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Fernhollow Software

Lost£0

AI facts

As at Fri 9 Oct 2026

Fernhollow Software, a software company in Reading, has never held a contract with BG-Demo. Two Starter proposals from May 2023 quoted £20k per year with a £26k first-term deal amount, but no order form was executed. The only deal, a new Starter deal, was closed lost on 7 Jun 2023 with the reason chose_competitor. There is no tenant, no usage, no invoices and no tickets on record. The last interaction was a webinar invitation on 8 Jun 2025 that drew no reply.

Read from 3 calls · 2 email threads · 2 news items · 1 deals · 3 people · 2 documents, newest 8 Jun 25

Profile

Updated 9 Oct 26
  • IndustryB2B softwareSource: CRM company record
  • Websitefernhollow.exampleSource: CRM company record
  • CountryUnited KingdomSource: CRM company record · CRM code GB · Region UK
  • HQ cityReadingSource: CRM company record
  • Size110 employeesSource: CRM company record
  • CRM ownerNell AshcombeSource: CRM company record · Chief Executive Officer and Co-founder
  • TypeProspectdiffersSource: contracts and invoices (signals) · CRM stage lost · The sources disagree
  • StateLostSource: AI assessment · As at Fri 9 Oct 2026 · written 21 Oct 2026

AI opinion

As at Fri 9 Oct 2026

Lost, because the only deal went to a competitor in Jun 2023 and the CRM stage is lost. Giles Brockway did not answer the 2025 webinar invitation, so no current interest is shown. A renewed approach to Juliet Ambler is the one opening.

AI · claude-opus-5-5 · as at Fri 9 Oct 2026

Key facts

Updated 9 Oct 26
  • Last contact8 Jun 2025Email: Join us at the BG-Demo webinar · 488 days before 9 Oct 2026
Computedmade from

Next step

As at Fri 9 Oct 2026
What
Nell Ashcombe sends Juliet Ambler a personal win-back note that offers a demo of B-Viz Starter on Fernhollow's own data. Re engage
Who
Nell Ashcombe Nell Ashcombe
When
This week by 9 Oct 2026
Why
Nell Ashcombe should write personally to Juliet Ambler, the former champion, and offer a demo on Fernhollow's own data. Her wish to stop answering account questions by hand is the only opening, and there has been no contact since the unanswered webinar invitation of 8 Jun 2025.

AI · claude-opus-5-5 · as at Fri 9 Oct 2026

The story

As at Fri 9 Oct 2026
Lost

Lost. Fernhollow Software never signed: its only Starter deal closed lost to a competitor on 7 Jun 2023, with all ARR at £0. The last contact was an unanswered webinar invitation on 8 Jun 2025. Nell Ashcombe should write personally to Juliet Ambler, the former champion.

Lost. Fernhollow Software never held a contract with BG-Demo. Its only deal, a Starter proposal at £20k per year with a £26k first-term amount, closed lost to a competitor on 7 Jun 2023, and contracted, invoiced and CRM ARR are all £0.

There is no tenant, so there is no usage and there are no tickets. Nell Ashcombe held three calls with Juliet Ambler, Head of Customer Success and champion, and Giles Brockway, Chief Executive, joined one.

Alice Brewer's webinar invitation of 8 Jun 2025 drew no reply, and no contact is recorded since. The evidence does not show which competitor won or whether Fernhollow still uses it.

Nell should confirm Juliet is still in post and send her a personal note by 9 Oct 2026, offering a Starter demo on Fernhollow's own data. The 2023 price is not current: new business uses the v2 Starter list of £22k.

AI · claude-opus-5-5 · as at Fri 9 Oct 2026

ARR journey

No ARR history: no order forms or invoices for this organisation.

Accountingmade from

Finance read

As at Fri 9 Oct 2026

Prospect, one lost deal, no billing

Standing No invoices

No ARR and no billing. The only deal, a new Starter deal, was closed lost on 7 Jun 2023 with the reason chose_competitor. CRM stage is lost.

  • No order form, no ARR, no billing
  • Only deal closed lost to a competitor on 7 Jun 2023
The analysis

Recurring revenue: no order form has started, so there is no ARR and never has been. CRM ARR, the invoiced run rate and order-form ARR all show £0.

Next commitment: none. There is no renewal and no open deal.

Billing: there are no invoices, so nothing is overdue or disputed.

Deals: one new Starter deal, amount £26k, annual value £20k, closed lost on 7 Jun 2023. The lost reason is chose_competitor. The owner, Nell Ashcombe, is active in HR.

Made from 1 deal · 2 fact tables

AI · claude-sonnet-5-5 · as at Fri 9 Oct 2026

History by quarter

As at Fri 9 Oct 2026

Each earlier quarter in one AI digest of its calls, email threads, tickets and news, newest first; from 1 Jul 2026 the assessment reads every one of them itself.

  1. Q2 2025

    Q2 2025: partnership news, webinar unanswered

    Two reads in the quarter: a 2 Jun 2025 partnership announcement with undisclosed terms, and an 8 Jun 2025 BG-Demo webinar invitation to the Chief Executive that drew no reply. Nothing changed on the account.

    The analysis

    News: on 2 Jun 2025 Fernhollow Software announced a partnership with a fleet telematics partner for joint onboarding of van and truck operators. Terms were not disclosed and further details were promised later in the year.

    News: the item shows no change to the organisation's structure or leadership, and the read rates it as low significance.

