diff --git a/admin/cmd/main.go b/admin/cmd/main.go
index 693382f..bada1f4 100644
--- a/admin/cmd/main.go
+++ b/admin/cmd/main.go
@@ -30,6 +30,7 @@ func main() {
 	}
 
 	licensing.SetSigningKey(cfg.SigningKey)
+	api.SetAppLoginURL(cfg.AppLoginURL)
 
 	mail.Init(mail.Config{
 		Host: cfg.SMTPHost, Port: cfg.SMTPPort, From: cfg.SMTPFrom,
diff --git a/admin/internal/api/customer.go b/admin/internal/api/customer.go
index a7f16f5..5d71a11 100644
--- a/admin/internal/api/customer.go
+++ b/admin/internal/api/customer.go
@@ -3,16 +3,23 @@ package api
 import (
 	"errors"
 	"fmt"
+	"log"
 	"net/http"
+	"net/url"
+	"strings"
+	"time"
 
 	"github.com/gin-gonic/gin"
+	"github.com/mrhid6/vantage/admin/internal/audit"
 	"github.com/mrhid6/vantage/admin/internal/auth"
+	"github.com/mrhid6/vantage/admin/internal/cloudprov"
 	"github.com/mrhid6/vantage/admin/internal/db"
 	"github.com/mrhid6/vantage/admin/internal/inject"
 	"github.com/mrhid6/vantage/admin/internal/licensing"
 	"github.com/mrhid6/vantage/admin/internal/mail"
 	"github.com/mrhid6/vantage/admin/internal/models"
 	"github.com/mrhid6/vantage/shared/license"
+	"github.com/mrhid6/vantage/shared/provision"
 	"go.mongodb.org/mongo-driver/v2/bson"
 )
 
@@ -187,6 +194,135 @@ func listSubscriptions(c *gin.Context) {
 	c.JSON(http.StatusOK, subs)
 }
 
+// createInstance provisions a Free cloud instance for the calling account.
+//
+// The ordering matters and each step unwinds the previous one. Licence issuance
+// and email are deliberately NOT allowed to fail the request: the instance
+// exists and the customer can sign in, they see the licence banner, and staff
+// can issue by hand. Rolling back an instance the customer can already see would
+// be worse than shipping it unlicensed.
+func createInstance(c *gin.Context) {
+	var body struct {
+		Name string `json:"name"`
+	}
+	if err := c.ShouldBindJSON(&body); err != nil || strings.TrimSpace(body.Name) == "" {
+		c.JSON(http.StatusBadRequest, gin.H{"error": "name is required"})
+		return
+	}
+	name := strings.TrimSpace(body.Name)
+	ctx := c.Request.Context()
+	s := auth.Current(c)
+
+	// Pre-check the Free rule so we never create an instance we then cannot
+	// licence. licensing.Issue enforces it too; this is the friendly refusal.
+	n, err := db.Admin("admin_instances").CountDocuments(ctx, bson.M{
+		"account_id": s.AccountID,
+		"tier":       license.TierFree,
+		"status":     bson.M{"$ne": models.StatusCancelled},
+	})
+	if err != nil {
+		c.JSON(http.StatusInternalServerError, gin.H{"error": "could not check your account"})
+		return
+	}
+	if n > 0 {
+		c.JSON(http.StatusConflict, gin.H{
+			"error": "this account already has a Free instance"})
+		return
+	}
+
+	var cu models.CustomerUser
+	if err := db.Admin("customer_users").FindOne(ctx,
+		bson.M{"user_id": s.UserID}).Decode(&cu); err != nil {
+		c.JSON(http.StatusInternalServerError, gin.H{"error": "could not read your account"})
+		return
+	}
+
+	inst, err := cloudprov.CreateInstance(ctx, name, cu.Email, cu.PasswordHash, cu.UserID)
+	if err != nil {
+		if errors.Is(err, provision.ErrEmailTaken) {
+			// users.email is unique per instance, so this means the address
+			// already owns a user in an instance we are not creating — a legacy
+			// cloud tenant. Staff have to attach that one by hand.
+			c.JSON(http.StatusConflict, gin.H{
+				"error": "that email address already belongs to an existing Vantage instance; contact support@hostxtra.co.uk and we will link it to your account"})
+			return
+		}
+		if errors.Is(err, provision.ErrNameRejected) {
+			c.JSON(http.StatusUnprocessableEntity, gin.H{"error": err.Error()})
+			return
+		}
+		c.JSON(http.StatusInternalServerError, gin.H{"error": "could not create the instance"})
+		return
+	}
+
+	rec := models.Instance{
+		InstanceID: inst.InstanceID,
+		AccountID:  s.AccountID,
+		Name:       inst.Name,
+		Slug:       inst.Slug,
+		Deployment: license.DeploymentCloud,
+		Status:     models.StatusActive,
+		CreatedAt:  time.Now().UTC(),
+	}
+	if _, err := db.Admin("admin_instances").InsertOne(ctx, rec); err != nil {
+		// Unwind in reverse: the owner first, because RollbackInstance refuses
+		// an instance that still has users.
+		if uid, e := cloudprov.OwnerUserID(ctx, inst.InstanceID); e == nil {
+			_ = cloudprov.DeleteUser(ctx, inst.InstanceID, uid)
+		}
+		if e := cloudprov.RollbackInstance(ctx, inst.InstanceID); e != nil {
+			log.Printf("createInstance: rollback of %s failed: %v", inst.InstanceID, e)
+		}
+		c.JSON(http.StatusInternalServerError, gin.H{"error": "could not create the instance"})
+		return
+	}
+
+	audit.Write(ctx, models.AuditEntry{
+		Actor: s.Email, Action: "instance.created", AccountID: s.AccountID,
+		Target: inst.InstanceID, Detail: "slug=" + inst.Slug, IP: c.ClientIP()})
+
+	// Past this point nothing fails the request.
+	lic, err := licensing.Issue(ctx, licensing.IssueInput{
+		InstanceID: inst.InstanceID,
+		Tier:       license.TierFree,
+		Term:       "monthly",
+		Reason:     models.ReasonNew,
+		IssuedBy:   "self-serve",
+	})
+	if err != nil {
+		log.Printf("ISSUE FAILED for new instance %s: %v", inst.InstanceID, err)
+		c.JSON(http.StatusCreated, rec)
+		return
+	}
+	inject.Deliver(ctx, lic)
+
+	if mail.Enabled() {
+		if err := mail.SendInstanceReady(s.Email, inst.Name,
+			loginURLFor(inst.Slug), lic.ExpiresAt); err != nil {
+			log.Printf("createInstance: instance-ready email to %s: %v", s.Email, err)
+		}
+	}
+
+	rec.Tier = lic.Tier
+	rec.CurrentLicense = lic.LicenseID
+	c.JSON(http.StatusCreated, rec)
+}
+
+// loginURLFor fills the {slug} template in APP_LOGIN_URL. An empty template
+// yields an empty string, and the email simply omits the link.
+func loginURLFor(slug string) string {
+	if appLoginURL == "" {
+		return ""
+	}
+	return strings.ReplaceAll(appLoginURL, "{slug}", url.PathEscape(slug))
+}
+
+// appLoginURL is set once at boot from config.
+var appLoginURL string
+
+// SetAppLoginURL is called from main.
+func SetAppLoginURL(v string) { appLoginURL = v }
+
 // deliver sends a freshly issued licence where it needs to go. Cloud instances
 // are injected; self-hosted customers are emailed and can download.
 //
diff --git a/admin/internal/api/routes.go b/admin/internal/api/routes.go
index e8ad0b3..dfe1f49 100644
--- a/admin/internal/api/routes.go
+++ b/admin/internal/api/routes.go
@@ -41,6 +41,7 @@ func Routes(cfg config.Config) http.Handler {
 	cust.Use(auth.RequireCustomer())
 	{
 		cust.GET("/account", getAccount)
+		cust.POST("/instances", createInstance)
 		cust.POST("/instances/link", linkInstance)
 		cust.POST("/instances/:id/relink", relinkInstance)
 		cust.GET("/instances/:id/license", getInstanceLicense)
diff --git a/admin/internal/mail/mail.go b/admin/internal/mail/mail.go
index 2e69207..14da8e3 100644
--- a/admin/internal/mail/mail.go
+++ b/admin/internal/mail/mail.go
@@ -5,6 +5,7 @@ import (
 	"fmt"
 	"net/smtp"
 	"strings"
+	"time"
 )
 
