--- bcp_version: "0.7" file_type: claims parent: /.well-known/brand.md last_updated: 2026-07-07 --- # Claims All marketing claims Aira is authorized to make. Agents generating copy must draw from this file. Do not introduce claims absent from this file. --- ## Approved at launch ```yaml approved_at_launch: - claim: "Aira offers a 15-year warranty on its heat pump systems." tier: core proof_status: "requires_caveat" owner: "[gap] Not yet specified — recommend Legal or Brand strategy sign-off." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "af72ab0dba938bddc48de3ed6819c750a0eace7114b0c72bacb60d9350d64791" exact_text: true approved_language: "Aira offers a 15-year warranty on its heat pump systems." evidence: "Owner-confirmed. Described as unique in the heat pump category. Supported by Aira's vertical integration model: Aira designs, manufactures, installs, and supports the system under one roof." - claim: "Aira designs and manufactures its own heat pump systems." tier: core proof_status: "requires_caveat" owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "ef49efcfc6e25f1ee5c5b6ec2426edb3f822215249232cdea9952cc8656896b6" exact_text: false approved_language: null evidence: "Owner-confirmed. Aira's vertical integration — designing, manufacturing, installing, and supporting under one roof — is a stated core differentiator and the basis for the 15-year warranty claim." - claim: "Aira replaces a gas boiler with no large upfront cost." tier: default proof_status: approved owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "24146907102b14126de2ac92bdec67f674336605f50a2a4d6af0f094031ebbdb" exact_text: false approved_language: null evidence: "Owner-confirmed. Subscription model avoids the €4,000–€7,000 upfront cost of a gas boiler replacement. Monthly payment replaces large capital outlay." - claim: "Aira's subscription includes hardware, installation, Aira Intelligence software, 15-year warranty, and ongoing support." tier: default proof_status: approved owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "24146907102b14126de2ac92bdec67f674336605f50a2a4d6af0f094031ebbdb" exact_text: false approved_language: null evidence: "Owner-confirmed through interview and first-party site. All components included under a single monthly subscription." - claim: "Aira heat pumps deliver home comfort on the coldest days." tier: default proof_status: approved owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "24146907102b14126de2ac92bdec67f674336605f50a2a4d6af0f094031ebbdb" exact_text: false approved_language: null evidence: "Owner-confirmed. Described as a comfort guarantee on the coldest day. Specific temperature threshold (20°C) was explicitly removed from approved claim language by the owner." ``` --- ## Requires caveat ```yaml requires_caveat: - claim: "Aira helps homeowners lower their energy bills." tier: default proof_status: requires_caveat owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null caveat: "Bill savings depend on household usage, local energy tariffs, and current energy prices. Do not state or imply a specific saving amount without verified, market-specific data." evidence: "Owner-stated promise. Specific saving amounts were not confirmed. Savings are real but variable by household and market." - claim: "Aira Intelligence learns from data to optimise home energy use." tier: default proof_status: requires_caveat owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "558a66cbe923e3b650aa599c243957e381ab1930b5d4f01e7a2f101ab823add8" exact_text: false approved_language: null caveat: "The figure '140,000 data points' appears in a reference finding attributed to the brand's own published materials. This specific number requires owner confirmation and a current, sourced date before use in marketing. Do not cite the figure without that confirmation." evidence: "Reference finding: 'It learns from 140K pieces of data.' Source hash: 558a66cbe923e3b650aa599c243957e381ab1930b5d4f01e7a2f101ab823add8. No as-of date available. Treat as aspirational until confirmed with date." - claim: "Aira aims to decarbonise 5 million European homes by 2035, operating in 20+ countries." tier: default proof_status: requires_caveat owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "ef34eff891121d1842f992d54cc24cdc6d86d6ebc0eb76065c489dd22d32369c" exact_text: false approved_language: null caveat: "This is a stated mission goal, not a current operational fact. Frame as a mission target, not an achievement. Do not omit the 2035 date or present it as a current operational status." evidence: "Reference finding from brand.md: Aira's mission includes a 2035 goal to decarbonise 5 million European homes, serve 20+ countries, and hire 20,000 Clean Energy Experts." - claim: "Aira's 15-year comfort guarantee covers the full subscription term." tier: core proof_status: requires_caveat owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "4f106b5071990cbb459025a9982bb4474afcf44051e00cad4d1259f10ba43d14" exact_text: false approved_language: null caveat: "The phrase '15-year comfort guarantee' appears in a reference finding attributed to the brand's own published materials. The precise scope and conditions of the guarantee (what is covered, what is excluded, geographic applicability) must be confirmed with Legal before use. Do not imply the guarantee is unconditional." evidence: "Reference finding from brand.md: 'We talk about a 15 year comfort guarantee.' Source hash: 4f106b5071990cbb459025a9982bb4474afcf44051e00cad4d1259f10ba43d14." ``` --- ## Forbidden ```yaml forbidden: - claim: "Aira guarantees a specific indoor temperature (e.g. 20°C) on the coldest day." tier: core proof_status: forbidden owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "Owner explicitly removed the 20°C temperature specification from approved claim language during the BCP interview. Use 'comfort guarantee on the coldest day' without citing a specific temperature." - claim: "Aira saves you [specific amount] on your energy bills." tier: core proof_status: forbidden owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "No verified, market-specific savings data was confirmed. Specific saving amounts are not approved for use. Reference the general promise of lower bills with a caveat instead." - claim: "Aira is free." tier: core proof_status: forbidden owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "Aira operates on a monthly subscription model. There is no upfront cost, but ongoing payments apply. Framing the product as free misrepresents the commercial model." - claim: "Aira is a smart home system." tier: core proof_status: forbidden owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "Owner explicitly stated Aira is not a smart home solution. It is a HEMS (Home Energy Management System) with smart optimisation for cost and comfort. It does not connect with other smart home devices and is not fully autonomous. Misclassifying it as a smart home platform misrepresents the product's scope and integration model." - claim: "Aira's heat pump is better than [competitor's clean energy product]." tier: core proof_status: forbidden owner: "[gap] Not yet specified." validity_window: valid_from: 2026-07-07 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "Owner confirmed Aira does not talk down other heat pump or clean energy providers. Competitors in clean energy are viewed as collaborators in the broader mission to move homes from fossil fuels to renewable energy. Comparative claims disparaging clean energy alternatives are off-brand and prohibited." ``` --- ## Agent guidance Agents generating copy for Aira must observe the following operating rules derived from the claims above. - The 15-year warranty is Aira's strongest, most distinctive claim. Use it accurately and do not qualify it away. It is core and exact. - The comfort guarantee on the coldest day is approved language. Do not add a specific temperature figure (e.g. 20°C). The owner removed it. - Never state a specific bill saving in monetary or percentage terms without current, market-specific, owner-approved data. - Never categorize Aira as a smart home system. The correct category is HEMS — Home Energy Management System. - Never disparage a competitor in the clean energy space. Aira's values treat other clean energy providers as part of the same mission. - If a technical claim about the product is not in this file, do not introduce it. Flag it for the brand team. - The 140K data points figure and the 15-year comfort guarantee phrasing both require owner confirmation before use in outbound marketing. Both sit in requires_caveat until confirmed. ## Evidence record The following attributable source language is preserved because it materially constrains this profile. ### Owner-confirmed evidence > Aira designs and manufactures its own products and guarantees their quality through vertical integration. Source: Public source ### Owner-confirmed evidence > Aira offers a 15-year warranty on its heat pump systems, which is described as unique in the category. Source: Public source