Get paid.
Every single
time.
WRU is escrow infrastructure for creative work. The buyer prefunds a licensed bank escrow account before delivery begins. On acceptance, the rules engine executes a ledgered split across artist, manager, platform fee, GST and TDS, the same day.
01 · The product
A locked box between you and whoever is paying you.
Three mechanisms, working together. Money in before the work starts, terms fixed before the money moves, and a settlement that executes itself. Everything else WRU does exists to protect one of those three.
Prefunded, not promised
The buyer funds a licensed bank escrow account before delivery begins. WRU never takes custody of your money. You see the cleared balance and the settlement reference in your dashboard the moment it lands.
Parameterised contracts
You choose the commercial terms: advance percentage, inspection window, holdback, cancellation notice and dispute forum. The clause set is generated from a version pinned template and eSigned by every party.
Deterministic settlement
On acceptance, or when the inspection window lapses without a dispute, the rules engine issues a split instruction. Artist entitlement, manager commission, platform fee, GST and TDS each settle into their own ledger bucket.
02 · Operating flow
How a booking actually moves.
Four parties, eight states, one settlement. The diagram below runs on its own, or you can click any node to read what happens at that point in the flow.
03 · By role
Four seats at the table.
One platform, four very different jobs. Pick the seat you sit in.
04 · Market
Everyone agrees on WhatsApp.
Nobody agrees on paper.
India's creative economy scaled faster than its contracting and payment controls. Deals close in chat, invoices arrive late, signing authority goes unverified, and the party that has already delivered holds the least leverage in the room.
Delayed settlement
Promoters, brands and agencies pay on their own schedule. Suppliers chase manually for months.
Prefunded deposits, automatic release triggers, hard due dates and a lawful escalation pack that assembles itself.
Counterparty opacity
Nobody checks whether the manager is mandated or the signatory is authorised until it is already a problem.
Tiered KYC and KYB, plus a separate authority record proving who may quote, sign, invoice and collect.
Weak contracting
Scope, cancellation, kill fees and acceptance criteria get agreed informally, then litigated informally.
Parameterised templates. You set commercial terms, the clause set is generated, versioned and eSigned.
Manual commission
Managers deduct after the fact, or rely on the artist to remit. Both sides reconcile from memory.
Split rules are ledger entries. Every party settles at the same moment, against the same instruction.
No evidence trail
When it breaks, the proof is spread across chat threads, email and a folder of screenshots.
Signed contract, invoice, payment proof, delivery proof and an append only audit log in one vault.
Unsafe escalation
Public naming creates defamation, privacy and intimidation exposure, usually for the party who was owed.
Private risk record, verified notice status, right to reply, and a formal process that stays factual.
05 · Architecture
System of record, not custodian.
This split is the single most consequential decision in the business. WRU owns the deal object, the state machine, the ledger and the release instruction. A licensed payment aggregator or bank partner owns custody. That boundary is what keeps WRU outside the RBI payment aggregator perimeter while it earns the track record to go deeper.
The deal, the rules, the proof.
Deal object and party graph. Contract templates and versions. Invoice state machine. Split rules and the ledger. Evidence vault and audit log. Release instruction. Dispute outcome.
Custody, and only custody.
Collection over UPI, NEFT and RTGS. Safeguarded escrow balances. Regulated KYC. Payout execution to validated beneficiaries. Refunds. Settlement records and transaction references.
An adapter layer abstracts the partner from day one, so no single provider can hold the book hostage.
RBI perimeter
Partner led custody, no pooling of customer funds. Direct custody is a late stage question with a capital and governance cost, not an MVP shortcut.
GST invoicing
GSTIN, SAC, taxable value, place of supply, CGST, SGST, IGST and eInvoice metadata are first class invoice fields, not free text.
TDS by role
Withholding differs by payer, payee and supply type. WRU stores the section, the rate and the certificate obligation as structured data.
MSMED and DPDP
Udyam readiness with filing ready evidence packs. Minimum data collection, stated purpose, access by role, retention limits and a breach playbook.
06 · Unit economics
One booking, fully unpacked.
A ₹1,00,000 fee never lands as ₹1,00,000. Move any input and the whole ledger rebuilds, including which side carries the platform fee. It reconciles to zero in every configuration.
| Ledger bucket | Beneficiary | Amount |
|---|
Illustrative. WRU records tax context as structured, exportable metadata. It does not provide tax advice, and your CA still signs the return.
Escrow
Buyer prefunds a deposit, a milestone or the full value. Release is governed strictly by the signed triggers.
Invoice secured
No prefunding, but contract, invoice, acceptance and the late payment workflow are all locked in.
Guarantee assisted
Limited risk cover backed by a reserve and an insurer or financier. Deliberately held back for later phases.
Recovery
Structured reminders, demand notices, MSME filing, arbitration and court packs, generated from your own evidence.
