Clarify
Product Architecture
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CLARIFY
PRODUCT ARCHITECTURE // v1.0
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Clarify
CHANGE VIEW
Clarify
AI Operating System // For Real Estate
BUILT BY BRADEN KOOP & KELLEY SKAR
CHANGE VIEW
SECTION 02 // BUSINESS MODEL

Unit Economics

Cost stack · Pricing · Scale
Pricing Tier
Modelling at scale
1,000USERS @ PRO TIER
101001,00010,000
?
Monthly Revenue
$99,000 CAD
Base + overage
Total monthly billing across all users — tier subscription price × user count, plus any overage credit purchases when users exceed their monthly credit allowance.
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Monthly COGS
$21,767 CAD
$21.76 / user · vendor + Stripe + infra
Cost of Goods Sold — what we pay vendors to deliver the product: Anthropic (Claude API), Google Gemini, Resend, Cloudflare, plus Stripe payment-processing fees. The per-user figure is the variable cost to serve one modelled agent at the selected tier. Excludes overhead (founder time, marketing, support).
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Gross Profit
$77,233 CAD
After COGS · pre-overhead
Revenue minus COGS — the money left after paying the variable costs to deliver the product. Doesn't include overhead like founder salaries, marketing spend, or office costs. The "raw" profitability of each customer.
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Gross Margin
78%
AI-Native target: 70–80%
Gross Profit as % of Revenue. Traditional SaaS targets 80–90%. AI-native SaaS (like Clarify) targets 70–80% because inference costs scale with usage. Above 80% is excellent, 60–70% is concerning, below 60% needs structural fix.

