Ellerby Dental Group / BG-Demo – Renewal
Callcompleted
Ellerby Dental Group · 11 Mar 2026 09:15
On the 11 Mar 2026 renewal call, Ellerby's CFO questioned the jump to £44k for Growth, then agreed to renew from 23 Apr 2026. Order form to follow from Elena Novak, to be signed by early April.
What was said
What this says
As at Fri 9 Oct 2026On the 11 Mar 2026 renewal call, Ellerby's CFO questioned the jump to £44k for Growth, then agreed to renew from 23 Apr 2026. Order form to follow from Elena Novak, to be signed by early April.
What happened: Elena Novak and Priya Raman walked Vikram Sethi and Rebecca Oakes through the Growth renewal at 44000 a year. The customer pushed on price, then said yes.
Customer view: Rebecca said the team uses the brain regularly and it saves them time. Vikram said the price was what he was getting his head around, but they had built something real.
Commercial: The call states the contract expires on 22 Apr 2026 and the new term starts 23 Apr 2026. Priya said renewal pricing is fixed, so no discount was offered. The call is a verbal agreement only; the executed order form is what counts.
Watch: Vikram compared the price with 51600 paid in year one, which included implementation. Price sensitivity may return at the next renewal.
Themes
As at Fri 9 Oct 2026Who was there
BG-Demo
Them
Follow-up
Next steps
As at Fri 9 Oct 2026- Elena Novak to send the renewal order form that week and chase signature by early April.
Risks
As at Fri 9 Oct 2026- The CFO found the increase large and said it was the price he was getting his head around.
- Renewal is agreed verbally only until the order form is signed.
Opportunities
As at Fri 9 Oct 2026- Operations is embedding the brain across the group, which supports a value case at the next renewal.
Transcript
Elena NovakGood morning everyone. Thank you for taking the time for this renewal conversation. I wanted to start by saying how much we've enjoyed working with Ellerby over the past year.
Vikram SethiThanks Elena. It's been good for us as well. The team's really engaged with the brain, it's made a difference in how we see what's happening across the practices.- Elena NovakThat's wonderful. And Rebecca, from operations, how's your team getting on with it?
Rebecca OakesReally well. We're using it regularly now. We can spot patterns in complaints, staffing issues, performance, all without pulling data manually. It's genuinely saving us time.- Elena NovakExcellent. Our data shows really positive adoption. You've got 40 users across your practices, and usage is up 25 percent compared to last quarter. That's excellent growth.
Priya RamanIt's genuinely impressive. You've gone from testing to embedding it in how you work. To keep momentum, we want to make sure renewal terms work for you.- Vikram SethiSo what's the renewal price? We paid 51600 in year one.
- Elena NovakYes. As agreed, your first year included implementation. For renewal, year two onwards, you're on the annual subscription. Growth tier is now 44000 per year.
- Vikram SethiThat's quite an increase from where we were.
- Priya RamanThe reason is that you've moved to a higher tier pricing band. When we implemented, you locked into the Growth pricing we had then. Our pricing has increased since, and you've got more value too: more connectors available, more integration options, the quarterly business reviews with Elena.
- Elena NovakTo confirm, that 44000 is the annual subscription for Growth tier going forward. It's paid in advance for the year, as we discussed at signing.
- Rebecca OakesIs there any flexibility? I mean, the value is there, but that's quite a jump.
- Priya RamanThe pricing is fixed for renewals. But think about what you're getting: you're running 40 users across your entire group, dedicated support through Elena, quarterly business reviews, and you've built real operational value. The cost per user is quite good.
- Vikram SethiFair enough. And if we don't renew?
- Elena NovakYour contract expires on 22 Apr 2026. We'll send renewal paperwork about 90 days before that. If you renew, the new term starts 23 Apr 2026. If you don't, access ends when the contract finishes.
- Rebecca OakesWe want to renew. The team's using it, and it's part of how we run the group now.
- Vikram SethiAgreed. It's the price I was getting my head around. But you're right, we've built something real here. Let's do it.
- Priya RamanBrilliant. Really glad to hear it. Elena will send the formal renewal order form. You'll need to sign that by early April to lock in the 23 Apr 2026 start date.
- Elena NovakI will send the order form this week, with a clear deadline for signature. As agreed, we'll confirm the 23 Apr 2026 renewal date and the annual subscription at 44000.
- Vikram SethiPerfect. Who do we send that back to?
- Elena NovakTo me. I will make sure that gets to the right team on our side immediately. And I will chase for signature by early April as well.
- Priya RamanFantastic. So to recap, you're renewing Growth at 44000 annually, for another year starting 23 Apr 2026. Elena's your point person, and she'll handle the paperwork. Sound good?
- Rebecca OakesYep, that's all clear.
- Elena NovakWonderful. Thank you both, and thank Rebecca for the partnership this year. I'll be in touch with the paperwork. Kind regards, Elena