diff --git a/adminsite/app/(customer)/instances/link/LinkForm.tsx b/adminsite/app/(customer)/instances/link/LinkForm.tsx
index 4a4be8d..c036586 100644
--- a/adminsite/app/(customer)/instances/link/LinkForm.tsx
+++ b/adminsite/app/(customer)/instances/link/LinkForm.tsx
@@ -12,13 +12,12 @@ export function LinkForm({
     claimId,
 }: {
     onLinked: (instanceId: string) => void;
-    // When set, this is a PAID placeholder awaiting its real install UUID: claim
-    // it in place rather than creating a fresh (Free) instance. The name was
-    // chosen at checkout, so it is not asked for again.
-    claimId?: string;
+    // The PAID placeholder awaiting its real install UUID: claim it in place. The
+    // name was chosen at checkout, so it is not asked for again. Self-hosted Free
+    // is created on the purchase page instead, not here.
+    claimId: string;
 }) {
     const [id, setId] = useState("");
-    const [name, setName] = useState("");
     const [error, setError] = useState<string | undefined>();
     const [busy, setBusy] = useState(false);
 
@@ -37,9 +36,7 @@ export function LinkForm({
         setBusy(true);
         setError(undefined);
         try {
-            const inst = claimId
-                ? await api.claimLink(claimId, value)
-                : await api.link(value, name.trim());
+            const inst = await api.claimLink(claimId, value);
             onLinked(inst.instance_id);
         } catch (err) {
             setError(
@@ -69,14 +66,6 @@ export function LinkForm({
                     </>
                 }
             />
-            {!claimId && (
-                <Field
-                    label="Name it (optional)"
-                    value={name}
-                    onChange={(e) => setName(e.target.value)}
-                    hint="So you can tell it apart from your other installs."
-                />
-            )}
             <Button type="submit" disabled={busy} className="justify-self-start">
                 {busy ? "Linking…" : "Link and issue licence"}
             </Button>
diff --git a/adminsite/app/(customer)/instances/link/page.tsx b/adminsite/app/(customer)/instances/link/page.tsx
index 538328e..4e1889f 100644
--- a/adminsite/app/(customer)/instances/link/page.tsx
+++ b/adminsite/app/(customer)/instances/link/page.tsx
@@ -1,5 +1,6 @@
 "use client";
 
+import { useEffect } from "react";
 import { useRouter, useSearchParams } from "next/navigation";
 import { useQueryClient } from "@tanstack/react-query";
 import { LinkForm } from "./LinkForm";
@@ -8,10 +9,17 @@ import { PageHeader } from "@/components/PageHeader";
 export default function LinkPage() {
     const router = useRouter();
     const qc = useQueryClient();
-    // A paid placeholder passes its id here so its install is claimed in place
-    // rather than a second, Free instance being created alongside it.
+    // This page only claims a PAID placeholder's real install UUID. Self-hosted
+    // Free is created on the purchase page, so with no placeholder to claim there
+    // is nothing to do here — send them there.
     const claimId = useSearchParams().get("claim") ?? undefined;
 
