When the cell changes, the row acts.
When a stage cell changes, text the merchant. When a form arrives, make the row. When a thread carries statements, read them. Every automation runs on the row that started it and writes back to it.
What is in it
Triggers, waits, branches, actions — on the row that started it.
Fires on a cell
A stage that moves, a date that arrives, a checkbox that flips. The automation on that cell runs with the row in hand.
Fires on a form
A site form or a portal form arrives as a row and starts what it should: assign it, text the sender, open the file.
Fires on a text or an email
An inbound message is a trigger with the record attached. Reply from a template, tag it, hand it to a rep, start a sequence.
Waits and branches
Wait a day, wait for a reply, wait for a cell. Branch on what came back. The wait lives in Postgres, so a restart does not lose it.
Reads a statement
A thread that carries a bank statement sends it to the desk on arrival. The figures are on the row before anyone opens the mail.
Logs every step
Each run is a record of what fired, what it saw and what it did, on the row it did it to. Nothing acts in the dark.
How it fits
The automation is a column on the table, not a program beside it.
Because it runs on the row, it sees what the row sees — the deal, its owner, its stage, its thread — and writes back to the same place. A text sent by an automation is logged where a text sent by a person is. There is one history.
- Same roles and permissions as the grid
- Built with the CRM, to the team's brief
- Runs on our edge; nothing of yours to host
- A cron sweep for what waits, so nothing is forgotten
Stage → Offer sent
The cell changes at 8:53.
Text the merchant
From the company's own number, at 8:53:02, logged on the row.
Wait for the wire
When Funded arrives, the receipt lands on the row and the stage moves again.
Questions
About Automations.
Can I build them myself?
The first set is built with the CRM from the brief. After that, yes: a trigger, a condition and an action are chosen from the row's own fields, and every run is visible.
What happens if one fails?
It says so on the row, with the step that failed and why. A failed step never silently skips the ones after it.
How is it priced?
As part of the CRM, quoted per team. Runs are not metered.
Tell us what should happen when.
Every automation begins as a sentence: when this changes, do that. Send us the sentences.