Custom CRM system

Standard CRMs know contacts, companies and deals. Many businesses work differently: an estate agent deals with properties and prospects, a wholesaler with framework contracts and call-offs, an education provider with families, pupils and courses. When such relationships are squeezed into free-text fields and tags, the reports eventually stop adding up.

So we start with the objects and their relationships, not with screens. Only once it is clear what a case is in your business and which states it passes through do pipeline, forms and reports take shape.

A CRM lives on the team actually using it. For that, daily work has to be faster than before: emails and calls attach to the right case automatically, tasks come from rules, quotes from templates.

• Roles and visibility: who sees which customers, regions and revenues
• Automations: follow-ups, assignments, notifications — often through n8n
• Interfaces to email, telephony, accounting and website forms
• Reports based on your data model rather than on exports to Excel

Taking over legacy data is the riskiest part. We export early, clean up duplicates and map old fields to the new model. Then comes a trial run with real data, which your team checks before the switch.

During the changeover both systems run in parallel briefly. The cut-over date sits outside month and quarter ends, so nobody changes tools in the middle of closing.

The calculation has two sides. A standard CRM costs per user per month, permanently, and higher tiers unlock features. A custom build costs development once and hosting and maintenance afterwards — regardless of the number of users.

For small teams the standard product almost always wins. A custom build becomes interesting when many users come together, when you pay for features nobody needs, or when workarounds cost time every day. Our technical basis is Next.js and a PostgreSQL database; the data belongs entirely to you.