The claims register · 11 Proof and guardrails

Evidence sources behind the rows: Dom Watts's feature document (15 October 2026), Holly as confirmed by Alex (19 October 2026), the source of truth brief, the live site (24 September) and the September record. Rows last verified 7 September 2026 (marked "Sept") must be re-confirmed before written use.

What Maktura is, the story and the lines (MK)#

ID	Claim, in the wording to use	Colour	Condition or never-say
MK1	"Maktura gets everyone in your business visible on LinkedIn, in their own voice, inside your rules, with an assistant called Holly doing the heavy lifting."	GREEN	The default one-liner. Sector neutral.
MK2	"A social media management and intelligence platform."	GREEN	For comparisons. Never "we created a category".
MK3	"The world's most advanced social media management and intelligence tool"; "the future of social media marketing management"	RED	An unqualified superlative needs proof against every competitor (D2; CAP Code).
MK4	"Stay visible, in your own voice." / "Being busy shouldn't make you invisible." / "Everyone else starts with the same tools. Maktura starts with you." / "The biggest untapped marketing asset in most businesses is the people already in it." / "Silence does not hold your place. It hands it to whoever is still posting." / "And yes, there's AI under the hood. We've just spent a long time teaching it to sound like you."	GREEN	As written.
MK5	"From idea to pipeline."	GREEN as a sign-off lockup only	Never a pitch line or a promise that engagement becomes pipeline.
MK6	"We are the customer. It is used every working day inside the recruitment business one of the founders owns."	GREEN	Always disclose the founders own it (P1).
MK7	The story: Alex posted until it compounded; his team's attempt died inside a fortnight; "Mandates do not survive a busy Tuesday. Systems do."; so Dom Watts, who has built software for most of his career, built the system.	GREEN	Third person unless Alex tells it. His numbers: P7.
MK8	"The damage doesn't show up when you stop. It shows up three months later, and by then you've decided it's the market."	GREEN
MK9	"This is revenue you could be generating and are currently throwing away."	GREEN	A frame; never attach a figure.
MK10	"The name means nothing, by the way. An AI came up with it and the domain was free."	GREEN	Optional.
MK11	"It was built inside a working business, by people who have to hit numbers, for a problem they had themselves."	GREEN	End with "it ends in a conversation, not a dashboard"; "a phone call" waits for D1.
MK12	The "Dom got frustrated and built it" story	RED	Retired.
MK13	"For professional services firms"	RED	Segment by team shape: freelancers and consultants; teams of 2 to 50; 50 plus.
MK14	"Almost nobody in your sector is doing this properly."	AMBER	Opinion; concede if challenged. Better: S4.

