Eliminated 70% of unqualified calls and saved £78k/yr in solicitor time.

Calder & Reid is a UK employment law practice handling unfair dismissal, discrimination, and settlement agreement claims. Their intake process was phone-first: every enquiry called the office, spoke to a solicitor for 30+ minutes, and roughly 70% were told they didn't have a viable claim.

That's 10 hours a week of qualified solicitor time — at £150/hour — spent on calls that generate zero revenue. The remaining 30% of genuine claimants waited in the same queue, often calling back the next day because the line was busy.

Inbound emails to the office inbox were sorted manually by an admin. After-hours enquiries went to voicemail and were returned the next morning — by which time many claimants had called a competitor.

The firm had tried a basic contact form. Completion rate was roughly 15%. It asked for a name, email, and a free-text "describe your situation" box. Most submissions were too vague to triage without a follow-up call anyway.

The core system is a stepped calculator that walks claimants through their situation: employment details, claim types, per-claim specifics (ACAS status, Polkey reduction, contributory fault, mitigation), evidence strength, and contact consent. At the end, it outputs an indicative compensation range based on 2025/26 UK statutory rates.

Behind the form, a calculation engine scores the claim and routes it automatically. High-value claims book directly into a solicitor's calendar. Standard claims enter a lead nurture sequence. No-case results get a polite explanation and aren't routed at all.

The system connects to Attio CRM (person, deal, and AI-generated case analysis created automatically), Loops for email nurture, Synthflow for AI phone handling of after-hours calls, Twilio for SMS confirmations, Slack for internal alerts, and Google Analytics with full session funnel tracking.

Inbound emails to the office address are now classified by AI — each email is read, categorised by claim type, and routed to the solicitor with the right specialism. No manual sorting.

An admin dashboard shows every lead, funnel stage, UTM attribution, and conversion charts. The firm can see exactly which channels deliver qualified claims and which waste budget.

Solicitors stopped fielding unqualified calls. The calculator handles triage that previously required 30 minutes of solicitor time per enquiry. Only leads with a scored, viable claim reach a lawyer — and they arrive with a full case summary already written by the AI.

Form completion rates roughly doubled compared to the old static form. After-hours leads that previously went to voicemail are now captured by the AI phone agent, recovering roughly 30% of out-of-hours enquiries that would have been lost to competitors.

The estimated annual economic impact — combining solicitor time saved, reduced cost per lead, after-hours capture, and email routing efficiency — is £150–300k. The £78k in solicitor time alone pays for the system many times over.

Week 1–2: Calculator build, scoring logic, CRM integration. Week 3: AI phone agent, email classification, SMS. Week 4: Admin dashboard, funnel tracking, nurture sequences. Week 5: QA, compliance review, production deploy.