PRIMARY CARE ONLINE LIMITED

What PRIMARY CARE ONLINE LIMITED does

Primary Care Online (trading name of My Surgery App Ltd, UK company no. 12558206) is a Pontardawe-based digital health vendor founded in 2020 that builds and sells a modular SaaS platform to NHS GP practices, Primary Care Networks, Clusters, CCGs, and Federations across the UK, with a pronounced footprint in Wales. Its core products comprise a GP Surgery Website (Self-Managed at £450+VAT/yr and Fully Managed at £650+VAT/yr), the Surgery App patient-facing mobile application (one-off £1,600+VAT plus £15-£20+VAT/month per practice), and free Online Triage Solutions. The platform integrates with the three dominant UK clinical systems — EMIS, SystmOne (TPP), and Vision (INPS) — via the Engage Health Consult Platform, enabling clinical coding with SNOMED, NHS Login patient verification, two-way patient messaging, video consultation, and Instant Medical History questionnaires.

Underlying the platform is a cloud-based architecture combining a content-managed website, native iOS/Android patient apps, a Smart Inbox workflow engine with rules-based intelligent routing, an SMS/messaging layer with API write-back to clinical systems, and an AI-powered Care Navigation Assistant chatbot launched in May 2024. Distribution is direct sales-led (Microsoft Bookings demos, discovery calls) supplemented by a Wales-wide referral partnership with Engage Health Systems (announced December 2023) and a GTM alliance with Redmoor Health (announced February 2024). Revenue is generated through annual subscription licences, one-off software purchases, usage-based SMS fees (£0.021p per text), and tiered per-patient pricing on the app; no external funding, acquisitions, or institutional investors are disclosed, and the company is founder-led with 1-10 employees.

Name

PRIMARY CARE ONLINE LIMITED

Legal name

My Surgery App Ltd

Website

https://primarycareonline.io

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Primary Care Online is a UK-based SaaS vendor (trading as My Surgery App Ltd) selling modular digital platforms — websites, patient apps, online triage, and clinical workflow tools — to NHS GP practices and PCNs, with a Wales-focused footprint and integrations to EMIS, SystmOne, and Vision.

Ownership category

akta.pro rank

Product category

Healthcare Digital Patient Access Platforms

SIC

Services-Health Services (8000)

akta.pro primary industry

Patient Portals & Self-Service Access (HLACAEAA)

akta.pro secondary industry

Care Navigation, Referral & Digital Front Door Platforms (HLALABAH)

Keywords

• GP surgery websites
• Patient-facing apps
• Online triage solutions
• Clinical workflow management
• NHS digital healthcare

Headquarters

HQ city

Pontardawe

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Annual Software Licences: Annual licence fees for Practice Website systems (Basic Plan £450 + VAT, Premium Plan £650 + VAT), Patient App (tiered by registered patients from £15-£20 pm + VAT), and Workflow Management (£50 + VAT monthly). Initial minimum 2-year contract period, rolling 1-year thereafter.
2. One-Time Software Purchase: Surgery App offered as one-off purchase at £1600 + VAT, with subsequent annual licence fees for ongoing support and updates.
3. SMS and Messaging Services: Usage-based pricing at £0.021p per text (160 characters per fragment) plus annual licence fees. Additional API fees for EMIS (£0.0165p per registered patient) and Vision (£188.57 + VAT).
4. Workflow Management with Clinical Integration: Premium workflow system at £2,550 + VAT annually including full integration to Engage Health Consult Platform with clinical coding to EMIS, Vision, and TPP System One.
5. Appointment Booking and Check-in Systems: Self-book appointments at £700 + VAT plus £0.19p per registered patient. Patient Arrive check-in system at £259 per screen per year. Patient Call at £149 per screen per year.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Primary Care Online develops and supplies an integrated digital platform for NHS GP practices, Primary Care Networks, clusters, CCGs and federations. The portfolio includes NHS-aligned GP surgery websites, patient-facing mobile apps (iOS/Android), online triage solutions, smart inbox workflow management with clinical system integration to EMIS, SystmOne and Vision, AI-powered care navigation, and SMS messaging/chat systems. The platform enables online registration, appointment booking, repeat medication ordering, push notifications, and self-referral pathways for patients while reducing administrative burden for practices.

