Try: “What is an HEA?” · “How fast can I deploy one?”
A new AI media layer is arriving before organizations are ready
Three shifts are happening at once
Engagement is moving from pages to conversations. Customers expect answers, guidance, and action — not navigation.
There is no CMS for AI-native media. Teams need tools for content, voice, permissions, audit, and improvement loops.
SMEs struggle to turn AI into operational leverage. They need automation across sales, support, CRM, commerce, and content without bespoke systems.
~25% of US adults already use GenAI daily; >70% of SMEs have websites → but few can govern a customer-facing AI agent.
Behaviours are changing now (EU)
Three waypoints (2016 · 2025 · 2032). Values are directional.
HEA is the governed operating system for customer-facing AI
HEA turns owned content into brand-owned agents that answer, guide,
capture demand, and execute governed workflows across the customer journey.
The first wedge is a customer-facing AI interface. The expansion is the toolset SMEs need
to manage this new medium and turn it into sales, support, CRM, commerce, and content automation.
HEA
Owned AI voices for customers, partners, and communities
Turn sites, documents, offers, and brand knowledge into many owned AI voices.
Owned voiceFast launch
Govern the new channel
Control content, tone, permissions, traces, and operator review before AI speaks for the brand.
Audit trailHuman control
Automate SME work
Use live conversations to trigger support, sales, CRM, commerce, and content workflows.
Tool PlaneCRM / commerce
Why now: Foundation models made intelligence abundant. Organizations now need the governed product layer that safely exposes it to customers and operations.
Why customers choose HEA
Peace of Mind
Less stress and workload — repetitive questions handled automatically, 24/7.
“Breathe — the site handles it.”
Efficiency
Reduce operational costs and revive existing content into active marketing assets.
Do more with what you already have.
Trust & Control
Data, tone, and knowledge remain under your control — built for Europe and GDPR compliance.
Secure. Transparent. Yours.
Brand Elevation
Position your company as innovative, modern, and responsive to customer needs.
On-brand, on-voice.
Shared Impact
Help clients, partners, and teams embrace AI, gain new skills, and create collective value.
AI as a career asset.
Fresh Experience
Turn static websites into living, conversational interfaces that engage and convert.
Answer → Guide → Convert.
These benefits define why businesses adopt HEA — measurable, safe, and human by design.
Market opportunity
Branded conversational agents go beyond legacy support — becoming the core UX and online gateway for 50 million SMEs, as well as NGOs, cities, and public institutions.
Embeddable conversational AI widget grounded in owned content
Evals, AI review, observability, and conversation context for operators
Lead capture, conversational analytics, CRM, and admin console
AI search / AEO workbench for visibility gaps, content ops, and campaign tracking
Next development
Governed tool-calling for skills, connectors, permissions, and audit logs
Closed-loop AEO from live conversations to answer gaps and content/action backlog
Support & Care Center workflows: intake, handoff, and resolution memory
Shopify, WordPress, WhatsApp, commerce, and CRM workflow automation
Agent skill authoring and AI content generation for agencies and owners
Longer-term expansion
Agentic data hub for SMEs: approved content, customer intent, product context, and workflow memory
Commercial/marketing operating agent for owners, CMOs, and sales teams
Highly tailored digital content and service delivery powered by advanced models
Governed connector and skill marketplace across CRM, commerce, support, scheduling, and content workflows
Multimodal, embodied, and interconnected agents across voice, mobile, web, and physical AI
HEA World — Approved Context for Customer-Facing AI
HEA World converts websites, documents, product knowledge, brand voice, and live conversations into
approved operational context: grounded, governed, evaluated, and ready for customer-facing agents and AI workflows.
Context engineering, governance, and evals
Knowledge extraction — crawl, ingest, structure, and approve company context
Evals & regression — scenario QA for approved customer-facing behavior
Observability — quality, risk, ROI, and answer-gap feedback loops
The moat is not retrieval alone.
It is context engineering + governance + evals + workflow readiness: the approved content/context layer that makes AI operations-ready.
Why this complements model leaders:
foundation-model companies scale intelligence horizontally. HEA packages that intelligence into the
ownable, on-brand last mile for a segment in the millions —
a practical application layer for SMEs, agencies, and creators.
Maturity & Early Traction
Maturity today
Public beta opened - Feb 28, 2026
Soft launch - March 11, 2026
Full HEA creation platform operational (Foundry, editor, publishing workflow)
First HEAs deployed on real websites
Initial agency deployment underway in France
Pricing and packaging finalized
Near-term milestones
Expand beta cohorts (Creators, SMEs, Agencies)
Improve onboarding and analytics reliability
Grow the early HEA ecosystem
Convert beta deployments into paying customers
Early traction (KPIs - updating post-launch)
MRR
Updating
Early revenue expected during beta expansion
Active HEAs
Growing
Beta cohort across personas
Gross margin
~70% projected
Usage-driven infrastructure
KPIs refreshed as post-launch cohorts stabilize.
