For independent practice owners

AI agents for opticiansMake room for your patients.

I'm Gavin Winstanley. I run Winstanley & Son, an independent practice in Dingle, Liverpool. Crewley answers our phone, sends our recalls, chases our lab and texts patients when their glasses are ready. I set up the same in other practices.

Book a free recall and response audit See a day at the practice ↓
Gavin WinstanleyOwner, Winstanley & Son · founder, Crewley
Since 1998Winstanley & Son has traded in Dingle, Liverpool
25 callsa day at peak, with an AI receptionist when the desk is busy
24 touchesin every patient's recall, sent without anyone writing a list
£395a month, about the price of one varifocal dispense

A day at the practice

What Crewley does while your team looks after patients.

Seven moments from an ordinary day at Winstanley & Son. Each one used to be a job for whoever was on the desk. Watch the whole day in 39 seconds, or scroll through it below.

Before you open

Last night's calls are already dealt with.

The AI receptionist answered after hours, took the message and texted a booking link. Each missed call is a card with three buttons. Whoever rings back presses one and the card closes.

TimeNobody starts the day working through the voicemail. Our estimate: about 8 hours a month of interrupted desk time

MoneySomeone who rings at 9pm gets a reply at 9pm, before they try the practice down the road.

Every morning

Recall texts go out on their own.

Patients due for an eye test get a short text or email, up to 24 times over the months before they're due. It stops the moment they book or reply, skips anyone who asked not to be contacted, and hands replies to your team.

TimeNo recall list to print, split up and work through.

MoneyOne varifocal patient who comes back covers the month's fee.

Twice a day

The lab board shows you what's late.

Every order is on one board. Anything at the lab for more than ten days turns red and posts a card for someone to chase. When the job comes back, the card clears itself.

TimeNo logging in to the lab's website to check each job. Our estimate: about 16 hours a month on lab status and call logs

MoneyLate jobs get chased before the patient rings to ask where their glasses are.

After a dispense

Lens orders are drafted for you to approve.

The agent reads the order sheet, fills in the lab's order form, attaches the frame trace and checks the price. Your team reads it and presses OK to send.

TimeThe order is typed once, on your own order sheet. Our estimate: about 8 hours a month

MoneyA price that doesn't match your list is caught on screen, before it reaches an invoice.

When the job comes back

The patient hears their glasses are ready.

As soon as the order is marked back from the lab, the patient gets a text with your opening hours. When they collect, your team presses one button and the next recall is set.

TimeNo phone round to say glasses are in.

MoneyGlasses leave the drawer sooner, and the next recall is set without anyone typing a date.

The day before

Tomorrow's patients have confirmed by text.

Two days before an eye test, each patient gets a check-in text. A YES needs nothing more. Anyone who asks to move, or doesn't reply, lands on a short call list.

TimeYour team rings only the patients who need a call.

MoneyA gap shows up the day before, while there's still time to fill it.

While you lock up

Supplier invoices are filed in your accounts.

Invoices that arrive by email are read and filed as bills in your accounts. Anything the agent isn't sure about comes to you as a question.

TimeNobody forwards invoices to the bookkeeper.

MoneyYour costs are up to date every week, so you see your margins before the month ends.

Hour figures are our estimates of the staff time each system replaces at Winstanley & Son. Together they come to over £1,700 a month at £14.60 an hour. Your free audit measures your own.

Your practice, your numbers

How much time does your desk spend on these each day?

Example values to start. Move each slider to match your practice.

Opena week

49 hours a month

of desk time that could go back to patients.

That's time for about 98 more half-hour conversations with patients each month.

Valued at £14.60 an hour, it's £715 of staff time a month. Crewley's founding price is £395.

£14.60 an hour is the 2026 National Living Wage plus employer costs. A month is 4.33 weeks. These are your estimates, not a promise. The free audit measures the real figures.

Book a free recall and response audit

What it runs

Everything in your practice that repeats.

Open one to watch it work.

AI receptionist

Answers when the desk can't, day and night, and texts back every missed call.

Watch it answer →

Patient recall

A 24-step recall by text and email, plus a daily call list for anyone overdue.

Watch a recall run →

Booking and check-ins

Online booking into your real diary, confirmations, and a check-in text two days before.

Watch a booking →

Lab order tracking

Every order on one board. Late jobs flagged after ten days and cleared when they're back.

Watch the board →

Collections

Ready-for-collection texts, reminders until they collect, and the next recall set on collection.

Watch a collection →

Lens ordering

Orders drafted from your order sheet with the price checked. Your team presses OK to send.

Watch an order →

Reviews and follow-up

Review requests, one inbox for every channel, and enquiry follow-up that stops when they reply.

Watch a follow-up →

Forms and reminders

Pre-test forms, consent and e-sign, and reminders that send themselves.

See the forms →

Payment links and plans

Payment links by text, and monthly plans that are created and tracked for you.

See a payment link →

Stock and frames

Which frames sell, which sit on the shelf, and what to reorder.

See the stock view →

Founding offer

Everything above, for about one varifocal dispense a month.

Bought piece by piece, an answering service, a recall module, a booking tool, a bookkeeper and the hours to run them come to over £1,700 a month. Most of it doesn't exist for opticians at all.

  • Your practice management software stays where it is. Clinical records never leave it.
  • Built around your practice, tested on dummy records, switched on in stages.
  • A watchdog that tells you when something stops, and a person to call.

Bought separately: over £1,700 a month

£395 a month

About one varifocal dispense. One extra varifocal patient a month covers it.

Setup £3,000 £1,500 for the first five founding practices.

See what's included

Rate locked for 12 months. Once five founding practices have signed, setup returns to £3,000.

Gavin Winstanley at the front desk of Winstanley & Son

Built in a real practice

“Our AI didn't replace anyone. It's the reason we're hiring.”

Gavin Winstanley, Winstanley & Son, Dingle, Liverpool

Everything in the founding offer runs in my own practice. I built it there, my team uses it on real days, and then I set it up for other owners. If something stops working, the watchdog tells us straight away.

Hands finishing an acetate frame in the Winstanley & Son workshop
The workshop, Winstanley & Son
A Winstanley & Son frame arm with the practice name engraved
Made in Dingle, Liverpool

Read how it started at Winstanley & Son →

Questions owners ask

Before you book the audit.

Do I have to change my practice management software?

No. Your practice management software stays where it is, and clinical records never leave it. Crewley works on the front office and the admin around it: phones, texts, recalls, orders, collections and invoices.

Will it replace my receptionist?

It hasn't at Winstanley & Son. It takes the repeated jobs off the desk so the team spends more time with patients. Our AI didn't replace anyone. It's the reason we're hiring.

What does Crewley cost?

For the first five founding practices it is £395 a month, rate locked for 12 months, which is about one varifocal dispense. Setup is £3,000, and the first five founding practices pay £1,500.

What happens in the free audit?

We look at your recall, your phones and how enquiries are followed up. You get a short write-up of where time and patients are slipping, with your practice's own numbers, and what Crewley would take on first.

What if something goes wrong?

Each system is watched. If one stops or fails, it tells someone straight away rather than failing quietly, and you have a person to call. Anything patient-facing is tested on dummy records before it's switched on.

See where your practice loses time and patients.

A free audit of your recall, your phones and your enquiry follow-up. I'll show you what Crewley would take off your team's plate, using your practice's own numbers.

Book a free recall and response audit