Contacts and companies
People and organisations with the relationships between them, deduplication on import, merge handling, and a full change history per field.
Solution
Custom CRM
Custom CRM software for account relationships, sales pipelines, activity history, permissions, reporting and integrations with your operational systems.
Overview
What the system does
A custom CRM holds the people you sell to and serve, the work in progress between first contact and payment, and the record of everything said and promised along the way.
The difference from a platform subscription is fit. Your stages are your stages, your required fields reflect what your team actually needs before a job can proceed, and the automations fire on the events your business cares about.
It also stays a normal database you own, which means reporting is a query rather than an export, and integrations are direct rather than routed through a marketplace connector.
Who needs this
Sales and service teams whose account relationships, approval rules or handoffs no longer fit a standard pipeline.
What we build
We model leads, contacts, accounts, opportunities and activities separately. A company can have several contacts and open opportunities without duplicating its customer record. Forecasts should use stage definitions and close-date rules that your team can explain.
Modules
Core modules
Pipeline
Stages defined per business line, with entry and exit rules, required fields per stage, expected value and age in stage. Multiple pipelines run side by side where a company sells more than one thing.
Activity timeline
Calls, notes, emails, quotes, appointments and system events on one chronological record, so nobody has to ask what was agreed.
Tasks and follow up
Assigned work with due dates, generated automatically from stage changes and inactivity rules, surfaced on a per user queue rather than buried in a record.
Quotes and proposals
Line items priced from your catalogue and rules, versioned, sent as a document, and accepted with a recorded timestamp.
Appointments and scheduling
Availability by person or resource, booking rules, buffers, travel allowance and calendar sync.
Automations
Triggered on record changes, inactivity or schedules, sending messages, creating tasks and moving records, with idempotent actions and a run history.
Roles and permissions
Access by role and by record ownership, enforced server side, including field level restrictions for anything sensitive.
Reporting
Conversion by stage and source, ageing, activity per person and revenue recognised, defined once and consistent everywhere.
Import, export and audit
Bulk import with validation and a dry run, full export in an open format, and an audit log of who changed what.
Architecture
How it fits together
A typical implementation flow, with explicit responsibilities at each boundary.
Integrations
- Email delivery through a transactional provider
- Calendar systems for two way appointment sync
- Accounting software for invoices and payment status
- Payment processors for deposits and balances
- Website forms and landing pages
- Telephony for call logging
- Workflow orchestration for cross system automations
- 01
Capture
Validate forms and imports, normalize identifiers and send possible duplicates to review.
- 02
Work
Assign ownership, record email/calendar activity and enforce allowed pipeline transitions.
- 03
Connect
Publish approved events to ERP, service scheduling and reporting through versioned APIs.
Security and controls
Design for the exceptions, not just the happy path.
Apply role and record-level permissions to both screens and API queries. Log merges, exports and reassignment. AI summaries inherit the same access rules; automated messages require an approved trigger and suppression checks.
Technology options
We select the final stack after reviewing your existing systems and operating requirements.
Security and IP practicesFit
Industries that use this
FAQ
Questions people actually ask
Why build rather than subscribe?
A custom build may fit when existing products cannot represent your relationships, validation rules or integration needs. We compare that gap with the cost and responsibility of maintaining custom software. Third-party services may still charge usage or licensing fees.
Can we migrate from our current CRM?
Yes. Contacts, companies, open deals, activity history and attachments are mapped, cleaned and imported, with a reconciliation report comparing counts on both sides before go live.
Does it handle more than one pipeline?
Yes. Pipelines are defined per business line with their own stages, required fields and automations, and a record can move between them where that reflects reality.
Can field staff use it on a phone?
Yes. The interfaces field users need are built for mobile, and they can be delivered as an installable progressive web app with offline capture where signal is unreliable.
How is customer data protected?
Access is enforced server side by role and record ownership, sensitive fields can be restricted further, every change is written to an audit log, and the database is yours.
What happens if we want to change it later?
You own the source code and the schema, so you can change it with us, with your own engineers, or with another team.
Let’s talk about the system you need.
Tell us where the current process breaks down. We can map the workflow, examine the integration requirements and define a practical scope for the build.
- A mutual NDA is signed before project details are shared.
- Scope is fixed in writing before any build starts.
- You own the source code, the IP and the documentation at delivery.
- Support plans are available and tailored on a discovery or technical call.