+    useEffect(() => {
+        if (!claimId) router.replace("/purchase");
+    }, [claimId, router]);
+
+    if (!claimId) return null;
+
     return (
         <div className="grid max-w-2xl gap-6">
             <PageHeader
diff --git a/adminsite/app/(customer)/instances/new/CreateForm.tsx b/adminsite/app/(customer)/instances/new/CreateForm.tsx
deleted file mode 100644
index 3da6b75..0000000
--- a/adminsite/app/(customer)/instances/new/CreateForm.tsx
+++ /dev/null
@@ -1,65 +0,0 @@
-"use client";
-
-import { useState } from "react";
-import { useRouter } from "next/navigation";
-import { useMutation, useQueryClient } from "@tanstack/react-query";
-import { ApiError, api } from "@/lib/api";
-import { Button } from "@/components/Button";
-import { Field } from "@/components/Field";
-
-function slugify(value: string) {
-    return value
-        .toLowerCase()
-        .trim()
-        .replace(/[^a-z0-9]+/g, "-")
-        .replace(/^-|-$/g, "");
-}
-
-export function CreateForm() {
-    const [name, setName] = useState("");
-    const [error, setError] = useState<string | null>(null);
-    const router = useRouter();
-    const qc = useQueryClient();
-
-    const create = useMutation({
-        mutationFn: () => api.createInstance(name.trim()),
-        onSuccess: async () => {
-            await qc.invalidateQueries({ queryKey: ["account"] });
-            router.push("/");
-        },
-        onError: (e) =>
-            setError(e instanceof ApiError ? e.message : "Something went wrong. Try again."),
-    });
-
-    const slug = slugify(name);
-
-    return (
-        <form
-            className="grid max-w-md gap-4"
-            onSubmit={(e) => {
-                e.preventDefault();
-                setError(null);
-                if (name.trim()) create.mutate();
-            }}
-        >
-            <Field
-                label="Instance name"
-                value={name}
-                onChange={(e) => setName(e.target.value)}
-                placeholder="Northgate Systems"
-                required
-                error={error ?? undefined}
-                hint={`${slug || "your-instance"}.vantage.hostxtra.co.uk`}
-            />
-
-            <p className="text-[0.82rem] text-ink-2">
-                You sign in to it with this same email address and password. Changing your Vantage
-                HQ password changes it here too.
-            </p>
-
-            <Button type="submit" disabled={create.isPending || !name.trim()}>
-                {create.isPending ? "Creating…" : "Create instance"}
-            </Button>
-        </form>
-    );
-}
diff --git a/adminsite/app/(customer)/instances/new/page.tsx b/adminsite/app/(customer)/instances/new/page.tsx
deleted file mode 100644
index f1e05d2..0000000
--- a/adminsite/app/(customer)/instances/new/page.tsx
+++ /dev/null
@@ -1,18 +0,0 @@
-import type { Metadata } from "next";
-import { CreateForm } from "./CreateForm";
-import { PageHeader } from "@/components/PageHeader";
-
-export const metadata: Metadata = { title: "New instance" };
-
-export default function NewInstancePage() {
-    return (
-        <div className="grid gap-6">
-            <PageHeader
-                back={{ href: "/", label: "Overview" }}
-                title="Create a free instance"
-                subtitle="An instance owns its servers, keys, workflows, monitors and secrets. Nothing inside it is visible to any other instance. Free covers three servers, and the licence runs for a month at a time — we email you before it needs renewing."
-            />
-            <CreateForm />
-        </div>
-    );
-}
diff --git a/adminsite/app/(customer)/page.tsx b/adminsite/app/(customer)/page.tsx
index 0bbc8a8..ad6b21d 100644
--- a/adminsite/app/(customer)/page.tsx
+++ b/adminsite/app/(customer)/page.tsx
@@ -55,7 +55,6 @@ export default function OverviewPage() {
     });
 
     const pending = (people.data ?? []).filter((p) => !p.verified_at).length;
-    const hasFree = live.some((i) => i.tier === "free" && i.status !== "cancelled");
 
     const subtitle =
         live.length === 0
@@ -71,14 +70,7 @@ export default function OverviewPage() {
                 subtitle={subtitle}
                 actions={
                     live.length > 0 ? (
-                        <>
-                            {!hasFree && (
-                                <LinkButton variant="line" href="/instances/new">
-                                    Create a free instance
-                                </LinkButton>
-                            )}
-                            <LinkButton href="/purchase">Buy a plan</LinkButton>
-                        </>
+                        <LinkButton href="/purchase">Buy a plan</LinkButton>
                     ) : undefined
                 }
                 record={[
@@ -97,17 +89,11 @@ export default function OverviewPage() {
                     <h2 className="text-xl">No instances yet</h2>
                     <p className="text-ink-2">
                         Create a free cloud instance and we host it, with your licence applied
-                        automatically. Or buy a self-hosted licence, install Vantage on your own
-                        server, and link it here to get your licence file.
+                        automatically. Or run Vantage on your own server and get its licence — free
+                        or paid — from the purchase page.
                     </p>
                     <div className="flex flex-wrap gap-2.5">
                         <LinkButton href="/purchase">Buy a plan</LinkButton>
-                        <LinkButton variant="line" href="/instances/new">
-                            Create a free instance
-                        </LinkButton>
-                        <LinkButton variant="line" href="/instances/link">
-                            Link an install
-                        </LinkButton>
                     </div>
                 </div>
             ) : (
@@ -189,14 +175,14 @@ export default function OverviewPage() {
 
