Insullite CRM

The challenge

Insullite Ltd does not run one business, it runs several. Brands from Roofin to Buildin Stores to Plumin each have their own e-commerce site, their own orders and their own customers, and behind all of them sits a busy team juggling suppliers, samples, quotes, complaints and deliveries. The real problem was where all of that actually lived: Post-it notes, spreadsheets, shared mailboxes and a fair amount in people's heads.

Nobody had a single place to answer a simple question like "what needs my attention today?" A delayed delivery on one brand looked nothing like a delayed delivery on another. A sample sent last week could quietly go un-chased. Margins, refunds and supplier costs were visible to whoever happened to know where to look. Insullite needed one source of truth for the whole group, and it had to be genuinely fast to use, not another system people quietly avoid.

What we built

We designed and built Insullite CRM, a centralised operations platform that pulls every brand and every internal system into one hub. It is built API-first and AI-first, secure by default, and it works just as well on a phone as at a desk.

Everything shown on this page is the real platform running on demo data, not live customer records.

• A Mission Control dashboard. The homepage tells each person what needs attention right now across the whole group: revenue, delayed deliveries, open complaints, quotes to chase, sample follow-ups due and today's tasks. A simple green, amber, red and grey status language runs through everything, so nothing urgent hides.
• One customer record, every brand. Each customer carries their full history in a single chronological timeline: samples, quotes, orders, deliveries, complaints and returns, whichever brand they bought from.
• Orders end to end. Every order tracks payment, dispatch, courier, tracking and ETA, with margins and supplier costs held behind permissions so only the right people see them.
• Quotes that become orders. Build a quote, add products, discounts and delivery, generate a PDF, and turn an accepted quote straight into an order without re-keying anything.
• Samples that never get forgotten. Insullite sends a lot of product samples, so the platform tracks each one and creates the follow-up automatically the moment it is dispatched, then measures how many samples turn into quotes and orders.
• Suppliers, complaints, returns and tasks. Supplier lead times, terms and performance in one view. Complaints and returns handled as trackable tickets. Assignable tasks that link back to any customer, order or quote.
• Live reporting. Revenue, average order value, quote and sample conversion, complaint rate and delivery performance, all live across the group.

An AI assistant built into the core

The real difference is the AI. Insullite CRM was designed around an assistant from day one, not bolted on afterwards.

Staff can ask it plain questions like "orders over £5,000" or "quotes awaiting follow-up", and it goes further than search: summarising a customer or the whole dashboard, drafting customer and supplier emails, creating and updating tasks, suggesting refunds, and converting samples into quotes and quotes into orders.

Crucially, it is permission-aware and safe by design. The assistant never touches the database directly. It can only take a fixed set of approved actions, it respects each user's permissions, anything risky such as a large refund or an outbound customer email goes through an approval step first, and every action it takes is written to the audit log right next to the human ones. Nothing important happens without being recorded.

Wired into the tools they already use

Because it is API-first, the platform connects to the systems Insullite already runs, so orders, customers and emails flow into the hub against the right records instead of being re-typed. Multiple granular permissions mean each person, whether they are in sales, customer service, the warehouse or accounts, sees exactly what they should and nothing they should not. And it is built to grow into new integrations without a rebuild.

A group-wide operations platform with a permission-aware AI assistant, multiple granular permissions, full approval workflows and a complete audit trail. Briefed, built and delivered in 24 hours.

The result

Insullite went from notes, spreadsheets and inboxes to one shared source of truth for the entire group. The team opens a single screen and sees exactly what needs doing across every brand. Samples get chased on their own, quotes turn into orders in a click, and the numbers that used to take a morning to pull are simply there.

Because the AI does the repetitive work inside strict permissions, with every action logged and the risky ones approved first, they get the speed without giving up control. A serious, group-wide operations platform, designed, built and delivered in a single day.