03 · Startup · ALE Brands
GrowALE
Ditch the boring CRMs.
An AI-native, context-aware CRM for founders, coaches and small teams. I architected it and wrote nearly all of it, from the first commit to launch.
- Role
- Founding engineer, architect
- Timeline
- Jun 2026 – now
- Team
- Solo engineer
- Links
- growale.com
The problem
Small businesses don't fail at CRMs because of missing features. They fail because keeping the CRM up to date is a second job. GrowALE's bet is that the CRM should understand each relationship well enough to do that job itself.
01
Context, not just contacts
Lana, the workspace agent, has tools that work across the workspace. Every form response gets an AI summary of who the person is and how strong a fit they are. If a model or provider fails, requests fall back to another and failed insights retry on their own, because an empty card looks like a broken product.
02
Forms that feed the pipeline
Leads arrive through forms and land on a board by themselves. Every board gets an inbox automatically (a database trigger, not a setup step), and stages are configurable per workspace.
03
Get paid from the same place
Offers turn a conversation into a checkout: a page with a countdown and payment through Stripe, PayPal or Paystack, plus agreement templates people can sign. Notes support dictation, so a call can become a note without typing.
04
Ready for real teams
Seat-based billing that stays in sync with Stripe, owner-only member management, roles for integrations, magic links and two-factor authentication. It's the unglamorous half of a CRM, and the half teams ask about before they pay.
What I built
- 0 → 1
- architected and built from scratch
- 3
- payment providers in checkout
- AI
- fit summary on every new lead
- Product app, landing site and an internal monitor for business metrics and billing
- Lana agent tools, AI insights with provider fallback and automatic retries
- Boards, forms, notes with dictation, offers with checkout and e-signature
- Billing, seats, roles, 2FA, magic-link auth
Next project
Grasp
The operating system for bootcamps.
View case study