    Outreach: on 8 Jun 2025 Alice Brewer invited Giles Brockway and his leadership team to a BG-Demo webinar on 19 Jun 2025. The topic was operations teams getting answers from their own systems without waiting on reports.

    Customer response: the thread holds no reply from Giles, so interest is not shown. The evidence does not show whether he registered or attended.

    Open at the end: Alice's follow-up on attendance with Giles, and the partnership details promised later in the year. There were no calls or tickets in the period.

    Made from 1 email thread · 1 news item

    AI · claude-sonnet-5-5 · as at Fri 9 Oct 2026

  2. Q3 2023

    Q3 2023: one news item, no account impact

    One read in the quarter: a 3 Jul 2023 trade bulletin item on Fernhollow Software and a proposed vehicle-compliance rule change. No timing or affected operators were given, so it is background only.

    The analysis

    Scope: the quarter holds one read, a news item. There are no calls, email threads or tickets in the period.

    News, 3 Jul 2023: the Fleet Compliance Trade Bulletin reported Fernhollow Software saying a proposed change to vehicle-compliance rules would require clearer records of inspections and maintenance. Fernhollow Software said it was studying the proposals and would advise customers once the detail is confirmed.

    Weight: the read gives no timing and no detail on who is affected. It judges the item low significance and neutral, with no risks, opportunities or next steps.

    Open at the end: nothing is recorded as open. The rule change was only proposed, and the read does not show whether it was confirmed.

    Made from 1 news item

    AI · claude-sonnet-5-5 · as at Fri 9 Oct 2026

  3. Q2 2023

    Q2 2023: Starter proposal for one team

    Four reads: discovery on 20 Apr 2023, demo on 5 May 2023, a scheduling thread and the proposal call on 24 May 2023. Sentiment stayed positive. A £26k deal total, not a yearly price, was still unclear on annual terms.

    The analysis

    Discovery: On 20 Apr 2023 Juliet Ambler, Head of Customer Success, said she wants to stop answering account managers' questions by hand. Nell Ashcombe gave £26k as the total deal value, not a yearly price, and suggested Starter.

    Demo: On 5 May 2023 Tobias Renwick ran the demo on Juliet's own questions. She said answers she cannot check would kill it for finance, and she asked for a written security answer and to see the dashboard builder.

    Proposal: On 19 May 2023 Juliet agreed by email to a proposal walkthrough on Wednesday. On 24 May 2023 Giles Brockway, Chief Executive, heard the proposal for Starter and asked whether the figure is annual and what happens if they add people.

    People: Juliet is the champion and would own B-Viz, with limited spare time and product ops help with connections. Giles is the decision-maker and wants a small, measured rollout.

    Open at the end: No decision or signature is shown. Nell owes the breakdown of the £26k, the security note and the renewal answer by the end of that week. Whether the helpdesk connects cleanly was still unknown.

    Made from 3 calls · 1 email thread

    AI · claude-sonnet-5-5 · as at Fri 9 Oct 2026

Platform usage

No platform usage: this organisation has no tenant in product analytics.

Documents

Updated 9 Oct 26

2 documents in 1 folders; 1 drafts hang on their executed paper. All documents

  • presales

Size is importance: state 40%, category 20%, recency 25% (18-month half-life on the as-of date) and usage 15%. There are no view counts: usage means how many of our own analyses cite the document, saturating at 5. A draft hangs on the executed or issued document it drafts for, in the same folder. A draft with nothing executed behind it stays a small leaf on its own.

Folders and documents as a list
Documentsmade from

Open deals

No open deals.

Open tickets

No open tickets.

Helpdeskmade from

Activity

Contacts

Evidence trail

Updated 9 Oct 26
Key
  • Source rows
  • Raw things
  • People
  • Organisation
  • Organisation AI
  • Pages
  • AI-written record (ring)
  • AI record not written yet
  • belongs to the organisation (one line per group)
  • Size: how many records a group holds
  • Columns, left to right: Source rows, Raw things, AI summaries, People, Organisation, Organisation AI, Narratives, Pages

Fernhollow Software's pages are written from 3 organisation-level AI texts (assessment / next steps), 3 period digests and 1 narrative-level AI text, which in turn draw on 9 AI summaries of 10 raw things (calls, tickets, emails, news), 1 usage read, 1 finance read, 3 people (3 with an AI write-up) and 2 staff (0 with an AI write-up), shown on 5 pages. 1 AI record in this trail is not written yet.

The trail as a list (block, record, entity, raw row)
Computedmade from
Sources AI · Calls · CRM · Documents · Events · Email · Web

BG-Demo is a fictional company; every organisation and person here is invented. B-Viz is the tool. Data as of Fri 9 Oct 2026. Help & Support

Help & Support

Open as a page

Help & Support

B-Viz is one place to read everything the company knows about its customers: the CRM, calls, emails, support tickets, product usage, invoices, documents, news and HR. Every page is built from those systems and the data is current to Fri 9 Oct 2026.

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What the data covers

DataRecords
Organisations300
People at customers1,880
BG-Demo staff records (in post and leavers)65
Calls2,593
Email threads3,882
Support tickets1,502
Documents1,582
Deals403
Invoices365
Events49
News items147

Data as of Fri 9 Oct 2026. Text marked AI was written by the AI from the records listed in its made-from link; an AI output that cannot cite its evidence is refused and the previous text kept. Where two systems disagree (for example a contract and the CRM), the key facts show both values and mark the difference.

BG-Demo is a fictional company: every organisation, person and figure here is invented for this demonstration. B-Viz is the tool that reads its data.

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