Your CRM knows who the client is. It does not tell your team what to do next.
We do not sell you a CRM. We build the layer above the one you already run: it reads the account context you already hold, proposes the next step with the reason behind it, and writes the result back where your managers already work.
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Why a complete CRM still leaves the work undone
The record is complete and the decision is not
Contacts, deals and history are all there. Which of two hundred accounts a manager should touch this week, and with what, is still decided from memory on a Monday morning.
Context lives in five places
Which products a client already has, what was last delivered, who inside your group already knows them. Each answer sits in a different system, so nobody assembles all of them before a call.
Reporting is not prioritisation
A dashboard tells you what happened. It does not hand a named person one specific step they can do today, which is the only output that moves a number.
What we build on top
Account context, assembled
One brief per account, joined from the CRM you already run and the internal systems that hold the rest: what is supplied today, what is missing, and who in your group already has the relationship.
A next step with its reason
A dated step for a named owner, with the data it was derived from attached. A manager can disagree with it, and the disagreement is recorded instead of lost.
Written back, not exported
The step, the touchpoint and the outcome land back in your CRM. Nobody keeps a parallel spreadsheet, which is the only test that decides whether this gets used.
How it works
We connect to the CRM you already run
Read access to the objects that matter: companies, people, deals, activity. Your CRM stays the system of record and nothing is migrated.
Context is assembled per account
The brief joins what the CRM holds with the internal sources you point us at, so a recommendation is grounded in your own data rather than a general model.
The next step goes back into the workflow
Your managers see a prioritised step where they already work, act on it, and the outcome is written back so the next recommendation knows what happened.
Where this stands today
This is a private pilot. It runs today on our own group’s CRM, which is where it was built and where we use it ourselves. It is not a product you can buy and switch on, and our own CRM is not part of any offer: it is internal to our group. Every engagement starts as a conversation about which CRM you run, which internal systems hold the rest of the context, and what a good next step looks like in your business.
What a manager actually sees
Illustration only. Not a real account, not a real recommendation.
- Account
- Mid-sized adviser network, 41 advisers
- Supplied today
- Training, one data subscription
- Missing
- The assurance filter their own assistant would need
- Owner
- The key account manager who logged the last two touchpoints
- Next step
- Ask their operations lead who owns the assistant roadmap, before the renewal window opens
- Why
- Their assistant went live last quarter and no compliance filter is recorded against it
Where this ends and Solution Architect begins
This page is about prioritisation: which account, which step, which owner, grounded in the CRM you already run. When the next step is "propose a solution", Solution Architect takes the described situation and returns a signed, versioned solution spec routed against your governed product inventory. They run on the same engine and are sold as one conversation.
See Solution ArchitectLooking for a recommendation for an adviser sitting with a client, rather than for a manager working a portfolio? That is next best action for advisers, still in development.
See Recommendation EngineWhat the people using it say
Published with the speaker's consent. Where a firm has asked not to be named, the attribution is the role and the type of firm.
“We described a client situation the way a manager would say it out loud inside NUDA, and got back a spec with a version on it, not a slide. It was still the same document when we opened it a week later, which sounds like a small thing until you have tried to run a project off a chat transcript.”
Running a CRM that records everything and decides nothing?
Tell us which CRM you run and what a good next step looks like in your business, and we will tell you what fits. This is a private pilot, so the honest answer may be that it does not fit yet.
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See the other capabilities