The situation
€2,000 a month. The first good question: "And what else do I pay on top?" The second: "How long am I tied in?" Both have short, written answers — on the Universal page, on Pricing and in Account › Plan. Here they are.
What is included
One subscription, every capability, one active focus:
- Google / Meta / TikTok / LinkedIn Ads — strategy, build, optimisation.
- SEO and GEO — visibility in Google and inside AI answers.
- Website — performance, conversion, new pages, rebuild in sessions.
- AI assistants, knowledge bases, governed automations.
- Tracking, analytics, dashboards, alerts.
- Creative — copy, briefs, ad creatives.
- Product & e-commerce — flows, integrations, catalogue.
- Round-the-clock monitoring + emergencies (site down, checkout, tracking).
- The portal — queue, sessions, history, health, export.
Plus, uncounted: unlimited recommendations, requests and questions. Capacity is what gets shared — 4 sessions × 10 hours — not access to capabilities.
What passes through
The things you pay anyway, to anyone, and which Universal does not mark up:
| What | How |
|---|---|
| Media budget (Google, Meta, TikTok…) | paid directly to the platforms, from your account |
| Licences and SaaS (CRM, email, premium hosting) | at cost, on your invoice |
| Paid APIs (AI models, data) | at cost; approval above €100/month |
| Stock photo/video, commercial fonts | at cost |
| On-site video/photo production | separate quote |
The approval rule: any recurring pass-through cost above €100 a month is explicitly approved by you beforehand. Below the threshold, it is mentioned in the session scope; either way, you get the receipt. Account › Plan says it verbatim: "media, licences, paid APIs — at cost, approval above €100".
The terms
- Monthly, with 30-day cancellation. No minimum term for the standard subscription.
- Annual: 11 payments for 12 months — one month free. You can switch to annual any time from Account › Plan ("Switch to annual (one month free)").
- Large builds — a project exceeding one month of capacity (new website, a product, "a project · 4+ sessions"): 6 months minimum, so it is fair for both of us. A 12-session rebuild is not started with the option to leave at session two.
- Payment before the map: the Opportunity Map arrives within the first 48 hours of the first paid month. The public scan (Valhalla Pulse) stays free.
In Account › Plan you see your cycle, "paid until", the payment history and the pass-through note.
What Universal is not
- Not hourly billing. Hours are the capacity mechanism, visible for transparency, not the product.
- Not a retainer with meetings. Async by default; we talk when a strategic conversation matters.
- Not unlimited in execution volume. It is unlimited in access to capabilities and in the number of requests; execution is 4 sessions a month, one active.
What to remember
- Included: every capability (ads, SEO/GEO, website, AI, automation, tracking, creative, product, monitoring, portal), unlimited requests.
- Pass-through at cost, no mark-up: media, licences, paid APIs, stock, on-site production; explicit approval above €100/month.
- Monthly with 30-day cancellation; annual 11 payments for 12 months; large builds 6 months minimum.
- No hourly billing, no status meetings; capacity, not access, is what gets shared.
Frequently asked
Does the media budget go through Florentin?
No. You pay it directly to the platforms, from your own ads account. Florentin does not touch it and does not mark it up.
Can I cancel after the first month?
Yes, with 30 days' notice — unless you have a large build in progress, which has a 6-month minimum. Your data stays exportable from Account › Your data.
Why €100 and not another threshold?
It is the threshold below which a recurring cost is not worth an approval round and above which you deserve to know beforehand. It is written in the portal and applies the same to every client.
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