A CRM built for how firms actually win work
FigsFlow is a CRM for accountancy practices — pipeline, tasks, referrals and conversion reporting on the same client record your proposals, engagement letters and delivery work already run on. Every enquiry gets an owner and a next step, and a won deal moves forward without anyone re-typing it.
Partner or owner, start with the two pipeline views in the tour below.
Practice manager or ops, go straight to where the handover breaks.
Built inside working practices, not a lab·Microsoft 365 native — your data stays in your tenant·Founding-customer programme open now
The pipeline your partners can read, on the same record the work runs on.
The same pipeline, seen two different ways
A manager opens FigsFlow and sees the whole practice — every deal, what is stuck, and where fees are concentrated. An adviser opens the same system and sees one screen: what they owe someone today. Switch between the two and look around.
New enquiries land in a pool. The pool suggests an owner; the manager decides.
Role decides the view, not a permission grid. One setting per person.
Nobody planned the handover. It exists because the systems are separate.
It is Friday afternoon. The engagement letter came back signed on Tuesday and the client expects the first call next week — so before anything starts, somebody has to write the handover note.
They open the CRM and read backwards. Six weeks of email. The line from the discovery call where the client mentioned two more properties. The fee the partner actually agreed, which is not the fee in the first draft. None of it is visible to the delivery team, because delivery does not have a seat in the sales tool. Forty minutes later there is a document, and it is already out of date.
The retyping is not the problem. It is the symptom. The problem is that the record stops at the deal — and most CRM software for accountants is built to stop there, because closing the deal is where a sales tool’s job ends and a practice’s job begins.
The usual setup · one won deal, four systems
Pipeline, notes, the email history. It knows everything up to the win and nothing after it.
Sales onlyWhichever version was sent last. The fee and scope are copied across by hand.
SeparateIn an inbox, or in a signing tool. Scope copied in again, then chased.
SeparateJobs, deadlines and the delivery team, working from a summary of six weeks they never saw.
No sight of salesFour systems. Three seams. And every seam is somebody’s Friday afternoon — a place where something true stops being true: an agreed fee, a promised scope, a detail the client already told you once.
One record, from first enquiry to the work itself
This is what makes it a practice management CRM rather than a sales tool with an accountancy logo on it. The lead, the price, the signature and the delivery job are four stages of one record — so the seams above are not shortened, they are gone.
An enquiry arrives
Web form, phone call, referral or an event list import. The contact and the deal are created together, with the source stamped on both.
The CRM works the deal
Pipeline by deal type, one owner and any number of collaborators, tasks that cannot quietly disappear, keep-warm for the not-yet.
Priced and proposed
The deal value is not a number somebody typed. It comes from the live proposal, and it changes when the proposal changes.
Signed, and closed
The signature event closes the deal. Nobody marks it won by hand, so the won date and the signed date cannot disagree.
Delivery picks it up
Email history, notes, meeting outcomes and the signed letter are already there. The handover is a status change, not a document.
What feeds the CRM
Your website form
Creates the contact and the deal on submission, with no human touch.
Off-web enquiries
Phone, email and referral captured through the same quick entry, so the data quality matches.
Event and list imports
The same duplicate checking as the form. An import cannot bypass it.
Existing clients
Expansion and reactivation open against the party you already have, never a second record.
What the CRM feeds
Pricing and the proposal
The service and scope on the deal are what get priced.
The engagement letter
Assembled from the agreed scope, not re-described from memory.
Delivery and the client record
The full pre-signature history promotes across on close.
The practice’s reporting
Fees won by service and by deal type, out of the same records.
The one account that never reconciles
Winning the work is one side. Doing the work is the other. They are supposed to meet on a single client record — and in most practices they do not, so somebody clears the difference by hand every time a deal closes.
Judge an accountancy CRM on that gap rather than on a feature list. The question is not how many fields it has — it is whether the deal type, the fee that was actually agreed, the reason they nearly said no and the person who referred them are still readable in February, when a preparer opens the job and the client expects you to remember.
The deal, the fee, the signature and the job are the same object, so there is nothing to reconcile and nothing to re-key.
The gap is where the agreed fee, the deal type and six weeks of context stop existing — and somebody writes a handover note to bridge it.
What you are comparing against
A real pipeline, and deal type out of the box. But won is somebody moving a card rather than a signed letter, and your clients live in the delivery system — so a cross-sell duplicates them or goes untracked.
