I really like the fully custom data model and simple UI. As you mention, many CRMs are CRUD apps, some with varying degrees of "automations". While automations and even reporting look great for marketing purposes (admittedly important in a competitive CRM space), many SMBs would get significant value just moving off their spreadsheets onto a scalable & manageable database.

I'm curious about the setup process. The key advantage of something like this over a Salesforce would presumably be the ease of onboarding for SMBs. I saw you comment that you guys are currently handling the initial setup though.

How do you think about your plans for making onboarding as easy as possible and potentially being completely self-serve going forward?