diff --git a/apps/operator/pages/tenants/index.vue b/apps/operator/pages/tenants/index.vue
index abd17c6..f20a38e 100644
--- a/apps/operator/pages/tenants/index.vue
+++ b/apps/operator/pages/tenants/index.vue
@@ -36,6 +36,73 @@ const STATUS_TONE: Record<TenantStatus, 'ok' | 'warn' | 'bad' | 'neutral'> = {
 function navTo(t: Tenant) {
   return navigateTo(`/tenants/${t.slug}`)
 }
+
+// ── Create modal ──────────────────────────────────────────────────────────
+// Operator-created tenants are DIRECT customers (no partnerId — partner-owned
+// tenants are created through the partner portal wizard instead). Attach to a
+// partner later from the tenant detail page if needed.
+const createOpen = ref(false)
+const createBusy = ref(false)
+const createError = ref<string | null>(null)
+const form = reactive({
+  slug: '',
+  name: '',
+  plan: 'mvp' as 'mvp' | 'pro' | 'enterprise',
+  cycle: 'monthly' as 'monthly' | 'quarterly' | 'yearly',
+  currency: 'DKK' as 'DKK' | 'EUR' | 'USD',
+  seats: 5,
+  domain: '',
+  adminName: '',
+  adminEmail: '',
+})
+
+function openCreate() {
+  Object.assign(form, {
+    slug: '',
+    name: '',
+    plan: 'mvp',
+    cycle: 'monthly',
+    currency: 'DKK',
+    seats: 5,
+    domain: '',
+    adminName: '',
+    adminEmail: '',
+  })
+  createError.value = null
+  createOpen.value = true
+}
+
+async function submitCreate() {
+  createBusy.value = true
+  createError.value = null
+  try {
+    const domain = form.domain.trim().toLowerCase()
+    const created = await $fetch<Tenant>('/api/tenants', {
+      method: 'POST',
+      body: {
+        slug: form.slug.trim(),
+        name: form.name.trim(),
+        plan: form.plan,
+        cycle: form.cycle,
+        currency: form.currency,
+        seats: form.seats,
+        ...(domain ? { domains: [domain] } : {}),
+        ...(form.adminName.trim() && form.adminEmail.trim()
+          ? { adminName: form.adminName.trim(), adminEmail: form.adminEmail.trim() }
+          : {}),
+      },
+    })
+    createOpen.value = false
+    await refresh()
+    await navigateTo(`/tenants/${created.slug}`)
+  } catch (err: unknown) {
+    const e = err as { data?: { data?: { message?: string | string[] }; message?: string } }
+    const msg = e.data?.data?.message ?? e.data?.message ?? String(err)
+    createError.value = Array.isArray(msg) ? msg.join(' · ') : msg
+  } finally {
+    createBusy.value = false
+  }
+}
 </script>
 
 <template>
@@ -50,6 +117,10 @@ function navTo(t: Tenant) {
           <template #leading><UiIcon name="refresh" :size="13" /></template>
           Refresh
         </UiButton>
+        <UiButton variant="primary" @click="openCreate">
+          <template #leading><UiIcon name="plus" :size="13" /></template>
+          New tenant
+        </UiButton>
       </template>
     </PageHeader>
 
@@ -90,6 +161,7 @@ function navTo(t: Tenant) {
                 <div class="empty-inner">
                   <UiIcon name="building" :size="20" stroke="var(--text-mute)" />
                   <span>No tenants match this filter.</span>
+                  <UiButton v-if="counts.all === 0" variant="ghost" size="sm" @click="openCreate">Create the first one</UiButton>
                 </div>
               </td>
             </tr>
@@ -122,6 +194,70 @@ function navTo(t: Tenant) {
         </table>
       </Card>
     </div>
+
+    <ConfirmDialog
+      :open="createOpen"
+      eyebrow="New tenant"
+      title="Create direct customer"
+      confirm-label="Create"
+      :busy="createBusy"
+      @close="createOpen = false"
+      @confirm="submitCreate"
+    >
+      <form class="form" @submit.prevent="submitCreate">
+        <label>
+          <span>Slug · URL-safe id</span>
+          <input v-model="form.slug" placeholder="e.g. dezky" autocomplete="off" required />
+        </label>
+        <label>
+          <span>Display name</span>
+          <input v-model="form.name" placeholder="e.g. Dezky ApS" required />
+        </label>
+        <div class="form-row">
+          <label>
+            <span>Plan</span>
+            <select v-model="form.plan">
+              <option value="mvp">mvp</option>
+              <option value="pro">pro</option>
+              <option value="enterprise">enterprise</option>
+            </select>
+          </label>
+          <label>
+            <span>Cycle</span>
+            <select v-model="form.cycle">
+              <option value="monthly">monthly</option>
+              <option value="quarterly">quarterly</option>
+              <option value="yearly">yearly</option>
+            </select>
+          </label>
+          <label>
+            <span>Currency</span>
+            <select v-model="form.currency">
+              <option value="DKK">DKK</option>
+              <option value="EUR">EUR</option>
+              <option value="USD">USD</option>
+            </select>
+          </label>
+          <label>
+            <span>Seats</span>
+            <input v-model.number="form.seats" type="number" min="0" max="10000" />
+          </label>
+        </div>
+        <label>
+          <span>Primary mail domain · optional</span>
+          <input v-model="form.domain" placeholder="e.g. dezky.eu" autocomplete="off" />
+        </label>
+        <label>
+          <span>First admin name · optional</span>
+          <input v-model="form.adminName" placeholder="e.g. Ronni Baslund" />
+        </label>
+        <label>
+          <span>First admin email · optional</span>
+          <input v-model="form.adminEmail" type="email" placeholder="e.g. ronni@dezky.eu" />
+        </label>
+      </form>
+      <p v-if="createError" class="err">{{ createError }}</p>
+    </ConfirmDialog>
   </div>
 </template>
 
@@ -251,4 +387,37 @@ td.td-right { text-align: right; }
 .prov-skipped { background: var(--text-mute); }
 .prov-error { background: var(--bad); }
 .prov-pending { background: var(--warn); }
+
+.form { display: flex; flex-direction: column; gap: 12px; }
+.form-row { display: grid; grid-template-columns: repeat(4, 1fr); gap: 10px; }
+.form label { display: flex; flex-direction: column; gap: 6px; }
+.form label span {
+  font-family: var(--font-mono);
+  font-size: 10px;
+  letter-spacing: 0.14em;
+  text-transform: uppercase;
+  color: var(--text-mute);
+  font-weight: 500;
+}
+.form input,
+.form select {
+  height: 34px;
+  padding: 0 12px;
+  background: var(--bg);
+  border: 1px solid var(--border);
+  border-radius: 6px;
+  color: var(--text);
+  font-family: inherit;
+  font-size: 13px;
+  outline: none;
+}
+.form input:focus,
+.form select:focus { border-color: var(--accent); }
+
+.err {
+  margin: 12px 0 0 0;
+  color: var(--bad);
+  font-family: var(--font-mono);
+  font-size: 12px;
+}
 </style>
diff --git a/apps/operator/server/api/tenants/index.post.ts b/apps/operator/server/api/tenants/index.post.ts
new file mode 100644
index 0000000..5099f2e
--- /dev/null
+++ b/apps/operator/server/api/tenants/index.post.ts
@@ -0,0 +1,6 @@
+import { platformApi } from '~~/server/utils/platform-api'
+
+export default defineEventHandler(async (event) => {
+  const body = await readBody(event)
+  return platformApi(event, '/tenants', { method: 'POST', body })
+})