An AI receptionist from £150 a month, including VAT.

Built by us, in London

We designed and built the call-handling software ourselves, in London. The AI models and voices it uses come from providers named on our integrations page. Patent pending: we have filed three UK patent applications.

Sold direct

You buy from the company that builds it, from your demo to your support. No reseller sits between us, so there is no reseller’s margin in your price.

Set up remotely, sold in minute bundles

No hardware and no site visit: we set you up remotely. You pay for a bundle of minutes, never per location or per agent.

A 12-month commitment

The three free months for new customers come with a 12-month commitment. It lets us plan capacity, include standard setup and fix your price before VAT for the 12 months.

Three months free for new customers with a 12-month commitment, from the day you go live

As a new customer, your bundle is free for months 1 to 3 with a 12-month commitment, and unused minutes roll over until your 12 months end. Once your bundle and any rolled-over minutes are used, extra minutes are 36p a minute including VAT (30p plus VAT) in every month, months 1 to 3 included, so we size your bundle to your calls before you go live.

Then a price that does not move

Months 4 to 12 are at your bundle price, and your extra-minute rate stays the same: both are fixed before VAT for your 12 months. VAT is added at the current rate.

The bigger the bundle, the more they are worth

On 500 minutes a month, a new customer’s three free months with a 12-month commitment are worth £450 including VAT (£375 plus VAT), and they are worth more on a larger bundle.

Missed and out-of-hours calls

Prime Assist picks up when your team cannot.

• ✓Evenings, weekends and bank holidays
• ✓Lunchtimes and the morning rush
• ✓Every call your team cannot reach in time

Every call

Prime Assist answers first, and your team takes what needs a person.

• ✓Everything in missed and out-of-hours
• ✓Every call answered at once, never queued
• ✓Bookings and changes done before your team sees them
• ✓A front desk free for the person in front of them

Practice groups

Several sites under one agreement, each with its own diary, rules and rota.

• ✓A lower rate per minute, quoted in writing
• ✓Per-site routing, scripts and escalation
• ✓One contract, one invoice, central reporting
• ✓No charge for extra locations or agents

A quiet month is not wasted

Minutes you do not use roll over from month to month until the end of your 12-month agreement, so a quiet month helps cover a busy one.

Bundle minutes cost less

Extra minutes cost 36p a minute including VAT (30p plus VAT), more than any bundle rate. So choose the bundle that covers your usual month, and move up if you go over most months.

Move up at any time

If you outgrow your bundle, move to a larger one whenever you like. We size your first bundle from your own phone system’s call report, or price your own calls in the missed-call check.

Ring it now

Call our AI on +44 20 3747 7785, with no form to fill in. Book an appointment, change your mind, ask for a person. Try to catch it out.

A free proof of concept

Pick the one call that wastes most of your team’s day. We build it on your script and your rules, and you test it with your most awkward caller. No cost, no obligation.

Answering every call, at once

No queue and no voicemail, at three in the morning or during the eight o’clock rush.

Write-back to your systems

The booking lands in your diary and the enquiry in your CRM while the caller is still on the line, with no separate integration charge.

Standard setup, done for you

Scripting, configuration, connection to your systems, testing and sign-off are our work, not a project handed to your team.

Every location, every agent

No per-location or per-agent charges. Set up as many as you need.

Full audit trail

Every call, every action and every escalation, timestamped and reviewable.

A named person at our end

Onboarding, sign-off and ongoing changes go through someone who knows your deployment.

A clinical safety case

Under DCB0129, the NHS clinical risk standard for health IT suppliers, signed off by our Clinical Safety Officer, Dr Humzah Jessa, a practising doctor.^{2Note 2: the safety case on request}

Escalation on written rules

Urgent, clinical, safeguarding and distressed calls go to your named person, transcript attached, on rules you agree before go-live, not on in-the-moment judgement.

AI disclosure by design

It tells every caller it is an AI, logs that it did so, and always offers a route to a person.

Data protection in writing

A written data processing agreement and a DPIA template, from a company registered with the ICO (ZB592265).

UK or EU processing region

Your choice, committed in the contract. No call audio or transcript is used to train third-party models.

Overflow that never queues

Every call answered at once, never queued, so a campaign spike or an outage does not become a wait time.

Deflection with resolution

Not an IVR that moves the caller elsewhere. It completes the request in your systems, so the contact is closed rather than deferred to a callback.

Warm handover, with context

When it does pass to an agent, the transcript, the customer record and what has already been tried arrive with the call. Nobody starts from scratch.

Sits beside your stack

Genesys, Five9, Talkdesk, 8x8, Amazon Connect or an on-premise platform. We take a route on what you already run rather than replacing it.

How is Prime Assist priced?

