What Is Custral?
Custral is a full-cycle CRM: the operating system for your whole company. What it does from first touch to renewal, the three beliefs behind it, and who it’s for.
Custral is a full-cycle CRM, and the operating system for your whole company. It runs the entire customer journey on one set of records: marketing, sales, onboarding, support, success and product, from the first touch to the renewal and back around.
Most CRMs stop at the closed deal. Everything after it ends up in a project board, a help desk, a few spreadsheets, and a pile of integrations holding them together. Custral keeps all of it in one place, so what one team learns about a customer is already there for the next.
Three beliefs behind Custral
Customers move in a loop, not a funnel.
A customer doesn’t disappear when the contract is signed. They get onboarded, supported, renewed and expanded, and what they tell you along the way should shape what you sell and build next. Custral runs the whole cycle on one record, so what you learn at every stop carries into the next.
Your CRM should be built around you, not around its features.
Teams bend their process to fit the software and keep the real work in spreadsheets. In Custral you shape the objects, views and workflows around how you run.
Relationships are human. Offload everything around them.
Updating records and chasing follow-ups isn’t time with a customer. Workflows and AI agents run the routine, and by default Stella, our AI assistant, asks before sending anything, so the conversations stay yours.
What it does, stop by stop
Each stop in the customer journey makes the next one easier:
- Marketing captures the lead, so sales starts warm. Forms, lists and a website chat widget with an AI answer bot all feed the same records sales works from.
- Sales calls are transcribed, so onboarding starts informed. The built-in dialer gives you a live transcript and live notes, playbooks surface objection answers during the call, and every call ends with a write-up on the customer’s record.
- Onboarding logs what was promised, so success keeps it. Share an onboarding page with the customer through a guest link, and everyone works from the same plan.
- Support works email, chat, text and calls as conversations on the same records, routed to the right teammate.
- Success spots risk early. Signals flag accounts that go quiet, stop using the product or breach an SLA, and health grades score every customer from rules you can read.
- Product ships what customers asked for, and tells them. Requests from every team can be ranked by the revenue asking for them, and GitHub pull requests link to the records they fix.
Follow one customer around the loop. They fill in a form on your site, and the lead lands on the same record sales works from. Their discovery call is transcribed, so onboarding reads what was promised instead of asking again. A few months in, their usage drops, and a signal flags the account before the renewal conversation. They ask for a feature, the request is weighed by the revenue behind it, and when it ships, they hear about it. One record carries all of it, from the first form to the renewal.
Hand Stella everything but the conversation
Stella is the AI assistant built into Custral. Ask it to catch you up on an account before a call, and it answers from your own data: records, email, calls, docs and tasks. It drafts replies for you to pick and edit, fills fields on its own (on create, on update or on a schedule), and builds objects, views, dashboards and workflows from a sentence, with a preview before anything changes.
By default, Stella asks before it sends anything. You decide how much it does on its own.
Everything’s in the box
Every workspace also includes:
- Custom objects and views: tables, boards, calendars, galleries and checklists, plus dashboards built from dozens of blocks.
- Workflows and sequences, with waits and A/B splits.
- Docs, presentations and spreadsheets that live next to your records.
- Access down to a single property, with a 90-day activity log.
- Web, desktop, iPhone and Android apps that keep working with no connection.
- HubSpot, Stripe and GitHub syncing into tables you can extend.
- An open API, an SDK, a CLI and an MCP server when you want to build on top of it.
Who it’s for
Custral is for teams that run the whole customer journey and are tired of wiring five tools together to do it. It’s also for founders running everything alone, with one person, several tabs, and no system holding it together.
We’re letting teams in a few at a time. If you’ve got a process you want to run better, you can apply for access at custral.com.