Crewley. A new hire for your practice, not another piece of software.
Crewley runs the back office of an independent practice: the phone, patient replies, lens orders and the lab, frame stock, recall and payments. Built inside Winstanley & Son in Liverpool.
You keep your practice management software. Prescriptions, sight-test data and medical notes stay inside it and never leave.
A head office used to cost you your independence. Crewley is the head office of agents. Ownership and profits stay with the practice.
Our AI didn't replace anyone. It's the reason we're hiring. With the chasing, the confirming and the ringing round done in the background, every new hire at Winstanley & Son faces patients.
Eight hours, nobody interrupted
Scroll through it. Every item is something that happens at Winstanley & Son without a person stopping what they are doing. Times illustrative, behaviour real.
- 08:30Daily brief posts to the staff channelOpen tasks by priority, yesterday's calls and messages, anything stuck at the lab.
- 09:12Phone answered while reception is with a patientCaller told the call is recorded. Summary card and an A-priority task appear in the staff channel.
- 10:05Order dictated, read back, confirmedOne tap. Nothing created until the read-back is right.
- 11:40Delivery note scannedMatched orders move to Ready. Patients can be told with one tap.
- 13:00Complaints digestAnything that reads like a complaint becomes an A-priority task within the hour. Three digests a day.
- 20:41Patient rebooks by text on a Sunday nightReal availability, real confirmation, no one woken up.
A working day at Winstanley & Son with the agents running. Times illustrative, behaviour real.
Say it like you'd say it to a colleague
This is the signature of the whole system. Staff don't learn a screen. They say what they need in their own words, it reads it back, and nothing happens until they tap Confirm. Try it.
Runs in your browser only. Nothing is sent anywhere.
What makes it different
Confirms before it acts
Every order, task and message is read back and waits for a tap. A wrong lens order costs money; a wrong message costs a patient.
Says "I'm not sure"
Anything clinical, ambiguous or a complaint goes to a person with a summary. It would rather ask than guess, and it never claims to be human.
Watches itself
Every agent has a watchdog. A lane that fails says so loudly and keeps going. One bad message never takes an agent offline.
A chatbot answers. Crewley does the job.
Other tools tell you what to do and wait. Crewley does the thing and shows you the receipt.
A chatbot
Takes a message. Maybe. Then someone has to read it, work out who it was, and ring them back.
Crewley
Answers, says it is recorded, gets what the caller wanted, and posts a summary card with a task for a named person, priority set. Nothing guessed about order status.
A chatbot
Replies with something plausible. Sometimes it is wrong, and the patient turns up on the wrong day.
Crewley
Reads the real diary, offers real slots, books it, cancels the old one and confirms. The status the patient is told is the true one, at any hour.
A chatbot
Tells you how to place a lens order.
Crewley
Reads the dispense back, checks stock first, builds the supplier order ready for one press, puts the card on the lab board and chases it at day seven.
A chatbot
Suggests you send some reminders.
Crewley
Puts overdue patients into a daily batch by dial and text, routes every reply to a person, and stops the moment a patient asks it to.
A chatbot
Explains inventory theory.
Crewley
Tells you which frames have sat on the wall too long, what is moving, what to reorder, and when adding three more frames gets you carriage paid.
One system, every job in the practice
Front of house, back office and the front office. Pick a tab. The full picture is on AI agents for opticians.
Six actions, one boundary. The box in the middle is what the agents never touch.
Lens ordering and the lab · Stock and frame analysis · Payment links and plans
Bookings, replies, reviews and response time on one screen. Sunday's bookings came in by text while the practice was shut.
Reviews asked for at the right moment, every message channel in one inbox, missed calls texted back, the online diary with reminders and forms, campaigns to your own patients, and one dashboard for all of it.
Your records stay yours
Clients keep their existing practice management software. Clinical records never leave it. Crewley runs the operational layer: messages, bookings, orders, recalls, reporting.
Crewley doesn't sell "AI answers your phone". It sells "AI protects human conversations". No undisclosed AI calls, ever. We publish our failures as well as our numbers.
- Stays exactly where it is
- Never copied out, never trained on
- Voice receptionist and call summaries
- Patient SMS and WhatsApp replies, bookings
- Orders, lab tracking, delivery notes
- Recall queue and reactivation
- Daily brief and complaints digest
The boundary, drawn. Clinical records on the left never cross to the right.
Audit, demo, built for you
1Free audit
Thirty minutes. We check your recall flags, response times and ad account and tell you the number, whether or not you buy.
2Demo on the live estate
Not a slide deck. Bring your hardest question and try to catch it out.
3Built and run for you
On your existing systems, one practice per area, watched and improved in batches by the person who answers the phone at his own practice.
The audit is free and there is no obligation. If the number is small we will tell you that too. Pricing and exclusivity terms.
What practice owners ask first
Does Crewley replace my practice management software?
No. You keep it. Crewley runs alongside it and handles messages, bookings, orders, recalls and reporting. Prescriptions, sight-test data and medical notes stay where they are.
Will patients know they are talking to Crewley rather than a person?
Yes, every time. Crewley tells every caller the call is recorded and never pretends to be a person. Nothing goes out without that disclosure.
What happens when Crewley is not sure?
It says so and hands the conversation to a person with a summary. It does not guess, and it does not book or send anything without a person confirming.
What do I have to change to run it?
Nothing in your practice management software, and nothing to migrate. Crewley is built around your existing systems by us, not by you. Your side is access, a short briefing on how the practice works, and a one-page guide for staff on what they can ask it to do.
Can my competitor down the road buy it too?
No. One practice per area, with exclusivity guaranteed six months at a time and renewing while you are a client.
Who runs it after the build?
Crewley does, and the person doing it owns a practice and answers its phone. The same estate runs Winstanley & Son every day.
Find out how many patients your practice is missing. The audit is free and the number is yours to keep.
Book a free recall and response audit