OPERA launch · 28 September to 19 October

OPERA launch copy · For Kev, Lauren and Haseeb

28 September to launch week

This is the OPERA copy from Monday 28 September to the week after launch, revised on 24 September for the new dates. Each piece is laid out the way an installer will see it. The build notes and the copy-and-paste text sit underneath each one, and the questions I need you to answer sit beside it.

Prepared forKev, Lauren and Haseeb
ByHal Sarjant
Date24 September 2026

1

The pieces on one screen

Revised on 24 September for the new dates. Your customers who bought ATAG in the last four months get OPERA on Thursday 1 October, quoting ATAG boilers. Everyone else, September's pre-registrants included, gets OPERA with every boiler brand on Monday 12 October. That is also the day of the public launch, the press embargo and the start of Bonus Boiler. The 8 October email is gone, because everyone now opens on the same day.

PieceAudience and listSendSenderLoads or builds
Urgency emailAll GSR outside ATAG's account base, and account holders who bought before this year, minus everyone who has pre-registeredMon 28 Sept, 10amKieron Treanor, ATAG Heating UKLauren loads; copy to her Fri 25 Sept
New-date email to pre-registrantsEveryone pre-registered by the end of Sun 27 Sept, minus live customers who bought in the last four monthsMon 28 Sept, 10amKieron Treanor, ATAG Heating UKLauren loads with the pre-registrant tag; copy to her Fri 25 Sept
Trade press releaseThe editors of HVP, Installer and PHAM NewsTo Lauren by Fri 2 Oct; embargoed until 00:01 Mon 12 OctATAG Heating UK; press contact Lauren GilbeyLauren distributes in the week of 5 Oct
1 · Access email to live customersAccount holders who bought an ATAG in the last four months (Haseeb holds the list)Thu 1 Oct, first thingKieron Treanor, ATAG Heating UKHaseeb triggers; copy ready Mon 28 Sept
2 · Access text to live customersThe same customers, at the mobile on their accountThu 1 Oct, within the hour after the emailATAGKieron's SMS system
3 · Access email to pre-registrantsEveryone pre-registered by the end of Sun 11 Oct, minus live customersMon 12 Oct, first thingKieron Treanor, ATAG Heating UKHaseeb triggers; copy ready Mon 5 Oct
4 · Access text to pre-registrantsThe same pre-registrants, at the mobile on the formMon 12 Oct, within the hour after the emailATAGKieron's SMS system
5 · Launch emailThe account and GSR lists, minus live customers and everyone pre-registeredMon 12 Oct, 10amKieron Treanor, ATAG Heating UKLauren loads; Haseeb supplies the sign-up address
6 · Launch-day socialATAG's LinkedIn, Facebook and InstagramMon 12 Oct, within the hour after the launch emailATAG Heating UKLauren schedules; tile in this pack
7 · Reminder to anyone with access who hasn't quotedEveryone with OPERA access and no quote sent by Sun 18 Oct (Haseeb pulls the list)Mon 19 Oct, morningKieron Treanor, ATAG Heating UKLauren loads
The OPERA videoThe sign-up page, Installer Direct and socialRecorded from the finished product once every brand is inATAG Heating UKIn the videos document sent on 21 September, not repeated here

2

Monday 28 September: two emails

Both go at 10am on Monday, the day the sales team are back on the phones. The first is the reminder held back on the 24th, rewritten for 12 October. It goes to everyone who hasn't pre-registered. The second tells September's pre-registrants plainly that their date has moved from the 1st to the 12th.

Build notes for Lauren

The urgency email

  • Timing. Copy to Lauren on Friday 25 September for a 10am send on Monday 28. The Mailchimp test from 23 September is the base: swap the subject, preheader and headline, and the two paragraphs above the button.
  • Template and image. As the 15 September email. The text caption under the image is dropped, because the image carries its own.
  • Lists. The two public lists (GSR outside the account base; account holders who bought before this year), minus everyone pre-registered by the end of Sunday 27th, using the pre-registrant tag. Account holders who bought this year are not on it.
  • Sender, merge tag, button, footer. Kieron Treanor, ATAG Heating UK; {{first_name}} with "Hi," as the fallback; the button to https://installerdirect.co.uk/OperaPreRegister; the standard footer.
  • Before it sends, the registration page and its confirmation email say 12 October (asked of Haseeb on 24 September).

