Off-the-shelf CRMs were expensive and rigid: you pay per seat, then pay again in consultants to bend them into shape, and still fight a dated UX — some of them felt a decade behind. The slick modern outreach tools were the opposite problem: powerful but siloed, with sequencing in one place, your system of record in another, and enrichment in a third.

What we actually wanted didn't exist as a single product: the sequencing of a tool like Lagrowthmachine, the flexibility of a fully customised Salesforce without the licence or the consultants, built-in enrichment, several products each with its own funnel on the same account, and small AI helpers woven through the day-to-day.

We built it in Go, HTMX and PostgreSQL, folding those three tools into one: an outreach engine (campaigns, message approaches, sequences, cold calls, email tracking), a system of record we shaped ourselves (contacts, accounts, deals, e-signatures), and built-in enrichment.

Every account can run several products at once, each with its own pipeline and funnel, so a client relationship isn't flattened into a single deal stage. And AI shows up everywhere in small, useful ways: suggested messages, A/B analytics on messaging approaches and hooks, call insights from transcripts, and coaching.

Because we own the whole thing, we exposed it to AI agents through more than 90 MCP tools, so Claude can read and act on the CRM directly — the same architecture we build into clients' back-office systems.