About Pricing Penguin
We built the tool we wished existed.
An honest, AI-powered way to find out what UK home improvements and construction projects actually cost before you ever pick up the phone.
Who we are
Pricing Penguin started with a frustration. Tom Ellis spent years running a UK construction business, and the same thing kept happening: clients would call with no idea what their trade or construction project should cost. He'd drive out, spend an hour measuring up, write a detailed quote — and never hear back. The client had sticker shock because they expected their kitchen to cost £3,000, not £15,000.
Tom teamed up with Robson Grant, a software developer who'd been building AI tools since university. The idea was simple: what if homeowners could get a realistic price range before they called a local tradesperson?
A clearer project brief can help homeowners and tradespeople discuss scope and budget. Explore modelled estimates, with assumptions to confirm before agreeing a written quote.
Turn a home improvement idea into a clearer brief and an indicative budget.
Explore modelled cost allowances, check the assumptions and browse tradesperson profiles. Availability and evidence vary by business and area.
What we do
Pricing Penguin combines AI with reference pricing for UK home improvement planning. Using the platform, local contractors and customers can:
Generate estimates
Our AI interprets job descriptions and uses modelled allowances, postcode factors and project details to help you explore a planning budget.
Save time
A clearer brief helps tradespeople understand the proposed scope and the homeowner's budget before discussing a written quote.
Enhance transparency
Homeowners can explore cost assumptions and questions to resolve with a tradesperson before agreeing the work.
Our platform doesn't just generate numbers — it creates better conversations, fosters trust, and builds stronger relationships between contractors and their clients.
Why UK trades & homeowners choose us
We pride ourselves on offering a construction pricing solution that is built for real-world application on UK sites.
User-friendly
Our interface is simple and intuitive for both contractors and clients, ensuring anyone can navigate the quoting process with ease.
Customisable
Every project is different. Our system adapts to fit unique job details, regional UK price variations and specific trade needs.
Continuously improving
We aim to improve our reference data and validation over time. Current estimates are indicative and still need project-specific confirmation.
Our commitment
Our mission
Our mission is simple: to make UK construction pricing smarter, faster and more transparent. Whether you're a local contractor looking to streamline your quoting process or a client who needs clarity on renovation costs, Pricing Penguin is here to make the entire process stress-free and honest.
Sustainability commitment
Sustainability is at the heart of our mission. That's why we contribute a percentage of our revenue to Stripe's carbon removal programme in collaboration with Frontier. By supporting this initiative, we aim to help the UK construction industry move towards a greener, more sustainable future.
Join our journey
We're excited about the future of the UK trade industry. Whether you're a seasoned contractor, a new tradesperson, or a homeowner planning your next project, Pricing Penguin is here to empower you.
Take the guesswork out of construction pricing and build with confidence — join us today.