CRM data hygiene that stops depending on the people who hate updating it.
AI agents watch the signature lines, calendar invites, and conversations your team already reads — then update and enrich the contact and company records in your CRM themselves.
Official services partner of the platforms defining AI
NVIDIA
Anthropic
Your CRM did not rot overnight. It rotted one unlogged title change at a time.
From operations leaders we have sat with: the technology lead at an executive-compensation consultancy, where associates live in client email all day and the CRM is the last place any of what they learn ever lands.
Promotions nobody writes down
A client contact becomes a vice president; the announcement sits in the signature line of an email your associate just read. The CRM still says "manager" until someone types it in — and nobody does.
People move, records don’t
Your champion takes a job at another company. The relationship moves with them; the record stays frozen at the old logo, and the next campaign goes to a dead address.
Updating the CRM is nobody’s job
Associates are measured on client work, not data entry. Cleanup week comes twice a year, produces a burst of corrections, and the rot starts again on Monday.
The AI tool the team logged into twice
The last enrichment product promised fresh records; it matched against its own database, not your actual relationships — so after two logins the team went back to ignoring it.
Decisions run on stale data
Partner outreach, engagement planning, who-knows-whom — all of it runs on records nobody trusts, so the partners keep their real network in their heads and their inboxes.
Stale records compound. An AI agent’s watch does not.
What the manual way looks like at a boutique advisory whose associates correspond with dozens of client companies every day. Your numbers will differ — tracing one quarter of record drift puts figures on yours before anything gets built.
From an anonymized engagement — an executive-compensation consultancy whose administrative team watches client email
Contact data enrichment from the inbox your team already reads.
No new system for your associates to learn — and nothing new for them to type. AI agents read what your team already reads and keep the records current inside the CRM you already run.
- 01
Trace one quarter of drift
We sample your CRM against reality — which records went stale, what changed, and where the truth actually lives: signature lines, calendar invites, email threads.
- 02
Encode your update rules
What counts as a change worth writing, which fields an agent may update on its own, when a person confirms first — documented with your team and encoded as rules you own.
- 03
AI agents keep records current
A signature says "VP" now; a calendar invite arrives from a new domain. The record updates itself — or lands in a review queue with the evidence attached.
HubSpot data enrichment vs. enriching from your own inbox.
HubSpot’s native enrichment is genuinely good at what it is built for: firmographic fill from its own database — industry, size, headquarters. What it cannot know is that your contact got promoted last Tuesday, because that news lives in the signature line of an email your associate read, not in any vendor’s dataset.
We build AI agents that watch your team’s inbox and calendar — the places where changes surface first — and write them back into the HubSpot you already pay for, in your cloud, on rules you own. HubSpot contact enrichment from your own relationships, not a purchased list.
We monitor and watch the emails — if someone is now a vice president, it automatically gets updated. Nobody here was going to type it in.
Led by Peter Enestrom.
Asked by operations and technology leaders.
The straight answers, before you book anything.
CRM data hygiene is keeping contact and company records accurate as reality changes — titles, employers, email addresses, who owns the relationship. Traditionally it means nagging people to type updates and running cleanup projects twice a year. Our version is AI agents that read the signature lines, calendar invites, and conversations where changes actually surface, and update the records themselves, with a person confirming anything uncertain.
HubSpot’s enrichment fills firmographic fields from its own database — industry, company size, location. It cannot know your champion changed jobs last week, because that happened in your inbox, not in its dataset. Our AI agents enrich from your team’s actual email and calendar, and the automation runs inside your HubSpot — so you keep both.
Different job. The sales process automation work covers logging meetings and drafting quotes — the seller’s clerical load. This page is record accuracy: titles, employers, and contact details drifting out of date. Both run on the same pattern — AI agents reading the systems your team already uses — and the sales process automation workflow is covered on its own page.
The pattern is CRM-agnostic. The AI agents read the inbox and calendar where changes surface and write back to whatever system of record you run — HubSpot, Salesforce, or a homegrown database. The update rules are encoded the same way either way, and you own them.
Only what you point them at. Scope is set mailbox by mailbox and folder by folder with your team — typically shared client-facing mailboxes first. Everything runs in your cloud environment, inside your security perimeter; the agents extract the change, not the correspondence, and every write is logged.
Low-confidence reads never write directly — they land in a review queue with the email or invite as evidence, and a person confirms in one click. Confident writes are logged against the rule that allowed them, so a mistake is traceable and the rule gets corrected. We stay on supervision after launch, tuning accuracy before scope expands.
Start with one workflow.
Tell us where your team loses hours. We will come back with a straight answer on whether AI can help, what it would take, and what it would pay.