We rebuilt a CRM that had hit its limit

The Play Your Brand team contacted us to provide technical support and add new features to FlitCut, a CRM they had developed themselves. However, we soon began to detect serious architectural problems. The application was slow and unstable, the user experience was confusing, and the system often failed to respond as it should. As a result, implementing any change became complex, costly and unpredictable.

The problem

The problem wasn’t just a long list of technical issues; it was the sense that the product had lost its direction.

Introducing new features was extremely complex and triggered additional errors due to the state of the code: duplicated business logic, unnecessary complexity, and internal dependencies that made everything unstable. Every adjustment opened the door to new conflicts; moving one piece caused the whole system to wobble.

The user experience didn’t help either: duplicated screens and forms, long and unintuitive workflows, very slow system responses. All of this created a feeling of fragility, wasted time and frustration. For external clients with access to the CRM, it was practically unusable.

In a call with Albert, COO and Founder, we laid out the reality of the system. We explained that continuing to maintain this foundation would be inefficient, unprofitable and incompatible with growth. A strategic rewrite of the CRM was necessary—one designed to last and evolve.

Our approach

We began by deeply understanding how Play Your Brand worked, what the team needed, and what they expected from the product in the coming years. We conducted workshops with the heads of each department to understand their real processes, translating their day-to-day operations into precise user stories and wireframes before development.

With all this information, we created a technical transformation plan that identified the problems in the current system and justified why a complete rewrite was the safest and most sustainable option. We proposed a new architecture based on modern, widely supported technologies: Laravel, Filament, PostgreSQL.

Changing the technology was not enough: the way of working also needed improvement. That’s why we introduced modern practices and methodologies to bring structure and clarity to the project: sprints organised according to Scrum, formal task definitions with clear acceptance criteria, TDD-driven development, and automated processes through CI/CD.

With this solid, organised and much more maintainable foundation, we supported the internal team in adopting the new practices and technologies, training them so they could work autonomously and not depend on us in the long term.

The solution

Version 1.0 of FlitCut was not simply a technology change. It was a complete rebuild that restored clarity, structure and capacity for growth.

The impact

The new version of FlitCut has changed the team’s relationship with the system, allowing them to work more confidently and without friction. The company now has a faster, more stable and clearer tool that supports its growth and can evolve without fear.

Version 1.0 is only the beginning. In the coming months, we will add new features and open access to Play Your Brand’s clients so they can manage their budgets, projects, tasks and invoices. We will also add AI features to strengthen key processes. The ultimate goal is to turn FlitCut into a SaaS capable of growing independently and without limits.