Answers
Overflow and after-hours
Ashur picks up when the crew is busy or the day is done, so the phone stops going to voicemail at 5 pm and on Saturdays.
Background illustration: a pixel-art Calgary street at 2 am in light snow. A dark window blinks amber as a call comes in, the call routes through a glowing gold Lamassu monument at the centre of the street, and a service truck rolls out to the house. Every few cycles a call goes unanswered: the window fades to cold grey and no truck moves.
Calls answered. Jobs captured. Briefs sent.
The call you miss is the job someone else books. Ashur picks up.
Ashur answers what your crew can't get to, captures the job in the caller's own words, and texts you the brief before you're off the ladder. No new phone system. Nothing changes for your crew.
No new phone system
Your team answers first
You set the rules
For 3,000 years the Lamassu guarded the gates of Assyria. Now it guards your phone line.
Illustration: a simulated after-hours emergency call, synchronized with the street scene behind it. Ashur answers a no-heat furnace call, checks for a gas smell, reads the callback number back, rings the on-call tech while talking, and connects the caller by warm transfer. Between calls the card stands by.
A simulated call, shown for illustration.
And when nobody picks up? Ashur says so, commits to a fifteen-minute callback window, and escalates to the owner. How the escalation works.
The invisible leak
Do the math on your missed calls.
A missed call leaves no evidence, so most owners guess low. Set the three sliders to your numbers. The conversion slider is there on purpose: not every missed call was a real job, and the number only means something when it's honest.
missed calls × conversion × job value × 22 working days
3 missed calls × 40% × $450 × 22 working days comes to
$11,880
a month in jobs that quietly went to someone else.
An estimate built from your own inputs, assuming 22 working days a month. It describes your missed calls, not a promise about Ashur's results.
Calls cluster at the worst times
Two calls land while you're under a sink, then nothing for an hour. The rush hits exactly when your hands are least free.
Voicemail loses jobs
A homeowner with a burst pipe doesn't leave a message. They call the next number the search results give them.
After-hours is when things break
Furnaces quit at night and water heaters fail on weekends. The first company to answer usually wins the job.
Hear it
A voice your callers trust, at any hour
Twenty-seven seconds. The same voices your callers would hear.
0:00
- Dynamic on every call. Calm on an emergency, patient with someone who's frustrated.
- Native in 55+ languages. The demo is in English; the greeting can be whatever your callers speak.
- Built around your business. Your greeting, your voice, your rules.
- The same steady voice at 2 pm and 2 am. After hours, weekends, and overflow.
A demo of the voices, not a customer call. They're the same ones the agent uses.
Hear it answer as your business
Fifteen minutes, no setup.
What Ashur does
A steady voice for every call you can't take.
Calm backup for the calls your crew can't reach, whether you're on the tools, on another line, or done for the day.
Core principle: routine calls are captured, edge cases go to a human, and you stay in control.
Captures
The job
What's wrong, where it is, how urgent it feels, and the callback number, in the caller's own words.
Handles
Routine questions
Service area, hours, whether you charge for a callout. It answers from the script you set, and nothing else.
Escalates
Anything it shouldn't handle
Emergencies and anything unusual go straight to a human, by the rule you set. It never guesses on your behalf.
How it works
Your number stays. Your crew answers first. Ashur catches the rest.
No new phone system, no hardware, no disruption to how your team already works.
1
Forward the calls you miss
Calls roll to Ashur after four rings by default, and you choose the count. If your team picks up first, Ashur never enters the call.
2
Set it up with us once
The greeting, the questions it asks, the answers it can give, the escalation rules, the coverage hours. All settled with you before it takes a single call.
3
Go live and read the briefs
Every call becomes a written brief by text or email, plus a weekly summary of what came in and when.
Configured, not generic
Set up once, around how you actually run.
Before Ashur answers a single call, it's built around your company's voice, your services, and your rules for when a human takes over.
VoiceAnswersQuestionsEscalationCoverageHandoff
Ashur configuration
Northside Heating & Air · example setup
Ready
CoverageOverflow + after-hours
PickupAfter 4 rings (your call)
Greeting"Thanks for calling Northside…"
Job detailsProblem, address, urgency, callback
EmergenciesStraight to a human
BriefsText + email, per call
Your greeting and voice
How it introduces your company, so the first few seconds sound like you and not like a machine reading a card.
The answers it can give
Service area, hours, callout policy, booking steps. It answers from what you've written down with us, nothing else.
The questions it asks
The details your dispatcher actually needs, asked in the order that suits the job.
