// About
We've built the businessesyou're building now.
Integration, distribution, manufacturing. We've brought experts from every side of the industry, and built Specifi on what we know.
// The beginning
From distributorto platform.
Specifi was built by people who spent years inside the AV trade. We watched good integrators juggling spreadsheets, chasing invoices by hand, and never quite knowing if a job made money until the books closed. Good businesses held together by workarounds.
We launched Specifi to the global AV industry in April 2021 and won the CEDIA Best Startup Award in 2023. Today, AV integrators across the UK, US, Canada, and Australia run their businesses on Specifi. We are still building, still listening, and still shipping every week.
We never set out to build software. We set out to fix a problem we saw every day. That hasn't changed.
- April 2021Public launch to the global AV industry.
- 2023CEDIA Best Startup Award.
- 2024Bob the AI goes live.
- TodayUsed by AV integrators across UK, US, Canada, and Australia.
// What we believe
Three ruleswe build by.
Always be learning
The AV industry moves fast. We talk to integrators every week, watch how they work, and build what they actually need. Not what we think they need.
Always be shipping
Small, frequent releases beat big, late launches. Every week something gets better. Our customers feel the momentum.
Always be honest
No fake demos. No inflated numbers. No hidden fees. If something is not ready, we say so. Trust is the product.
// The team
We areSpecifi.
Installers, developers, data engineers, designers, and marketing specialists. The trade, built in.
Commonquestions
The story of how Specifi came to exist, who runs it today, and why the platform feels the way it does. Short answers to the questions integrators ask when they want to know they are trusting a real company.
Contact usWhat is Specifi, in one sentence?
Specifi is a business operating platform for AV integrators, built by people who spent 15 years in the trade before writing a line of code, and used by hundreds of integrators across the UK, US, Canada, and Australia.
How long has Specifi been around?
Specifi started as a tool for an Irish based AV distributor called Indigo Distribution in 2017. Specifi launched publicly to the global AV industry in April 2021 and has been growing ever since. The company won CEDIA Best Startup in 2023.
Who founded Specifi?
Matthew Booth, an ex-installer who spent about 15 years in the AV trade before starting to build what became Specifi. Matthew still runs product and strategy, and the founding premise (build software integrators actually use) still drives every release.
Where is Specifi based?
Head office is outside Belfast in Northern Ireland. The team works across the UK, United States, and several other markets. Support and demos cover UK, US, Ireland, Canada, Australia, and New Zealand.
How big is the team?
15 people, plus Bodhi dog. The team is made up of developers, product designers, support (mostly ex-integrators), sales, and marketing. The size is a deliberate choice: small enough to ship fast on dealer feedback, big enough to cover support in every time zone we serve.
What does Specifi stand for?
Three values run through how the product is built and how the team supports customers. Always be learning: every feature comes from real conversations with real integrators, not a boardroom or a focus group. Always be optimising: if something can be simpler, faster, or smarter, the team rebuilds it. Always be honest: the team will tell you what works and what does not, including what is still in beta.
Has Specifi won any awards?
Yes. Specifi won CEDIA Best Startup in 2023. CEDIA is the trade body for the residential and commercial AV industry, so the award is peer recognition from the integrators and vendors we serve.
Who are your customers?
Residential and commercial AV integrators across the UK, US, Ireland, Canada, Australia, and New Zealand. Team sizes range from one-person shops to mid-size businesses with ten or more field users. If you would like reference calls with integrators similar in size and scope to your business, our sales team can arrange that during the demo conversation.
Are you VC-backed?
Specifi is privately held. For funding, cap-table, or investor questions, contact the team directly; those conversations are handled case by case rather than published generically.
Who runs support?
Our support team is led by James Grimshaw, an ex-installer with years of AV-trade experience. Every plan gets access to the same support, and we do not tier or gate responses by plan size.
How do I contact Specifi?
Email support@specifi.io for general or technical support. You can talk to Bob The Ai on our instant chat about all things Specifi. Book a demo through the site for sales conversations. Our phone numbers are on the contact page, and regional contact details are listed for US, Australia, and other served markets.
Is Specifi hiring?
The team grows when there is a role that genuinely needs filling, rather than on a fixed headcount plan. Open roles, when we have them, are posted on the careers page and shared on LinkedIn.