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Custom CRM development, or a better-configured HubSpot or Zoho

A custom CRM pays off when the way you sell or book doesn't fit the stages HubSpot, Zoho or Salesforce assume, when you pay for seats and features nobody uses, or when patient data has to stay in your own cloud. If an off-the-shelf CRM fits with some configuration, we recommend that instead and set it up. Either way, WhatsApp, phone and calendar are connected, and you own the result.

Part ofCustom software development
Book a 30-minute callSee examples
First release
8–12 weeks
You receive
Repo, hosting, migrated data
Built with
Next.js, Node, Postgres or MongoDB
A small office team working at their computers

Who it suits

A good fit if

  • Clinics tracking patients across a booking system, spreadsheets and WhatsApp chats, with no single record
  • Service companies whose jobs move through stages no standard pipeline has, such as survey, quote, deposit and install
  • Teams paying per seat for a large CRM and using the contact list and one pipeline

Probably not a fit if

  • Sales teams with a standard pipeline and fewer than about ten users. HubSpot or Zoho will be cheaper and faster, and we can configure it for you

What a custom CRM includes

  • Pipelines that match how you work

    Stages, fields and rules for how you actually sell or book, such as enquiry, consultation, treatment plan and follow-up for a clinic.

  • One inbox for WhatsApp, calls and email

    Messages and call logs attached to the right contact, so anyone can see the whole history before replying.

  • Calendar and booking

    Appointments and jobs scheduled from the record, synced with Google Calendar or Outlook, with reminders sent automatically.

  • Roles and audit log

    Each person sees what their role allows, and every change to a record is logged with who made it and when.

  • Reports

    The numbers you check every week, such as conversion by lead source or revenue by service, on one screen.

  • Data migration

    Contacts, history and open deals moved from spreadsheets or your old CRM, de-duplicated and checked with your team before go-live.

Built with

  • Next.js
  • Node.js
  • TypeScript
  • PostgreSQL
  • MongoDB
  • WhatsApp
  • Twilio
  • HubSpot
  • Zoho
  • Google Calendar

From first call to live

  1. 01

    Decide: custom or configure

    We map your sales or booking process, users, integrations and data rules, and compare a custom build with configuring HubSpot or Zoho over three years. You get a written recommendation.

  2. 02

    Click through the screens

    Your team tests clickable screens built from your real pipeline before any code is written.

  3. 03

    Build with your data early

    Weekly demos on a staging link, with a copy of your existing data imported early so testing is realistic.

  4. 04

    Migrate, train, switch over

    We move the data, train the team and keep the old system read-only for a few weeks so nothing is lost.

When does a custom CRM beat HubSpot, Zoho or Salesforce?

Custom tends to win when your process is different enough that you'd fight the CRM's stages every day, when per-seat licences add up across a large team that uses a few features, when you need WhatsApp or telephony built in and the platform charges extra for it, or when data must stay in a specific country.

Off-the-shelf wins when your pipeline is standard, the team is small, or you need marketing tools such as email campaigns and landing pages built in. Compare the total cost over three years: licences and add-ons against build, hosting and maintenance.

CRMs for clinics and patient journeys

A clinic CRM sits beside the practice-management system rather than replacing it. It tracks enquiries, consultations, treatment plans and follow-ups, and reads appointments from the clinical system. Patient data is hosted in your cloud, inside the UAE where the law requires it, with access by role and a full audit log.

Who owns the CRM?

You do. The code is in your GitHub organisation from the first commit, it runs in your cloud account, and copyright passes to you as each milestone is paid. There are no per-seat fees to us; you pay for hosting and, if you choose, a monthly maintenance plan.

Where we've done this before

Common questions about custom crm

It depends on users, pipelines, integrations and how much data moves across. After a short scoping phase we agree a fixed price per milestone. Running costs are hosting plus an optional maintenance plan, with no per-seat licence. We set that against three years of licences for the off-the-shelf option, so you can compare like with like.

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