The new-date email

  • List. The pre-registrant tag as at the end of Sunday 27 September, minus the live customers who bought in the last four months (Haseeb supplies that list), because they get OPERA on the 1st.
  • Sender and footer. Kieron Treanor, ATAG Heating UK; reply-to the sales inbox; the standard footer. No image and no button, because there is nothing to open until the 12th.
  • The team's calls give the same date. Anyone who registers from the 28th sees 12 October on the page and in the confirmation email, so they don't need this one.
Plain text, copy and paste

The urgency email

Subject: OPERA opens 12 October: quote faster, win more installs

Preheader: Pre-register now and you're in on 12 October.

Win more installs this winter. Pre-register for OPERA.

Hi {{first_name}},

This week the phone starts ringing, and the first good quote in usually wins the job. OPERA turns your survey into a professional quote you can email before you leave your customer's home. They check the details, accept and sign it, all from their phone.

[Image: the 15 September image, unchanged]

OPERA lets you quote the boiler brand you install today and, if you wish, add an equivalent ATAG.

OPERA will help you win more jobs and is free to use if you add an ATAG to the quote. If not, you pay just £30, and only if you win the job.

Pre-register now and you get OPERA on Monday 12 October. One of our team will then call and help you with your first quote.

And from 12 October, if your customer chooses ATAG, every 11th ATAG boiler you buy is free under our Bonus Boiler scheme.

Button: Pre-register for OPERA

Kieron Treanor

Sales Director, ATAG Heating UK

The new-date email

Subject: OPERA opens 12 October, with every boiler brand

Preheader: Worth the wait: quote any boiler from day one.

OPERA opens for you on Monday 12 October

Hi {{first_name}},

When you pre-registered, we said you'd get OPERA on 1 October. We've moved that to Monday 12 October, so that from the day you open it you can quote the boiler brand you install today and, if you wish, add an equivalent ATAG. It'll be worth the wait.

Once you're in, one of our team will call and help you with your first quote.

Any questions, reply to this email.

Kieron Treanor

Sales Director, ATAG Heating UK

3

The trade press release, embargoed for Monday 12 October

The launch story for HVP, Installer and PHAM News, written for an editor who has never heard of OPERA. It goes to Lauren by Friday 2 October and to the titles under embargo until 00:01 on Monday 12 October, the day OPERA opens to everyone. The editor gets one date, launch day; the 1 October start for your live customers stays out.

Build notes for Lauren
  • Timing. To Lauren by Friday 2 October; to the three titles under embargo in the week of 5 October. Embargo line at the top: 00:01, Monday 12 October 2026.
  • Format. A Word document or pasted into the email body, embargo line first.
  • Slots to fill before it goes. Kev's quote, approved or changed by him. The installer quote, cleared with them, or the slot comes out. The registration count (if the number is not worth stating, the sentence becomes "Installers pre-registered for OPERA through September."). The sign-up address from Haseeb. The video address only if the film is live by the 12th; otherwise that sentence comes out.
  • Images. Real product only, exported from the live build at full resolution, homeowner details blanked: the survey on a phone; a customer's quote with the installer's usual brand and the ATAG beside it; the screen where the ATAG is offered. A headshot of Kev if a title asks.
  • Out of the release, on purpose. Prices and savings figures, where the boilers are made, the trial's numbers, the October price change, and the 1 October start for live customers.
Plain text, copy and paste

EMBARGOED UNTIL 00:01, MONDAY 12 OCTOBER 2026

ATAG builds its own quoting app for heating installers

OPERA, built in-house by the direct-selling boiler manufacturer, quotes any make of boiler and is free to use. It opens to every Gas Safe registered installer today.

