Custom CRM development, built around
how your team actually sells
Not Salesforce with a coat of paint. Off-the-shelf CRMs assume your business works like the template, and when it does not, your team lives in workarounds and spreadsheets on the side. We build the CRM that matches your pipeline, your data model, and your team's real workflow. Eight years of this, across the US, UK, and Australia.
Fixed-price, scoped to your build, no hourly billing surprises. Get your number →
The reasons teams call us about a custom CRM
If two or three of these are true for you, an off-the-shelf CRM is costing you more than it saves. Here is what we do about each one.
Half the team keeps their real pipeline in a private spreadsheet.
We design for speed of entry. Fewer required fields, sensible defaults, bulk actions, and a data model that matches how a deal actually moves for you. When the CRM is faster than the spreadsheet, the spreadsheet disappears.
The same customer data gets retyped into quoting, then into accounting.
One record, synced everywhere. Enquiry to quote to job to invoice in one system, with accounting sync to Xero, QuickBooks, or Sage. We built exactly this for i-mve, now running 314,500+ jobs.
You pay per seat for features nobody uses, and still can't get the report you need.
You own it outright. No per-seat licensing, no locked reporting. The dashboards your sales meetings run on are built to your definition of a qualified lead, not the vendor's.
Your process doesn't fit the CRM, so the team works around the CRM.
The CRM fits the process. Your stages, your qualification rules, your follow-up cadence. If a standard pipeline genuinely fits, we tell you to buy HubSpot on the first call.
CRM software, shaped like your business
If a standard pipeline fits your sales process, buy HubSpot, and we will tell you so on the first call. Custom is for when the template does not fit.
Sales Pipeline & Lead Management
Your stages, your qualification rules, your follow-up cadence, not a generic Kanban renamed to look like your process. Lead capture from your website and forms, assignment rules, activity history, and the reporting your sales meetings actually run on.
Quote-to-Invoice Workflow
The enquiry to quote to job to invoice lifecycle most service businesses run on, in one system. Quoting logic with your pricing rules, document generation, e-signature, and accounting sync to Xero, QuickBooks, or Sage, with no re-entering the same data three times.
CRM Replacements & Migrations
When the team has outgrown the off-the-shelf CRM, or quietly stopped using it. We migrate your contacts, companies, deals, and history from spreadsheets or commercial CRMs, deduplicate the mess, and run both systems in parallel until you trust the new one.
Customer & Client Portals
Give clients a login instead of an email thread. Request status, documents, approvals, and payments in one place. Portals cut support overhead and become the visibility your clients mention at renewal time.
Automation & Notifications
The follow-ups, status updates, and handoffs your team does manually today. Automation rules around your workflow: lead routing, stale-deal alerts, document generation, scheduled reports, and email/SMS notifications that fire when stages change.
Integrations & Field Apps
Accounting, telephony, calendars, web forms, and payment providers, connected so data flows without re-entry. And when your team works outside the office, mobile companion apps for the field: job details, photos, signatures, and status updates from site.
Built by AI-native engineers, so AI is a feature ticket later, not a rebuild
Every CRM we build is architected so language-model features drop into your data and workflow when you want them. We design the schema, APIs, and event streams for it from phase one. It is how our own products, Tully AI and Mebag, were built.
Rank and route incoming leads against your real definition of a good-fit deal, not a generic model.
Follow-up emails, call notes, and deal summaries drafted inside the CRM, with your team in control.
RAG over your own account and deal history, so "what's stalled in the North region" gets a real answer.
Shipped with prompt versioning, eval suites, and guardrails. See how we build AI →
Why CRM projects fail, and how we avoid it
CRMs don't fail at the technology. They fail at adoption, built around how managers think the team works instead of how it actually works.
Discovery: We map how a deal actually moves
Before any screens are designed, we sit with the people who will use the system, in sales, ops, and admin, and map how an enquiry becomes revenue today. Where deals stall, what gets retyped, which spreadsheet is the real source of truth. The CRM gets designed around that reality, not around a org-chart diagram.
Data model: The decision you'll live with for years
Contacts, companies, deals, jobs, and documents: how they relate is the foundation everything else sits on, and it is expensive to change later. We design it for your business: if you sell to sites rather than companies, or a deal spawns recurring jobs, the model reflects that from day one. Documented and signed off before development.
UX: Designed for the rep with 30 open deals
A CRM only works if the team updates it, and the team only updates it if doing so is faster than not. We design for speed of entry, with fewer required fields, sensible defaults, and bulk actions, and prototype the core workflow with your actual users before a line of code is written.
Development: Two-week sprints, real visibility
Working, deployable builds at the end of every sprint, not status updates. You review, sign off, and the next sprint begins. Scope changes are documented and priced before any additional development happens. Fixed price means fixed price.
Migration & launch: Parallel-run, then switch
We migrate your data, verify it against the old system, and run a parallel period so the team can trust the numbers before the cutover. Training included, 30-day post-launch support included, and a retainer available for the features you'll inevitably want once the team starts living in it.
