Custom CRM

Off-the-shelf CRMs ask a company to work the way the CRM does. This company had a pipeline that did not fit, and a lot of copying between tools.

What was built. A custom CRM shaped to the company's own stages. Leads come in from the website and from messages, move through the stages the team actually uses, and carry their history with them. Automation does the repetitive part: follow-ups are scheduled when a stage changes, records are enriched from what is already known, and the right person is notified when a lead goes quiet.

Stack. Next.js with TypeScript, Prisma on PostgreSQL, NextAuth for staff accounts and roles, scheduled jobs for the automations.

What was hard. Automation that helps rather than nags. Every automatic action is visible in the record's timeline, can be undone, and was introduced one at a time so the team could see what it did before the next one went in.