Holly (H)#

ID	Claim, in the wording to use	Colour	Condition or never-say
H1	"Holly is an assistant you talk to. Tell it what you want, say three posts on a topic, and it builds the drafts and a schedule on screen for you to edit or approve. Then it carries out the work, including scheduling and publishing."	GREEN	The centre of pitch and demo.
H2	"Holly can do almost anything the platform can, because it works through the platform's own functions: news, voices, drafting, the calendar, campaigns, reports."	GREEN
H3	"Holly notices problems on its own and raises them."	GREEN	Never a support promise.
H4	"You decide how much Holly does on its own, person by person. Four settings: Observe, Suggest, Auto-draft, Auto-publish. Start cautious, move up when it's earned it, and move back down whenever you like."	GREEN	The headline. Not "per surface" until Dom confirms.
H5	"We'd start most teams on Suggest, and regulated firms, or anyone nervous, on Observe."	GREEN	The customer chooses; we record it. Product default: D8.
H6	"We recommend a person approves every LinkedIn post."	GREEN	Say it whenever Auto-publish comes up.
H7	"Nothing ever publishes without approval."	RED	Say "you decide what needs approval".
H8	"Holly does the work. You keep the judgement." / "Sounds like you. Asks before it acts." / "Tell Holly what you want. It does the rest, and checks with you first."	GREEN	"Asks" and "checks" hold at Observe, Suggest and Auto-draft; with Auto-publish, add H6.
H9	"Every action is logged."	GREEN
H10	"Explains what it did" / "Every action is logged and explained."	AMBER	Use H9 until Dom confirms (D10).
H11	Holly replaces people, a team, a hire or a job; "stop hiring humans"	RED	It takes the routine work off the people with the judgement.
H12	Output is undetectable or beats the algorithm before publishing	RED	Say: "Per-person voices and checks reduce generic output."
H13	"Holly tells you it's AI inside the product, and posts are drafted by AI and approved by a person."	GREEN	With Auto-publish: "approved by a person, as we recommend".
H14	A watermark, fingerprint, AI label or disclosure feature	RED	Promise nothing (D9).
H15	"Holly runs on Anthropic's Claude."	GREEN if asked	Never lead with it (D23).
H16	"95% of users will spend their time in Holly."	RED	Say "We built it expecting most of the work to happen in Holly."
H17	Holly on a phone, by voice, or as an avatar or mascot	RED	Don't mention or date.
H18	"While you sleep, Holly keeps working" / "Take a photo and Holly turns it into a post"	RED	Unattended publishing; needs the phone app.
H19	"Pulse was Holly's working name; you'll see it disappear as screens update."	GREEN
H20	The name Holly in conversation and documents	GREEN	Approved 24 September 2026.
H21	Trade marking or paid campaigns on the name; Red Dwarf jokes	RED	Until the IP check is done (D11).
H22	The internal action categories (Free, Plan, You, Never)	RED	Describe autonomy only through H4.
H23	"Auto-publish is fine on LinkedIn."	RED	We recommend against it on LinkedIn. Whether Auto-publish is live at launch is for Dom to confirm, so never tell a customer they can switch it on until he does.

Know: news, ideas and meetings (K)#

ID	Claim	Colour	Condition or never-say
K1	"Build your own news feeds by sector, company and topic. Read, search, save and sort what they pull in."	GREEN
K2	"Follow any website: new articles arrive in your feed, and you're told if a site stops working."	GREEN
K3	"Each morning, if you opt in, you get the day's best stories to post about, each a tap from a draft."	GREEN
K4	"Connect your Google or Outlook calendar and Zoom or Teams, and Maktura suggests post ideas from what was said. You can delete transcripts any time."	GREEN
K5	"A monitoring platform" / "media monitoring"	AMBER	Avoid until the newspaper licensing question is answered; describe K1 to K4.
K6	Any count of sources or features	RED

Watch (WA)#

ID	Claim	Colour	Condition or never-say
WA1	"Name the clients, prospects, competitors or regulators you want to keep an eye on. See what moved today, a simple risk level and a 30-day trend for each."	GREEN	Demo feeds, subjects, risk and trend.
WA2	"Instant alerts when coverage turns negative or spikes, plus daily and weekly briefings by email."	GREEN	Describe the alert, never its figures.
WA3	Any alert figure or multiplier, or alert numbers as exact	AMBER, RED in practice	Alerts for one subject stated different baselines on 17 and 18 October (D12).
WA4	"First to know. Every time."	AMBER	Not while D12 is open.
WA5	Watch tracking people's or competitors' LinkedIn activity	RED
WA6	Echo, "the listener", a four-product family	RED	Not in Dom's document.

