Our story
CaseFlow started with a single observation: the claimant industry runs on enormous amounts of repetitive, high-stakes admin. Submissions, settlements, witness statements, regulated client letters: work that takes hours but follows patterns a well-built tool could collapse to minutes.
Rather than build a single super-platform, we took a different route: ship a focused product for each problem, share the same compliance and AI foundations under the hood, and let each brand serve its audience properly. CreditHire Assist, LegalDocs Assist, TotalSettle and AdvisorDraft are all live today. CaseFlow Bot, our flagship workflow automation for the Damages Claims Portal, launches summer 2026.
What we believe
Built by people in the work
Every brand started inside a real claimant or advisory workflow, built to fix a problem we'd lived with, not invented from a deck.
Specialist, not generalist
We don't believe in one bloated platform. Each product does one job exceptionally well, and shares the same engine underneath.
Compliance-first AI
ICO registered. Citation-backed. Auditable. Our tools are built for regulated work where 'close enough' isn't good enough.
Outcomes over features
We measure ourselves on time saved, settlements achieved, and letters that land first time rather than feature counts.
Who we are
Chris Latham, Founder
25+ years in UK motor claims and credit hire. Started at Kindertons Accident Management washing cars in 1995. Stepped away in 2017 as Group Operations Director, having been part of the executive team that scaled the business into a market leader. Brought back to Kindertons from 2021 to 2025 to lead a critical operational recovery, including the design and implementation of a cash recovery programme and the automation of core claims workflows.
Founded Optimus Consulting in 2021 and CaseFlow Automation shortly after. Investor in KinClaims Technology, the motor claims platform built with his brother and sister. Member of the Federation of Small Businesses.
Trained on the Oxford Artificial Intelligence Programme at Saïd Business School, University of Oxford. Certified Relay.app AI Agent Builder. Believes AI should improve how work happens, not just demonstrate technology.
Craig Budsworth, Executive Director and Non-Executive Director
One of the most credentialled figures in UK credit hire. Former Chair of the Motor Accident Solicitors Society (MASS) from 2012 to 2014, where he led industry strategy on engaging with Government during the initial whiplash reforms. Founding director of MedCo Registration Solutions. CILEx member of the Civil Justice Council from 2012 to 2018.
Most recently Group Technical Director at AX (2023 to 2025) and Legal Director, Credit Hire at AX (2017 to 2022). Director of Craig Budsworth Legal Services Ltd. Trainer at MASS since 2005, covering the Diploma and credit hire.
Author of credit hire publications including 'No Longer On The Spot', 'Copley and Maden' and 'Spot-on Credit Hire'. Awarded the CILEx President's Medal in 2011 and shortlisted for Claimant Lawyer of the Year in 2014.
How we think: SOS
Strategy. Operations. Service. The three layers we test every product against.
- Strategy means the product solves the right problem for the customer.
- Operations means it removes friction from real workflows, not theoretical ones.
- Service means it leaves the customer experience better than it found it.
If a product does not pass all three, it does not ship.
How we spot opportunities: The 3Rs
Repetitive. Rules-based. Resource-intensive. Wherever those three overlap, there is usually an AI or automation play that earns its keep. It is how we choose what to build, and how we help clients choose where to start.