Custom CRM / Built Around How You Work
We build custom CRM systems for small businesses — built around how your team actually works, delivered in two weeks, and priced at a fraction of what an agency would charge.
We are not competing with Salesforce. We serve the businesses Salesforce ignores. Founder-led companies with 1 to 20 staff who need a system that works the way their business works — not the other way around.
If your Sprint CRM is not live and handed over within 14 business days of scope sign-off, the setup fee is waived in full. AI-assisted build means faster delivery and fewer errors from day one.
Clients are typically live and running within 3 weeks of first contact — audit and scoping included.
14-day guaranteeBuilt on Google Sheets and Apps Script. If your team uses Gmail, they’re already set up — no new software to install, no training curve. You own the data outright. Cancel with one month’s notice and keep everything — all scripts, all documentation, all data.
Full admin access from day one. Cancel anytime — your data, scripts, and documentation leave with you.
Zero lock-inAccounts, territories, reorder cycles, visit logs. Every module is built around how your business actually works — not how the average business works. There is no average setting.
Teams report adoption rates 3× higher than off-the-shelf tools — because no retraining is required.
Exact fitAfter handover, your business will change. New territories, new reporting needs, new team members. The monthly retainer covers all of this without raising a new quote for every request.
One flat retainer covers all updates as you grow. Clients save an average of 5+ hours per week on admin and reporting.
Ongoing supportEvery engagement follows the same four-step process. You know the cost before we start, and you see the system before you sign off.
A focused session to map your current data setup, identify exactly what isn’t working, and specify what your CRM needs to do. No charge. No obligation.
Free / 45 minutesA written proposal delivered within 48 hours of the audit. Exact cost, exact deliverables, exact timeline — before a line of code is written.
Fixed price / 48 hoursWe build, test, and document your CRM, using AI throughout to accelerate delivery and improve accuracy. Full walkthrough with your team on handover. You own everything from day one.
14 business day guaranteeMonthly retainer covers updates, new fields, report changes, and priority access. Your CRM improves as your business grows. Cancel with one month’s notice.
No contractOne-time setup fee plus a monthly retainer. No per-seat licences. No annual contracts. Cancel with one month’s notice.
✓ AI-assisted build process
A team of 5 on HubSpot Sales Pro pays $500–600/mo in licence fees alone — before setup, training, or customisation. Keel’s Build plan costs $200/mo flat, with no per-seat fees, no lock-in, and a system built around how your team actually works. Questions about which plan fits? Email mike@keelcrm.com and get a straight answer.
The honest answer. Generic CRMs are built for the average business. Yours is not average.
| What Matters | Generic CRMs | Keel |
|---|---|---|
| Workflow fit | ✗ You adapt to the tool | ✓ Built to spec, for you |
| Ongoing cost | $200–500+/mo per seat | $100–200/mo flat |
| Data ownership | Vendor-held — leave and lose access | 100% yours — all scripts, all data |
| Setup | Weeks of configuration, still wrong | We handle everything |
| Training burden | High — new interface, new logic | Low — your team already knows it |
| Licence fees | $115–500+/mo per seat, ongoing | None, ever |
Every Sprint engagement comes with a 14-day delivery guarantee. If your CRM is not live and handed over within 14 business days of scope sign-off, the setup fee is waived. No caveats. No negotiation.
We were paying $400 a month for Salesforce and using about 10% of it. Keel built us exactly what we needed in under two weeks. Our whole team actually uses it now.
The audit alone was worth it — they identified three gaps in our pipeline we didn’t know we had. The CRM paid for itself within the first month of use.
We’d tried HubSpot and Monday.com. Neither stuck. This one did — because it was built around how we actually work, not how a software company thinks we should.
If something is still unclear after reading this, email mike@keelcrm.com and you’ll get a direct reply.
You might not need to. Some businesses are well-served by HubSpot. We typically work with teams who are paying for features they don’t use, spending hours configuring workflows, or finding that the tool simply doesn’t match how their business operates. If your team uses it and it works, keep it. If adoption is low or the cost is hard to justify, that’s when we’re worth a conversation.
Google Workspace uses the same infrastructure that powers Gmail, Google Drive, and Google Meet — trusted by over 10 million businesses worldwide, including many in regulated industries. Data is encrypted in transit and at rest, and you control access permissions at the user level. For most founder-led businesses, it offers stronger data governance than the CRM platforms they’re currently using.
You give one month’s notice and the retainer stops. Everything stays with you — the Google Sheets, the Apps Script code, all your data, and all documentation. We hand over full admin access from day one, so there’s nothing to transfer and nothing to lose. You are never dependent on us to access your own data.
We use AI throughout the development process to write and review Apps Script code faster and with fewer errors. This means a build that would traditionally take four to six weeks can be delivered in fourteen days without cutting corners on quality. You get the benefit of faster delivery — the AI is a tool we use, not something your team needs to interact with.
Founder-led businesses with one to twenty staff, typically in distribution, wholesale, food & beverage, professional services, or trades. The common thread is that they manage a real sales pipeline and customer relationships, but the tools they’ve tried either don’t fit or don’t get used. If that sounds like you, the audit is a good starting point.
A CRM your team actually uses — because it fits how you work.
45 minutes. A written gap analysis. A fixed-price proposal within 48 hours if you want to proceed.
We’ll confirm your audit slot within one business day.