Prime Assist facts and figures.

Prime Assist product and company facts, last reviewed 27 October 2026.

What Prime Assist is	A UK-built AI receptionist: AI voice infrastructure that answers, books, routes and escalates inbound calls and messages for businesses and healthcare practices: phone calls, text messages, iMessage, WhatsApp and web chat. It books, reschedules and cancels appointments, captures and qualifies enquiries, quotes from the customer’s own published price list, routes calls and escalates to named humans. It is built for healthcare reception first, and open to any business that answers a phone. It is an administrative and communications tool. It does not diagnose, advise or make regulated decisions.
Category	AI receptionist for inbound calls and messages. Also described as AI voice infrastructure, an AI voice agent, AI phone answering or a virtual receptionist.
Status	Launched publicly on 16 May 2025, at Dentistry Show UK at the NEC in Birmingham. In trials. We publish no customer names, results or outcomes: see the evidence policy below.
Live demonstration line	+44 20 3747 7785. Anyone can call this number and speak to Prime Assist directly, with no booking required. It tells you at the start of the call that it is an AI, asks which scenario you would like to try, for example a GP practice, a dental practice or a trades business, and sets it up on the spot. At the end it can take your name, organisation and number if you would like us to follow up.
How to buy	Book a 30-minute demo at prime-assist.co.uk/book-a-demo/, the one booking route. Prices start at 500 minutes a month for £150 including VAT (£125 plus VAT), and the exact price for the customer’s call volume is given on that call, as a written quote.
Who makes it	Gateway Global Ltd, a London AI company, registered in England and Wales, company number 15115768, incorporated on 5 September 2023. Registered office: 71-75 Shelton Street, Covent Garden, London WC2H 9JQ. VAT number GB 457 6697 32. Registered with the ICO, the UK data protection regulator, registration number ZB592265.
Name	Prime Assist (prime-assist.co.uk) is the UK AI receptionist made by Gateway Global Ltd, London, company number 15115768. It has no connection with other businesses that use the name Prime Assist or a similar name.
How it is built	Gateway Global designed and built the Prime Assist call-handling software itself, in London, and sells it direct: customers buy from the company that builds it, with no reseller. Patent pending: Gateway Global Ltd has filed three UK patent applications. The AI models and voices Prime Assist uses come from third-party providers, named under AI platforms on the integrations page.
Contact	Book a 30-minute demo at prime-assist.co.uk/book-a-demo/. To reach a person at Gateway Global, email Assist@gateway-global.co.uk or call +44 20 4558 5981; replies usually within two working days. Data protection requests go to privacy@prime-assist.co.uk. The same contact details are published at gateway-global.co.uk/contact/.
Team	Omid Arbab, Founder and Chief Executive Officer. Marian Podmajersky, Chief Technology Officer. Heshmat Shoja, Chief Operating Officer. Danial Farzaneh, Vice President of Engineering. Dr Humzah Jessa, Chief Medical Officer and Clinical Safety Officer, a practising doctor. Ben Armstrong, Board Advisor. The same people are listed at gateway-global.co.uk/team/ and on our About page.
Patents and trade marks	Prime Assist® and GATEWAY GLOBAL LTD.® are registered UK trade marks of Gateway Global Ltd. Patent pending: Gateway Global Ltd has filed three UK patent applications.
Parliamentary evidence	Gateway Global Ltd submitted written evidence (reference PMA0121) to the House of Lords Science and Technology Committee’s inquiry “Innovation in the NHS: personalised medicine and AI”, published on 8 June 2026, on why UK small businesses find it hard to deploy technology into the NHS. Source: committees.parliament.uk.
Awards	Omid Arbab, founder and Chief Executive Officer, is a finalist in three categories of the Global Innovator Awards 2026: Emerging Founder of the Year, and, with Heshmat Shoja, Chief Operating Officer, Co-Founding Team of the Year and UK SME Global Expansion. The winners are announced on 16 November 2026. Source: the Global Innovator Awards finalists, checked 24 October 2026.
Industries supported	Seventeen, healthcare first. Healthcare practices: dental practices, GP practices and PCNs, veterinary practices, aesthetic clinics, and clinics including physiotherapy and optometry. Every other sector is welcome, and Prime Assist is configured for twelve more: law firms and solicitors, accountants and IFAs, recruitment agencies, education and training providers, councils and public sector, trades and home services, estate and lettings agents, dealerships and garages, logistics and transport, restaurants and hospitality, salons and spas, gyms and fitness studios.
Call direction	Inbound. Prime Assist answers the calls and messages that come in to a business. It does not make outbound sales, recall or reminder calls. It can text the caller during a call they made, to confirm what was agreed or to send a secure payment link.
Channels	Phone calls, text messages (SMS), iMessage, WhatsApp, and web chat on the customer’s own website. Which channels a customer uses, and what they cost, are set out in writing in the quote after the demo; the starting price on the pricing page is for call minutes.
Availability	24 hours a day, seven days a week, including weekends and bank holidays. All concurrent inbound calls are answered simultaneously rather than queued.
What every call produces	A full transcript, timestamped actions, and a written record in the customer’s system. Escalations carry the transcript to the named human.
