SeldonFrame

Sell AI front offices. Deploy them in minutes.

SeldonFrame is the agent-native, open-source alternative to GoHighLevel for agencies serving local businesses. Give your coding agent a client's URL and it can create a branded website, booking flow, intake, CRM, and AI agent in one workspace. Run evals, publish, and hand it off — then operate every client from one agency view.

Website · For agencies · For builders · Docs · Discord

Live demos: HVAC · Med spa · Med spa · Weight loss

Ship your first client front office

claude mcp add seldonframe -- npx -y @seldonframe/mcp

Or as an auto-updating Claude Code plugin:

/plugin marketplace add seldonframe/seldonframe
/plugin install seldonframe@seldonframe

> Build a branded AI front office for my HVAC client in New Orleans.

  ✓ Workspace ready at acme-hvac.app.seldonframe.com

Build the first client workspace before paying. Hosted Managed uses SeldonFrame's keys; Builder and Agency plans are BYOK. Your agency owns the client relationship, workspace data, and delivery margin.

See a real one — a live workspace, not a mockup:

The generated site — quote intake, reviews, and the chat agent (bottom right)	Its booking page — the real calendar the agent books against

And here's the agent on that site handling a real inbound — checking the live calendar, and, when asked for a price, refusing to invent one (that's the quote-guard, not a scripted reply):

A genuine exchange with the chatbot on the live site — nothing scripted: It reads the real calendar. "Today's fully booked — here are tomorrow's 9/10/11 AM slots." It won't lie about price. Asked what a visit costs, it says "I don't have exact rates on hand, but I'll have a technician confirm the cost before any work starts" — the quote-guard in action, not a canned line. It qualifies to book. Asks for the service address to confirm you're in-area, then locks the slot. Same agent answers on SMS and voice too — the channel is just a config knob.

Click any screenshot — this HVAC workspace is live and books real appointments. More live workspaces: Metro MedSpa · SKINNEY Medspa · Vive Ageless Weight Loss — and more on seldonframe.com.

The agency delivery loop

1. Start with the client URL. SeldonFrame extracts the business facts and creates the workspace.
2. Apply your agency playbook. Brand the site, booking flow, intake, CRM, and agent.
3. Verify before handoff. Run evals and complete a real test booking.
4. Publish and operate. Give the client a branded portal while your agency keeps the master view.

The same loop works from the dashboard, Claude Code, Cursor, Windsurf, or any MCP-compatible agent. See the agency workflow.

What an agent is made of here

Most "agent frameworks" hand you a chat loop and wish you luck. SeldonFrame gives your IDE agent the full production anatomy:

The agent model — Trigger × Skill × Channel

An agent isn't a chatbot UI; it's three independent axes:

• Trigger — when it runs: inbound (a call / chat / email / SMS arrives) · event (a domain event fires — booking.completed, lead.created, invoice.paid…) · schedule (a cron cadence).
• Skill — what it does: receptionist · review-requester · speed-to-lead · win-back · digest…
• Channel — how it speaks: voice · web chat · SMS · email · internal digest.
• Tools — what it can touch: native tools (book against the real calendar · read/write the CRM · send SMS & email · take a message) plus 1,000+ app integrations via Composio (Google Calendar, Sheets, Slack, HubSpot, Notion, …), bound per-agent.

surface: voice | chat (the old receptionist-only knob) is just one point in this space — trigger=inbound. One builder creates any agent; the marketplace sells any agent.

From agent to production loop

A production agent is a loop, not a single prompt:

Trigger → (Model + Tools + State) → Verify → Iterate, bounded by a Stop condition, improved by Evals, kept honest by Observability + Guardrails.

Two non-negotiables drive the roadmap: the checker must be separate from the maker (a model grading its own work is too generous a grader), and the loop must have brakes (or it bills you in silence). Where each primitive stands today:

The loop, drawn

One sentence builds it; triggers drive it; the ring is the loop running — Model → Tools → State → Verify — with tools orbiting the core, /runs + Brain observing, and the Stop brakes bounding every pass. Everything in the diagram is shipped today. (Animated SVG — if your viewer freezes it, the still frame reads the same.)

Deeper — the pre-wired stack, the architectural bet, the roadmap: docs/ARCHITECTURE.md.

Five agents you can ship today

Trigger × Skill × Channel are independent axes — pick one of each and you've architected an agent:

The Brain — memory that compounds

Agents that forget are demos. Every SeldonFrame workspace owns a Brain:

• The Soul — the single source of truth an agent grounds on (identity, services, hours, pricing). Install someone else's agent and it re-grounds on your Soul, never their facts.
• Loop memory — agents recall before acting and record after. "Did I already ask this customer for a review?" is a memory recall, not a bespoke flag.
• Notes → distilled rules — raw observations get compiled and promoted into durable knowledge on a schedule, so every run starts smarter than the last one ended.

