About
About Propel
Propel is a proposal studio built around one narrow job: turning the details of a project into a document a client can read, understand, and act on.
Propel is a web application for writing client proposals. You enter what you know about a project — who the client is, what they want to achieve, what you will deliver, how long it will take, and what it costs — and Propel organises that information into a structured proposal you can review, edit, and send. Proposals are stored as structured content rather than a single block of text, which is what makes them editable section by section instead of all at once.
The reason the product exists is unglamorous. Proposal writing is one of the least enjoyable parts of running a service business, and it usually happens at the worst possible time: after a good call, at the end of a working day, when there is still delivery work waiting. Most people start from the last proposal they sent, delete the parts that no longer apply, and spend an hour fighting with page breaks and heading styles before they write a single useful sentence. The formatting work is not the valuable part, but it is the part that consumes the time.
The cost of rushing that work shows up later. An unclear proposal is the origin of a large share of the problems that follow: scope that quietly expands because nobody wrote down what was excluded, deadlines that slip because dependencies on the client's side were never named, invoices that get queried because the payment schedule was described in a sentence rather than a table. When a project goes wrong in month three, the cause is often a sentence that was ambiguous in week one. A clear proposal is not paperwork — it is the first agreement of the relationship.
So Propel focuses on structure and clarity rather than on visual novelty. Every template is a sequence of the sections a client actually reads before deciding: a summary, their goals as you understood them, the approach you propose, the scope with its boundaries, the specific deliverables, a timeline with milestones, pricing laid out plainly, the assumptions the plan depends on, and an explicit next step. The AI helps with the drafting and the arrangement. It does not invent facts about your business, and where information is missing it says so rather than filling the gap with something plausible.
Who we build for
Freelancers
Independent designers, developers, writers, marketers, and consultants who write every proposal themselves and need the process to take an hour rather than an evening.
Agencies
Small and mid-sized teams that send proposals regularly and want a consistent structure across everyone who writes them, so the quality does not depend on who happened to pick up the lead.
Consultants
Advisors whose work is harder to describe than a fixed deliverable, and who need space to explain a diagnosis, a method, and a set of phases before the fee makes sense.
Service businesses
Studios, contractors, and specialist providers who quote project work and want the client to understand exactly what is included before they agree to anything.
What these groups have in common is that they sell expertise rather than a catalogue item. The client cannot inspect the thing before buying it, so the proposal is the product until the work begins. That is a high bar for a document, and it is the bar Propel is designed against.
Our approach
Clarity over persuasion. A proposal that is easy to understand tends to be more persuasive than one that is written to impress. We favour plain sentences, concrete deliverables, and numbers presented in a way that can be checked at a glance. If a section can be shortened without losing meaning, it should be.
Simplicity in the workflow. The product is deliberately small. There is a place to describe the project, a place to generate and edit the proposal, and a place to send it. We would rather do those three things properly than add a dozen features that each get used once.
Honest software. We only describe capabilities that exist in the product today. Where a feature depends on an account, an AI credit balance, or a third-party service, we say so on the page rather than in the small print. The same principle applies to the proposals Propel produces: AI-generated text is a first draft that you are responsible for reviewing before it reaches a client, and the product is built to make that review easy rather than to encourage you to skip it.
Your words, structured. Propel is at its best when it is arranging real information you already have — a scope you discussed on a call, a price you have thought about, a timeline you can actually meet. It is not a substitute for knowing your own project. It is a way to get that knowledge onto the page in a form your client can act on.
Try it on your next project
Bring the details. Propel handles the structure.