Write: drafting and voices (WR)#

ID	Claim	Colour	Condition or never-say
WR1	"Say what you want to post and get a draft in your own style. Ask for changes, compare versions and undo freely."	GREEN
WR2	"Every person, or every client, gets their own voice, built from their LinkedIn posts, pasted writing or a five-minute guided interview."	GREEN	Little writing? Lead with the interview.
WR3	"Start a post from a news story, a watched subject or a meeting, so the draft is grounded in something real."	GREEN
WR4	"Mark up lines to keep, cut or change, then apply every note in one pass."	GREEN
WR5	"Shared tones, post templates and sign-offs the whole team can use."	GREEN	Dom calls tones "moods".
WR6	"Add images or GIFs from your firm's library or a suggested pick; crop, reorder and add alt text." Plus the media library.	GREEN
WR7	"You control what it learns: pause voice learning, or mark a post 'don't learn from this'."	GREEN
WR8	"Voice cloning"	RED	Say "your own voice".
WR9	"It sounds exactly like you from day one"	RED	Say: "It gets closer the more you use it. Every edit you make is something it keeps."
WR10	"Pick three or four writers whose style you like, and your own voice emerges from your edits."	AMBER	Dom confirms it is in the launch build first.
WR11	How voices work technically	AMBER	Only if asked, after Dom confirms. Never a count.
WR12	A voice-match score as evidence	RED	The system agreeing with itself.
WR13	"It learns from other people's content"; ingesting or scraping anyone's content	RED	Voices come from that person's own material.
WR14	Image generation	RED	GREEN answer: "No, deliberately. Use your own images, or Canva."
WR15	Video generation	RED	GREEN answer: "Video generation isn't available today. It is planned, and I'm not going to give you a date."
WR16	Email or blog writing	RED	GREEN answer: "No. It's built for social posts, deliberately."
WR17	Other languages	RED	GREEN answer: "English only today."
WR18	"It tells you what to say next" / "a suggested next line"	RED	Untrue.
WR19	"Belief organ"; modelling what a person believes	RED

Publish and platforms (PB)#

ID	Claim	Colour	Condition or never-say
PB1	"Publish to connected LinkedIn profiles, yours or your colleagues', with an exact preview first."	GREEN
PB2	"Schedule at a time you pick, a quick pick, or a suggested best time based on when your audience engages."	GREEN
PB3	"One team calendar by month, week or day. Drag drafts onto a day; colour posts by person or voice."	GREEN
PB4	"Campaigns: group posts under a goal and a date range, generate a whole series in a voice, and track progress."	GREEN	Never Dom's "and leads". Export: PB14.
PB5	"Bulk import: paste many posts, upload a spreadsheet or a batch of images, with undo." / "Quiet hours and a workspace time zone."	GREEN
PB6	"Colleagues connect their own LinkedIn by a link. Nobody shares a password."	GREEN
PB7	"Test what works: AI versions of a post that change one thing; run them and see which wins."	GREEN
PB8	"LinkedIn first; ask us about other platforms."	GREEN
PB9	X, Instagram, TikTok, YouTube or Facebook as live; "six platforms"	AMBER, RED in practice	Never live until Dom confirms (D13).
PB10	"Publishing runs through LinkedIn's own connection: we don't ask for your password and we don't hold one."	GREEN	Spoken; written versions through Karl.
PB11	"Official platform APIs only" / "Maktura never scrapes"	RED	Unverified.
PB12	Company page publishing	AMBER	Needs separate LinkedIn approval: Dom confirms before you promise it.
PB13	Any automated likes, comments, connection requests or DMs	RED	Never built.
PB14	"Export a campaign report."	AMBER	Outputs rule.

Review and comply (R)#

ID	Claim	Colour	Condition or never-say
R1	"Require approval for the whole workspace or for particular people, with multi-stage approval chains."	GREEN
R2	"An approvals queue: pin notes on lines, approve a post or send it back with notes, with a few seconds to undo."	GREEN	Quoted product copy uses only Approve and Dismiss; never Dom's "reject".
R3	"Send a client a link to approve or comment without logging in. Nothing goes out until your own approver agrees too."	GREEN
R4	"Your firm's rules check every post before it goes out, and flagged lines can be rewritten to comply in one click."	GREEN	"Checks and flags"; no blocking promise until Dom confirms.
R5	"Upload your policy documents, turn them into rules, and see risks by severity across the team. Each person can see their own record."	GREEN
R6	"There's an activity log of who did what."	GREEN
R7	Regulator templates, an evidence pack, a list of rule types	RED	Not in Dom's document.
R8	"Fully compliant", "guarantees compliance", "SRA approved", "FCA approved"	RED	The firm stays accountable.
R9	Maktura replaces the firm's compliance sign-off	RED	Say: "It puts your sign-off into the workflow. It doesn't replace it."
R10	Monitoring staff posts outside Maktura	RED	Not built.

