Built by people who run businesses
Bec and Justin founded Not Real Smart to connect business judgement with the practical work of building, improving and running systems.
Bec and Justin
We have built and operated businesses, worked through the systems behind them, and learned what happens when the website, the workflow and the people do not line up. That experience shapes how we work with you: understand the actual problem, choose what is worth doing, and follow the work through.
Bec · Co-founder
Understanding the business, client communication, coordination, process mapping and training. Making sure the proposed change makes sense to the people who have to use it.
Justin · Co-founder
Clinical, product and hands-on systems experience. Turning a business need into a workable website, connected workflow or software tool, with the evidence and review the task requires.
Work behind the advice
Our experience includes the business and technology behind Downscale, clinical documentation work through TeleScribe, the ScentSell marketplace, professional workflows through EndorseMe, and the NRS desk itself. They involve different problems: customer journeys, information capture, permissions, communication, content and day-to-day operation.
These are examples of work we have built and learned from. Each product has its own scope and stage; this is not a claim that every experimental feature is available to clients.
What we can do with you
Consult, market, optimise and build: from a single piece of content or a website fix to a connected business system. The catalogue currently covers 108 options. We can guide your team, do the work, coordinate a specialist or manage an agreed service.
Explore the services and prices · Read what each service involves
Healthcare, Abe AI and responsible review
Healthcare brings additional responsibilities around advertising, evidence, privacy and clinical boundaries. Abe AI supports our healthcare governance and reference work. Finding a rule is not the same as proving that a particular claim is acceptable. We keep automated screening, source evidence and human approval separate.
Understand Abe AI and its boundaries · How health-advertising review works
Questions before you start
What does Not Real Smart do?
We help Australian businesses decide what needs attention, then carry out the agreed work: consulting, content and marketing, websites, systems, AI adoption, workflow improvement and ongoing support. Start with the published service catalogue or a free Reality Check.
Who will I work with?
Bec and Justin are the founders and named people behind the work. Bec focuses on understanding the business, client communication, coordination, process mapping and training. Justin brings clinical, product and hands-on systems experience. Your agreed scope identifies who is responsible and where a specialist is needed.
Is this an AI chatbot or an agency?
It is a human-led agency with its own working software. NRS is our desk for client work, content, approvals and reporting. Eve helps inside that desk. We do not sell an imaginary team of autonomous agents: a person remains responsible for the work.
What happens after the first conversation?
We agree the problem, access needed, deliverables, price and who approves the work. We then guide, build, coordinate or manage it. Training, handover, follow-up and ongoing support are defined in the scope rather than assumed to be included in every service.
Can you help with healthcare advertising?
Yes, through a scoped review and implementation process. Ahpra rules for regulated health services and TGA rules for therapeutic goods can apply differently to the same content. Automated checks are screening aids; source context and responsible human review matter. We do not promise regulator approval or guaranteed compliance.
What is Abe AI?
Abe AI is our healthcare-focused work on AI readiness, governance, regulatory references and practice operations. NRS uses a bounded Abe regulatory reference connection to support review. Wider Abe tools have their own availability and clinical boundaries; an idea or beta feature is not automatically an NRS feature.
What do reports include?
The agreed assessment can bring together websites, search and speed evidence, connected social accounts, business listings and competitors. Findings need dates, references, limitations and practical actions. Private account data requires access. Reports are reviewed before client delivery; automatic preparation and sending are separate choices.
How much does it cost?
Our service catalogue publishes the current Rate Book. Fixed, from, monthly and quoted-on-application items are labelled, in Australian dollars excluding GST. A written quote confirms the actual scope. Account creation is not a paid subscription or a promise of a free trial.
Do I keep my accounts and systems?
The handover should leave you with the agreed access, documentation and knowledge to operate your systems. Third-party licences, ongoing hosting and support arrangements are identified in the scope. We avoid making the business depend on an undocumented personal account.