 type Config struct {
@@ -53,3 +54,22 @@ func SendLicense(to, instanceName, blob string) error {
 			"Paste it into Settings → Licence on your Vantage install:\n\n%s\n",
 			instanceName, blob))
 }
+
+// SendInstanceReady tells a customer their cloud instance exists, where it is,
+// and when its licence runs out.
+//
+// The expiry is stated here rather than only in a later reminder: a Free licence
+// that quietly expires in a month is a surprise, and the first email is the one
+// people keep.
+func SendInstanceReady(to, instanceName, loginURL string, expires time.Time) error {
+	body := fmt.Sprintf("%s is ready.\n\n", instanceName)
+	if loginURL != "" {
+		body += "Sign in here:\n\n" + loginURL + "\n\n"
+	}
+	body += fmt.Sprintf(
+		"Your Free licence runs until %s. We will email you before then so you can renew it in one click.\n\n"+
+			"Sign in with the same email address and password you use for your Vantage account. "+
+			"Changing one does not change the other.\n",
+		expires.Format("2 January 2006"))
+	return send(to, instanceName+" is ready", body)
+}
diff --git a/admin/internal/models/models.go b/admin/internal/models/models.go
index 47a45c8..e13eb02 100644
--- a/admin/internal/models/models.go
+++ b/admin/internal/models/models.go
@@ -18,6 +18,11 @@ const (
 	StatusActive       = "active"
 	StatusLapsed       = "lapsed"
 	StatusCancelled    = "cancelled"
+
+	// StatusDeleted marks an instance the control plane has reaped. The row is
+	// kept because the licence history references it and support questions
+	// outlive the instance.
+	StatusDeleted = "deleted"
 )
 
 // Account statuses.
@@ -75,7 +80,12 @@ type Instance struct {
 	CurrentLicense string        `bson:"current_license,omitempty" json:"current_license,omitempty"`
 	RelinkCount    int           `bson:"relink_count" json:"relink_count"`
 	InjectFailedAt *time.Time    `bson:"inject_failed_at,omitempty" json:"inject_failed_at,omitempty"`
-	CreatedAt      time.Time     `bson:"created_at" json:"created_at"`
+	// NoticesSent holds the lifecycle notice keys already emailed for the
+	// CURRENT term ("expiring", "expired", "delete_7", "delete_1"). Renewal
+	// clears it, so the next term starts the sequence again. It is what stops a
+	// restart re-sending a notice.
+	NoticesSent []string  `bson:"notices_sent,omitempty" json:"notices_sent,omitempty"`
+	CreatedAt   time.Time `bson:"created_at" json:"created_at"`
 }
 
 // License is append-only. A renewal writes a new row and sets SupersededBy on