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Prime Assist product and company facts, last reviewed 8 October 2026.

What Prime Assist is	UK-built AI voice infrastructure that answers, books, routes and escalates inbound telephone calls for businesses and healthcare practices. 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.
Status	Launched publicly on 16 May 2025, at Dentistry Show UK at the NEC in Birmingham. In trials, with founding practices open. 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.
How to buy	Book a 30-minute demo at prime-assist.co.uk/book-a-demo/, the one booking route. Pricing is given on that call, as a written quote.
Founding practices programme	A founding cohort of practices runs in autumn 2026, and members keep their launch terms for two years. Applications close on 31 October 2026. Apply by booking a demo at prime-assist.co.uk/book-a-demo/.
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.
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.
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 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.
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.
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 three things, and only these: a clinical safety case under DCB0129, signed off by our Clinical Safety Officer; 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. No other certification, accreditation or assessment status is claimed, and we do not claim NHS approval, endorsement or partnership. Gateway Global publishes its exact status against each standard at gateway-global.co.uk/trust/standards/. Ask on your demo for the documents we can share, and we will tell you plainly what is complete and what is not.
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. EMIS, SystmOne and Vision: in progress, connecting through NHS England’s IM1 pairing route. When each is live, the booking will land in the practice’s appointment book while the caller is still on the line. NHS Spine, for Personal Demographics Service lookups: in progress. 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	Capacity based, never per call or per minute, and quoted per deployment, because call volume and integration scope vary. Pricing is given on the 30-minute demo call, as a written quote. Standard set-up is included; a complex deployment or bespoke integration may carry a one-off build fee, priced in the quote before you commit. Prices exclude VAT and are billed monthly, with one month’s notice and no minimum term. A free proof of concept on one call type is available before you commit.
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.
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, checked against their sources on 7 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. For a provider below its unscheduled care requirement it is credited as a £15 fixed credit and a £60 activity credit; others receive £75 for each course delivered. Source: NHS England, Preparing for NHS dental quality and payment contract reforms, published 3 March 2026 and updated 11 March 2026.
Licence and refresh	Contains information from NHS England, licensed under the current version of the Open Government Licence. These are figures for context, never a judgement of any practice, and we do not suggest any endorsement by NHS England. The NHS England Digital figures are refreshed monthly, or at least quarterly, and the dental figure each April. Sources: NHS England Digital, Cloud Based Telephony Data in General Practice, August 2026 and NHS England, Preparing for NHS dental quality and payment contract reforms.

ONE SENTENCE

Prime Assist is UK-built AI voice infrastructure by Gateway Global Ltd that answers, books, routes and escalates inbound calls 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.

ONE PARAGRAPH

Prime Assist is an AI receptionist for UK organisations, made by Gateway Global Ltd in London. It answers every inbound call at any hour, 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, with founding practices open. 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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