07 · Coverage
Start where the ticket size
already carries the fee.
Managed bookings and project services between three parties. High enough value to absorb 3% to 8% platform economics, in markets where documentation is already commercially expected.
Artist managers and booking agents
Commission secured booking by booking. Create the deal, issue one link, collect through the partner rail, and settle the manager share the moment funds release.
Artists, bands and sound systems
A disclosed fee, a visible commission, a payout date that does not depend on anyone remembering, and protection that does not cost a working relationship.
Promoters, venues and organisers
One link for contract, invoice, payment, cancellation terms and receipts. Finance teams get settlement records that actually reconcile.
Production, AV, fabrication and crew
Escrowed advances before mobilisation, milestone billing, Udyam readiness and evidence backed collection.
Creator agencies and brands
Locked briefs, approval trails, delivery evidence and release on acceptance rather than release to whoever escalates hardest.
Design studios and freelancers
Milestone release, revision caps and IP transfer only on cleared funds. Scope creep becomes a priced change order instead of an argument.
08 · Governance
Six things WRU will never do.
A trust business is defined as much by its refusals as its features. Each of these is a documented way that platforms in this category destroy themselves.
We will never hold customer funds ourselves.
Custody sits with a licensed payment aggregator or bank partner. Taking custody directly triggers authorisation, capital, governance and safeguarding obligations that no early stage platform should assume before it has earned the track record.
We will never publish a public defaulter directory.
Naming and shaming invites defamation, privacy, competition law and criminal intimidation exposure, usually landing on the party who was owed. Instead: a private risk record, verified notice status, a genuine right to reply, and only adjudicated outcomes shared.
We will never send a threatening message in your name.
Every generated notice is factual, evidence backed and framed around the signed obligation. No pressure tactics, no reputational coercion, no debt collector theatre.
We will never promise cover we have not reserved for.
An unfunded guarantee is a solvency problem wearing a marketing hat. Guarantee assisted cover ships only with a reserve, an insurer or financier, real underwriting data and formal legal opinions.
We will never let software adjudicate a dispute alone.
The rules engine freezes the balance, applies the signed cancellation matrix and assembles the evidence. A human reviewer applies judgement and signs the outcome. No automated verdicts, and no smart contract theatre standing in for a real remedy.
We will never give you tax advice.
WRU captures GST and TDS as structured, configurable, exportable metadata and hands your accountant a clean file. The determination stays with your CA, where it belongs.
09 · Commercials
Priced as loss avoidance,
not as another gateway fee.
You are buying verified counterparties, working capital protection, automatic splits, fewer disputes and documentation that survives a tribunal.
- Verified profile
- Standard contract pack
- Payment links
- Evidence vault
- Automatic commission splits
- Authority mandate records
- Booking pipeline and CRM
- Full template library
- Circumvention and tail clauses
- Milestone prefunding
- GST ready invoicing
- Delivery evidence packs
- Udyam and MSME readiness
- Approval hierarchies
- Vendor onboarding at scale
- Finance exports
- Cancellation exposure view
- White label portal
- Custom clause libraries
- API and webhooks
- Enhanced KYB workflows
- Service level agreement
Year one
protected GMV · 2,000 bookings
- Revenue
- ₹2.60 cr
- EBITDA
- (₹1.99 cr)
Year two
protected GMV · 8,000 bookings
- Revenue
- ₹12.04 cr
- EBITDA
- ₹1.66 cr
Year three
protected GMV · 20,000 bookings
- Revenue
- ₹34.80 cr
- EBITDA
- ₹14.44 cr
Economics improve sharply as the book skews escrow rather than guarantee. Escrowed money removes the loss before it occurs. Lean build needs ₹1.5 cr to ₹2.5 cr. A serious launch needs ₹3 cr to ₹5 cr.
10 · The raise
Seed round, open.
Capital goes into the two things that compound in this business: the regulatory structure that lets WRU hold a position of trust, and the operations desk that keeps settlement clean while volume climbs.
Use of funds
What the round buys
The defensibility is not the software. It is the settlement history, the counterparty graph and the partner relationships, none of which a competitor can buy.
11 · Identity
The U is a vessel.
Three monoline letters on one geometric grid. The U is not simply the last letter, it is a container, and the mint bar resting inside it is value being held. That element becomes the app icon, the loading state and the proof of funds indicator across the entire product.
Cap height 56, one uniform stroke weight, round caps and joins. The W is two parties meeting. The R steps forward, which is the release. The U holds.
Palette
#05070A
#46E3AC
#F5B841
#FF6F7D
#8093FF
Colour is never decorative here. Every accent is a real state in the money machine, so the palette is learned by using the product.
The platform
Now go move some money.
Twelve modules, five roles, a booking you can build from scratch and push through all eleven states, a live ledger, a message thread that doubles as evidence, and a dispute console. Switch the register between Standard and Technical at the top of the app.