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Every match, fully analysed.

Once you subscribe to any plan, you receive a private Telegram channel invite link by email — usually within minutes. All daily football analysis, reasoning, and real-time updates (team news, line movements, in-play alerts) are delivered straight to your phone via the app and Telegram.

You also get access to the member community where analysis is discussed and questions answered in real time.

Every piece of analysis we publish is logged from the moment it goes out — no retroactive edits, no cherry-picking. The full archive is available in the app, so you can review our approach and history before subscribing.

Sports betting always carries risk — what matters is a transparent, verified approach over a meaningful sample size, not any single result.

Three things set us apart. First, every selection is driven by AI-powered xG and statistical analysis — not gut feeling or public opinion. Second, Willo backs his own analysis with his own positions, so our incentives are aligned with getting the analysis right. Third, our full archive is published in the app — not a highlights reel.

Most tipster services sell you picks and disappear. We think that’s backwards. Accountability, transparency, and data-led selection are the foundation of everything we do.

Value betting means placing a bet where the odds on offer are higher than the true probability of that outcome — the bookmaker has underpriced it, and you’re taking advantage of that mistake.

It has nothing to do with just picking winners. A value bet can lose and still be the right call. A lucky bet can win and still have been a bad decision. What matters is the edge over time, not any single result.

Our AI model identifies exactly these moments — where the numbers say the bookmaker has got it wrong. Every selection we publish has a clear statistical edge before it leaves the model. Read our full beginner’s guide to value betting →

The model processes dozens of variables for every match: expected goals (xG), recent form, head-to-head records, home/away splits, squad availability, referee tendencies, and live market movements. It generates a probability estimate for each outcome, then compares that against odds currently available from major bookmakers.

When the model’s probability is meaningfully higher than what the odds imply, that’s a positive expected value bet — and that’s when it flags a selection. The model doesn’t guess. It only outputs a recommendation when the numbers say there is a genuine edge.

In the main group, typically 5–7 pieces of analysis per week, going out Tuesday through Sunday. We do not publish on Monday (results review day) or Thursday (a deliberate rest day built into our staking plan).

The schedule isn’t routine for routine’s sake — it’s part of the discipline. Forcing selections on quiet days is how bankrolls get burned. We only publish when there is a genuine statistical edge. If a day has nothing worth covering, we pass.

Yes. When the data lines up across multiple games and the combined odds genuinely reflect an edge, we build and publish the accumulator. We don’t force them for the sake of it — but some of our strongest performers have been accumulators where the bookmaker underpriced two or three outcomes in the same session.

The Main group includes combination selections alongside singles. The Inplay group often surfaces same-game multi opportunities as odds shift in real time. We follow the value wherever it is — singles, doubles, accas, or inplay — and back every one with our own analysis.

Yes — European fixtures are a core part of our coverage. Champions League and Europa League games feature regularly in midweek analysis (Wednesdays especially), and we often find stronger value in European markets than in the Premier League.

Bookmaker models are less refined for less-covered clubs. If there’s a genuine edge in a Europa Conference League game between two sides the average punter has never heard of, the model will find it. We follow the data, not the TV schedule.

No. Our analysis is based on value and data, so it works with any major UK sportsbook. We regularly highlight where the best odds are available on a given selection.

We are also developing an AI-powered odds comparison tool that will surface the best available price on any selection automatically — coming soon.

Yes. Every selection includes a recommended stake as part of our structured staking plan, including built-in weekly stop-loss rules. Successful betting is 20% selections and 80% discipline — we take both seriously.

We’ve also published a free complete guide to bankroll management in football betting and an interactive bankroll calculator — covering unit sizing, weekly exposure caps, and projected growth over up to 52 weeks. Free to read, no subscription required.

Yes, completely. No lock-in, no notice period, no hoops to jump through. Cancel before your next billing date and you won’t be charged again.

We don’t offer refunds for the current billing period, but you’ll keep full access until it ends. If you’d rather pause than cancel, message us and we’ll sort it out.

Completely fair question — the tipster space is full of people cherry-picking results and hiding losses. Every piece of analysis we publish is logged from the moment it goes out. The full archive is published on the site and in the app — not a highlights reel.

More importantly, Willo backs his own analysis with his own positions. No service padding its record wants that kind of accountability. We’d rather be upfront about a quiet week than pretend it didn’t happen — long-term trust is worth more than short-term marketing spin.