Cost Breakdown · Where the COGS Goes

The Margin Trap

Why AI-native pricing isn't flat-unlimited

The structural risk we're designing around
Flat Unlimited · Margin Erodes
No usage governor
Heavy user vs light user compute~10× cost
What each paysSame flat fee
Margin under our controlNo
Credit Governance · Margin Defended
Tier allowance + auto overage
~80% of usersNever hit cap
Heavy 20%Pay in proportion to use
Per-tier margin floorKnown & bounded
Pricing Tiers · Hybrid Subscription + Action Credits
Solo
$49CAD/MO
For part-time / starter agents
75CREDITS / MO
  • ≈ 3 listings + 8 photo edits + 10 email campaigns
  • Chat: free + uncapped
  • All deliverable types
  • 1,000 email sends / mo
Overage · $25 = 100 credits
~87% Gross Margin
Pro
$99CAD/MO
For full-time producing agents
300CREDITS / MO
  • ≈ 10 listings + 30 photo edits + 40 email campaigns
  • Chat: free + uncapped
  • ~60% headroom on Braden's actual usage
  • 5,000 email sends / mo
Overage · $25 = 100 credits
~78% Gross Margin
Team
$149CAD/SEAT
For brokerages + top producers
900CREDITS / SEAT / MO
  • ≈ 30 listings + 80 photo edits + 100 email campaigns
  • Brokerage branding · multi-user · assistant access
  • Priority support
  • 15,000 email sends / mo
Overage · $25 = 100 credits
~84% Gross Margin
Per-Action Cost · USD & Credits
Action
Model Stack
Cost · Credits
Listing Presentation
Opus 4.7 · template-shell v2 + ~3 edits
$0.9010 credits
Photo Edit · twilight
Sonnet 4.5 ×2 + Gemini 2K · audit-gated
$0.183 credits
Photo Edit · virtual staging
Sonnet 4.5 + Gemini 3.1 Flash
$0.153 credits
Buyer's Guide
Sonnet 4.6 · single call, no web search
$0.128 credits
Landing Page
Sonnet 4.6 · single page + lead capture
$0.105 credits
Open Canvas
Sonnet 4.6
$0.173 credits
Custom Carousel
Opus 4.7 · w/ retry
$0.133 credits
Email Draft
Template v2 · zero AI (deterministic + CASL)
$0.001 credit
Chat Message
Sonnet 4.6 + Haiku 4.5 bg
$0.034FREE · UNCAPPED
Social Post · 3 variants
Sonnet 4.6
$0.031 credit
Email Send · per recipient
Resend · post-cutover
$0.001INCLUDED
Subscription Charge · per agent / mo
Stripe · 2.9% + $0.30 CAD per charge
$3.17*NOT METERED
* Stripe fee at Pro tier ($99 CAD/mo). Solo: ~$1.72 · Team: ~$4.62/seat. Credit overage: $25 = 100 credits ($0.25 / credit).
Cost Levers + Risks
Lever · Untapped
Prompt Caching
Anthropic offers 90% off cached input tokens. Not wired anywhere yet. Every repeated system prompt across Listings, Chat, Social, Landing etc. compounds the saving — payoff scales with volume. Caching the Listing prompt alone is the easiest first pass.
Lever · Available
Model Routing
Route cheap deliverables (social captions, subject lines, chat) to Haiku 4.5 ($1/$5 per M); reserve Opus 4.7 ($5/$25 per M) for CMAs and Carousels. Agent never sees the difference — same UX, ~30% cheaper aggregate COGS at typical mix.
Risk · Watch
Vendor Concentration
Anthropic = ~57% of variable COGS (up from ~52% — v2 stripped FAL + web_search, so the spend that remains is more Anthropic-weighted). Any pricing change directly compresses margin. Opus 4.7 just dropped 3× from Opus 4.5, but a future hike has full pass-through risk. Mitigation: prompt caching + model routing absorb a 20-30% Anthropic hike before it touches margin.
Risk · Future
Customer Support at Scale
Today: founders (Braden + Kelley) handle every ticket — free labour, doesn't hit COGS. Once volume requires a dedicated support hire (probably ~500+ paid agents), customer support becomes 7-10% of revenue, dropping Pro margin from ~76% to ~68%. Plan: hire from revenue, not from raise.
BUILT BY BRADEN KOOP & KELLEY SKAR
Building Cheat Sheet
One agreed name for every page in Clarify — so when you say “the X page,” we both know exactly which one. This is the shared map we build from.
Reference = the file/route under the hood (what Claude searches). Say the bold name.
Getting in
Where you log in with your email + password.
/signin · signin.html
Reset a forgotten password from an emailed link.
/reset · reset.html
The home screen — the “Clarify.” starfield with every tool tile.
/app · app.html
The “you’re offline” fallback if the connection drops.
offline.html
Create — the making tools
The AI assistant — your in-app ChatGPT for any question.
/pages/chat · chat.html
Pick what to build (Listing / Open Canvas / Buyer’s Guide) + your past work.
/pages/presentations
The intake form for a CMA listing presentation (address, price, CMA upload).
presentations.html → Listing
The drag-and-drop editor for a built listing — move/resize the hero, edit sections, recolour. (opens after you build a listing)
listing-editor-v2.js
Free-form document builder for anything that isn’t a listing.
presentations.html → Open
The buyer-guide builder (first-time / repeat + province, live-researched).
presentations.html → Buyers
Twilight (day-to-dusk) + Virtual Staging photo edits.
/pages/photo-studio
Just-Listed / Just-Sold caption + photo carousel.
/pages/social
Branded text-slide decks for Instagram & Facebook.
/pages/social-carousel
Lead-generation tools. Coming soon
/pages/marketing
Email & contacts — the cockpit
The hub: your campaigns, drafts, and saved templates.
/pages/email-centre
The 3-step email flow: pick recipients → write → review & send.
/pages/campaign
Your client list / CRM.
/pages/contacts
One contact’s full profile — info, tags, notes, important dates.
/pages/contact-detail
The CSV import wizard: upload → map → preview → consent → import.
/pages/contacts-import
Set up & account
Your brand kit — name, logo, colours, contact, PREC. Feeds everything you make.
/pages/branding
Account, CRM connections, sending domains, team, Connected AI.
/pages/settings
The first-run setup checklist for new agents.
/pages/onboarding
Where you send bug reports / ideas (internal inbox).
/pages/feedback
Business Tracker
The deal / pipeline / sales tracking tool (its home).
/pages/business-tracker
Overview / analytics for the tracker.
bt-dashboard.html
Incoming lead list.
bt-leads.html
Deals moving through stages.
bt-pipeline.html
Deals under contract / in progress.
bt-pending-deals.html
Closed sales.
bt-sales.html
Your active listings.
bt-listings.html
Your buyer clients.
bt-buyers.html
Calendar / showings.
bt-appointments.html
Where leads came from.
bt-sources.html
Settings for the tracker.
bt-settings.html
What your clients see Client-facing
The shareable listing / CMA link you send a client. (unique link per presentation)
/p/:slug
The shareable property or neighbourhood site. (unique link per site)
/w/:slug
Where an email recipient opts out (CASL-compliant). (unique link per recipient)
/u/:token
Is my information safe? (the plain-English version)

Short answer: yes — here’s why, without the tech-speak.

Think of Clarify like a building where every agent gets their own locked room. When you sign in, the system checks your key (email + password). Your password is never kept as-is — it’s run through a secret scrambler so even we can’t read it; we only ever check that your key fits the lock.

Once you’re inside, you only ever see your own room. Every time the app pulls up your contacts, presentations, or branding, it’s hard-wired to ask only for the things tagged to your account — there’s no hallway from your room into anyone else’s. We even run an automatic guard that blocks any new code from breaking that rule before it can go live.

  • Everything travels through a locked tunnel (HTTPS). Your data is scrambled on the way to and from the app, so no one can read it in transit.
  • Outside keys are double-locked. If you connect another tool (like your CRM), its password is encrypted before it’s stored, and it’s never shown back on screen or written into any log.
  • Your clients’ privacy is built in. Contact lists follow Canada’s anti-spam + privacy laws — every contact has a consent record, every marketing email has a real unsubscribe link, and if someone asks to be removed we can erase them (while keeping the legally-required proof they once opted in).
  • The links you share are clean. When you publish a presentation or website for a client, the system strips out anything that could run sketchy code, so the link is safe to open.
  • It’s been professionally audited. The whole system went through a security review, and an automatic checker re-tests the riskiest rules on every single update.
Bottom line: your data is yours, it’s walled off to your account, it travels encrypted, and the parts that face the outside world are sandboxed and double-checked. Put your real client info in with confidence.