Every lead recorded
From the website, referrals and email, with scoring rules that match your business, so your team spends its time on the leads most likely to buy.
Custom software · CRM
Custom CRM development, shaped to how you sell
Generic CRMs rarely fit quite right, and spreadsheets and sticky notes aren’t a CRM. We build customer management systems that match how your team sells, or set up our own CRM, Tonic Desk, for you.
Where leads go missing
Someone said they’d call that prospect back three weeks ago. Nobody did. The pipeline is a spreadsheet that’s weeks out of date, so answering “how many deals will we close this quarter?” means an afternoon digging through emails and notes.
New salespeople can’t see who’s been contacted, what was promised or when to follow up. When the CRM is everyone’s memory, it doesn’t scale.
What a CRM built for you can do
Follow-ups that happen
Leads move through your pipeline by your rules, with reminders, tasks and a nudge when a lead goes quiet.
Every conversation in one place
Every email, call and meeting with a customer, so you know where each relationship stands.
Connected to your tools
Linked to your email, accounting, website forms and marketing systems, so data arrives without retyping.
The pipeline at a glance
Sales performance, customer lifetime value and pipeline health, measured the way you measure them.
On any device
Check the pipeline and update a customer record from a phone, a tablet or a laptop.
We build our own CRM, Tonic Desk
Pipelines, workflows, email, reporting and a REST API, plus a read-only connector for AI assistants. An assistant can look things up, but it can’t change a record or send an email.
- 19read tools for AI assistants, and no write toolsSource: Tonic Desk connector documentation
AI in your CRM
An AI assistant can answer questions about your pipeline and your customers through a read-only connection. Ask about the pipeline in plain English and the answer comes from your own data. It reads; it doesn’t write, unless you decide it should.
How we build it
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Sales process review
We sit with your team and map how leads come in, how you qualify them and where deals stall.
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Design
A CRM structure that matches how your team actually works.
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Build
The features you need and none you don’t, with working software every two weeks that your team tests.
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Connect and import
Linked to your existing tools, with your current data imported and checked.
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Training
Your team shown how to use it before it goes live.
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Support
Maintenance and updates to keep it running smoothly.
Related pages
- Assistants for your data
AI that answers from your own systems.
- Integrations
Connect the CRM to accounting, email and your website.
- AI and workflow automation
Lead handoffs and follow-ups that run themselves.
- Data and dashboards
Sales figures alongside the rest of the business.
Questions
Should we build a CRM or use Tonic Desk?
If your sales process is close to standard, setting up Tonic Desk is usually the quicker route. If the way you sell is what sets you apart, a custom CRM fits it better. We’ll say which on the first call.
Off-the-shelf CRMs didn’t work for us. Why would this?
Off-the-shelf systems ask you to adapt to them. A CRM built for you adapts to you, with what you need and nothing you don’t.
Will the sales team use it?
We involve them in the build. They see it every two weeks and ask for changes, so by launch it’s their system.
Can you bring our data across from our current system?
Yes. Importing your current data is part of every build, and we check it with you before you switch over.
Can an AI assistant change our records?
Not through Tonic Desk’s connector: it has 19 read tools and no write tools. An assistant can look things up, but changes stay with your team.
How long does it take?
It depends on what your CRM needs to do, so we agree the timeline with your fixed price, and you see working software every two weeks. If Tonic Desk fits, it’s quicker, because you’re setting up a product rather than building one.
How much does a custom CRM cost?
Custom software starts from £8,000. You get a fixed price after a free call, based on how you sell and what the CRM connects to.
Get in touch
Tell us how you sell, and where leads go missing.
One paragraph is enough. We’ll reply with honest thoughts on whether a custom CRM or Tonic Desk fits, and what it would cost.