A call goes unanswered
The person is ready to enquire, but the team is already with a customer or patient.
About LUNA Systems
Practical systems, explained clearly and built around how your business actually works.
LUNA is a Brisbane-based automation agency for Australian service businesses. We connect the moving parts, train your team and stay close enough to make sure the system keeps working.
✓Plain English explanations✓Honest recommendations✓Ongoing support included
Who founded LUNA Systems?
LUNA Systems was founded by Justine Coupland, a registered nurse (AHPRA: NMW0002113429) and former beauty therapist with a Bachelor of Science in Psychology and a Bachelor of Nursing with Distinction. After working in cosmetic surgery and medical practices across Australia, Coupland saw the same operational gaps repeating: missed calls, forgotten follow-ups and hours lost to manual admin. LUNA Systems was built to fix those practical problems. The Brisbane-based automation agency works from Brisbane, Queensland (ABN: 46 906 826 708), building business automation, AI receptionists, websites and digital marketing systems for service businesses Australia-wide. LUNA also has a dedicated healthcare practice for clinics and regulated health businesses. Work is scoped around what each business needs, explained in plain English and supported after launch, with no lock-in contract.
LUNA Systems Data
LUNA in numbers
Our own operational figures, updated quarterly. Last updated: July 2026.
Built & published
100+
automation workflows built and running
64
in-depth guides and articles published
94
website designs in our live styles gallery
Specialist breadth
9
different industries we've delivered systems in
40+
industries and medical specialties configured on our AI receptionist
Easy to start
2–4 wks
typical AI receptionist setup, discovery to live
0
lock-in contracts, month-to-month with 30 days' notice
Our Story
Why we started LUNA
Seen from inside the work
Good people were doing the hard part. Fragile systems were making the day harder than it needed to be.
Years in cosmetic surgery and medical practices made the pattern obvious: the problem was rarely effort. It was the gap between a call, a message, a booking and the next person who needed to act.
The context gets scattered
Messages, forms and notes sit in different places, so follow-up depends on someone remembering.
Manual admin fills the gap
People repeat tasks that a well-designed workflow could handle consistently in the background.
These are business problems, which is why the solution starts with the workflow rather than the software.
See custom automations →The Difference
We're not a typical marketing agency
Built for owners who want clarity, ownership and support.
LUNA combines automation, websites and digital marketing, but the working model stays simple: solve the real problem, explain the scope and keep you in control. See our full list of automation and marketing services, learn how we work, or get in touch for a custom quote.
| Area | A typical agency model | LUNA Systems |
|---|---|---|
| Pricing | ✗A bundled retainer before the real scope is clear | ✓Fair, transparent pricing based on what you actually need |
| Contracts | ✗A long agreement that can outlast the fit | ✓Month-to-month with 30 days' notice |
| Ownership | ✗Key accounts or assets can stay with the supplier | ✓Your accounts and core systems stay under your control |
| Recommendations | ✗More services added before the core problem is clear | ✓Start with the problem and add only what supports the outcome |
| Support | ✗A handover without the help your team needs | ✓Training, documentation and ongoing support |
Pricing
- A typical agency model
- A bundled retainer before the real scope is clear
- LUNA Systems
- Fair, transparent pricing based on what you actually need
Contracts
- A typical agency model
- A long agreement that can outlast the fit
- LUNA Systems
- Month-to-month with 30 days' notice
Ownership
- A typical agency model
- Key accounts or assets can stay with the supplier
- LUNA Systems
- Your accounts and core systems stay under your control
Recommendations
- A typical agency model
- More services added before the core problem is clear
- LUNA Systems
- Start with the problem and add only what supports the outcome
Support
- A typical agency model
- A handover without the help your team needs
- LUNA Systems
- Training, documentation and ongoing support
The Founder
Meet Justine
Hi, I'm Justine Coupland, founder of LUNA Systems.
I'm a registered nurse (AHPRA: NMW0002113429) and former beauty therapist who spent years working in cosmetic surgery and medical practices across Australia.
I watched brilliant doctors and practitioners lose opportunities to missed calls, forgotten follow-ups and admin chaos. Systems that should have helped the team were creating more work.
So I taught myself automation, AI, and workflow design — not because I'm a tech nerd (okay, maybe a little), but because I was obsessed with fixing this problem.
After connecting practice management systems and building automation workflows for healthcare businesses, I realised this problem existed everywhere — not just in medical practices.
Now I build these systems for service businesses so you don't have to. No jargon. No complexity. Just automation that actually works for real businesses.
(Oh, and LUNA Systems is named after my chihuahua Luna — because honestly, dogs are way more reliable than most business software.)
