AI for sales, by builders.
Moonlabs is the operator-led AI Academy in Derby. We run three live companies — Homemove, home.co.uk and homedata.co.uk — and we teach twelve students per cohort to ship a real AI product, sell it to a real customer, and raise on it. Three pillars: Coding, Commercials, Investment. Twelve weeks. £6,000.
Moonlabs is what we are. Two operators — James Freestone and Louis O’Connell-Bristow — who run Homemove, home.co.uk and homedata.co.uk. We carry three sales motions across the group, run an AI-native outbound and lifecycle stack ourselves, and have raised £5m+ on the back of it.
The Academy is what we do. A twelve-week, in-person, twelve-student cohort in Derby. You build a real AI product. You sign a paid pilot on it. You write a deck and a financial model. You leave with a deployed system, a paying customer reference and a live investor pipeline. Coding, Commercials, Investment — the three pillars taught in equal weight every week.
Why this page exists. Sales is being rebuilt around agents this year — sourcing, sequencing, lead scoring, call prep, account research, transcript analysis, opportunity hygiene. The senior sales people being promoted in 2026 are the ones who can build the systems themselves; the ones being squeezed are still living in the same Salesforce setup from 2022. You leave as the salesperson who can ship the AI, not just complain about the CRM.
Coding · the salesperson’s AI stack, built
Sourcing agents over real pipelines, sequencing personalisation that does not look LLM-written, scoring calibrated to your ICP, call-prep retrieval over account history, transcript analysis with structured outputs. Evals from week one so the agent does not embarrass you in front of a buyer. A deployed sales-AI tool by week twelve.
Commercials · selling AI into RevOps and CROs
AI outbound retainers are the new high-ticket SaaS line item. Pricing per opportunity created, per meeting booked, or per seat. Procurement, CRO sign-off, the internal champion. A one-page pilot agreement. A paid pilot by week six — sometimes back into your own employer, sometimes a peer team.
Investment · raising on sales-AI
Clay raised at $1.5bn, Gong at $7bn, Apollo $1.6bn, Outreach unicorn, 11x raised $50m from Benchmark, Regie.ai funded out of YC — sales-AI is one of the most heavily-backed vertical-AI categories in the world right now. Cap table, ten-slide deck, financial model, term sheets. A live investor pipeline by demo day.
Common questions.
I have never coded. Is this realistic?
Yes. AI tooling has collapsed the on-ramp; we have taken senior non-coding professionals through to a deployed product in twelve weeks. More on that here.
Will I learn how to evaluate vendor sales-AI products too?
Yes. After twelve weeks of building you can read a Clari, Gong, 6sense or Outreach demo with operator-grade scepticism. The procurement conversations you have on the other side are fundamentally different.
Can my employer fund this?
Often yes — sales L&D budgets, the Apprenticeship Levy and explicit AI upskilling allocations all apply. Full funding routes here.
How does this compare to the AI course for marketers?
Same Academy, different default project shape. Marketers gravitate to content and brand tooling; sales gravitates to outreach and scoring tooling. Marketer page.
I run a sales agency. Can I send several team members together?
Yes. Several agencies have sent two or three. Discounts for groups; talk to us early.
More Academy entry points.
The Academy is one course with many doors. Each of these pages is a different entry point into the same twelve weeks.
Build it. Sell it. Raise on it. In twelve weeks.
Tell us what your sales motion looks like today and what AI tool you would build for it. James and Louis read every application personally and reply inside the week.
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