OPERA is a quoting app for heating installers, built in-house by the boiler manufacturer ATAG Heating UK and launched today. An installer surveys a job on a phone or tablet in under 12 minutes and emails a professional quote carrying their own name and logo in three minutes. The customer checks the details, accepts and signs on their phone, and the acceptance is contractual. Installers can quote any make of boiler.

ATAG sells its boilers direct to Gas Safe registered installers, with no merchants, and designed OPERA around the way installers already quote. Follow-ups to the customer are sent automatically. Every quote an installer has sent is held in one place, marked won or lost.

Any quote can also carry an equivalent ATAG boiler, with a warranty of up to 18 years, beside the boiler the installer usually fits. OPERA is free to use when the installer adds an ATAG to the quote. If not, the installer pays £30, and only on a job they win.

ATAG's Bonus Boiler scheme launches with it: every 11th ATAG boiler an installer buys is free.

Kevin Treanor, chief executive of ATAG Heating UK, said: "A fast, professional quote usually wins the job, and that can mean typing it up at night. We built OPERA so the quote is emailed before the installer has left the customer's home. It works with the boiler brand they install today, they don't need to change the way they do business, and it's free to use.

"We sell direct, so when installers win more jobs, we sell more boilers. They can quote any boiler they like and let the customer decide. OPERA is for one-man bands to PLCs."

[[SLOT: registration count, e.g. More than 1,200 installers]] pre-registered for OPERA in September. It is open to all Gas Safe registered installers from today at [[SLOT: sign-up address]]. A short film of OPERA in use is at [[SLOT: video address]].

[[SLOT: installer quote. One of the first installers on OPERA, named with company and town, in their own words, cleared with them for print.]]

ENDS

Notes to editors

ATAG Heating Technology UK is a family-run company based in Dunfermline, Fife. It sells ATAG boilers direct to Gas Safe registered installers, with no merchants, and backs every boiler with an industry-leading warranty of up to 18 years. The company is rated Excellent on Trustpilot by more than 5,000 homeowners. ATAG is a Dutch heating brand that has made heating appliances since 1948 and boilers since 1983. www.atagheating.co.uk

Press contact: Lauren Gilbey, Head of Marketing, ATAG Heating UK. l.gilbey@atagheating.co.uk, 01383 270 970.

Images: [[SLOT: two or three screens from the live product, supplied at full size.]]

4

Thursday 1 October: your live customers

Installers who bought an ATAG in the last four months get OPERA first, quoting ATAG boilers until every brand arrives on the 12th. They hear it from Kieron, by email first thing and by text within the hour.

Build notes for Haseeb

1 · Access email

  • List and send. Every account holder who bought an ATAG in the last four months. Haseeb triggers it from his system first thing on Thursday 1 October.
  • The three steps are written to what we know of the 1 October sign-up. Haseeb checks them against the live build before the send and changes any that don't match.
  • Sender, merge tag, footer. Kieron Treanor, ATAG Heating UK; {{first_name}} with "Hi," as the fallback; reply-to the sales inbox, because replies will be bug reports and questions for the team; the standard footer or the same company details. The button links to the sign-up address.
  • Image. The first screen after signing in, exported from the live product on a phone, 600px wide, no homeowner details, never the performance screen. The pack shows the current build's screen as the stand-in.

2 · Access text

  • The same customers, at the mobile on their account, within the hour after the email, from Kieron's SMS system. {{link}} is the sign-up address, shortened; "ATAG" as the sender ID.
Plain text, copy and paste

1 · Access email

Subject: You're in. OPERA is live.

Preheader: Quote ATAG boilers from today, and every brand from 12 October.

OPERA is yours from today

Hi {{first_name}},

Because you buy ATAG from us, your OPERA access opened this morning, before anyone else's.

Your first quote in three steps:

1. Open OPERA with the button below and sign up with your Gas Safe registration number and the email on your ATAG account.