— Justine
Background & credentials
Experience behind the work
Profile details reviewed July 2026
🎤Cartesia Startups Grant recipient (2026), the technology partner behind LUNA Systems' AI phone answering
⭐Rated 5.0 from 7 Google reviews
📈Hands-on marketing, SEO and automation work, built and run day-in-day-out for Australian clinics and small businesses
📋Registered Nurse (AHPRA: NMW0002113429)
🎓Bachelor of Science (Psychology), Bachelor of Nursing (Distinction)
💆Former beauty therapist with experience in cosmetic surgery, dermatology, and telehealth
🤖Self-taught automation specialist connecting business and practice management systems
🇦🇺Australian-based, supporting service businesses nationwide
Illustrative Scenarios
What results look like
These scenarios illustrate the types of outcomes Australian service businesses typically see with LUNA Systems automation.
These are illustrative examples based on typical outcomes, not named client case studies. Results vary by industry, volume, and implementation.
Plumber · Brisbane
Tom's Plumbing
Before LUNA
Missing 8–10 calls per week while on jobs, losing roughly $4,000/month in potential work.
After LUNA
AI phone answering captures every call with automated follow-ups and review requests.
42%
more booked jobs
67
Google reviews (was 12)
+$6,200/mo
additional revenue
“I used to come back from jobs to five missed calls and no way to follow up. Now every single call gets answered and I've got more work than I can handle.”
— Tom, Owner
Salon · Sydney
Glow Beauty Studio
Before LUNA
35% no-show rate, manually booking via phone, spending 2 hours/day on admin.
After LUNA
Online booking with automated reminders, review automation, and a unified inbox.
8%
no-show rate (was 35%)
14 hrs
saved per week
4.9 stars
Google rating (was 3.8)
“I was spending my mornings chasing no-shows and my evenings doing admin. Now the systems handle it and I actually get to focus on my clients.”
— Sarah, Owner
Gym · Melbourne
Peak Performance Gym
Before LUNA
Leads from website going cold, no follow-up system, sitting on a 3.1-star Google rating.
After LUNA
AI chatbot on website, automated lead nurture sequences, and review requests after every class.
58%
more trial sign-ups
73%
trial-to-member (was 45%)
4.7 stars
Google rating (was 3.1)
“We were losing leads every day and didn't even know it. The AI chatbot and follow-up sequences turned our website into our best salesperson.”
— Marcus, Owner
Illustrative scenarios based on typical outcomes across LUNA Systems clients. Business names are fictional. Individual results vary by industry, volume, and implementation.
Our Principles
How we work
Four principles that guide everything we do.
Honest
We'll tell you what you actually need — not upsell you on features you'll never use. If we don't think we can help, we'll say so.
Simple
If you don't understand something, we haven't explained it properly. We speak human, not tech.
Hands-On
We don't just install software and disappear. We're here for training, support, and ongoing optimisation.
Results-Focused
We care about your ROI, not our feature list. If it's not making you money or saving you time, we don't include it.
FAQ
Questions about LUNA Systems
Straight answers about what we do, where we work and what happens next.
What is an automation agency?
An automation agency studies how work moves through a business, then connects the right systems so repetitive tasks happen reliably. LUNA provides a done-for-you service: we map the problem, build and test the workflow, train your team and support it after launch. See our custom automation service.
Is LUNA Systems based in Brisbane?
Yes. LUNA Systems is based in Brisbane, Queensland, and works with service businesses across Australia. Discovery, planning, training and support can all be delivered remotely, so your location does not limit the systems we can build. Learn more about our Brisbane base.
What kinds of businesses does LUNA work with?
LUNA works with Australian service businesses that rely on enquiries, appointments, follow-up and reputation. That includes trades, professional services, beauty and wellness businesses, gyms and other appointment-led teams. Healthcare has its own dedicated service pathway for clinics and regulated practices.
How much does it cost to work with LUNA Systems?
Every quote is based on the work your business actually needs. A focused workflow, a website build and a multi-system automation project have genuinely different scopes, so LUNA does not publish a one-size-fits-all price list. After a free discovery call, you receive a clear written scope and quote before deciding whether to proceed.
Do I need to be technical to use the systems LUNA builds?
No. LUNA explains decisions in plain English, handles the technical setup and trains the people who will use the system. The goal is a practical workflow your team can understand and own, with ongoing support available after it goes live.
What happens on the first call?
The first call is a 30-minute conversation about where work is getting stuck, what tools you already use and what a useful outcome would look like. If LUNA can help, the next step is a written recommendation and custom scope. If another option is more suitable, we will say so.
Get Started
Want to work with us?
Start with a free 30-minute consultation. We come prepared, having already looked at your site.
100% Free
No hidden catches or upsells
30 Minutes
Quick chat, big impact
Honest Advice
We'll tell you what you actually need