THE STORY
Why These Tools Exist
In 2022, I was paying $500/mo for tools that should cost $50/mo.
$49-99
Changelog software
$20/user
Team AI access
$100s
Basic infrastructure
$180,000+
Over 30 years. For basic infrastructure.
I refused. So I started building.
The Consolidation
In late 2025, I made a decision: consolidate everything under one roof.
BEFORE
SimpleDirect
My SaaS business
NOW
Free Tools by George Pu
All apps free, forever
BEFORE
ANC
My consulting business
NOW
Guidance by George Pu
Serving non-standard founders
Everything now lives under
Founder Reality
Why Individuals Win in the AI Era
Brands
Losing value
AI-generated logos in seconds
AI-generated websites in minutes
Infinite brands, near-zero barrier
"Companies spend millions on domains, begging people to remember them. I still couldn't remember their names as I wrote this."
Individuals
Winning more
Accountability rests on people
Trust is earned by humans, not logos
Decision-making has a face
Individual distribution > brand distribution
In the AI-first world, people trust people.
These Aren't Generic Tools
Not another SaaS clone. Something different.
My Principles
Built on 6 years of learning what actually works
My Thinking
From startup chaos to profitable clarity
My Decisions
Hard-won lessons baked into every feature
"I'm proud to share what we're building and the thinking behind it—so we can all grow together."
— George
Who Built This
George Pu
Toronto, Canada
$10M+
Portfolio
6
Years Building
30+
Year Horizon
Built without VC. Building for 30+ years, not 5-year exits.
A small team helps keep things running. You'll never interact with them.
More about George