Three versions of one company
This case study is an A/B/C test in public. Version A is Agile Tech Solutions as it trades today at agiletechsolutions.co.uk. Versions B and C are two different rebrands Bobby Cato and I are exploring, previewed at v4.agiletechsolutions.co.uk and v5.agiletechsolutions.co.uk. Nothing has been decided and nothing has been switched over.
The two previews start from the same worry, that today's site asks a visitor to do a lot of work, and answer it in different ways. v4 makes Agile Tech a small business's one digital partner, built around prices that do not jump at renewal. v5 strips it back to three plainly priced offers. I'm writing all three up side by side because the choice between them is the interesting part, and because the people best placed to judge it are the people who would use it.
The real, live company is agiletechsolutions.co.uk. v4 and v5 are previews of possible rebrands, shown here for feedback, not replacements.
A · Agile Tech today
Today Agile Tech is broad by design: a UK technology company that can host a site, build it, secure it and put AI to work in it, all from one supplier.
Hosting is the foundation: cPanel shared hosting (currently from £4.99 a month), Plesk and reseller hosting, KVM VPS from £3.99 to £29.99 a month, a VPN from £3.99 a month, and domains, with a 99.9% uptime commitment. The company runs its own hardware in UK data centres in London and Wolverhampton.
On top of that sits an AI line: an AI Phone Assistant that answers business calls around the clock and books appointments (monthly plans from £125, with a one-off setup); an AI SaaS studio where specialised agents for architecture, code, testing and deployment build products under human review; an LLM API; AI analysis; and system integration.
Around those are web development (packages from £999), Cyber Guards for security, an affiliate network, and a family of the company's own platforms such as Smart URL, Agile CRM and LionX.
B · v4: one digital partner, honest prices
v4 repositions Agile Tech as a small business's one digital partner: domains, hosting, email, design and monthly care, one partner and one invoice. Its central promise is on every page: the price on the page is the price you keep paying.
Hosting comes as Starter, Business and Pro at £47.90, £95.90 and £191.90 a year ex VAT (paid yearly, with two months free), from one website with ten mailboxes up to unlimited sites with isolated compute, frequent backups and a named account manager. The same six KVM VPS sizes are billed yearly from £38.30, with a 30-day money-back guarantee. Domains cost the same to register and to renew, with .co.uk at £9 a year.
Two lines are new. Design is either the AI website builder that comes with hosting or a done-for-you package: £895 for up to five pages or £1,795 for up to twelve, each with the first year of hosting included. And monthly retainers look after WordPress, Shopify and custom shops: updates, security checks and small changes, from £49 a month for Essentials to £99 for Commerce and £149 for a custom build.
The tone is the sharpest of the three: it names the frustrations it is for (three vendors, slow support, renewal price jumps) and answers them, with a page that compares three-year costs with other UK hosts.
C · v5: three things, said plainly
v5 asks a simpler question: what if Agile Tech did three things, and said so plainly? Web hosting, a server of your own, and a website built for you.
Web hosting moves to DirectAdmin: Bronze, Silver and Gold at £4.99, £14.99 and £29.99 a month ex VAT, each with a free SSL certificate for every domain, unlimited email accounts and daily backups. The KVM VPS range keeps its six sizes from £3.99 to £29.99 a month, on NVMe with a 10 Gbps port and root access. Reseller hosting starts at £29.99. Web development becomes fixed price: £999 for up to six pages or £1,999 for ten to fifteen, each with a year of hosting and a period of fixes after launch; online shops are quoted.
The writing changes as much as the range: the price on the page, ex VAT; what happens next in plain English; a phone number at the top; and UK support hours stated (Monday to Friday, 9am to 4pm).
How the three compare
Most of the infrastructure is the same in all three. What changes is what is sold, how it is priced and how it is said.
| A · Today (live) | B · v4 (preview) | C · v5 (preview) | |
|---|---|---|---|
| Website | agiletechsolutions.co.uk | v4.agiletechsolutions.co.uk | v5.agiletechsolutions.co.uk |
| The pitch | A broad UK technology company: hosting, AI and more | One digital partner: domains, hosting, design and care | Three things, said plainly |
| What it sells | 12+ products: hosting, VPS, VPN, domains, web development, AI Phone Assistant, AI SaaS studio, LLM API, AI analysis, integration, Cyber Guards, own platforms | Hosting, VPS, domains, web design, monthly care retainers | Web hosting, VPS, web development, plus reseller hosting |
| Web hosting | cPanel, currently from £4.99 a month | £47.90 to £191.90 a year ex VAT | DirectAdmin, £4.99 to £29.99 a month ex VAT |
| VPS | £3.99 to £29.99 a month | The same six sizes, billed yearly from £38.30 | The same six sizes, £3.99 to £29.99 a month |
| Domains | Registration and transfer | Same price to register and renew (.co.uk £9 a year) | Registration and transfer |
| Websites | Development packages from £999 | AI builder with hosting, or design from £895 | Fixed price, £999 or £1,999 |
| Ongoing care | Not a headline offer | Retainers from £49 a month | Fixes after launch, then hosting |
| AI products | AI Phone Assistant, AI SaaS studio, LLM API, AI analysis | The AI website builder only | None |
| Pricing style | Monthly, with promotions | Yearly, no renewal jumps | Monthly, ex VAT, on the page |
| Tone | Ambitious, AI-forward headlines | Sharp and customer-first: names the frustrations it fixes | Plain English, price first |
What we're weighing
Breadth versus focus. A is one supplier for a lot of needs, and it is where the AI work shows. v4 narrows to what a small business runs on and adds monthly care as recurring work. v5 narrows furthest: the easiest to explain, price and support, and the one that leaves the most behind.
How to talk about price. v4 makes honest pricing the whole argument, with yearly plans that do not jump at renewal. v5 simply puts monthly prices on the page. A leans on promotions.
Where the AI goes. A sells it, v4 keeps only the website builder and v5 drops it. If either rebrand goes ahead, the open question is where the AI Phone Assistant and the SaaS studio would live, and that is not settled.
Have a look and tell me
If you have a few minutes, open all three: agiletechsolutions.co.uk as it is today, the v4 preview and the v5 preview. Which would you trust with your website? Which would you buy from? Which one would you tell a friend about? Tell me through the contact page; honest answers are more useful than kind ones.
To be clear: agiletechsolutions.co.uk is the real, live company. v4 and v5 are previews for this decision, not replacements yet.
Where each doesn't fit
A asks visitors to find their way through a long list. If you just want a website online, it is more than you need to read.
v4 is built for small businesses and shops; its retainers are about keeping a site current, not round-the-clock operations, and paying yearly is a bigger first step than paying monthly.
v5 is deliberately narrow: no AI products, no VPN, office-hours support and a 99.9% commitment rather than five nines, so larger or round-the-clock operations would look elsewhere.
What I took from it
Deciding what to stop selling is harder than deciding what to build, and it is easier to see with the versions side by side. It is the same lesson as identity governance: a smaller surface you can actually look after usually beats a large one you cannot, but only if the things you drop were not the reason people came.