About Pricing Penguin
We built the tool we wished existed — an honest way to find out what home improvements actually cost before you pick up the phone.
Who We Are
Pricing Penguin started with a frustration. Tom Ellis spent years running a construction business, and the same thing kept happening: clients would call with no idea what their 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 tradesperson? No more wasted site visits. No more unrealistic expectations. Just honest numbers based on real UK project data.
That’s Pricing Penguin. We’ve analysed over 10,000 UK project prices across 25+ categories to give homeowners instant estimates — and we connect them with tradespeople who actually want the work.
What We Offer
What We Do
At its core, Pricing Penguin is an AI-driven pricing platform for the construction industry. Using our intuitive system, contractors and customers can:
- Quickly Generate Price Estimates: Our AI interprets job descriptions and provides accurate pricing estimates based on industry standards, local data, and job-specific details.
- Save Time & Improve Efficiency: Contractors can focus on high-value opportunities by only quoting jobs that meet realistic cost expectations.
- Enhance Transparency: Clients receive instant, reliable cost estimates, reducing miscommunication and setting clear expectations from the start.
Our platform doesn’t just generate numbers—it creates better conversations, fosters trust, and builds stronger relationships between contractors and their clients.
Why Choose Us?
We pride ourselves on offering a solution that’s:
- User-Friendly: Our interface is simple and intuitive for both contractors and clients, ensuring that anyone can navigate the process with ease.
- Customisable: Every project is different, and our system adapts to fit unique job details, regional price variations, and trade-specific needs.
- Continuously Improving: As the industry evolves, so do we. Our AI constantly learns from new data, ensuring that our pricing estimates remain accurate and relevant.
Our Commitment
Our Mission
Our mission is simple: to make construction pricing smarter, faster, and more transparent. Whether you’re a contractor looking to streamline your quoting process or a client who needs clarity on project costs, Pricing Penguin is here to make the process stress-free.
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 program in collaboration with Frontier. By supporting this initiative, we aim to help the construction industry move towards a greener, more sustainable future.
Join Our Journey
We’re excited about the future of the construction industry and invite you to be part of our journey. Whether you’re a seasoned contractor, a new business owner, or a homeowner planning your next project, Pricing Penguin is here to empower you with the tools you need. Take the guesswork out of construction pricing and build with confidence—join us today!