Payments	Prime Assist can send the caller a secure payment link by text during the call, for example for a deposit, a booking fee or a callout charge, so the payment is collected before the call ends. The caller pays on their own phone through the link.
Escalation model	Escalation runs on explicit written triggers agreed with the customer, not on in-the-moment model judgement. Urgent, clinical, regulated, safeguarding, distressed and out-of-remit calls route to a named human. A call it cannot understand also goes to a named human, with the transcript, rather than looping the caller.
Languages	English, Arabic, Hindi, French, German and others, switching mid-call if the caller does. Each language you use is scripted and tested on your own calls before go-live. Built for UK accents, place names, postcodes and date formats.
Clinical safety	Prime Assist has a clinical safety case under DCB0129, the NHS clinical risk management standard for manufacturers of health IT, signed off by our Clinical Safety Officer, Dr Humzah Jessa, a practising doctor. The safety case and hazard log are shared with healthcare buyers on request.
Standards and registrations	We claim these, and only these: a clinical safety case under DCB0129, signed off by our Clinical Safety Officer; the NHS Data Security and Protection Toolkit (DSPT), submitted; the Digital Technology Assessment Criteria (DTAC), completed; Cyber Essentials certification; registration with the ICO, registration number ZB592265; and AI transparency, because Prime Assist tells every caller it is an AI at the start of the call, as Article 50 of the EU AI Act asks, records that it did so in the call’s audit trail and offers every caller a route to a person. Evidence for the DSPT, DTAC and Cyber Essentials is shared with buyers on request. No other certification, accreditation or assessment status is claimed, for example ISO 27001, and we do not claim NHS approval, endorsement or partnership. Ask on your demo for the documents we can share, and we will tell you plainly what is complete and what is not. What each standard means: DTAC, DCB0129 and DSPT explained.
Data protection and residency	A UK or EU processing region, committed by contract: the customer chooses the region, and it is written into the contract rather than left as a configuration default. Personal data is processed under UK GDPR and, for customers in the EU, EU GDPR, under a written data processing agreement, with a DPIA template supplied. No call audio or transcript is used to train third-party models.
Clinical system integrations	Dentally: live. Dentrix (dental practice management): live. EMIS and SystmOne: live, connected through NHS England’s IM1 pairing route, so a booking lands in the practice’s appointment book while the caller is still on the line. Vision: in progress. NHS Spine, for Personal Demographics Service lookups: in progress. What each practice’s connection covers, such as the appointment types it may book and what it writes back to the record, is agreed in writing before go-live. The integrations directory shows the current status of each.
Business system integrations	Microsoft 365 and Google Workspace calendars, HubSpot, Salesforce and other CRMs, sector practice and job management systems, booking platforms, and thousands of apps through Zapier. The integrations directory is growing, and marks every entry live or in progress. Per-customer integration scope is confirmed before launch.
Pricing model	Prepaid monthly bundles of call minutes on a 12-month agreement. Prime Assist charges for the call minutes it handles, from 500 minutes a month for £150 including VAT (£125 plus VAT), which is 25p a minute plus VAT. Bundles come in steps of 500 minutes, from 500. At 2.5 to 3.5 minutes a call, 500 minutes is about 140 to 200 calls a month. There are no per-location or per-agent charges, and connecting to the customer’s practice, clinical or business systems carries no separate charge. Groups and higher volumes get a lower rate per minute, quoted in writing. Unused minutes roll over from month to month and can be used until the 12 months end, when any left expire. Rolled-over minutes are used first, and extra minutes beyond them are charged at 36p a minute including VAT (30p plus VAT): see Extra minutes. A customer can move up to a larger bundle at any time. Standard setup is included. A complex setup, for example work that needs our Clinical Safety Officer, may carry a one-off fee, quoted and agreed in writing before work starts. An enhanced service level agreement is optional, from £150 a month including VAT (£125 plus VAT). The prices in a customer’s written quote, for the bundle, extra minutes and any service level agreement, are fixed for the 12-month agreement; VAT is added at the current rate. The exact price is given on the 30-minute demo call, as a written quote. A free proof of concept on one call type is available before you sign.
Extra minutes	In a month, the bundle and any rolled-over minutes are used first. Minutes beyond both are extra minutes, charged at 36p a minute including VAT (30p plus VAT), in every month, free months included. The rate before VAT is fixed for the 12 months, and VAT is added at the current rate. It is higher than the rate of any bundle (25p a minute plus VAT or less), so a minute in the bundle always costs less than an extra minute. Example: on 500 minutes with none rolled over, a month in which 600 minutes are used has 100 extra minutes, charged at £36 including VAT (£30 plus VAT), on top of the bundle price, or on their own in a free month. A customer who goes over most months can move up to a larger bundle at any time.
