Keystone AI vs a generic CRM
HubSpot, Pipedrive and Monday are CRMs. Keystone is a lead capture and follow-up system that includes a CRM. Here is what each one actually does on a Tuesday morning when an enquiry lands.
| Factor | Keystone AI | Generic CRM |
|---|---|---|
| Built for | UK trade firms (builders, plumbers, electricians, roofers) | Generic B2B sales teams |
| Answers the phone | Yes — AI voice in under 60 seconds | No — you still pick up |
| Replies to web forms | Auto-SMS + AI callback | Logs the lead, waits for you |
| Quote follow-up | Day 3, 7, 14 SMS + email + voice | Manual workflow you have to build |
| Google review automation | Auto-fired on job complete | Add-on or third-party tool |
| Setup time | Live in 30 days, done by us | Weeks of self-config + training |
| Trade-specific templates | Bathrooms, extensions, boilers, rewires, roofs | Generic — you write your own |
| Custom deal stages and reporting | Built-in pipeline, fixed structure | Fully customisable |
| Integrates with 5,000+ apps | Major ones only (Stripe, Google, Meta) | Yes (Zapier ecosystem) |
| Monthly cost | From £249/mo all-in | £30–£150/mo per seat + apps + setup time |
When a generic CRM still wins
If your business is mostly long, complex B2B sales cycles with a six-strong internal sales team, deeply custom deal stages, and integrations into a finance and ops stack you have spent years tuning, a generic CRM will fit better. None of that describes most UK trade firms under £5m turnover.
Why most trades pick Keystone
The lead is lost in the first hour, not the next sales cycle. A CRM that logs the missed call beautifully has not solved the problem. Keystone's job is to make sure the call is answered, the form gets a 60-second callback, the quote is followed up, and the review is collected — so the CRM ends up full of won deals instead of well-organised regrets.
Common questions
See it before you decide
Watch a six-minute demo, then check whether your postcode is still open.