The London price tracker whose closing page pointed to a car insurer.

PWUL, short for Pay What You Like, joined Stompstart from London on 8 December 2014 under the line "Want it. Track it. Get it for less." It was a free web app that watched the prices on your wish list. "You tell us what you want. We tell you when it's reduced or hits a target you set," the listing said, calling PWUL "your personal shopper, budgeter and sales spy all rolled into one."

In January 2015 Startup Dope named the founders as Callum and Charlotte Rimmer, newlyweds who had started PWUL in summer 2014. Callum had spent 15 years in web development; Charlotte, a fashion photographer, handled marketing. The review said they planned a barcode scanner for shoppers in stores and an analytics service for retailers.

The site was still inviting sign-ups in June 2016. Its welcome page let people track a product by pasting its link or through a Chrome extension or bookmarklet, and claimed "hundreds of happy users."

By 25 April 2017, pwul.net carried a notice headed "Sorry. We have closed shop." It read: "We are sorry to inform you that we have stopped developing and maintaining this web application. We have appreciated all your support over the last few years." Below it the page promoted Just Miles, "a new start-up to help low mileage drivers to save money on their car insurance," due to launch in summer 2017.

On 8 June 2017 Insurance Business reported that Just Miles was renaming itself By Miles after a trademark dispute, and quoted Callum Rimmer as its co-founder and chief technology officer. Companies House lists a Callum Jon Rimmer, with the same birth month and correspondence address, as a director of both Dead Trendy Ltd, the company named in PWUL's copyright line, and By Miles Ltd. In September 2023 Life Insurance International reported that Direct Line had acquired By Miles in April 2023.

The pwul.net address no longer resolves.