                             <RailCard title="Running Vantage yourself?">
                                 <p className="text-[0.82rem] text-ink-2">
-                                    Link your own install to get its licence file. It keeps its own
-                                    users.
+                                    Get a licence for your own install — free or paid — from the
+                                    purchase page. It keeps its own users.
                                 </p>
                                 <Link
-                                    href="/instances/link"
+                                    href="/purchase"
                                     className="text-[0.82rem] font-semibold text-accent underline"
                                 >
-                                    Link an install
+                                    Get a licence
                                 </Link>
                             </RailCard>
                         </>
diff --git a/adminsite/app/(customer)/purchase/PurchaseForm.tsx b/adminsite/app/(customer)/purchase/PurchaseForm.tsx
index d01d3f7..47471e5 100644
--- a/adminsite/app/(customer)/purchase/PurchaseForm.tsx
+++ b/adminsite/app/(customer)/purchase/PurchaseForm.tsx
@@ -10,6 +10,8 @@ import { initPaddle, previewPrices, type PricePreview } from "@/lib/paddle";
 /* Tiers in the order a customer reads them, cheapest first. */
 const TIER_ORDER: Tier[] = ["free", "professional", "enterprise"];
 
+const UUID_RE = /^[0-9a-f]{8}-[0-9a-f]{4}-[0-9a-f]{4}-[0-9a-f]{4}-[0-9a-f]{12}$/i;
+
 /* Human labels for feature keys. The catalogue names them by key; this is the
  * one place the customer-facing wording lives. */
 const FEATURE_LABEL: Record<string, string> = {
@@ -137,6 +139,18 @@ export function PurchaseForm() {
         onError: (e) => setError(e instanceof ApiError ? e.message : "Could not create the instance."),
     });
 
+    // Self-hosted Free binds to the install's own UUID: register the instance,
+    // then issue its Free licence in one action.
+    const createSelfHostedFree = useMutation({
+        mutationFn: async () => {
+            const inst = await api.link(uuid.trim(), name.trim());
+            await api.claimFree(inst.instance_id);
+            return inst.instance_id;
+        },
+        onSuccess: (id) => router.push(`/instances/${id}`),
+        onError: (e) => setError(e instanceof ApiError ? e.message : "Could not create the licence."),
+    });
+
     const startCheckout = useMutation({
         mutationFn: async () => {
             const trimmed = name.trim();
@@ -304,15 +318,25 @@ export function PurchaseForm() {
                 )}
 
                 {selfHostedFree && (
-                    <Block n={3} label="Free self-hosted">
-                        <div className="rounded border border-accent/25 bg-accent-wash p-4 text-[0.86rem] text-ink-2">
-                            <strong className="text-ink">Free self-hosted starts with your install.</strong> Install Vantage on your own server, link the instance ID it reports, then claim your free
-                            licence — there is nothing to pay for here.
-                            <div className="mt-3">
-                                <Link href="/instances/link" className="font-semibold text-accent underline">
-                                    Link an install
-                                </Link>
-                            </div>
+                    <Block n={3} label="Your install">
+                        <div className="grid gap-3 rounded border border-rule bg-panel p-4">
+                            <p className="text-[0.86rem] text-ink-2">
+                                Install Vantage on your own server first, then paste the instance ID it
+                                reports. We register it and issue your Free licence — nothing to pay.
+                            </p>
+                            <label className="grid gap-1">
+                                <span className="text-[0.72rem] font-semibold uppercase tracking-[0.08em] text-ink-3">Instance ID</span>
+                                <input
+                                    value={uuid}
+                                    onChange={(e) => setUuid(e.target.value)}
+                                    placeholder="00000000-0000-0000-0000-000000000000"
+                                    className="rounded border border-rule bg-panel px-2.5 py-2 font-mono text-[0.82rem] text-ink placeholder:text-ink-3"
+                                />
+                                <span className="text-[0.72rem] text-ink-3">
+                                    Find this on your install&rsquo;s Settings → Licence page, or the setup
+                                    screen just after first sign-in.
+                                </span>
+                            </label>
                         </div>
                     </Block>
                 )}
@@ -330,7 +354,7 @@ export function PurchaseForm() {
 
