Built by Someone Who Lost Sales Like You
Not a software engineer who read about ecommerce. Someone who ran one — and built RuleInside because no tool existed that actually did the work.
Ran an E-Commerce, 2018–2021 · 30+ businesses consulted
As Featured In
Availability Is the Price of Entry
My first business was property management in Panama. Finding tenants, handling maintenance, collecting rent. Simple on paper.
The reality: prospective tenants called in the evenings, on weekends, whenever they had time to visit apartments. Every missed call was a unit sitting empty for another month. Every unanswered email was a tenant who went to the next listing.
I learned something I never forgot: in any service business, availability is not a competitive advantage. It is the entry requirement. If you do not respond, you simply do not exist for that customer.
You can have an excellent product, the right price, and genuine expertise — and still lose the sale because you were not there at the exact moment the customer was ready.
“If you do not respond, you simply do not exist for that customer.”
I Built a Store. Then I Watched It Fail.
Back in Italy, I founded EarthMeals — a plant-based ready meals ecommerce. Home delivery, organic ingredients, a product I believed in.
The first months were promising. Customers who tried the product loved it. Press coverage in Vanity Fair Italia, Wired, Il Corriere. But every new customer cost money to acquire, time to serve, and attention to make them keep buying — and I was running out of all three.
Then March 2020. Overnight, everything stopped.
In 2021, I closed EarthMeals after three years. The pandemic had destroyed demand overnight. But even before that, every unanswered question was a customer who didn’t buy. Every missed call was a sale that never happened. Every slow response was a dissatisfied customer.
“The product was right. The availability was not.”
30+ Businesses. The Same Problem.
After closing EarthMeals, I spent three years consulting businesses across Italy, Spain, and the US. E-commerce stores, service businesses, professional practices. Different sectors, different sizes, different products.
Same problem every time.
Stores losing sales to unanswered questions at 10pm. Ecommerce owners watching cart abandonment climb without understanding why — the customers were not indecisive, they were waiting for someone to help them choose. Past buyers sitting in a database generating zero revenue, because nobody had time to reach back out.
The leads went cold. The carts stayed abandoned. The past buyers never came back.
Not because of a bad product. Not because of wrong pricing. Because no one was there.
“They were not indecisive. They were waiting for someone to help them choose.”
Hiring Won't Fix It. Neither Will Automation.
Hiring more people is not the answer — I learned that with EarthMeals. You cannot afford to pay someone to answer calls at midnight, in Italian, Spanish, and English, every day of the year. The numbers do not work.
The tools I had used and recommended for years had a different problem: they handed you the keys and left you to figure everything out. Most people never got them working. The ones who did watched them fall apart the moment they stopped paying attention.
So I spent two years testing every major AI voice platform on the market. I ran them on real stores, with real customers. I found out which ones failed under load, which ones hallucinated product details, which ones required a full-time engineer to maintain. Then I built RuleInside’s stack from scratch — engineered specifically for WooCommerce, FluentCart, and Surecart with the integrations and safeguards the platforms I tested were missing.
That is what I built.
The System I Needed in 2018
RuleInside deploys and manages AI voice agents on WordPress ecommerce stores that answer customers, recover sales, and reactivate past buyers — fully managed, so you never have to touch it.
We configure every agent on your products, your policies, and your customer history. We test every scenario. We go live when you approve. We monitor and optimise every month.
You get full access to the platform and can change anything at any time. Most clients never do — because they never need to.
RuleInside runs your sales and support operations. You run your business.
Your Store Should Not Lose Sales When You Aren't There.
Every store owner I have worked with had the same problem. Most did not know it. The unanswered calls, the abandoned carts, the customers who stopped buying — they looked like normal business friction. They were not. They were sales that could have been saved, disappearing quietly every day.
I built RuleInside to close that gap. To make sure no store loses sales simply because the right person was not available at the right moment.
You have already built something worth buying. I want to make sure your customers can always find someone to help them do it.
Stefano Bertoli
Work With Me Directly
Most AI platforms sell you software and leave you to figure out the rest. Agencies take your brief and hand it to a junior account manager you’ll never speak to again. With RuleInside, you get the person who built the system — someone who ran an ecommerce business, spent three years solving this problem for other store owners, and engineered every part of the stack you’re running on.
I configure your agents personally. I know your products, your policies, and how your customers speak. When something needs to change, I change it. When something is not performing, I find out why.
You are not a ticket in a queue. You are a store I am responsible for.
I speak Italian, Spanish, and English — so if your customers, your team, or you operate in any of those languages, nothing gets lost.