These terms govern the commercial agreement between you and Iconic CEO Limited, trading as WellBuilt. (referred to here as "WellBuilt.", "we", "us" or "our"). They apply when you purchase access to WellBuilt. Founder Reputation Operating System (the four-week pre-recorded course) or book a WellBuilt. Founder Signal Strategy Session (the 60-minute 1:1 strategic call). By completing checkout, you confirm you have read and accepted these terms.
Iconic CEO Limited is a private limited company registered in England and Wales, company number 12223405, registered office Swift House, Ground Floor, 18 Hoffmans Way, Chelmsford, Essex, CM1 1GU. VAT registered, GB 335 4313 23. Operated by Papillon Luck, contact papillon@iamwellbuilt.com.
WellBuilt. Founder Reputation Operating System is a four-week, pre-recorded digital programme that teaches founders to extract, structure and publish their own thinking. The programme combines structured video modules, an active founder community, weekly office hours with Papillon, and ongoing implementation support. Course content is delivered through the Kajabi learning platform and the community is hosted in Slack. The programme is evergreen, self-paced, and accessible immediately on purchase from 22nd June 2026 onwards.
WellBuilt. Founder Signal Strategy Session is a 60-minute one-to-one strategic consultation with Papillon Luck, delivered live by video call. It identifies how your founder presence is currently positioned, what the market is missing, and where visibility, trust and revenue opportunities are being lost.
Founder Reputation Operating System: £750 plus VAT, paid in full as a one-time payment. An optional Team Seat add-on is available at £375 plus VAT for one additional team member who will run founder publishing inside your business.
Founder Signal Strategy Session: £600 plus VAT, paid in full as a one-time payment to confirm the booking.
Prices appear at checkout in your local currency where Adaptive Pricing applies. The buyer is responsible for any applicable currency conversion fees imposed by their card issuer or instalment provider.
Payment is processed by Stripe. You may pay by card or, for Founder Reputation Operating System, by Klarna or Clearpay instalments where you are eligible.
If you choose Klarna or Clearpay, the instalment provider pays us in full at the point of purchase. Your instalment schedule is a separate agreement between you and Klarna or Clearpay, governed by their own terms. If you default on an instalment, this does not affect your access to WellBuilt., but Klarna or Clearpay will collect the outstanding payments under their terms.
Founder Reputation Operating System opens for access on 22nd June 2026.
If you purchase before 22nd June 2026: you are paying for future access. You retain full cancellation rights under the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013 until course access begins. If you wish to cancel a pre-launch purchase before 22nd June 2026, email papillon@iamwellbuilt.com within 14 days of purchase for a full refund.
If you purchase on or after 22nd June 2026: you receive immediate access to the WellBuilt. Slack community and the course materials available at that time. By completing checkout and acknowledging the immediate access notice at the payment step, you expressly consent to immediate access and acknowledge that you waive your right to cancel under the Consumer Contracts Regulations. Once access has been granted, the 14-day cooling-off period no longer applies.
For the Founder Signal Strategy Session, payment secures the session time and preparation. The session may be rescheduled once with a minimum of 24 hours' notice. Missed sessions or cancellations within 24 hours are non-refundable. Due to the strategic and bespoke nature of the session, all payments are final.
Founder Reputation Operating System: because the programme includes drip-fed access to the course materials, Voice Playbook templates, Slack community and weekly office hours as you progress through each module, refunds are not offered for passive consumption or partial participation. If you complete the programme, apply the system publicly, and feel your founder positioning still lacks clarity or commercial traction, email Papillon Luck directly at papillon@iamwellbuilt.com and we will work through what is missing together.
Founder Signal Strategy Session: as set out above, all payments are final. Sessions may be rescheduled once with 24 hours' notice; no refunds are offered for missed sessions, late cancellations, or after the session has taken place.