                     {/* name + CTA */}
                     <div className="grid gap-3 border-t border-rule px-4 py-4">
-                        {!pending && !selfHostedFree && (
+                        {!pending && (
                             <label className="grid gap-1">
                                 <span className="text-[0.72rem] font-semibold uppercase tracking-[0.08em] text-ink-3">Instance name</span>
                                 <input
@@ -347,7 +371,15 @@ export function PurchaseForm() {
                         {/* Phase A: choose an action for the configuration. */}
                         {!pending &&
                             (selfHostedFree ? (
-                                <p className="text-[0.8rem] text-ink-3">Free self-hosted is claimed after linking your install.</p>
+                                <Cta
+                                    label={createSelfHostedFree.isPending ? "Creating…" : "Create licence"}
+                                    variant="line"
+                                    disabled={!UUID_RE.test(uuid.trim()) || createSelfHostedFree.isPending}
+                                    onClick={() => {
+                                        setError(null);
+                                        createSelfHostedFree.mutate();
+                                    }}
+                                />
                             ) : cloudFree ? (
                                 <Cta
                                     label={createFree.isPending ? "Creating…" : "Create free instance"}
diff --git a/adminsite/components/InstanceRecord.tsx b/adminsite/components/InstanceRecord.tsx
index 37720f2..d3b4ba7 100644
--- a/adminsite/components/InstanceRecord.tsx
+++ b/adminsite/components/InstanceRecord.tsx
@@ -221,17 +221,16 @@ export function InstanceRecord({
 
                 <div className="flex flex-wrap items-center gap-2.5">
                     {state === "none" ? (
-                        // A paid placeholder (awaiting_link) must CLAIM its install, not
-                        // create a second Free instance beside it — so pass its id.
-                        <LinkButton
-                            href={
-                                instance.status === "awaiting_link"
-                                    ? `/instances/link?claim=${instance.instance_id}`
-                                    : "/instances/link"
-                            }
-                        >
-                            Link an install
-                        </LinkButton>
+                        // A paid placeholder (awaiting_link) claims its real install
+                        // UUID in place. Anything else without a licence gets one from
+                        // the purchase page (self-hosted Free is created there).
+                        instance.status === "awaiting_link" ? (
+                            <LinkButton href={`/instances/link?claim=${instance.instance_id}`}>
+                                Link an install
+                            </LinkButton>
+                        ) : (
+                            <LinkButton href="/purchase">Get a licence</LinkButton>
+                        )
                     ) : cloud && instance.slug ? (
                         <>
                             <LinkButton
diff --git a/adminsite/lib/api.ts b/adminsite/lib/api.ts
index dd60afc..0a89e31 100644
--- a/adminsite/lib/api.ts
+++ b/adminsite/lib/api.ts
@@ -308,6 +308,8 @@ export const api = {
         post<Instance>("/api/instances/link", { instance_id, name }),
     createInstance: (name: string) => post<Instance>("/api/instances", { name }),
     renewInstance: (id: string) => post<License>(`/api/instances/${id}/renew`, {}),
+    // Self-hosted Free: issue the licence on an already-linked instance.
+    claimFree: (id: string) => post<License>(`/api/instances/${id}/claim-free`, {}),
     relink: (id: string, instance_id: string) =>
         post<License>(`/api/instances/${id}/relink`, { instance_id }),
     license: (id: string) => req<License & { blob?: string }>(`/api/instances/${id}/license`),