Form submittedPricing page: wants a demo for 40 seats
The customer journey is one loop, not five handoffs.
Every handoff drops what the last team learned, so the customer repeats themselves. We build the system that doesn’t.
ACAcme Corp Company
One record, five teams
Call with Sarah LeeSummary added: needs SSO before launch
Task: Set up SSOSuggested from Sarah’s call
Email from SarahAsks for a bulk export
Request: Bulk exportLinked to Acme Corp
Sample record
What breaks at every handoff.
When every team works in its own tool, each keeps its own version of the customer.
- Context gets lost.Each team starts from its own record, so the customer explains themselves again.
- Promises go missing.What sales agreed on a call never reaches the onboarding plan.
- The roadmap guesses.Requests sit in a support tool the product team rarely opens.
Where Custral came from.
Avery Durrant spent seven years as CTO and CEO of Dripos, an all-in-one platform for coffee shops, building its engineering, sales, onboarding and success teams and working beside them. Each team had its own version of the customer.
Custral is what came out of it: every team working from the same customer records, from the first conversation to the renewal.
- Second-time founder
- Y Combinator alum
- CTO and CEO
- $17M+ raised
- Programming since age 11
More about Avery
Dripos went through Y Combinator and raised $17M+. Avery built and scaled its customer success, implementation, engineering and sales teams, and designed the systems and processes they ran on.
Custral draws on both jobs: building the software, and running the teams that depended on it.
“I spent years chasing a different view of the customer in every tool. I built Custral so there’s only one.”
A customer should only have to say it once.
- Our mission
Give marketing, sales, onboarding, success and product the same customer records to work from.
- Our vision
Every handoff carries its notes and promises, and the roadmap is built from what customers asked for.
What we believe.
How we decide what to build.
Customers move in a loop, not a funnel.
The whole cycle runs on one record, so each stop learns from the last.
Your CRM should be built around you, not around its features.
Shape the objects, views and workflows around how you already run.
Relationships are human. Offload everything around them.
Workflows and AI agents take the routine. By default, Stella asks before sending anything.
How we ship.We build from what customers ask for, and judge a release by what it changes for them.
Use it, or help build it.
We’re letting teams in a few at a time.
Use CustralOpens the application form.
Join waitlist →Work on CustralThe open roles are on the careers page.
See open roles →