Product overview

Primary Care Online (trading name of My Surgery App Ltd) offers a modular digital platform for GP surgeries, PCNs, clusters, CCGs, and federations in the UK. The core product portfolio comprises the GP Surgery Website (available as Self-Managed or Fully Managed tiers), the Surgery App patient-facing mobile application (iOS/Android), and Online Triage Solutions — all three built to NHS Digital Guidelines. These integrate with each other as a unified patient-access platform. Add-on modules include: the Smart Inbox Workflow Management System (intelligent routing without clinical integration), the premium Workflow Management with Clinical Integration (full EMIS/SystmOne/Vision integration, SNOMED coding, video consults), the AI-powered Care Navigation Assistant chatbot, a Text Messaging and Chat System, Self Book Appointments, Patient Arrive check-in screens, and Patient Call screens. The platform also integrates with Engage Health Systems for the Consult Platform and check-in touch screens. All products share a common management portal (portal.surgeryapp.co.uk) and are licensed on annual or multi-year terms.

Differentiator

Problem solved

Functional benefit

Products and services

• GP Surgery Website Mobile-first GP surgery websites built to NHS Digital Guidelines, available in self-managed (Basic £450/year + VAT) or fully managed (Premium £650/year + VAT) tiers. Includes NHS domain setup, content management, NHS syndicated content, self-referral hub, clinical system integration, AI-generated patient videos, online registration, and analytics. Targeted at UK NHS GP practices.
• Surgery App (Patient Facing App) Dedicated mobile app for GP surgeries, PCNs, clusters, CCGs and federations, available on the Apple App Store and Google Play. One-off purchase of £1,600 + VAT plus annual licence (£15–£20/month + VAT based on patient list size). Enables appointment booking, repeat medication ordering, push notifications, NHS symptom checker, and self-referral pathways.
• Online Triage Solutions Free customisable clinical and non-clinical triage forms embedded in the practice website or app, with automated on/off timers, localised care pathway diverts, advanced logic routing, and real-time reporting. Forms are delivered via secured API to the Engage Health Consult Platform for clinical workflow handling.
• Smart Inbox Workflow Management System Intelligent triage smart inbox that routes patient forms to appropriate staff based on custom rules, priority algorithms, and automated assignments. Includes full audit trail, timestamps, communication logs, outcome tracking, customisable reports, and free push notifications to App users. Priced at £50 + VAT per month.
• Workflow Management with Clinical Integration Premium triage-ready platform integrating with EMIS, SystmOne, and Vision clinical systems. Includes NHS Login patient verification, SNOMED clinical coding, one/two-way patient messaging, video consultations, floating toolbar, outbound messaging, collaboration tools, and Instant Medical History questionnaires. Priced at £2,550 + VAT per year.
• AI-powered Care Navigation Assistant AI-powered, own data-driven chatbot for patient care navigation, directing patients to appropriate services and care pathways using practice-specific data. Priced at £30 + VAT per month.
• Text Messaging and Chat Systems One-way, two-way and batch SMS messaging platform with integrated secure two-way chat. Includes real-time messaging, encrypted secure communication, file sharing, message history, and click-of-a-button integration with EMIS, SystmOne and Vision. Priced at £0.021p per text plus EMIS API fee of 0.0165p per registered patient.
• Cross Organisational / Self Book Appointments Self-service appointment booking allowing patients to schedule their own appointments. Priced at £700 + VAT per year plus £0.19p per registered patient.
• Patient Arrive (Check-in) Patient self-check-in solution for waiting rooms with multi-language support, mobile check-in, screen messages, and waiting-room signposting. Priced at £259 per screen per year with an optional Questionnaire Module add-on at £99/year.
• Patient Call Digital patient call screen solution for waiting room management, usable with existing screens via a media dongle or new screens. Priced at £149 per screen per year.

