Your process gets flattened
Most CRMs begin with a fixed data model, fixed stages and fixed language. The business ends up adapting to the software.
Workarounds spread across notes, spreadsheets and memory.
CRM infrastructure shaped around your businessBuild once · Add lower-cost team seats
Product
A serious CRM, shaped around your operation.
Everything your team needs to sell and deliver — configured by your own agent, not trapped in a settings maze.
Schema-driven Agent-configured Team-ready
Fenn AdvisoryOpen enquiries
24Quoted
£18.4kDue today
6Enquiry
Alice Marr
New · Today
Quoted
Mill House
£2,400
Booked
Old Forge
Fri · 09:00
Northstar CommercialEnterprise pipeline
Forecast 71%£482kWeighted pipeline38Active accounts
Approval queue
1
Orion Group
Legal review
2
Apex North
Finance sign-off
3
Kite Retail
Proposal due
Built through conversation
Ask for the system you need next.
Start simple. Add approval flows, automation and reporting when the operation demands them. The same engine supports both.
Owner + AI agent
Add a legal review stage, an approval action and a forecast report for commercial deals.
I’ve prepared 3 changes for Northstar Commercial.
Legal review stage
Submit for approval action
Weighted forecast report
Preview readyPublish changes
Core problems
The CRM category has the model backwards.
Businesses are different, but conventional systems make the customer carry the cost and complexity of that difference.
Every user pays for complexity
The same expensive licence is often applied to the person configuring the CRM and the person simply updating a record.
Costs grow faster than the value each seat receives.
Change becomes a project
A new stage, field, action or report means settings screens, consultants or another internal rollout.
The CRM falls behind the way the business actually operates.
Core outcomes
The system stays aligned as the business changes.
Cranned separates the power to design the system from the simple act of using it. The result is flexibility for the owner and focus for the team.
Fit01
A CRM that speaks your language
Stages, fields and actions mirror the way your team already describes the work.
Speed02
Changes made through conversation
The owner asks their agent for an update and reviews it before publishing.
Focus03
A simpler daily workspace
Staff see the records, tasks and actions they need without configuration overhead.
Control04
Every configuration change recorded
Owners can see what changed and keep the system accountable over time.
Scale05
Build and usage priced separately
Pay for the power to shape the CRM, then add smaller view-and-interact seats.
Visibility06
Reports built around your operation
Create live report suites from the same fields and stages that define your workspace.
Product system
From first field to reporting suite.
One schema powers every record, action, automation and report. Your agent configures it; Cranned keeps it consistent.
Configure
Custom pipelines
Create the stages and sequence that match how work moves through your business.
Configure
Custom fields
Capture the text, numbers, dates and choices that matter to each record.
Operate
Quick actions
Give staff focused buttons for common jobs, with the right fields already in place.
Operate
Workspace search
Find customers and records from one command bar without hunting through menus.
Automate
Task rules
Create follow-up tasks when records change stage or remain inactive.
Automate
One-page workflow
Bring headline counts, due tasks, quick actions and the pipeline into one view.
Report
Custom report suites
Ask your agent for metrics, charts, tables and funnels based on your own schema.
Control
Change history
Record every configuration action made by the owner or their agent.
Control
Private workspace
Keep each workspace and its records separated with server-side access controls.
Reporting suite
Reports in the shape your decisions require.
Ask your agent to combine metrics, bars, trends, breakdowns, funnels or detailed tables. Every report uses the live stages and fields in your CRM.
Live report
Bars
Revenue by owner
Live report
Trends
Conversion over time
Live report
Breakdowns
Work by category
Live report
Tables
Anything your team tracks
Pipeline healthRevenue forecastTeam workloadConversion funnelOperational exceptionsCustom tables
Operating model
One configuration layer. Two focused experiences.
Owner / builder
Shape the CRM through your agent.
Define stages, fields, quick actions, rules and reports in conversation. Review the configuration, then publish it.
- Uses their own AI subscription
- Controls the workspace schema
- Can change the CRM at any time
Staff / seats
Run the work from one clear page.
Open records, move work, add notes and complete tasks. No agent, builder or configuration training required.
- View and interact with records
- Use quick actions and task queues
- Work from phone or desktop
Governance
Flexible does not mean uncontrolled.
Workspace scoped
Every action is limited to the signed-in owner’s workspace.
Change logged
Configuration changes retain a clear history.
Role separated
Owners configure. Staff view and interact.
Next step
See the model from every angle.
How Cranned works
Commercial modelBuilder and seat pricing
Your process. Your CRM.
Build the CRM your business actually needs.
One cost to build. A smaller cost for every person who uses it.