I used to be the setter.

I graduated from a setting academy, took on my first client, a metabolic health coach and spent months in the DMs. Learning the scripts, the objection handles, the timing. What made a lead go cold. What made them book.

I was good at it. And kept improving as I worked for bigger coaches. But I also saw exactly how fragile the whole thing was.

One missed DM window and a warm lead was gone. One bad week and the pipeline dried up. The coach I was working with was completely dependent on me being online, being sharp, being available. And I was one burnt-out week away from dropping the ball.

That's when it hit me... the problem isn't the setter. It's that the whole model is built on a someone being available at exactly the right moment, every time. And people just aren't.

After a coach grows their audience. Their DMs would spike. And then you'd watch the leads go cold because nobody was fast enough to catch them.

Coaches would hire a setter to fix it. Six months later, the setter had quit or gone quiet (as they're money motivated) and you're back to square one. I saw it happen over and over again.

So we built Setterflo.

Here's what it actually does.

Setterflo is a done-for-you AI setter built specifically for high-ticket Instagram coaches (Not a robotic chatbot, GHL wrapper or ManyChat). An AI trained on your real DM conversations, your tone, your objections, your qualification criteria that responds to every DM in under 4 minutes, 24 hours a day.

It reads the lead's Instagram profile before engaging them. It qualifies against your ICP. It handles the most common objections using your own scripts. And when a lead is ready, it sends your booking link and logs the call in your CRM.

You wake up to qualified calls already on your calendar.

The maths are simple.

A human setter costs $2,500–$5,000 a month, takes two to three months to train and has a 34% annual churn rate across the industry. Every time one leaves, your pipeline dips while you start again from scratch.

Setterflo is $997 to set up and $297 a month after that. Live in seven days with no setter training, managing or quitting midway through a launch 😅.

If you're getting warm leads from content and losing them before they ever hit your calendar, that's the problem we built this to fix.

We're currently onboarding our first pilot partners, ten coaches who want to test this properly and shape how the product develops.

If that's you, or if you just want to understand how it works, drop me a message. Happy to walk you through it.

P.S. below is me at our stand in the biggest startup conference in Europe:)

- Liam, Co-founder @Setter Flo