Custom internal tools & CRMs your team actually uses

We replace the spreadsheet chaos with custom dashboards, project trackers, and CRMs built on Softr + Airtable. Your team gets a tool tailored to how they actually work — not a rigid off-the-shelf product you have to bend your process around — shipped in weeks and easy to maintain in-house.

See our work

What is a custom internal tool?

A custom internal tool is software built around how your team already works — a CRM, project tracker, or operations dashboard shaped to your process rather than the other way around. Built on Softr + Airtable, your team can change fields and views afterwards without a developer.

What you get

Custom CRM, project tracker, or operations dashboard
Automations that remove manual data entry and hand-offs
Integrations with Salesforce, HubSpot, Stripe, Slack, and more
Airtable back end your team can extend without code
Role-based views so each team sees only what they need

Who this is for

Teams running the business out of a spreadsheet that has quietly become load-bearing, and that only one person fully understands.
Operations leads who have priced a per-seat SaaS tool and found they'd be paying for 80% of features nobody will use.
Companies who tried an off-the-shelf CRM and gave up because it wanted them to work its way round.
Anyone whose team re-keys the same data into two systems because the two don't talk.

What we typically build

Sales CRMs and pipelines

Deals, contacts, and stages modelled on how your team actually sells, with the reminders and hand-offs automated rather than remembered.

Project and job trackers

One view of every live job — owner, stage, deadline, blocker — replacing the status spreadsheet and the meeting held to read it aloud.

Operations dashboards

The numbers leadership asks for, calculated from the same records the team is already updating, so the report is never out of date.

Inventory and asset tracking

Stock levels, locations, and low-stock alerts computed in Airtable, with a front end the warehouse can actually use on a phone.

What it costs

A single-team internal tool usually fits Tool Starter at $2,500 over 10 days. Most land in Tool Pro at $5,500 over 3 weeks, which covers multi-role permissions, up to 15 pages, and the Make/Zapier automations and integrations that remove the manual re-keying. Tools spanning several departments or carrying unusual logic move up to Custom Build.

Tool Starter: $2,500 · One-time · 10-day delivery
Tool Pro: $5,500 · One-time · 3-week delivery
Custom Build: from $9,000 · 4–8 week delivery

Fixed price and date agreed before we start. You own the Airtable base and everything else we build.

Full breakdown on the pricing page.

How it works

1
Map the workflow
We learn how your team works today and where the spreadsheet breaks down, then quote a fixed price to fix it.
2
Build & automate
We build the tool on Softr + Airtable and wire in the automations and integrations that kill the manual busywork.
3
Roll out & train
We launch, walk your team through it, and leave you with a system you own and can grow.

Frequently asked questions

Can you integrate with our existing tools?

Yes — we've built integrations with Salesforce, HubSpot, Stripe, Outlook, Calendly, Slack, OpenAI, Make, Zapier, Pipedrive, QuickBooks, and DocuSign. If your tool has an API, we can connect it.

Why Airtable instead of a custom-coded internal tool?

Custom code is 5–10× the cost and 4–8× the timeline for the same outcome, and it needs a developer to change. Airtable lets your own team adjust fields, views, and data after launch.

Will it scale as we grow?

Yes. We structure the data model to scale to thousands of records and users, and we only reach for custom code when the problem genuinely needs it.

Builds we've shipped

Declan LMS
Education / E-Learning — One portal in place of several disconnected tools, with no per-seat LMS fees.
MaxOps AI
Real Estate — Zero data-overwrite and Kanban-reversion errors after the rescue, on shared multi-tenant infrastructure.
Gollars: Admin App
Local Business / Employee Benefits — One console in place of four apps, reading the shared database live with no BI tool to licence.

Before you decide

See what each package costs and includes — every build is a fixed price against a fixed timeline.
Browse portals we've shipped on this stack with the brief, the build, and the outcome for each.
Read about the three senior builders behind the studio, or hire a Softr developer directly.
Not quite what you need? We also build client portal development, marketplace & membership development and 14-day MVP sprints.

Ready to get started?

Tell us what you need and we'll reply with a fixed quote — usually within 24 hours.

Or send us the brief