Solution
Custom integrations
Most businesses already have the right tools. What they do not have is anything connecting them.
The problem
The booking system does not know about the CRM. The CRM does not know about the accounting tool. The website form emails someone who then types it into both. Each gap is bridged by a person, and every person-shaped bridge eventually has a day off.
What it looks like day to day
- Data re-entered by hand between two systems
- Tools that each hold a partial version of the same customer
- Processes that break when one specific person is away
- An off-the-shelf connector that covers most of the case but not yours
Custom integrations
What we implement
We use a supported integration where one exists and build a custom connection where one does not.
Direct connections between your tools
Built against documented APIs, with the fields mapped explicitly rather than guessed.
Field mapping and transformation
Handling the reality that two systems name, format, and validate the same thing differently.
Sync direction and conflict rules
One-way or two-way, and an explicit decision on which system wins when they disagree.
Error handling and retries
A failed sync retries and then raises an alert, rather than silently dropping a record.
Legacy and internal systems
Where a tool has no API, the available options — file exchange, database access, scheduled export — assessed honestly before anything is promised.
How it runs
A connection is only useful if you can tell when it is not working.
- 1
A change happens in the source system
A record is created or updated.
- 2
The change is detected
By webhook where the tool supports one, on a schedule where it does not.
- 3
Fields are mapped and transformed
Into the shape the destination system expects.
- 4
The destination is updated
Created or matched and updated, according to the rules agreed with you.
Requires API access and credentials for both systems.
- 5
Result is logged, failures alert
Successes are recorded; anything that failed is retried and then escalated to a person.
What it needs from you
Integration feasibility depends entirely on what the systems allow, and that is knowable in advance.
- API access on both systems, and a plan tier that includes it where relevant
- Credentials issued through your own accounts, held under your control
- Documentation or a contact for any internal or legacy system
- A decision on sync direction and which system is authoritative
- Acceptance that some tools simply cannot be integrated — we will tell you during discovery rather than after
- Third-party API or platform costs are separate and yours
What to expect
Fewer manual bridges, and visibility when one breaks.
- Records that appear where they are needed without re-entry
- Systems that hold the same version of a customer
- Processes that survive someone being away
- Failed syncs that raise an alert instead of vanishing
- A documented map of what connects to what
Other solution areas
These are usually designed together rather than one at a time.
AI customer agents
Text and voice agents that answer at any hour, in the customer's language, and hand over cleanly.
Lead capture and qualification
Every enquiry recorded in one structured place, then scored and sorted by rules you define.
CRM and customer data workflows
Records created and updated by real events, so the CRM reflects the business without manual re-typing.