Go-to-market
Self-serve adoption
Creator & SME onboarding in minutes
Freemium → Pro funnel drives efficient CAC
HEAs act as acquisition vectors themselves
Pull effect on agencies
Agency flywheel
Agencies evolve from web → AI partners
One agency = many repeatable deployments
Channel creates network effects across SMEs
Push through agencies
Category play & virality
Category storytelling → “Own your AI front-door”
HEAs as content: creators & influencers unlock viral growth
Community seeding: chambers, associations, events
Geographies
Start in 2 EU countries: NL & FR. Remain opportunistic.
HEAs are international by nature → agencies targeted across Europe in English
Later stage: scale to US, UK, SG once PMF confirmed
Scale Strategy — Two Engines in Parallel
Same ambition: become the standard for Human-Enhanced AI Agents for SMEs in Europe.
Two postures run in parallel: Plan B (discipline) and Plan A (category win).
PLAN B
Grow in the Category
Disciplined growth path · our rational brain
Prove Value
Retention + unit economics + repeatable onboarding
Own a Segment
Win 1 SME vertical → tight messaging + case studies
Show Momentum
Predictable growth + agency repeatability
Earn the Right to Scale
Hire/raise only when evidence is strong
PLAN A
Win the Category
Narrative gravity · momentum · capital & talent
Prove Value
Same product proof — but publish it early
Own a Segment
Define the category language + positioning leadership
Nicolas Payen — Entrepreneur
• Startup founder in Asia
• Multinational innovation (digital products & services)
• AI-augmented product development model
AI-native build model — founder-led, GPT-5/Codex-assisted execution
• Software architecture, product iteration, and release discipline amplified by AI
Team Expansion Plan
Under the current reference plan, the round funds the first structured team around the founder.
Go-to-market: 1 head of growth, 3 sales / partnerships roles (EU x2, US x1)
Customer success: 1 role focused on activation, onboarding, and retention
Up to 20% founder equity reserved for future co-founders and key hires (5-year vesting)
Advisors
To be added — compliance, safety, growth experts.
Our Ask
Raising €2 M early-scale round to build the A-team that prepares HEA-World for Series A acceleration shifting from a validated platform to a repeatable go-to-market model.
Prepare international expansion beyond France and the Netherlands.
Build core team for years ahead (growth, ops, AI analytics).
Accelerate adoption: from pilots to 100+ paying HEAs.
Prove ROI metrics (bounce ↓, conversion ↑, retention ↑).
Strengthen compliance & defensibility (EU AI Act readiness).
→ See Annex: Venture Risk Map for how this funding directly addresses the remaining venture risks.
Financials — model snapshot
Topline growth
Y1: €0.1M → Y5: €25.4M
forecast reflects our current assumptions
Full detailed financials available on request
Revenue & Gross Margin (model snapshot)
Profitability path
Gross margin: ~51% → ~68% (Y1→Y5)
Operating margin improves to ~33% by Y5
Break-even: Year 2
Capital efficiency
Peak burn: ~€0.38M (Y1)
ARPU grows: €122 → €321
LTV/CAC expands: ~76× → ~290×
Low CapEx, AI-native ops keep TCO lean
Numbers are directional from the current BP; will be refreshed as the model evolves. Detailed P&L/cohorts in appendix.
North Star — 1M Human-Enhanced Agents
The richness of the Internet has always been its diversity of voices.
As we move into the AI era, we build HEAs to amplify many voices, not just a few big ones —
so individuals and organizations alike can still be heard.
Today (BP Year 5)
19,000Active HEAs
678MQ/A handled per year
€32.9M → €22.4MARR → Gross Profit @ 68% GM
North Star (at scale)
1,000,000Active HEAs
36BQ/A handled per year (~100M/day)
€1.73B → €1.18BARR → Gross Profit scaled from today’s economics
Assumes today’s blended unit economics; upside from mix shift, packs, and margin optimization.
Category stake: 1 million ownable, on-brand HEAs across creators, SMEs, agencies
Usage-led margins: HEAs pay for themselves; we ride infra price/perf curves
Scale story: Distribution via agencies + self-serve → networked growth
Transparent per-HEA pricing: disruptive vs. legacy
Web agency operating layer: once standardized, HEA becomes part of agency workflow → durable switching costs
➜
TOMORROW
Creator economy for agents: brands × creators
Living HEA catalog: inspiring, on-brand, discoverable
Distribution flywheel: agencies → repeatable scale
Aggregate intent data: roadmap & upsell signals
⚡ “HEA World is not just AI-enabled — it is AI-native.
We run the company itself through code, automation, and HEAs.
That’s why we can move faster, stay lean, and scale without operational drag.”
Our AI-native operating model is itself a moat — we live what we build.
Why We Win
Category design, not feature competition.
🧠
Human-first by design
Not just automation — curated, brand-aligned agents built for trust.
🇪🇺
Built for Europe’s SMEs
GDPR-first. Multilingual. Actually usable.
🎯
Conversation that converts
CTA-aware agents designed to drive action.
🔐
Ownable AI
Your voice. Your knowledge. Your agent.
🚀
Scalable from day one
5-minute setup → multi-agent systems with analytics.
🌀
Many specialized voices
The future is curated agents — not one generic assistant.
Let’s build the operating system for customer-facing AI
HEA turns agentic media into governed SME operations: owned content, owned voice, auditable workflows.