Why I built SBI

I'm an investor and entrepreneur, and SBI is a project I've built around my other commitments — early mornings, evenings and plenty of trial and error.

I'm not a software developer. AI coding tools made it possible for me to turn my trading experience into a working product. You might have heard it called “vibe coding”: describing what you want to build, working through it with AI, testing it and improving it.

I've learned as I've gone, questioned things, rebuilt things, and kept coming back to the same question: does this make researching a match easier?

That's the journey behind SBI. And I'm still on it.

Today it brings together around forty competitions, with form, statistics, referees, managers, line-ups, player data and prices sitting alongside each other.

At its heart is my master tissue — the prices I calculate independently of bookmaker odds, and have used throughout more than twenty years of football trading on the betting exchanges.

Building SBI has given me a way to share that approach, bringing my prices together with the match data and current market odds so you can research the differences for yourself.

The Premier League is free because I want you to use it.

It's where I do much of my own trading, and it's the best place to show you what SBI can offer. You can research every Premier League match and explore the data without a paid membership. The player props tool is free too.

Once matches have been played, their pages become public across the competitions we cover, building a research archive you can return to.

Paid membership opens up the other leagues before kick-off, alongside the additional pre-match signals and tools.

I also want SBI to earn your trust through its record. That means showing winners and losers, the prices available when signals appeared, and where those prices finished at kick-off. A bad month belongs in that record just as much as a good one. I'm building that record into the site now, and it will be public and free to read.

The presenters you see on our YouTube channel are AI avatars. I use them purely to produce the show more quickly and get the analysis out while it's still relevant.

The analysis comes from SBI's data and my master tissue, and I take responsibility for what we publish. The avatars are simply how we present it. I want to be open about that from the outset.

I have ambitions to keep adding value to SBI: deeper research, better ways to follow price movements, and tools that make the information easier to use. Trading with the platform myself helps me spot what's missing. Your feedback will help shape what comes next.

Start with the free Premier League area. Use it for a few matches. See whether it helps you understand the game and the market more clearly.

If it doesn't help your research, there's no reason to pay. If it does, you'll understand why I built it.