Russell was already familiar with the support available through AD:VENTURE, having previously explored opportunities during his time with Code Blue. However, as an established business, Code Blue was beyond the scope of the programme.

When he launched Westvale Technologies in June 2025, Russell reached out to AD:VENTURE to explore how the organisation could support his new venture. Working with AD:VENTURE business advisor Chris Mitchell, Russell was encouraged to apply for the Northern Max Accelerator.

When he joined the programme in January 2026, Westvale Technologies had been trading for around six months and the idea for EweCall was still in its infancy.

At the time, Russell was relying on his industry expertise, existing network and email marketing to generate opportunities. However, he quickly recognised that traditional approaches were becoming less effective.

“Nobody reads emails and when you follow up with a call, nobody answers the phone.”

The business was at a critical stage, and Russell was looking for fresh perspectives, practical support and the opportunity to step away from the day-to-day demands of running a start-up.

For Russell, one of the most valuable aspects of Northern Max was the dedicated time it created to focus on strategy.

“It forces you to work on the business, not in it.”

By setting aside three to four hours each week to attend workshops and collaborate with the cohort, Russell was able to pause, reflect and explore new ideas.

The programme also introduced him to concepts that were new to him, including investment readiness, business valuation and understanding investor expectations.

“Russell Copley was really open about how investors work, what to expect and how to navigate those conversations.”

While Russell had extensive experience as a business owner, Northern Max helped him look at his business from a different perspective, refining how he communicated his value proposition and identifying the right audience for his services.

The cohort itself also became a valuable network. Through the programme, Russell built connections with businesses specialising in podcasting, video production and property, leading to new collaborations and continued learning beyond the workshops.

Growth Since the Programme

The most significant outcome of the Northern Max Accelerator was the development of EweCall.

The programme gave Russell the confidence to pivot the business and fully commit to a new proposition that differentiated Westvale Technologies from traditional telecoms providers.

“The accelerator gave me the confidence to take the risk and launch EweCall. I don’t think I would have done it otherwise and maybe Westvale wouldn’t still be here either.”

Currently in beta testing, EweCall officially launched its brand in June 2026 and is set for a full market launch in September 2026.

Designed to support businesses of all sizes, charities, pharmacies and organisations within the care sector, the platform acts as an AI-powered virtual receptionist that answers calls in seconds, captures leads and books appointments.

The technology can also be customised for different audiences and regions. For example, one Scottish charity client has configured EweCall with local language prompts and a Scottish accent to ensure names and places are pronounced correctly.

Alongside product development, Russell has strengthened his understanding of AI and its potential applications within customer communications.

“Without AD:VENTURE, I wouldn’t have realised how strong my AI knowledge was. This made me realise that I could create something with real value – and EweCall was born.”

Looking to the Future

Russell’s focus is now firmly on scaling EweCall.

With a target of 2,000 active users within the next 12 months, he is building strategic partnerships to accelerate growth, including a recent collaboration with a contact centre to support sales and customer acquisition.

Rather than significantly expanding the team, Russell plans to maintain a lean operating model supported by external specialists and a small in-house team focused on marketing and customer support.

As demand grows, he intends to recruit work experience placements and early-career professionals to strengthen customer support and content creation capabilities.

Looking further ahead, Russell sees significant opportunities for EweCall across multiple sectors and geographic markets, positioning the platform as a scalable solution for organisations seeking to enhance customer experience through AI.

For Russell, Northern Max provided far more than practical business support. It created the space to think differently, validate new ideas and build the confidence needed to make strategic decisions.

The programme helped him refine his proposition, understand investment readiness and develop a clear roadmap for growth. Perhaps most importantly, it gave him the confidence to pivot the business and embrace a new direction.

“The breathing space Northern Max creates is invaluable. Switching your phone off for a few hours and focusing entirely on your business helps you see things differently.”

Combined with the wider support available through AD:VENTURE, the programme enabled Russell to transform an early-stage concept into a scalable technology proposition with significant growth potential.