2. Check your details.

3. Quote your next job: survey in under 12 minutes, a professional quote in 3, accepted and signed on your customer's phone.

Button: Open OPERA

[Image: the first screen after signing in, from the live build]

The first screen you'll see after signing in.

Until 12 October, OPERA quotes ATAG boilers. From the 12th you can also quote the boiler brand you install today and, if you wish, add an equivalent ATAG.

OPERA will help you win more jobs and is free to use if you add an ATAG to the quote. If not, you pay just £30, and only if you win the job.

And from the 12th, if your customer chooses ATAG, every 11th ATAG boiler you buy is free under our Bonus Boiler scheme.

You're among the first installers on OPERA. If anything doesn't work as it should, reply to this email and we'll put it right straight away.

One of our team will call this week and help you with your first quote.

Kieron Treanor

Sales Director, ATAG Heating UK

2 · Access text

Hi {{first_name}}, your OPERA access is open today, before anyone else's. Sign up and quote your next ATAG job: {{link}} ATAG

5

Monday 12 October: OPERA opens to everyone

Launch day carries everything at once. Pre-registrants get their access email first thing and a text within the hour. The launch email goes to everyone else at 10am, the social posts follow within the hour, the press embargo lifts and Bonus Boiler starts. A week later, anyone with access who hasn't sent a quote gets a short reminder.

Build notes for Lauren and Haseeb

3 · Access email to pre-registrants

  • List and send. Everyone pre-registered by the end of Sunday 11 October, minus the live customers who got access on the 1st. Haseeb triggers it from his system first thing on Monday 12 October.
  • The three steps follow the sign-up (Gas Safe number, check details, brands). Haseeb checks them against the live build before the send.
  • Sender, merge tag, footer. As the 1 October email: Kieron Treanor, ATAG Heating UK; reply-to the sales inbox; the standard footer. The button links to the sign-up address.
  • Image. The first screen after signing in, exported from the live product. The pack shows the current build's screen as the stand-in.

4 · Access text

  • The same pre-registrants, at the mobile on the form, within the hour after the email, from Kieron's SMS system. {{link}} is the sign-up address, shortened; "ATAG" as the sender ID.

5 · Launch email

  • List and send. The GSR list and the account lists, minus the live customers who bought in the last four months and everyone pre-registered. Monday 12 October, 10am, once Haseeb confirms sign-up is open. Account holders get the second version.
  • The installers' words. Two installers from the first fortnight, one or two sentences each, cleared with them. If one would rather not be named, "A sole trader in [[SLOT: town]]" and the words stay.
  • Image. Two boilers on one quote, exported from the live product, 600px wide, homeowner details blanked. The 15 September image is the fallback.
  • The registration page redirects to the sign-up address from the morning of the 12th.

6 · Social

  • LinkedIn company page, Facebook page, @atagheating on Instagram. The tile in two sizes from this pack; the same cleared installer sentence as the email, or "One of the first installers on OPERA" if not named. Instagram hashtags only. {{page_url}} is the sign-up address. The OPERA video goes out as its own post once Kev has approved the cut.

7 · Reminder

  • Haseeb pulls the list of everyone with access and no quote sent by Sunday 18 October on the Monday morning; Lauren loads; the team calls the same list that week. No image.
Plain text, copy and paste

3 · Access email to pre-registrants

Subject: You're in. OPERA is live.

Preheader: Your access is open. Your first quote in three steps.

OPERA is open for you today

Hi {{first_name}},

Your OPERA access opened this morning, with every boiler brand in it.

Your first quote in three steps:

1. Open OPERA with the button below and sign up with your Gas Safe registration number and the email you registered with.

2. Check your details and tick the boiler brands you install.

3. Quote your next job: survey in under 12 minutes, a professional quote in 3, accepted and signed on your customer's phone.

Button: Open OPERA

[Image: the first screen after signing in, from the live build]

The first screen you'll see after signing in.