Your escalation rules
What it handles, what goes straight to a human, and what counts as an emergency. Your rules, not ours.
Your coverage hours
After-hours only, overflow only, weekends, or all of it. Point it at wherever your missed calls actually happen.
How the brief reaches you
Text, email, or both, per call and in a weekly summary, so requests arrive the way your team already works.
Who it's for
Built for the trades.
If your work happens on ladders, under sinks, on roofs, or in crawl spaces, this was built for your phone.
- HVAC
- Plumbing
- Electrical
- Roofing
- Restoration
- Garage doors
- Landscaping
- General contracting
Other local service businesses that live and die by the phone use Ashur the same way.
We're also opening healthcare: physio, dental, chiropractic, massage, and family practices. Here's how we approach it.
Healthcare
Healthcare is next. We're building it carefully.
The trades came first, and that's where Ashur runs today. Healthcare, meaning physio, dental, chiropractic, massage, and family clinics, is the vertical we're opening now, and the first practices are being onboarded. We'd rather tell you that plainly than pretend to a client base we don't have.
How it behaves around health information
No medical advice. Ever.
Not a symptom question, not a medication question, not under any circumstances.
Anything clinical goes to a human
By a rule your practice sets before launch, not one we improvise on a live call.
It captures the minimum
A name, a callback number, and the reason for the call in the caller's own words. That is the whole record.
No connection to patient records
It does not connect to patient records, and it does not read from or write to any clinical system.
The practice stays in control
What it says, what it asks, and when it hands over: decided by you, in writing, before it answers a call.
Designed around Canadian privacy law
Data handling is designed around PIPEDA and Alberta's Health Information Act. These are design commitments we put in writing, not badges.
The founder has worked behind a pharmacy counter and in hospital settings. He knows what a front desk sounds like at 4:45 pm, and he knows exactly which questions a machine has no business answering. More about him below.
Thanks for calling. How can I help?
Merci d'avoir appelé. Comment puis-je vous aider?
Gracias por llamar. ¿En qué puedo ayudarle?
ਕਾਲ ਕਰਨ ਲਈ ਧੰਨਵਾਦ। ਮੈਂ ਕਿਵੇਂ ਮਦਦ ਕਰ ਸਕਦੀ ਹਾਂ?
شكراً لاتصالك. كيف أقدر أساعدك؟
Salamat sa pagtawag. Paano kita matutulungan?
感谢您的来电。有什么可以帮您？
कॉल करने के लिए धन्यवाद। मैं आपकी कैसे मदद कर सकती हूँ?
Дякуємо за дзвінок. Чим можу допомогти?
Cảm ơn đã gọi. Tôi có thể giúp gì?
The demo above is in English. The same voices are native in 55+ languages.
The founder
He has missed these calls himself.
Ibrahim Al-Ani is the Director of Ashur Projects Inc., a Calgary contracting and consulting company in the Salient-Ashur group. Ashur Intelligence started as his fix for his own problem: the quote that runs long, the phone that rings mid-job, the voicemail nobody leaves. He didn't study the missed-call problem from the outside. He paid for it, job by job.
The healthcare side is not a marketing angle either. He is a cardiovascular researcher and a Biological Sciences Honours student, and he worked in pharmacies and hospital settings before any of this existed. That is where he learned the difference between a routine call and a loaded one, and it is why every Ashur agent is built with a hard line: the machine stops, and a person takes over.
Trust & FAQ
Straight answers to the first questions.
No medical adviceNot ever, in any setting. Clinical matters go to a human.
Human handoffUrgent, unclear, or sensitive calls move to your team, by your rule.
Minimal dataOnly what the next step needs: name, number, and the request.
You're in controlYou decide what it says, what it asks, and when it stops.
Does it sound like a robot?
It sounds like a modern AI voice: clear and easy to follow, though callers can often tell it isn't a person. We recommend introducing it plainly as an assistant. What callers remember is that the phone got answered and their problem got written down.
What happens if it doesn't understand?
It stops guessing. It takes the caller's name, number, and problem in their own words, then flags the call for you. It never invents an answer.
Do I have to change my phone number?
No. Your number stays and there's no hardware. Calls forward to Ashur only after your team has had first shot at them.
What if my customer just wants a human?
Then they get one. You set the rule: transfer live to you, or take a message and mark it. It never argues with a caller.
Book a demo
Hear it answer a call like yours.
Answer three quick questions and we'll start the form for you, or skip straight to it. Either way, we'll set up a short demo with an agent configured for a business like yours: how it greets, what it asks, and what the brief looks like.