By the call minutes it answers. You prepay a monthly bundle of minutes on a 12-month agreement, starting at 500 minutes a month for £150 including VAT (£125 plus VAT). Extra minutes beyond your bundle are 36p a minute including VAT (30p plus VAT). Standard setup, connecting to your systems, every location and as many agents as you need are included. Your exact price depends on your call volume, and you get it in writing on a 30-minute demo call. The starting price is for call minutes: if you also want text messages, iMessage, WhatsApp or web chat on your own website, which channels you use and what they cost are set out in writing in the same quote.

What does three months free for new customers with a 12-month commitment mean?

When you sign, you commit to all 12 months of your agreement, which starts on the day Prime Assist goes live. Months 1 to 3 are free, so it answers your own calls for three months before your first bundle invoice. Then you pay your bundle price each month for months 4 to 12, from £150 a month including VAT (£125 plus VAT), with the price before VAT fixed for your 12 months. On 500 minutes, the bundle for your 12 months costs £1,350 including VAT (£1,125 plus VAT), plus any extra minutes. Extra minutes are 36p a minute including VAT (30p plus VAT) in every month, free months included. The offer is for new customers in every sector, switchers included, once per customer. A new customer is a practice or business that has not used Prime Assist in the 24 months before it signs.

Can my price go up during the agreement?

No. Your bundle price, your extra-minute rate of 30p a minute plus VAT and the price of any service level agreement in your written quote are fixed for your 12 months. Moving up a bundle is priced at the rate in your quote. VAT is added at the current rate, so if the government changes it, the VAT on your invoice changes with it.

How do you keep the price down?

We designed and built the call-handling software ourselves, in London (patent pending), and sell it direct: you buy from the company that builds it, so there is no reseller’s margin in your price. The AI models and voices it uses come from third-party providers, named on our integrations page. We set you up remotely, with no hardware or site visit, and you 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 us plan capacity, include standard setup and fix your price before VAT for the 12 months. And every bundle, from 500 minutes, includes the same clinical safety case and data protection terms as any group quote.

Why a 12-month commitment?

Setting Prime Assist up properly is real work: your scripts, your rules, your escalation contacts and the connection to your systems, built and tested with you. Your 12-month agreement is a commitment to all 12 months, and it is how we include that work, the three free months for new customers and a price fixed for the 12 months. You can hear it before you commit, on the live line and in a free proof of concept on one of your own call types.

How are minutes counted?

By the second. Each call counts from the moment Prime Assist answers until the call ends or it hands the call to your team, so ringing and time after a handover are not counted. We add up the month’s seconds and round 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 of your bundle.

How many calls does 500 minutes cover?

It depends on how long your calls last. At 2.5 to 3.5 minutes a call, 500 minutes is about 140 to 200 calls a month. Answering every call can need more, so on the demo call we size your bundle from your own phone system’s call report.

What happens to minutes I do not use?

They roll over to the next month, and the month after, until your 12 months end. That includes your free months. Any minutes left when your 12 months end expire.

What if I use more than my bundle?

Rolled-over minutes are used first. Minutes beyond those are extra minutes, at 36p a minute including VAT (30p plus VAT), in every month, free months included. That is more than any bundle rate, so minutes in your bundle always cost less. For example, on 500 minutes with none rolled over, using 600 in a month means 100 extra minutes: £36 including VAT (£30 plus VAT), on top of your bundle price, or on their own in a free month. Choose the bundle that covers your usual month, and if you go over most months, move up a bundle at any time.

Will my callers mind talking to an AI?

Some may. So Prime Assist tells every caller it is an AI at the start of the call, puts anyone who asks for a person straight through to your team with the conversation attached, and follows your written rules on which calls always go to a person.

What if it cannot handle a call?

It passes the call to your named person, with the conversation so far attached, under escalation rules you agree in writing before go-live. Urgent, clinical, safeguarding, distressed and out-of-remit calls always go to a person.

Do you charge per location or per user?

No. There are no per-location or per-agent charges, and connecting Prime Assist to your practice, clinical or business systems carries no separate charge. Groups and higher volumes get a lower rate per minute, quoted in writing.

Are there any setup fees?

There is no fee for a standard setup, including connecting to Dentally. A complex setup, for example work that needs our Clinical Safety Officer, may carry a one-off fee, which we quote and agree with you in writing before any work starts.

Do your prices include VAT?

We show both. VAT is added at 20%, so 500 minutes is £150 a month including VAT, or £125 plus VAT. A practice or business that cannot reclaim VAT pays the price including VAT, so every quote shows both figures.

I am switching from another provider. What happens?

As a new customer, you get the same first three months free with a 12-month commitment, and we do the switch. A new customer is a practice or business that has not used Prime Assist in the 24 months before it signs. Standard setup is included and your calls are diverted from your existing number, so callers keep ringing the number they know. Give your old provider notice on the day you go live: up to three months’ notice on your old service runs alongside your first three months, free for new customers with a 12-month commitment. Tied in for longer? Sign now, go live when your contract ends, and we will agree in writing how we help with the notice you owe. Your phone provider may charge for forwarding calls, so ask them before you switch.