OPERA lets you quote the boiler brand you install today and, if you wish, add an equivalent ATAG.

OPERA will help you win more jobs and is free to use if you add an ATAG to the quote. If not, you pay just £30, and only if you win the job.

And from today, if your customer chooses ATAG, every 11th ATAG boiler you buy is free under our Bonus Boiler scheme.

If anything doesn't work as it should, reply to this email and we'll put it right straight away.

One of our team will call this week and help you with your first quote.

Kieron Treanor

Sales Director, ATAG Heating UK

4 · Access text

Hi {{first_name}}, your OPERA access is open. Sign up and quote your next job, any boiler brand: {{link}} ATAG

5 · Launch email

Subject: OPERA is live: quote faster, win more installs

Preheader: Open to every Gas Safe installer from today. Sign up in minutes.

OPERA is open to everyone

Hi {{first_name}},

OPERA opened to every Gas Safe registered installer this morning. Installers have been quoting on it since 1 October, and this is what two of them say.

[[SLOT: first installer's name and company]]: "[[SLOT: one or two sentences in their own words]]"

[[SLOT: second installer's name and company]]: "[[SLOT: one or two sentences in their own words]]"

[Image: two boilers on one quote, from the live product]

Two boilers on one quote, emailed from OPERA under the installer's own name and logo.

OPERA turns your survey into a professional quote you can email before you leave your customer's home. They check the details, accept and sign it, all from their phone.

OPERA lets you quote the boiler brand you install today and, if you wish, add an equivalent ATAG.

OPERA will help you win more jobs and is free to use if you add an ATAG to the quote. If not, you pay just £30, and only if you win the job.

And from today, if your customer chooses ATAG, every 11th ATAG boiler you buy is free under our Bonus Boiler scheme.

Sign up in a couple of minutes, add your company name and logo, and quote your next job from your phone.

Button: Sign up for OPERA

Kieron Treanor

Sales Director, ATAG Heating UK

Second version, opening for account holders: You've fitted ATAG before, so you know the drill: a fast, professional quote usually wins the job. OPERA opened to every Gas Safe registered installer this morning, and installers have been quoting on it since 1 October. This is what two of them say.

6 · Social

LinkedIn: OPERA is live and open to every Gas Safe installer. Survey in under 12 minutes, a professional quote emailed in 3 before you leave your customer's home, accepted and signed on their phone. Any boiler you like. [[SLOT: installer's name and company]] was one of the first on it: "[[SLOT: their words]]" Built by ATAG and free to use. Sign up today: {{page_url}}

Facebook: OPERA is live. Survey a job on your phone, email the quote before you leave the house, and your customer signs it on theirs. Any boiler you like. [[SLOT: installer's name and company]] was one of the first on it: "[[SLOT: their words]]" Built by ATAG, free to use. Sign up today: {{page_url}}

Instagram: OPERA is live. Survey in under 12 minutes, a professional quote in 3, and your customer accepts and signs it on their phone. Any boiler you like. [[SLOT: installer's name and company]], one of the first on it: "[[SLOT: their words]]" Built by ATAG and free to use. Sign up today, link in bio. #GasEngineer #HeatingEngineer #BoilerInstall #OPERAbyATAG

7 · Reminder

Subject: Quote your next job on OPERA

Preheader: Your access is open. Try it on your next survey.

Try OPERA on your next survey

Hi {{first_name}},

The survey takes under 12 minutes on your phone, and the quote is on its way before you've left the house. Your customer accepts and signs it on theirs.

Button: Open OPERA

Sign in with the email you signed up with. Any questions, reply to this email and one of our team will call you.

Kieron Treanor

Sales Director, ATAG Heating UK

6

The OPERA video

The script is in the videos document sent on 21 September, so it isn't repeated here. Because the video shows an installer quoting their usual brand beside an ATAG, Lauren and I record it from the finished product once every brand is in, rather than on 2 October. You see the cut first, and it goes on the sign-up page, Installer Direct and social once you're happy with it.