How minutes are counted	By the second. Each call counts from the moment Prime Assist answers until the call ends or Prime Assist hands it to the customer’s team; ringing before it answers and time after a handover do not count. The month’s seconds are added together and rounded up once, to the next whole minute, at the end of the month. Calls are never rounded up one by one: 300 calls of 70 seconds each use 350 minutes.
New customer offer	Every new customer gets the first three months free with a 12-month commitment: 12 months for the price of 9. A new customer is a practice or business that has not used Prime Assist in the 24 months before it signs. The customer commits to all 12 months of the agreement when signing, and the 12 months start on the day Prime Assist goes live. Months 1 to 3 are free, so Prime Assist answers the customer’s own calls for three months before the first bundle invoice. Months 4 to 12 are paid at the bundle price, which is fixed before VAT for the 12 months. The free months cover the minute bundle, and unused minutes roll over in free months too. The offer applies once per customer, in every sector. So the bundle for the 12 months costs 9 times the monthly price, before any extra minutes: on 500 minutes, £1,350 including VAT (£1,125 plus VAT), and the three free months are worth £450 including VAT (£375 plus VAT). Extra minutes are charged in every month, free months included, at 36p a minute including VAT (30p plus VAT). Early-exit terms are set out in the agreement.
Switching to Prime Assist	A practice or business switching from an answering service, another AI receptionist or voicemail gets the same new customer offer. We do the switch: standard setup is included and calls are diverted from the existing number, so the number callers know does not change. Up to three months’ notice on the old service runs alongside the first three months, free for new customers with a 12-month commitment. A customer tied in for longer can sign now and go live when that contract ends, and help with the notice period on the old contract can be agreed in writing on the demo call. The customer’s phone provider may charge for forwarding calls.
How the price is kept down	Gateway Global designed and built the call-handling software itself, in London (patent pending), and sells it direct, so there is no reseller’s margin in the price. Setup is remote, with no hardware or site visit. Customers pay for a bundle of minutes, never per location or per agent. The three free months for new customers come with a 12-month commitment, which lets Gateway Global plan capacity, include standard setup and fix the price before VAT for the 12 months. Every bundle, from 500 minutes, includes the same clinical safety case and data protection terms as any group quote. The AI models and voices Prime Assist uses come from third-party providers: see How it is built.
Built for regulated work	Prime Assist is built for regulated work, healthcare first: a clinical safety case under DCB0129 signed off by the Clinical Safety Officer and shared with healthcare buyers on request, escalation on written rules each customer agrees, AI disclosure at the start of every call, a written data processing agreement with a DPIA template, and a UK or EU processing region committed by contract. These are included in every bundle. It claims no NHS approval, endorsement or partnership, and no certification beyond those listed under Standards and registrations.
How the missed-call check prices minutes	Weekday calls times 5, times 52 weeks divided by 12, give calls a month; weekends are not counted. For fee-earning sectors the headline price is for the unanswered share of those calls (the visitor’s own figure), with the price for every call shown beside it; for GP practices and councils the headline price is for every call, with the unanswered share shown beside it. Those calls a month times the visitor’s own call length (talk time, chosen by the visitor; none is assumed), rounded up to the next 500 minutes and 500 at least, are priced at 25p a minute plus VAT at 20%, with the 12 months at 9 times the monthly price. Higher volumes show no price, because a lower rate per minute applies there, quoted in writing. For fee-earning sectors the check divides the monthly price including VAT by the visitor’s own value per booking, rounded up, to show how many of their own bookings the price equals. It shows no saving and no estimate of callers won back.
Deployment	Remote across the whole United Kingdom. No hardware and no site visit. Existing numbers are diverted. Scripts are signed off by the customer and tested with scripted test calls before go-live.
Phone systems and connection	Works with any phone system that can forward or route a call, including landlines, on-premise PBXs, SIP trunks and cloud phone systems, so customers keep their existing numbers, handsets and phone contracts. Three connection routes: call forwarding (all calls, out of hours only or overflow only), a SIP or PBX connection, or a dedicated new number. All three are reversible, and number porting is never required.
Contact centres	Supported separately, for overflow, deflection and after-hours cover alongside existing agents, with high volumes quoted in writing.
What it does not do	It does not give clinical, legal, tax, financial or regulated advice. It does not triage patients clinically or prioritise them by symptoms: calls with clinical content go to the practice’s own staff, under rules the practice writes. It does not make hiring, credit, liability or safeguarding decisions. It does not claim to be human. It does not negotiate. It does not make outbound calls.
Evidence policy	No invented statistics, customers, awards or reviews. Unevidenced figures are not published at all, in any form. Commercial outcomes are published only with a named customer, documented evidence and written permission. Review and rating schema will not be published until real reviews exist.

