What bOnline changed

• Added a new high-tier plan called "AI Hero" priced at £29.95/user/mo.
• Launched the "AI Receptionist" feature which integrates with Google, Apple, and Outlook calendars to book appointments.
• Updated the "AI for Business Calls" plan to include automated call transcription, summaries, and action item scoring.
• Added a new data-driven marketing section highlighting that 35% of small business calls go unanswered and 84% of those callers never try again.
• Simplified the homepage by removing several legacy product links and award badges to focus on the new AI features.

bOnline is shifting from a basic VoIP provider to an AI-driven communications platform. By adding an "AI Receptionist" that handles missed calls and books appointments, they are targeting small business owners who lose revenue when they can't answer the phone.

• Added a "Contract Buyout" offer promising to cover up to £100 of exit fees for customers switching from competitors.
• Launched a "Find your perfect Business Number" search tool allowing users to browse by area code, city, or postcode.
• Significantly expanded social proof by adding dozens of new Trustpilot testimonials and updated award wins for 2025.
• Added a new video demo ("Video 2") to the homepage hero section.
• Updated the navigation menu with more detailed links for specific VoIP features like AI call scoring and CRM integrations.
• Added a "Buy now" call-to-action button alongside the free trial option.

The competitor is aggressively targeting customers locked into contracts with other providers by offering to pay their exit fees. They are also making it easier for new customers to find local presence through a new area code search tool.

• Added a "Find your perfect Business Number" search tool for local area codes (London, Manchester, etc.).
• Significantly expanded the testimonials section with dozens of new Trustpilot reviews.
• Updated the awards section to include 2025 "Partner of the Year" and "Best VoIP for Small Businesses."
• Added a "Contract Buyout" offer, promising to cover up to £100 of exit fees for new customers.
• Inserted a new video demo of the phone system on the homepage.
• Added multiple "Try for free" and "Call now" buttons throughout the page.

The competitor is aggressively using customer testimonials and local search tools to build trust and lower the barrier for small businesses to switch from major providers like BT.