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Custom CRM · built around your pipeline

Custom CRM development for B2B companies

I design CRMs built to fit: full pipeline traceability, integrated with WhatsApp and Meta Ads, no monthly USD per-seat licensing. Built on Supabase, Airtable or a bespoke stack — whatever the case calls for.

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JL Mercantil CRM — custom CRM by Frank Cardona
Why custom CRM

You don't adapt to the CRM. The CRM adapts to you.

HubSpot, Salesforce, Pipedrive are powerful but expensive and rigid. You pay in USD per seat, you adapt your pipeline to their logic, and you depend on their roadmap. A custom CRM is the opposite: built around YOUR operation, integrating exactly the tools you already use, with no recurring per-seat cost.

At JL Mercantil I designed a complete CRM on Supabase that syncs with WhatsApp Business, OpenRouter AI and Google Calendar via n8n. The team operates a modern Supabase-based interface, the data stays under total technical control, and the advanced logic lives in n8n. An open-source stack, no monthly USD licenses.

Stack by company size

For SMBs: Supabase + n8n. For mid-size operations: Airtable or a lightweight SQL base + Looker Studio dashboards. For privacy-focused cases: local bases on a Colombian VPS or a Docker-powered mini PC. The stack decision is made during the discovery call.

What's included

Processes I automate

Every project is tailored to your existing channels and operational volume. These are the most requested processes:

Automatic lead captureMeta Ads, web form, WhatsApp Business and inbound calls converge into a single traceable CRM.
24/7 AI service agentBot trained on your knowledge base. Filters by need, budget and urgency before handing off to a human.
Custom CRMFull traceability from entry → classification → follow-up → close. Built on Supabase or a bespoke stack.
Automatic bookingGoogle Calendar integration so qualified prospects can schedule meetings without human intervention.
Team notificationsReal-time alerts to the responsible rep when a lead moves stages or meets a trigger criterion.
Automated reportsDaily and weekly dashboards with real pipeline metrics so decisions are made with data.
Real metrics

JL Mercantil — 400 msgs/day handled in 4 days

A technology and energy company drowning in roughly 400 daily messages from Meta Ads. I designed a bot + Supabase CRM in four days, with an n8n workflow wired to OpenRouter AI, the WhatsApp Business API and team notifications.

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JL Mercantil CRM — automation case study by Frank Cardona
Frequently asked questions

What people ask the most

Why a custom CRM instead of HubSpot or Salesforce?+

Commercial platforms are powerful but expensive (USD per seat per month) and force you to adapt to their logic. A custom CRM is built around YOUR pipeline, integrates exactly the tools you already use and has no recurring per-seat cost.

How complex is a custom CRM?+

Depends on the company. For SMBs I use Supabase as the base with n8n automations on top. For mid-size operations I use Airtable or lightweight SQL bases. The key is that the team operates the system without code.

Does it integrate with WhatsApp and Meta Ads?+

Yes. Every CRM connects with WhatsApp Business API (automatic lead intake), Meta Ads (attribution), Google Calendar (scheduling) and email. All orchestrated via n8n.

How long does a custom CRM implementation take?+

Simple cases (Supabase + n8n): 4–7 days. Complex implementations with SQL bases and multiple integrations: 2–4 weeks. The discovery call is free and we scope it there.

Free diagnosis

30 minutes. A clear map of what to automate first.

Book a 30-minute strategy call via Google Meet. You'll walk away with a concrete plan — even if we don't end up working together.

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