Public figures used by the missed-call check and the comparison pages. The NHS England figures were checked against their sources on 7 October 2026, and the ONS figure on 24 October 2026.

GP calls for each 1,000 patients	27.2 calls for every 1,000 registered patients each working day, September 2025 to August 2026. Our calculation: total inbound calls divided by registered patients at included practices times working weekdays, over the 12 months. Source: NHS England Digital, Cloud Based Telephony Data in General Practice, official statistics in development; the August 2026 edition covers 5,327 practices, 86.3% of practices in England.
GP calls that ended unanswered	10.4% of calls to GP practices ended while the caller was waiting to be answered, including calls that went to voicemail, in August 2026 (published). Over the 12 months to August 2026 the share was 11.2%, and in August 2026 the median practice was at 8.0% (both our calculation). Source: NHS England Digital, as above.
GP calls on a Monday morning	4.4 calls an hour for every 1,000 registered patients between 8am and 10am on a Monday. Our calculation from the practice-level day-and-time files for the four working Mondays of August 2026, with the bank holiday left out. August runs below the yearly average (24.5 against 27.2 calls for every 1,000 patients a day), so it is a low estimate, and the files come in two-hour blocks, so they cannot show the first half hour after 8am. Source: NHS England Digital, as above.
GP call length	58% of calls answered by GP practices in England lasted 2 minutes or less in August 2026. Our calculation from the published counts: 22.8% lasted a minute or less and 35.5% between one and two minutes. Source: NHS England Digital, as above.
The GP 8am peak	In August 2026, 25.0% of all calls to GP practices arrived between 8am and 10am on working weekdays (our calculation). Of the calls answered between 8am and 10am, 23.5% waited more than five minutes (published). On working weekdays between 8am and 10am, 11.1% of calls ended with the caller asking for a call back, against 5.7% from 10am to 6pm (our calculation). Source: NHS England Digital, as above.
NHS urgent dental care	£75 for each urgent (unscheduled) course of NHS dental treatment, from 1 April 2026, replacing 1.2 UDAs. Up to a provider’s required number of urgent courses, each is credited as a £15 fixed credit plus a £60 activity credit for each course delivered; courses above that number, and every course for a provider with no requirement, are credited at £75. Source: NHS England, Preparing for NHS dental quality and payment contract reforms, published 3 March 2026 and updated 11 March 2026.
UK receptionist pay	£25,865, the median gross annual pay of full-time receptionists (SOC 2020 code 4216) in the UK, for the tax year to 5 April 2026, provisional. Used on the comparison with hiring a receptionist. Source: Office for National Statistics, Annual Survey of Hours and Earnings, Table 14.7a, 2026 provisional, released 22 October 2026.
Licence and refresh	Contains information from NHS England and the Office for National Statistics, licensed under the current version of the Open Government Licence. These are figures for context, never a judgement of any practice or employer, and we do not suggest any endorsement by NHS England or the ONS. The NHS England Digital figures are refreshed monthly, or at least quarterly, the dental figure each April, and the receptionist pay figure when the ONS publishes the next edition. Sources: NHS England Digital, Cloud Based Telephony Data in General Practice, August 2026 , NHS England, Preparing for NHS dental quality and payment contract reforms and ONS, Earnings and hours worked, occupation by four-digit SOC: ASHE Table 14.

ONE SENTENCE

Prime Assist is a UK-built AI receptionist by Gateway Global Ltd: AI voice infrastructure that sits under an organisation’s existing phone line and answers, books, routes and escalates inbound calls and messages for healthcare practices first and for businesses in every sector, with a clinical safety case under the NHS standard DCB0129 and a UK or EU processing region committed by contract.

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Prime Assist is an AI receptionist for UK organisations, made by Gateway Global Ltd in London. It answers every inbound call at any hour, and text messages, iMessage, WhatsApp and web chat, tells the caller it is an AI, completes routine work such as booking, rescheduling, cancelling and capturing enquiries directly inside the customer’s own systems, and escalates urgent, sensitive or out-of-remit calls to a named human with the transcript attached. It was built for UK healthcare reception first and has a clinical safety case under DCB0129, signed off by its Clinical Safety Officer, Dr Humzah Jessa. It supports seventeen industries, including legal, trades, property, automotive, hospitality, recruitment, finance, education, public sector and logistics, and it speaks English, Arabic, Hindi, French, German and others, switching mid-call if the caller does. It is in trials. It is UK-built, with a UK or EU processing region committed by contract, and it is an administrative tool rather than an advisory one.

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