Engagement (E)#

Until D1 clears, these colours bind everyone. Research reads warmth scoring itself as a likely restricted use, so D1 may move E2 and E4 to RED. Section "The engagement data rule" explains why.

ID	Claim	Colour	Condition or never-say
E1	"See who's engaging with your posts, and reply from one place."	GREEN
E2	"Know who to talk to first."	GREEN	Never followed by "leads".
E3	Showing a prospect their own engagement in a live demo	GREEN	Their own posts only; never a manufactured or borrowed list.
E4	Warmth scores (signal, warm, hot)	AMBER	In a demo only; never "leads", "prospects" or "candidates", in writing or follow-up.
E5	"We are not doing the engaging. Being able to respond is a feature of the platform, so you can reply from one place."	AMBER	Never "it handles your comments for you".
E6	The overnight round-up, as "a summary of engagement with your own posts"	AMBER	Never Dom's "new leads".
E7	"Every like becomes a named lead"; "the name, role and company behind every like"; "by the next morning"	RED
E8	Exporting or pushing engagers to any CRM, including the recruitment CRM connection; a leads report	RED	Reverses v5.
E9	Tracking who engages with other people's or competitors' posts	RED	Reverses v5.
E10	Lists or segments shared between workspaces	RED
E11	Engagement data used to find candidates	RED
E12	Post-level attribution of leads	RED
E13	Any written assurance on where engagement data comes from	RED	Karl only; spoken answer below.

Measure and value (M)#

Rule (outputs)

M4, M5, M6, PB14 and Slack in I1 are AMBER until D1 clears, because these outputs may carry named engagers outside the app, which is not allowed on our reading of LinkedIn's developer terms. Never volunteer or demo them. If asked, describe them as reports on how your own posts performed. Never say or show that one lists the people who engaged. Dom confirms what each contains.

ID	Claim	Colour	Condition or never-say
M1	"A home page comparing this week with the previous 16 weeks, your best recent posts and recent activity."	GREEN
M2	"A day-by-hour map of when your posts get the most likes, comments and shares."	GREEN
M3	"Results by format, voice, campaign or person, with a plain-English verdict on each recent post."	GREEN	Never use "by platform" to imply other platforms.
M4	"Your audience grouped by role, and how it's growing."	AMBER	Outputs rule. Aggregate only, never named people; "named leads your content produced" is RED.
M5	"PDF reports or share links you can revoke; weekly or monthly reports emailed automatically to up to 20 people."	AMBER	Outputs rule.
M6	"A daily digest email, and Slack messages when posts go out or a watched subject spikes."	AMBER	Outputs rule. Never "hot leads"; do not show the digest in a demo while its heading reads "New hot leads" (Dom to relabel).
M7	"Maktura doesn't claim to prove revenue."	GREEN	Spoken only. You may add: "No marketing platform proves revenue, and anyone who tells you theirs does is selling you something."
M8	Revenue attribution, ROI proof, "Maktura made you £x"	RED
M9	Uplift, conversion or results presented as typical; any ROI statistic for consistent posting	RED	No validated statistic exists. Never imply one.
M10	Value comparisons and time illustrations	AMBER	From the commercial answers chapter, introduced every time: "Worked illustration, and I'm labelling it as exactly that, because I'm not going to pretend this is a forecast."
M11	Any "pilot result" ("24 hours to 10 minutes")	RED	No customer pilots yet.
M12	Supplying an hourly rate; a payback ratio; one person's saved hours times headcount; a business-wide hours figure applied to one person	RED	Use the buyer's own rate, from the buyer.
M13	The per-seat cost comparison at about 100 people or more	AMBER	Don't run it (the maths runs the other way); talk to John.
M14	Post-to-website attribution	RED	Not built.

