · Accountancy
Accountancy Automation
An accountancy automation project built around real practice pain, not generic 'AI for finance' theory. Rich has strong accountancy knowledge and a stake in an accountancy practice, giving Move37 a practical place to build, test and improve workflows against real operations. That makes accountancy an obvious early target: the pain is visible, the manual work is real, and the first tests can happen close to the customer.
04 · Local · SMB
Local Business AI Service
A local business AI service for trades, salons and other service businesses. The aim is to help small businesses improve websites, enquiries, reviews, booking, follow-up and simple automation without turning the work into a slow bespoke agency. Many local businesses still look worse online than they are in real life. Move37 wants to test whether AI can make them look, respond and operate better at a price that works.
05 · Supply · B2B
B2B Supply Platform
A buyer-led B2B supply project. Rich has a very close relationship with one of China's major exporters, giving this a real sourcing reason rather than being a random import idea. The aim is to test whether UK and European buyers will respond to sharper product selection, better pricing and simple commercial execution before committing to stock, warehousing or infrastructure.
Founder
Rich Allen.
Operator, investor, builder.
Rich previously built and sold a large ecommerce business. Since then he has invested in more than 200 startups, giving him a broad view of how founders, products, markets and funding ecosystems work.
His strength is pattern recognition: spotting demand early, seeing where consumer behaviour is moving, and thinking years ahead. Some calls arrive later than expected, but the habit is the same: look forward, test reality, and keep adjusting.
He is also highly focused on health, training and long-term performance, with a background in Ironman, marathons and consistent training. That mindset shapes Move37: long time horizons, discipline, experimentation and high standards.
Move37 is the next version of that playbook, rebuilt for the AI era.
8-figure exit
200+ startup investments
Lifetime operator
AI-era playbook
The first version
Building the
first version.
Move37 is early. The first version is being built from Newcastle, with five project areas queued and a small core team forming around the work.
The first hires and collaborators will be chosen around proof of work, judgement, speed and real AI usage.