Custom CRM development, built around how your practice works.
whatcould.ai builds custom CRMs for Australian businesses whose client work doesn't fit an off-the-shelf CRM, such as financial advice, insurance and accounting practices. You get one place for client records, documents, meeting notes, follow-ups and drafting, connected to the tools you already use. Every build is scoped and priced in writing before any work starts.
- How we charge
- Fixed price, agreed in writing after scoping
- Good fit for
- Financial advice, insurance, accounting and other client-heavy service businesses
- Connects to
- Email and calendar (Microsoft 365, Outlook, Gmail), accounting software such as Xero and MYOB, and most tools with an API
- Your data
- Hosting and third-party processing agreed before the build
- Where
- Based in Melbourne, working with businesses across Australia
Custom, or off the shelf?
A build isn't always the answer. Here is how we decide.
Build it when
- Your process has steps a standard CRM can't model, like advice records, policy renewals or compliance documents.
- Client information sits in several tools and staff copy it from one to another.
- You're paying for seats and add-ons and still working around the gaps.
Stick with HubSpot, Zoho or Salesforce when
- You mostly need a sales pipeline and email tracking.
- The tool fits after some setup, and your team already uses it.
- You're not sure yet what the process should be. Sort that out first, and we can help with that.
If an off-the-shelf CRM is the better answer, we'll tell you in the first meeting.
One workspace for your client work.
Every CRM is scoped to the practice. These are the parts most of them include.
Client records
Clients, policies and history in one record anyone on the team can find.
Documents
Files stored against the client they belong to, not in a shared drive folder.
Meeting notes and follow-ups
Notes captured once, with tasks and reminders so nothing relies on memory.
Drafting with review
AI drafts client emails and documents from the record. A person checks and sends.
Integrations
Connected to your email, calendar and accounting tools, so data is entered once.
What needs attention
A home screen showing today's follow-ups, renewals and open work.
A CRM for a financial services practice
Client records, policies, documents and communication in one workspace, with AI-assisted drafting and automated follow-ups.
From first chat to a CRM your team uses.
The same six steps as every project. More on how we work
- 01
Discover
A free 30-minute chat about your business, your team and what isn't working today.
- 02
Audit
We sit with the people doing the work and map where the hours go.
- 03
Define
A written scope: what we build, what it connects to, a fixed price and a date. Nothing is built until you agree it.
- 04
Build
We build in stages and show you working screens along the way, not only at the end.
- 05
Launch
We move your data across, connect your tools and get the team using it.
- 06
Grow
We monitor it after launch, fix what breaks and keep improving it as you change.
Custom CRM development questions.
- How much does a custom CRM cost?
- It depends on the scope. After scoping you get a fixed price in writing, before any work starts, paid in milestones. Hosting and AI usage are passed through at cost with no markup, and ongoing support is a monthly fee agreed with the build. We are not registered for GST, so no GST is added. How we price.
- How long does it take to build?
- It depends on the scope, and the date is written into the scope before we start. You see working screens during the build, so there are no surprises at the end.
- Why not just use HubSpot, Zoho or Salesforce?
- If one of them fits, use it. A custom CRM makes sense when your process doesn't fit their model and you're paying to work around it. We'll tell you which applies in the first meeting.
- Can it connect to Outlook, Gmail, Xero or MYOB?
- Yes. We connect to the email, calendar and accounting tools you already use. If a tool has an API, we can usually connect to it, and we check that during scoping.
- Where is our client data stored?
- Hosting location, access controls and any AI or third-party processing are agreed in your proposal before you sign. If Australian data residency is required, we check the whole workflow against that requirement, including connected services. We do not use client data to train models.
- Who owns the CRM?
- You own your data, your configuration and everything the system produces. We keep ownership of the underlying software and give you a perpetual licence to use it in your business. If we ever stop trading, you get the source code so someone else can maintain it. If you want to own the software outright, we can quote that before the build starts.
- What happens after launch?
- We fix defects in what we built for 30 days after handover at no charge. After that, monitoring, support and improvements continue under the monthly support arrangement in your proposal.
Talk to us about your CRM.
Tell us how your client work runs today. We'll tell you whether a custom CRM is worth it. The chat is free.