Teams and agencies (T)#

ID	Claim	Colour	Condition or never-say
T1	"A workspace per client; switch between them in a click."	GREEN
T2	"Owner, admin and member roles, extra access person by person, and a log of who did what."	GREEN
T3	"Invite by email or a join link, change roles, hand over ownership." / "See each teammate's drafts, scheduled posts and anything stalled." / "Tasks and boards linked to posts."	GREEN
T4	"Sign in without a password, with a one-time code sent to your email."	GREEN
T5	"8 of your 12 people posted this week"	AMBER	Only when true, from their data, and favourable.
T6	White labelling or reselling, "we're building it"	RED
T7	An agency price, a price per extra client, "extra clients are free"	RED	"Talk to a human and we'll build something around the way you actually work."

Integrations and connections (I)#

ID	Claim	Colour	Condition or never-say
I1	Dom's connections by what they do: LinkedIn publishing; calendars and Zoom or Teams for ideas; Slack notifications	GREEN	Never an "integrations list". Slack follows the outputs rule.
I2	The recruitment CRM connection, or any push of leads to a CRM (D1)	RED	Say "a recruitment CRM", never its name.
I3	Any integrations list; "integrations are coming"	RED	GREEN answer: "CRM connections aren't something we're offering at launch; tell me which one you use and I'll note it."
I4	A Canva integration	RED
I5	Microsoft Marketplace purchasing, MACC, "Legal SKU", zero data retention, bring your own key, "Easy Mode", an SLA	RED	Old decks and the site carry some (see "When a buyer quotes the live site").
I6	A connector to Claude, ChatGPT or other assistants	RED
I7	A CRM partner markets or promotes Maktura; naming its customers	RED

The AI model and your data (A)#

ID	Claim	Colour	Condition or never-say
A1	"All the AI in Maktura runs on Anthropic's Claude."	GREEN if asked	As H15.
A2	"There's no learning across customers. Your material improves your own voices and nobody else's."	AMBER	Spoken only; written through Karl.
A3	"The model provider's terms don't allow training on customer data."	AMBER	Spoken, if asked; written through Karl.
A4	"Anything used to improve the platform is anonymised."	RED	Not in the record.
A5	Other or fallback model providers	AMBER	Don't volunteer: "I'll get you a written answer on that."
A6	A separate instance for a large customer	AMBER	Alex or John only.
A7	Any count of models, agents or frameworks; "our own model"	RED

Company, team and launch state (C)#

ID	Claim	Colour	Condition or never-say
C1	"You're early. You get a better rate because you're using it early and helping shape it. There will be rough edges, and you'll have a direct line to the team."	GREEN	Before they buy.
C2	"Every working day, inside the recruitment business one of our founders owns, and by our own team. We're at the start: there's no logo wall and I won't pretend there is. What I can do is show you Holly drafting for someone in your role."	GREEN	The answer to "who else uses it?".
C3	Any launch, go-live, delivery or roadmap date, including "next week"	RED
C4	Any number of customers, users, seats sold or sign-ups; "six signed referral partners"	RED
C5	"A developer is hired and starting"; a bigger team than exists	RED
C6	"The first version was three months, seven days a week, one person."	AMBER	Say only "built by a small team over about three months", or nothing. The fuller line waits for Dom to confirm; never in writing until confirmed.
C7	Dom's background (about ten years in digital marketing, fourteen to sixteen in software engineering, telecoms analytics, financial technology, digital forensics and encryption)	AMBER	If asked, spoken; Dom confirms written use.
C8	Neil Flannery's background (twenty years and more in Microsoft technologies and CRM; has built and sold a platform)	AMBER	If asked, spoken; never the sale value.
C9	"We're a Microsoft partner."	AMBER	If asked; Alex confirms written use. Never implies LinkedIn approval, benefits or contacts.
C10	"LinkedIn approved", "LinkedIn partner", "fully compliant with LinkedIn's terms"	RED
C11	"Support is included at the moment."	AMBER	Never permanent.
C12	The old traction line naming partners	RED
C13	Insurance cover	AMBER	State no position. Route to John Cooper.

Price and commercial terms (CM)#

Every number comes from the commercial answers chapter.

