Custom CRM Solutions

Sometimes it replaces the bill. One company built something simple on a major CRM platform at $25 a user for 35 people, then found out at go-live that two standard objects they'd been using all along put every user on the $175 license: about $63,000 a year nobody had planned for, carried for two years because leaving cost more than staying. That story opens the pricing article; the short version is that the license tier, not the seat price, is what you're buying.

Sometimes it replaces the ritual. A services firm of a hundred-plus people was spending roughly $250,000 a year on licenses for a major CRM platform and another $40,000 on plugins and integrations. They weren't naive; they'd done the buy-the-platform-and-hire-programmers playbook, and it worked until the processes that were supposed to be efficient became rituals only specialists could perform. The billing run alone was eating about 120 hours a month. We didn't pitch a replacement as step one. We took invoicing, the ugliest and most measurable problem, and rebuilt it so the invoice comes out of the work as it's logged. They kept what the platform was good at and took back the part that was punishing them.

Sometimes it replaces nothing, and connects instead. A nationwide event caterer ran sales in a CRM their reps liked and operations in spreadsheets. Nothing was live: sketch the cost in a few spreadsheets, check another for who had what equipment, hold a weekly planning meeting, throw it away when the client changed their mind. We left the sales CRM in place, sync its deals in automatically, and turned each one into an operational record tied to a show, a venue, a booth on the floor plan, and a priced service with a live cost summary. Sales kept their tool; operations stopped re-keying what was sold.

A CRM isn't always a sales pipeline. We've built the relationship system around what the relationship actually is: a national trade association's credential program, where member organizations manage their own rosters, invite workers with a link or QR code, and check out badge orders in bulk; a three-sided marketplace covering 40,000-plus senior-living communities, where families search free, communities manage their own listings through a self-service portal with membership billed by unit count, and the internal CRM turns site visits into leads; and a services firm's business-development CRM that tracks weekly and yearly goals per referral source against the referrals and revenue that actually arrived, with call dispositions flowing in from the dialer.

The backend, the user interface, and the basics are the same across clients: opportunities, companies, contacts, and the notes, tasks, and documents that attach to every record, so each record has its own timeline. Every client then adds their own fields, their own stages, their own workflows, and dashboards put together from existing components. How deep a component goes depends on how central it is to the business, and all of it stays under the client's control after go-live: adding fields, moving fields, adding reports, adding a widget or a whole new page, without calling us.

The part that makes it a relationship system rather than a pipeline is that the deal is connected to everything after the deal. A question about an invoice or a contract sits on that invoice or contract, not in a separate thread, and the client's full history is on screen at the moment of sale. The handoff from selling the work to delivering it, where things get forgotten and where a full picture of a customer becomes a scavenger hunt across three tools and two people, is one record.

AI runs in production today: 30- and 90-day client summaries so anyone on the team can pick up where someone left off, per-ticket summaries pushed back where people already work, and for the marketplace, a voice search that interviews a family and refines results as they talk. The platform exposes an MCP endpoint so an assistant can ask ad hoc questions of your data; the scheduled workflows do the heavier work a chat assistant wouldn't. More in MCP for business systems.