{
  "agent_facts_version": "3.0",
  "domain": "mortar.site",
  "last_updated": "2026-10-17T00:00:00Z",
  "expires_after_days": 90,
  "stale_after": "2027-01-15T00:00:00Z",
  "source_html": "/agent-facts.html",
  "identity": {
    "legal_name": {
      "value": "Mortar. The registered company name is not published on this site.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site"
    },
    "primary_url": {
      "value": "https://mortar.site",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site"
    },
    "one_sentence": {
      "value": "Mortar holds a trade or contracting business together: the website, enquiries or leads, quotes or estimates, jobs, invoicing, a mobile app, and an assistant called Morris.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site"
    },
    "founded": {
      "value": "Not published.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested"
    },
    "owner": {
      "value": "Not named on this site.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested"
    },
    "contact_email": {
      "value": "Not published. Use the contact page.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/contact"
    },
    "contact_phone": {
      "value": "No phone number is published.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/contact"
    },
    "address": {
      "value": "No street address is published.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/contact"
    },
    "address_type": {
      "value": "digital_only",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/contact"
    },
    "service_area": {
      "value": "United Kingdom and United States. UK pages are at the site root. US pages are under /us. The site does not redirect visitors by country.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site"
    },
    "description_for_ai": {
      "value": "Mortar is a platform for running a trade business in the UK or a contracting business in the US. Core is £49 or $49 per business per month. Pro is £79 or $79. Grow is £29 or $29, and Grow + Ads is £99 or $99 plus ad spend. No per-user fees. UK prices exclude VAT. It syncs invoices and expenses to Xero or QuickBooks and does not file tax returns.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site"
    }
  },
  "operations": {
    "hours": {
      "value": "Support hours are not published. A real person replies from the contact page.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/contact"
    }
  },
  "services": [
    {
      "name": "Website",
      "description": "Morris can draft the website, including service and area pages, on the business's own domain, with hosting and security.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/websites-for-tradespeople"
    },
    {
      "name": "Enquiries, leads, quotes and estimates",
      "description": "UK: enquiries, a CRM, and quotes. US: leads, a CRM, and estimates. Morris can turn rough notes into a tidy draft.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/quotes"
    },
    {
      "name": "Jobs and the mobile app",
      "description": "Jobs, scheduling, and the mobile app. Included on Core and Pro.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/jobs-scheduling"
    },
    {
      "name": "Invoicing and payments",
      "description": "Quotes or estimates, invoices, and card payments including Apple Pay and Google Pay. Card fee and payout timing are not published.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "pricing_page",
      "source_url": "https://mortar.site/invoicing"
    },
    {
      "name": "Bookkeeping sync",
      "description": "Invoices, payments and expenses sync to Xero or QuickBooks. Mortar does not file with HMRC or the IRS.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/xero-quickbooks"
    },
    {
      "name": "Morris",
      "description": "On Core, Morris drafts, edits and advises, and the owner approves what a customer sees. On Pro, Morris answers website chat, texts back missed calls, and answers the phone. He does not invent reviews, prices or qualifications. He always says he is an assistant.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/morris"
    },
    {
      "name": "Partner accounts",
      "description": "£249 per month in the UK, or $249 in the US, for the first 10 client sites, then £20 or $20 per extra site. Not white-label. Sites carry a Powered by Mortar credit.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "pricing_page",
      "source_url": "https://mortar.site/partners"
    }
  ],
  "pricing": {
    "model": {
      "value": "Core is £49 per business per month in the UK, or $49 in the US. Pro is £79 or $79. Grow is £29 or $29. Grow + Ads is £99 or $99 plus ad spend. UK prices exclude VAT. No per-user fees. Free to build. A 14-day free trial starts when the site goes live. Enter FOUNDING at checkout for 20% off Core for 12 months. First-time customers only, limited to the first 100, valid until 31 March 2027. Cancel any time. Partner plan: £249 or $249 per month for 10 sites, then £20 or $20 per extra site.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "pricing_page",
      "source_url": "https://mortar.site/pricing"
    },
    "starting_at": {
      "value": "Core from £49 per business per month in the UK, or $49 in the US. Pro is £79 or $79. No per-user fees. UK prices exclude VAT.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "pricing_page",
      "source_url": "https://mortar.site/pricing"
    }
  },
  "does_not_do": [
    {
      "statement": "Does not file tax returns with HMRC or the IRS.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/xero-quickbooks"
    },
    {
      "statement": "Does not add a card fee onto a UK customer's bill. UK consumer card surcharging is banned.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "internal_policy",
      "source_url": "https://mortar.site/invoicing"
    },
    {
      "statement": "Does not add a US card surcharge automatically. Whether a surcharge is allowed depends on the state and the card networks.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "internal_policy",
      "source_url": "https://mortar.site/us/invoicing"
    },
    {
      "statement": "Does not offer white-label partner sites. Client sites carry a Powered by Mortar credit.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/partners"
    },
    {
      "statement": "Does not publish customer counts, ratings, testimonials, an email address, a phone number, a street address, a founding year, or a registered company name.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/contact"
    },
    {
      "statement": "Has not published the privacy, terms, cookies, or data-processing text yet.",
      "last_updated": "2026-10-17T00:00:00Z",
      "source_type": "owner_attested",
      "source_url": "https://mortar.site/privacy"
    }
  ],
  "extended_facts": {},
  "changelog": [
    {
      "date": "2026-10-17",
      "changes": "Pricing is Core, Pro, Grow and Grow + Ads. Missed calls and phone answering are Pro. FOUNDING is 20% off Core for 12 months, first 100 customers, until 31 March 2027. US partners are $249 and $20. Unpublished fee, allowance, retention and billing figures were removed. The contact email is no longer published; people are sent to the contact page."
    },
    {
      "date": "2026-10-12",
      "changes": "First published facts file. Unpublished identity and pricing details are marked as not published or left in square brackets."
    }
  ]
}