Everything after the win is solid. Nothing before it exists — where a prospect is modelled at all it is modelled as a work item, which measures effort against a deadline, not probability against a value.
The market’s best current answer, and the one we get compared to most. The client gets created in delivery, but the record is not continuous, so the fee and the story still stop at the seam.
Every size of practice, and the reason each one comes looking
A CRM stops being optional at the point where one person can no longer hold the pipeline in their head. That point arrives at a different headcount for every practice — and the first thing a firm should switch on is different every time too.
The pipeline is in your head and in your inbox, and it mostly works — until a week goes badly and two enquiries go cold without anyone noticing. There is nothing to reconcile because there is only one of you, so the value here is not integration. It is that a next step exists on every enquiry whether or not you remember it.
Switch on first: the website form, so enquiries arrive as records instead of emails.
Three or four people sell, and each has a slightly different idea of what a next step means. The handover note appears here for the first time, because the person who won the work is no longer always the person doing it.
Switch on first: owners and tasks, so nothing sits unassigned.
Five people selling, no shared definition of a next step, and the cross-sell a manager spotted in November never becomes a deal anyone owns — because the CRM and the delivery system are different places. Fee leakage starts being measurable rather than anecdotal.
Switch on first: deal value from the live proposal, so the pipeline number is real.
Pipeline by office and by owning partner, referral sources that need tracking to close, and reporting that has to survive a partner meeting. At this size the reconciliation is not one person’s Friday afternoon — it is a standing cost nobody has costed.
Switch on first: reporting on fees won by service, out of the same records.
Role decides the view, not a permission grid. A manager sees every deal plus the practice’s reports; an adviser sees the deals they own or collaborate on and nothing else. That is one setting per person — which is why a firm of six and a firm of sixty set it up the same way.
Short list, honestly labelled
The CRM connects to the things a UK practice uses every hour of the day. Everything else on this page is what is not connected yet, because finding that out in month two is worse than reading it now.
Live today
ConnectedMicrosoft 365
Mail, calendar and meetings work from inside the deal rather than beside it. Send and receive on the client’s thread, book the discovery call without leaving the record, and sign in with the identity your firm already administers.
The enquiry form on your website
A submission creates the contact and the deal together, stamps the source, drops the deal at the first stage and sends the acknowledgement, with no human touch. For most practices this is where the overwhelming majority of leads already arrive.
Spreadsheets and event lists
A conference list or an old tracker imports with exactly the duplicate checking the web form uses. An import cannot bypass data quality, which is the only reason the reports downstream can be trusted.
Companies House
Entity, officer and ownership detail can be pulled onto the record rather than typed in, which is also what the diligence check reads from later.
Not yet
And we would rather say soTax and accounts production software
No integration with the production tools a UK practice files from. The CRM tracks the work being sold and won; it does not push data into your tax software.
Not in this releaseOutbound calling and call recording
Calls are logged as activity by the person who made them. There is no dialler inside the product, and no automatic recording or transcription of a call.
Phase 2 — no committed dateAI meeting and call summaries
Being built as a separate layer across the platform rather than inside this module. The CRM is designed to work without it, and this page does not price it in.
Separate release trackBulk marketing email
Campaigns run through a managed email provider surfaced inside FigsFlow, not a send engine we built. It works — it is just worth knowing which part is ours.
Managed, not nativeWhy the list is short. An integration that half works costs a practice more than one that does not exist, because somebody still checks both systems. A CRM with eight of those is worse than one with two that carry weight.
Your data stays in your tenant. The Microsoft depth is the point of the integration, not a checkbox on it — documents and mail live where your firm already governs them.
Common questions
For winning and onboarding accountancy work, yes. For running marketing campaigns and lead nurture at volume, no — and the stack section above says which part of that is ours and which is a managed provider.
The close is the signature event, not a card movement. That is the whole point of the flow: the won date and the signed date cannot disagree, because they are the same event.
From the live proposal. It is not a number somebody typed into a field at the start and forgot, so it moves when the proposal moves.
It moves to keep-warm and the record stays, with the proposal and its history attached. If the same person comes back a year later you are picking up a record rather than starting again.
Stage names and definitions are configured by your firm. The ones shown on this page are an illustration of how practices commonly define them, not a fixed set.
The diligence check opens on acceptance and holds the engagement letter release while any item is open. It sits between stage 04 and stage 05 in the flow above.
See the pipeline against your own onboarding
Bring the way your practice actually scopes, proposes and onboards. We will walk one client through it end to end, including the part where the handover usually happens.