Once you purchase Founder Reputation Operating System, access to all course materials and the Slack community begins on 22nd June 2026 or, for buyers after that date, immediately upon purchase. Access continues indefinitely while the Kajabi platform remains operational. If we ever migrate to a different platform, you will be given reasonable notice and continued access on equivalent terms.
Course modules are released sequentially. To preserve the methodology's effectiveness, content unlocks progressively as you complete each module, rather than being made available all at once. This structure is part of the service design and ensures founders engage with the system in the order it is intended to be applied.
Access is granted to you personally and is non-transferable. You may not share login credentials, allow others to access your account, or screen-record, download or otherwise redistribute the course materials.
If you purchase the optional Team Seat add-on, one additional team member from your business receives their own access to the full programme, including all course modules, the Slack community, weekly office hours, and ongoing implementation support. The Team Seat is intended for the person inside your business who will run founder publishing in your voice. Their access carries the same terms set out here, including the requirement that login credentials remain personal and non-transferable.
All content within WellBuilt., including the Founder Realisation Framework, the Voice Playbook templates, the course modules, written materials, video content and any associated assets, is owned by Iconic CEO Limited and protected by intellectual property law.
On purchase, you are granted a limited, personal, non-transferable, non-exclusive, revocable licence to access and use the course materials for your own use inside your own business. You may apply the methodology you learn freely in your own founder publishing work. You may not reproduce, redistribute, resell, sublicense, publish, or create derivative works from the course content. You may not use WellBuilt. materials to train, teach or productise a competing service.
Materials you create yourself as a result of applying the methodology (your own founder stories, posts, Voice Playbook entries) remain entirely your own.
The WellBuilt. Slack community exists to support founders going through the programme. By joining, you agree to:
We reserve the right to remove community access for any member who repeatedly breaches these standards, without refund.
WellBuilt. teaches a methodology and provides the infrastructure to publish founder thinking consistently. The commercial outcomes referenced on our website, including improved fundraising conviction, hiring inbound, partnership interest and valuation effects, are illustrative of what consistent founder publishing can achieve. They are not guarantees of outcomes for any individual founder.
Results depend on the work you do, the consistency of your publishing, the quality and accuracy of the thinking you surface, the market context of your business, and many factors outside our control. We do not guarantee any commercial result. By purchasing, you acknowledge that no specific commercial outcome is promised.
To the maximum extent permitted by law, our total liability arising out of or in connection with the services, whether in contract, tort, breach of statutory duty or otherwise, is limited to the amount you paid us for the relevant service. We are not liable for any indirect, special, consequential or punitive damages, including loss of profits, loss of business opportunity, loss of data, or loss of reputation.
You retain full ownership of and responsibility for any content you publish using the WellBuilt. methodology. We do not review, approve, or pre-clear content before you publish it. You are solely responsible for ensuring your published content is accurate, lawful, does not infringe third-party rights, and does not breach any confidentiality or contractual obligations you owe to others. We accept no liability for the commercial, reputational, legal or relational consequences of any content you choose to publish.
Nothing in these terms limits or excludes any liability that cannot legally be limited or excluded, including liability for death or personal injury caused by negligence, or for fraud or fraudulent misrepresentation.
These terms are governed by the laws of England and Wales. Any disputes will be subject to the exclusive jurisdiction of the courts of England and Wales. If you have a concern, please contact us first at papillon@iamwellbuilt.com and we will work to resolve it.
We may update these terms from time to time. Material changes will be reflected in the effective date below. If you have already purchased, the terms that applied at the time of your purchase continue to govern that purchase unless we notify you otherwise.
Effective date: 21 May 2026. Material changes will be reflected in the date above.
WellBuilt. is a trading name of Iconic CEO Limited, registered in England & Wales at Swift House, Ground Floor, 18 Hoffmans Way, Chelmsford, Essex, CM1 1GU, United Kingdom. Company Number: 12223405 · VAT Number: GB 335 4313 23.