Custom CRM
Custom CRM: a pipeline shaped like the way your company sells
Off-the-shelf CRMs force sales into generic stages and charge per seat. A custom CRM is born from your process, receives leads from the website, chat and WhatsApp on its own and uses AI to qualify and record them.
- every website quote becomes a card in the Master Milhas pipeline
- 1:1
- every website quote becomes a card in the Master Milhas pipeline
- lead sources: website, chatbot and WhatsApp
- 3
- lead sources: website, chatbot and WhatsApp
- per-seat fees
- 0
- per-seat fees
- bank details stored securely in the database
- Encrypted
- bank details stored securely in the database
When a custom CRM is worth it
Market CRMs are great for sales that follow the standard script: lead, contact, proposal, close. They start getting in the way when the sale has specifics: rule-based pricing, customer documents, stages that depend on third parties, post-sale with customer access.
That was the case at Master Milhas: each deal depends on the loyalty program, the number of miles, upfront or post-issuance pricing and the seller's bank details. A generic CRM would become one giant notes field; the custom one has everything in its place.
What a custom CRM can include
Kanban pipeline
your process stages, draggable cards, filters and search by name, ID or phone.
Automatic lead intake
forms, chatbot and WhatsApp creating deals with no typing and no duplicates.
Pricing and proposals
price, simulation or proposal generated with the business's rules.
Client area
customers follow orders, send documents and update details.
Permissions
each salesperson sees their own deals; managers see everything.
AI in sales
conversation summaries, suggested next actions and automatic qualification.
CRM with WhatsApp
In Brazil and much of Latin America, sales happen on WhatsApp. A CRM that cannot see those conversations is always behind. OnWeb connects the company's WhatsApp to the CRM: the conversation appears on the card, the salesperson replies from the system and AI can answer after hours and log what was agreed. See WhatsApp chatbot.
AI that feeds the CRM
At Master Milhas, the Davi chatbot talks to the visitor, checks today's price and uses a tool to create the quote in the CRM, already at the right stage. At Luz no Bolso, EDI only creates the lead when the conversation has the electricity bill and an ID. In both cases sales receives a complete card, not a half-filled form. See AI agents.
Market CRM or custom CRM
| Market CRM | Custom CRM | |
|---|---|---|
| Stages and fields | Configurable within limits | Exactly those of your process |
| Pricing and proposals | Through integrations or spreadsheets | Native, with your rules |
| Client area | Rarely | Yes, if it makes sense |
| WhatsApp and chatbot | Through paid add-ons | Built in |
| Cost | Per seat, every month | Project and infrastructure |
| Data | With the vendor | With your company |
What you get
Designed pipeline
stages, fields and rules of your sales process.
CRM in production
web and responsive, with login and permissions.
Inbound integrations
website, chatbot, WhatsApp and email creating deals.
Client area
when the sale requires customer follow-up.
Migration
contacts and history imported from spreadsheets or the old CRM.
Reports
conversion by stage, source and salesperson.
How we build it
- 01
Shadow the sales team
how the team sells today, where deals are lost and what is noted outside the system.
- 02
Design the pipeline
stages, required fields and the automations of each transition.
- 03
Build and integrate
CRM, lead intake and AI.
- 04
Migrate and train
base imported and the team using it from day one.
- 05
Adjust with use
sales requests handled month after month.
Built by OnWeb
Travel · Airline miles buying
Master Milhas
A website with instant quotes, a custom CRM with a deal pipeline, a client area and Davi, an AI chatbot that checks the day's price and creates the quote in the CRM.
Read the case
Energy · Community solar comparison
Luz no Bolso
A community solar comparison platform with 75 companies in 26 Brazilian states and EDI, an AI that reads a photo of the electricity bill, compares local providers and completes sign-up in the chat.
Read the case
Internal platform · AI-powered operations
App Netlinks and Netlinks Group
The platform that runs the Netlinks Group: an MSN-style inbox integrated with clients' WhatsApp groups, Alfred answering as customer success, and finance that issues invoices and reads the bank balance on its own.
Read the caseFrequently asked questions
Is a custom CRM more expensive than a market CRM?
Upfront investment is higher, but there are no per-seat fees. For mid-sized teams with specific processes, total cost tends to be lower within a few years.
Can I migrate from my current CRM?
Yes. We import contacts, companies, deals and history, and can run both in parallel for a while.
Does the CRM integrate with WhatsApp?
Yes, it is one of the most requested integrations. Conversations appear on the deal and the team replies from the system.
How long until the CRM is running?
The main pipeline with automatic lead intake is usually ready in a few weeks. Client area and reports come in phases.
Related services
Shall we turn your business on?
Tell us what you need. We reply with a diagnosis of the technical path, timeline and investment, with no strings attached.