ID	Claim	Colour	Condition or never-say
CM1	Per user per month, 250 seats a band, sold in order: Spark £69, Ignition £89, Momentum £120, Velocity £150. Standard £250 per licence, stepping down in stages to £100 at 400 or more licences.	GREEN	Exactly as written. State the band open today (never assume Spark); give £250 Standard only when the buyer asks about Standard or what happens after 31 December. Never "list price" or "standard price" as an anchor.
CM2	Any Standard step between £250 and £100 (D14)	RED	"Talk to us."
CM3	"The software is all in": every feature and Holly in every seat	GREEN	Never "no add-ons" flat. Company pages and client connections: AMBER; never volunteer; if asked, "Let me confirm that for you in writing." Once Dom confirms company page publishing, exactly: "the first licence includes one company page connection; every other company page connection is £50 a month in total."
CM4	"The rate you come in at is the rate you keep for as long as you stay subscribed. If you come off and come back, you come back at whatever the price is then."	GREEN	Never "locked" or "for life".
CM5	Seats added later get the account's band, and in the same breath: "This is here for teams that grow, not for holding a place in the queue: if an account takes a single seat and then comes back much later wanting two hundred, we will price the new seats at whichever band is open then. If your team is genuinely growing, you will never come across this."	GREEN	Both halves, every time.
CM6	"Founding rates close on 31 December, or when the band fills."	GREEN	Never moved, extended or renamed.
CM7	A seats-remaining figure, "nearly full", "only X left"	AMBER	Only from live billing data that day; otherwise RED.
CM8	Any discount, code, rounding or free month (D16)	RED	"No, and I'd rather tell you that straight than pretend to go and ask." Non-price concessions only. A code mechanism exists with no policy: never issue one. Never apologise for the price.
CM9	"Nothing rolls over without a conversation."	GREEN	Volunteer to recruitment buyers; never name the firm behind it.
CM10	"There's no free trial at launch; you pay at signup."	GREEN	Trials and pilots: Alex or John only (D17).
CM11	"You start on a rolling monthly basis. To keep your founding rate long term you'll move onto a twelve-month agreement when the initial period ends; the exact initial period is in the terms you sign." (D18)	AMBER	Say it before they sign, every time; never leave it to the paperwork. No annual-payment discount on a founding band.
CM12	20% off for annual payment on a founding band	RED	Standard only.
CM13	£250 as a "was" price; "save 72%"	RED
CM14	Commission figures (D19)	RED	"Commission is set out in your partner agreement."
CM15	A money-back guarantee (D21)	RED
CM16	Cost to serve, margin, valuation, revenue targets, funding, ownership, pay, exit	RED	See the confidentiality rules.
CM17	"UK terms only at launch."	GREEN	Overseas buyers go to Alex.
CM18	"Pausing or cancelling gives up the founding rate. A missed payment that isn't put right within a short window also does; the window is in the terms you sign."	GREEN	Never state the window's length (D18).
CM19	"A team counts fully against a band."	GREEN	No per-account cap (D15).
CM20	Fair use: "No surprise bill."	AMBER	Never say it is in signed terms.
CM21	How to pay (card, open banking, invoice)	AMBER	"I'll confirm." John confirms the route (D17).
CM22	A charity rate	AMBER	Alex or John only, once Standard is live.

Competitors and comparisons (CO)#

ID	Claim	Colour	Condition or never-say
CO1	Naming a competitor in marketing material	RED	Answering a direct question in conversation is fine; never raise one first.
CO2	Dated, sourced competitor facts from the battlecards	GREEN in conversation	Say the date and source.
CO3	"Paiger posts without review"	RED	Out of date.
CO4	Second-hand competitor figures	RED
CO5	A competitor is "illegal", "banned" or "dodgy"	RED	Ask the landmine questions in the battlecards.
CO6	Dated LinkedIn enforcement facts (Kleo extension, June 2025; Shield, May 2026; a Taplio founder account suspension, November 2024)	AMBER	If asked, as fact not attack; never implying a named competitor breaks the law.
CO7	"We're the only platform that..."	RED	Unless the comparison is on file.
CO8	Price comparisons with named competitors	AMBER	Like for like, dated, sourced, spoken.
CO9	Disparaging a tool the buyer uses; claiming to replace their suite	RED	"Keep it if it earns its place."