What's included
- A custom CRM from scratch, or an existing system adapted to your process
- Leads, customers, and deals managed in one place
- Automated follow-ups, reminders, and lead assignment
- Real-time dashboards and reports for the team and for management
- Integration with the tools already working for you
The opportunity
An off-the-shelf CRM works for most businesses, and where it works you should keep it. It stops working at a specific point: when your process is distinctive enough that the system is describing somebody else's. Then the team starts routing around it in spreadsheets and messages, and within six months the real information is no longer in the system you are paying for.
The true cost is not the monthly licence — it is the leads that fall between chairs: the enquiry nobody answered, the customer nobody called back, the deal nobody knew was stuck.
Our approach
We map the process as it actually runs: who receives a lead, what happens to it at each stage, and when it counts as closed. The system is built on that map.
We adapt an existing platform when it covers most of the ground, and build a custom one when the customisation would cost more than the build. You get the recommendation, and the numbers behind it, before anything starts.
We connect what already works for you — forms, email, telephony, accounting — so nobody types the same record twice.
Business outcomes
Fewer lost leads, because every enquiry has an owner, a stage, and a reminder.
One view of the pipeline that management can open without asking for a report.
Common questions
Why build one instead of buying a system that exists?
Usually you should buy. An off-the-shelf CRM is cheaper and available today, and for a standard sales process it is the right call. Building is worth it when your process is genuinely unusual, when the licence cost per seat has outgrown the build, or when the customisation you need is fighting the product. We tell you which situation you are in before you spend anything.
Can our current data move across?
Yes — contacts, companies, deal history, notes, and attachments. Migration is a real part of the project rather than an afterthought, because a CRM nobody trusts the history in is a CRM the team goes around.
How long does it take?
By scope. The first version is the pipeline, the records, and the reports the team needs on day one; everything else is added once people are using it and can say what is actually missing. Migrating the data you already have is the part most often underestimated, so we size that on its own rather than folding it into a single number. The estimate comes back with the scope.
Can it connect to our phones, our email, and our accounting?
Yes, and it should. Telephony, email, web forms, messaging, and accounting all belong in the same picture — otherwise someone is retyping the same record, and the record that gets skipped is the one you needed.
Who owns the system and the data?
You own both, and you can export everything at any time. A CRM that holds your customer list hostage is not a tool, it is a hostage situation.
Worth reading first
- Off-the-shelf or custom CRM: when to switch, and when not toMost businesses need an off-the-shelf CRM, and will in five years too. There is a point where the arithmetic flips, and it can be calculated.
- WhatsApp as a sales channel: setup, wiring, and pitfallsThe lowest-friction channel a business has, and the easiest one to get your number blocked on. Most of what fails there is decided in the first week.
The tools
We work inside what you already have
Some of what we build with and connect to. The list grows with whatever our clients already run on, so anything missing here is still worth asking about.
Next.js
React
TypeScript
Tailwind
Node.js
Python
Flutter
GraphQL
PostgreSQL
MongoDB
Supabase
Firebase
Docker
Git
Vercel
Cloudflare
Anthropic
Hugging Face
LangChain
n8n
Make
Zapier
HubSpot
Zoho
Airtable
Notion
Stripe
Shopify
WordPress
WhatsApp
Telegram
Gmail
Sheets
Analytics
Figma
Ready to scope this engagement?
Tell us the shape of the problem and you get back scope, risks, and a recommended engagement.