How Fine & Country scaled a premium standard across its network

Nigel Salmon runs the Fine & Country West Wales Pembrokeshire office and leads the Fine & Country AI committee, a role that gives him a clear view of how technology is being adopted across the wider network.

As a premium brand, Fine & Country is built on a reputation for service, and the way a branch handles its enquiries is a direct reflection of that reputation. In September 2025, Nigel began using Nesti to manage inbound enquiries at his office.

An inbound enquiry is often a client’s first contact with a branch, and it can arrive at any hour. For an agency that trades on professionalism, every call and message is a chance to make the right impression, or to miss one.

Nesti was brought in to handle those enquiries to one standard, around the clock, so no contact goes unanswered and every caller is met with the service the Fine & Country name carries.

Nigel found Nesti raised the standard of how enquiries were handled from the outset. Rather than keep it to one office, he began working closely with the Nesti team on rolling it out more widely across the network.

That work has delivered real scale. Nesti is now live across more than 36 Fine & Country branches nationwide, with Nigel supporting its adoption as more offices join and the network expands its use of AI.

The rollout reflects what Nigel and the Nesti team have built together: a considered, network-wide approach to adopting AI in a way that fits how Fine & Country works, and holds to the standard its clients expect.