Quantifiable outcome

• 81% of NHS website sessions are via mobile devices, demonstrating mobile-first requirement
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability11 records

Feature7 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Redmoor HealthminorGTM or Marketing Partner · 22 February 2024Marketing partnership providing Welsh practices access to Redmoor Health's managed social media service covering Facebook, Instagram, X (Twitter), TikTok, and LinkedIn. Primary Care Online offers exclusive NHSWALES discount code to their GP practice customers. Partnership aims to help practices communicate population health messages and important information without managing social media channels internally.
• Engage Health SystemscoreTechnology or Integration · 7 December 2023Landmark partnership between Primary Care Online and Engage Health Systems to deliver integrated digital healthcare access platform across Wales. Partnership combines Primary Care Online's patient-facing services (websites, apps) with Engage Health's clinical engagement solutions including check-in touch screens and online consultation platforms. Enables seamless integration with EMIS, SystmOne, and Vision clinical systems through Engage Health Consult Platform. Clinical coding to clinical systems included, supporting QOF points achievement.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• accuRx: UK primary-care communication and workflow platform that lets GP practices send SMS, attachments, and structured questionnaires back into EMIS/SystmOne — closely comparable in target customer (NHS GP practices), clinical system integration, and workflow category, with Primary Care Online offering a similar but broader product suite.
• Engage Health Systems: UK clinical workflow and patient engagement platform provider that is both Primary Care Online's primary technology/integration partner (joint Wales rollout) and a competitor in online consultation, check-in screens, and clinical engagement products for NHS Wales.
• iPlato Healthcare: UK GP patient engagement platform offering patient apps, SMS messaging, and online services for NHS practices — overlapping product categories (patient-facing app, messaging, GP self-service) and serving the same NHS primary care segment.
• Patchs Health: Online consultation and triage platform serving NHS GP practices with patient-facing digital access forms and EMIS/SystmOne/Vision integration — overlapping directly with Primary Care Online's online triage, patient app, and clinical workflow products.
• eConsult: One of the most widely deployed NHS online consultation and triage platforms for GP practices, with similar patient self-service triage, online forms, and clinical system integrations; Primary Care Online's online triage and care navigation directly compete with eConsult's front-door offering.
• MJOG (Informatica Systems): Long-standing SMS patient messaging platform widely used by UK GP practices for appointment reminders, two-way messaging, and batch campaigns — comparable on patient communication, clinical system hooks, and NHS GP customer base that Primary Care Online also serves.

Broad incumbents

• Silicon Practice / Numed Healthcare: Established UK GP practice technology vendor offering websites, clinical system integration, and digital services for NHS practices — broader portfolio positioning but directly competitive in the website/app layer that Primary Care Online addresses.
• Push Doctor: NHS-contracted virtual GP service with patient-facing app and online consultation — comparable patient-facing technology for NHS users, though Push Doctor's focus is on delivering remote consultations directly rather than selling SaaS to GP practices.
• Livi: NHS-contracted digital GP service offering video consultations and patient-facing app — overlapping patient self-service and NHS GP access patterns, but operating at a much larger scale and with NHS contract breadth that Primary Care Online does not match.

Emerging players

• Hero Health: Early-stage UK platform providing online booking, messaging, and workflow tools for NHS GP practices — comparable in target customer and core workflow functionality, though currently narrower in product breadth than Primary Care Online's full suite.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/PrimaryCOnline
• Facebookfacebook.com/profile.php?id=61554951666434
• LinkedInlinkedin.com/company/primary-care-online

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PRIMARY CARE ONLINE LIMITED