Money rails, built in

Agents that do real work end up touching real money — so the rails are platform primitives, not an integration project:

• A prepaid wallet ledger — UNIQUE idempotency keys and guarded never-negative decrements: a charge can't double-fire, a balance can't go below zero.
• Stripe Connect payouts — seldonframe payout moves accrued earnings to a bank account.
• Checkout that fulfills — a marketplace sale auto-provisions the deployment and re-grounds it on the buyer's business.
• Per-use rental billing — every agent exposes a signed MCP endpoint; other LLMs can rent it and the ledger meters each use.
• Real phone numbers — provision a number per agent (bring your own Twilio today; SF-managed metered numbers are rolling out).

_{Fee fine print: SeldonFrame takes a 5% GMV fee only when the marketplace brings the buyer, ~2% on sales through your own SeldonFrame storefront, and $0 anywhere else.}

Operate every client from any IDE

One npm package — @seldonframe/mcp — runs as a local MCP server in every major AI-native editor. Pick yours, paste the snippet, and ask your agent to create or update a client workspace — website, booking page, intake form, CRM, and agent in one pass.

claude mcp add seldonframe -- npx -y @seldonframe/mcp

/plugin marketplace add seldonframe/seldonframe
/plugin install seldonframe@seldonframe

{
  "mcpServers": {
    "seldonframe": {
      "command": "npx",
      "args": ["-y", "@seldonframe/mcp"]
    }
  }
}

{
  "mcpServers": {
    "seldonframe": {
      "command": "npx",
      "args": ["-y", "@seldonframe/mcp"]
    }
  }
}

{
  "servers": {
    "seldonframe": {
      "command": "npx",
      "args": ["-y", "@seldonframe/mcp"]
    }
  }
}

{
  "context_servers": {
    "seldonframe": {
      "source": "custom",
      "command": "npx",
      "args": ["-y", "@seldonframe/mcp"]
    }
  }
}

[mcp_servers.seldonframe]
command = "npx"
args = ["-y", "@seldonframe/mcp"]

Once connected, restart your IDE (MCP connectors load at session start), then just say:

> Build a workspace for my client: [business name]. [city, state]. [services]. [phone, optional].

See the same six snippets, kept in sync, at seldonframe.com/build.

Self-host the whole thing

Prefer to run it yourself? The entire monorepo is AGPL-3.0 — and there's a prebuilt image, so you don't even build it:

git clone https://github.com/seldonframe/seldonframe.git && cd seldonframe
cp .env.docker.example .env.docker   # add your ANTHROPIC_API_KEY or OPENAI_API_KEY
docker compose -f docker-compose.yml -f docker-compose.ghcr.yml up   # pulls the prebuilt image

Brings up Postgres, migrations, and the app on localhost:3000 — the same dashboard, generated public sites, and API as the hosted version. Multi-arch image (amd64 + arm64) at ghcr.io/seldonframe/seldonframe; or docker compose up --build to build from source. Bring your own LLM key (Anthropic or OpenAI); SMS/voice (Twilio), email (Resend), and 1,000+ integrations (Composio) are add-your-own-key. Full guide: QUICKSTART.md.

When you're ready to scale

Your agency hub is seldonframe.com/agencies — deploy branded client workspaces, set your own client pricing, and keep the master view. Builders can still publish portable agents through seldonframe.com/build and let other LLMs rent them over MCP.

Pricing — no surprises

Tech stack

• Next.js 16 (App Router) + React 19 + TypeScript — one deployable app: dashboard, generated public sites, and API
• Drizzle ORM on Postgres (Neon in production; any Postgres 15+ when self-hosting)
• Tailwind CSS 4
• pnpm workspaces + Turborepo (monorepo)
• MCP server — @seldonframe/mcp, plain Node, runs locally inside your IDE
• Anthropic / OpenAI (bring your own key) · Stripe payments · Twilio voice/SMS · Resend email

Contributing

The highest-leverage PR here is an agent template or a vertical skill-pack — merged templates ship to the marketplace where every SeldonFrame user can find them, and you can list your own paid variants alongside. Core, connector, and eval PRs are equally welcome.

• Start with CONTRIBUTING.md, then issues labeled good first issue / help wanted
• House rule: agent-behavior changes ship with eval scenarios; runtime changes ship with tests

Community

• 💬 Discord — fastest way to get help, feedback, or just say hi
• 🐦 @themaxthule on X — release notes, tips, dogfood notes
• 📚 Docs — deeper guides than this README
• 🐛 Issues · 📡 Discussions
• ✉️ Partnerships: hello@seldonframe.com

License

AGPL-3.0 for the whole monorepo. Self-host freely; if you modify it and run it as a network service, your modifications stay open. For closed-source embedding, the hosted plan is the commercial alternative — see LICENSING.md. Same dual model as Mattermost, Plausible, and Postiz.