Adoption review: Six weeks in
A CRM proves itself on whether the team actually uses it. Six weeks after launch we look at real usage: which fields get skipped, where reps work around the system, what reporting the managers still export to a spreadsheet. Those findings become the first retainer sprint, so the CRM keeps fitting how the team works.
Tech stack
We match the stack to the project. The boring choice is often the right one.
What custom CRM development costs
We don't quote without a scoping conversation. Every build is fixed-price, never hourly. Here is what is included at each level of scope.
A focused single-team system covering one primary workflow, for example enquiry to quote to job to invoice. Contact and company records, pipeline views, role-based access, activity history, and reporting basics. 12–16 weeks.
- Your pipeline, your stages
- One accounting integration
- Role-based access control
- UX design included
- 30-day post-launch support
CRM plus the operations around it: 2–4 integrations (accounting, telephony, forms, calendars), document generation, a customer portal, automation rules, per-role dashboards, and audit logs. 16–26 weeks.
- Multi-department workflows
- Customer portal included
- Automation & notifications
- Document generation
- Phased delivery milestones
Everything above plus native mobile apps for field teams, AI features like lead scoring and drafting, advanced compliance, or multi-region operation. Scoped and priced phase by phase. 6+ months.
- Field-team mobile apps
- AI lead scoring & drafting
- Compliance architecture
- Legacy data migration
- Ongoing retainer options
CRM-grade systems we've shipped
Live platforms where customer records, pipelines, and operations workflows are the core of the product.
i-mve: Enquiry-to-Invoice Platform for UK Removals
At its core, i-mve is an industry CRM: enquiries come in, get quoted with industry-specific pricing logic, become scheduled jobs, and flow through to invoicing and accounting sync (Xero, QuickBooks, Sage). Client records, contracts, and communication history in one place. Built from scratch and in continuous development since 2022, now used by 510 companies across the UK.
View live platform →Read the case study →COMPASS for Autism: Multi-Role Records Platform, Ball State University
A clinical research platform whose backbone is rigorous records management: profiles, intervention tracking, and role-based access across researchers, consultants, educators, and families. Proof that we can build record-keeping systems to the standards of an accredited academic institution.
View live platform →Read the case study →Common questions
Straight answers on scope, data migration, integrations, adoption, timelines, cost, and ownership.
How much does a custom CRM cost?
It depends on scope: a focused single-team CRM covering one primary workflow takes 12 to 16 weeks, a multi-department platform with integrations takes 16 to 26 weeks, and mobile apps, AI features, or heavy compliance extend it further. We publish a full line-by-line breakdown of what drives cost on our blog, and we quote fixed-price after a scoping conversation, not hourly, and never a number we have not actually scoped.
Custom CRM vs Salesforce: which is better for an operations-heavy business?
Salesforce suits standardised sales processes; a custom CRM suits businesses whose pipeline, data model, and daily workflow are specific to their operation. Often you should not build custom. If your sales process fits a standard pipeline and your team is under ten seats, an off-the-shelf CRM is usually the right call, and we will tell you so. Custom wins when your workflow does not fit the template: industry-specific job lifecycles, quoting logic, field operations, or when per-seat licensing across a growing team costs more over three years than building an asset you own.
Can you migrate our data from spreadsheets or an existing CRM?
Yes. Data migration is part of most CRM projects. We've migrated from spreadsheets, legacy databases, and commercial CRMs. Cost depends entirely on how messy the source data is, so we quote it once we've seen it. We map fields, deduplicate records, and run a parallel verification period before the old system is switched off.
Can the CRM integrate with our accounting, email, and phone systems?
Yes. Accounting integration (Xero, QuickBooks, Sage) is the most common request, and quotes and invoices flow without re-entry. We also integrate email, calendars, telephony, web forms, and payment providers like Stripe. Each integration is scoped and priced individually, depending on the API quality of the system involved.
How long does a custom CRM take to build?
A core CRM covering one primary workflow, for example enquiry to quote to job to invoice, takes 12 to 16 weeks. A multi-department operations platform takes 16 to 26 weeks. We deliver in two-week sprints, so you see a working build throughout, not just at the end.
What happens after the CRM launches?
Every project includes a 30-day post-launch support window for bug fixes. After that, most clients move to a monthly retainer for continued development: new pipeline stages, reports, integrations, and automation as the business evolves. We've maintained client platforms for years; i-mve has been in continuous development since 2022.
Can you build AI features into the CRM?
Yes, and every build is architected for it whether you want AI on day one or later. Our engineers are AI-native: we design the data model, APIs, and event streams so that lead scoring on your qualification rules, in-place drafting of follow-up emails and call notes, and RAG-based questions over your own account history drop in as a feature ticket rather than a rewrite. When we do build AI in, it ships with prompt versioning, eval suites, and guardrails, not a demo bolted on. This is the same approach we used to build our own AI products, Tully AI and Mebag. You own the code, the data, and the AI layer.
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Ready for a CRM your team will actually use?
Tell us how you sell.
30 minutes. No slides. We'll look at how your pipeline runs today and tell you honestly whether custom is the right call, or whether you should just buy HubSpot.