b.rm / braid relationship manager

Agent-based sales and relationship management. Formless. Voice and chat driven.

b.rm has no records to open and no fields to fill. You state what happened or what you want; an agent calls the tools, writes to the graph, and tells you what changed.

This is the system Braid runs its own business on: pipeline, matches, integrations, outreach. It is internal software, published here as a reference so investors and customers can see exactly how the work is done: the tool surface, the orchestration layer, and the interface.

interface: voice, chat, mcp app
input: natural language. no forms, no fields
own servers: braid-crm, braid-messaging
orchestrated: apollo, unipile
tools: 89 first-party + orchestrated providers
audience: the braid team
status: in production, internal. shown, not sold

Overview

A CRM is a database that asks you to maintain it.

The data model is not the problem; the data entry is. Every field, note, stage change, and task is work handed back to the person who already did the real work. Systems decay because nobody has time to keep them honest.

b.rm inverts it. The relationship graph stays rigorous: companies, contacts, opportunities, matches, integrations, tasks, activity. But you never touch it directly. You talk. The agent reads the live schema, picks the right tools, and applies the change.

Nothing is generated on your behalf without being stated back to you. Every write is reported in plain language, attributed, and logged.

Interface

01You state intentSpoken or typed, in whatever order it comes out. No required arguments.
02The agent resolves itIt matches names against the graph, asks only when genuinely ambiguous, and selects the tools.
03It reports the resultWhat was written, what it touched, and what it queued for follow-up.

example exchange

you   ▸ where's the pipeline this week?

b.rm  ▸ 34 open opportunities · $2.1M weighted
        discovery 11 · eval 9 · contracting 6 · onboarding 8
        3 moved stage since Monday, 2 went quiet past 14d

you   ▸ match Northlake Fintech to Cedar Valley Bank,
        put Dana on the integration side

b.rm  ▸ match created · bank track opened
        integration owner: Dana Reyes · go-live target unset
        task queued: send Cedar Valley the intake packet

Tools

89 first-party tools across our two servers, grouped by the work they do. Nothing here is a screen. Each entry is something you can simply ask for.

/pipeline

14 tools

Opportunities across supply, demand, and partners.

Create an opportunity and move it between stages
Read the funnel stage by stage, with counts and values
Report ARR, MRR, and weighted value
Snapshot the pipeline and compare it against earlier snapshots
Reassign an owner, close won or lost with a reason

/matches

9 tools

The fintech-to-bank hand-off itself.

Make a match between a fintech and a bank
Track the bank side and the integration side separately
Reassign, pause, or resume a match
List open matches by bank, fintech, or owner

/integration

11 tools

Onboarding work from signature to go-live.

Integration worklist with owner, health, and target go-live
Per-bank Knowledge Center build status
Rollups written to be read out in a status meeting
Flag a blocker and record the date it cleared

/leads

12 tools

Everything before a record exists.

Add one lead, or import a batch deduped on email or LinkedIn
Qualify, disqualify, or reopen a lead
Promote a lead into a company, contact, and opportunity in one move
Work the accepted-connection follow-up queue

/accounts

15 tools

Companies and contacts as one graph.

One record per bank, credit union, or fintech
Merge duplicates without losing history
Contacts carry their linked opportunities and activity
Search by name, domain, segment, or relationship

/tasks

8 tools

Follow-through attached to a record.

Create, assign, and due-date a task against any record
Close a task, or reopen one that came back
Ask what is open, overdue, or unowned

/activity

10 tools

The interaction log and what it surfaces.

Log a call, note, email, meeting, or LinkedIn touch
Read a whole thread in order
Pick up the mentions addressed to you
Ask what has gone quiet and for how long

/messaging

16 tools

Email and LinkedIn from the same instruction.

Triage the mailbox; send and reply in-thread
See which LinkedIn conversations owe a reply
Search people and companies on LinkedIn
Send invites, messages, and InMail
Run a campaign end to end from one work surface

Orchestration

First-party MCP servers, with orchestrated enrichment and channel automation.

b.rm owns the graph and the messaging surface. Apollo enriches records on demand. braid-messaging handles the conversation layer; Unipile sits behind it as the live channel provider. Make closes the loop between LinkedIn lead-gen ads and the system.

The agent decides which server to call and in what order. One instruction, “qualify this lead and open the thread”, can enrich through Apollo, write the record, and send through the right connected identity, without anyone switching tools or copying a field.

                voice / chat
                     |
                [ agent ]     selects tools, sequences calls, reports back
                     |
   +-----------+-----+------+----------------+
   |           |            |                |
braid-crm   braid-msg     apollo          make
graph &     messaging     company &       linkedin lead-gen
access      surface       people data     ad automation
first-party |             orchestrated    orchestrated
            |
      [ unipile ]
   mailbox & linkedin
   accounts (behind braid-messaging)

@braid-crm

first-party · mcp

The relationship graph and everything written to it.

Companies, contacts, opportunities, matches, integrations, tasks, activity
Live schema introspection so new fields and stages are usable immediately
Roles and access enforced server-side, per person

@braid-messaging

first-party · mcp

Email and LinkedIn as one conversation surface. Unipile runs behind it.

Mailbox triage, in-thread send and reply
LinkedIn threads, reply-owed state, invites and InMail
Campaign execution against the same records
Per-user channel connections and health, managed through Unipile

@apollo

orchestrated · enrichment

Company and people data, resolved on demand.

Enrich a company or contact the moment it enters the graph
Search and qualify net-new accounts against our segment
Fill firmographics and titles so nobody types them in
Results written back as records, with the source attributed

@unipile

channel layer · behind braid-messaging

The live connection to inboxes and LinkedIn accounts, consumed through braid-messaging.

Per-user mailbox and LinkedIn account connections
Real-time message and connection events
Sending under the right identity, not a shared shell account
Connect, health-check, and reconnect handled as integration management

@make

automation · orchestrated

Workflow layer between LinkedIn lead-gen ads and b.rm actions.

Capture LinkedIn lead-gen form submissions as they happen
Create or update people, companies, and opportunities in the graph
Trigger outreach sequences or handoffs without manual import
Keep ad spend connected to downstream activity

Reference notes

schema awareness: The agent reads the live shape of the data before it acts, so new fields and stages are usable the moment they exist. No prompt rewrite, no release.
roles and access: Team membership and permissions are enforced server-side. The agent can only read and write what the person speaking is allowed to.
campaigns: LinkedIn outreach has a dedicated work surface: sequence, accepted-connection queue, reply state, and per-step ownership.
voice: Voice is a first-class input, not dictation into a form. Partial, out-of-order, and self-correcting speech is expected.
enrichment: Apollo is called as a tool, not synced on a schedule. Data is pulled when a record needs it, written back attributed, and cached, so the graph stays current without burning credits on noise.
integration management: Unipile holds the live mailbox and LinkedIn connections per person, consumed through braid-messaging. Make handles the automation layer between LinkedIn lead-gen ads and the graph. Messages send under the real identity of the sender.
status: In production inside Braid, used daily by the founding and sales team. Published as a reference for investors and customers. Not open for sign-up.

Who uses it

This is not a product for the world. b.rm is how Braid runs its own business, shared here so investors and customers can see the operating system The Braid Team actually works on.

The Braid Team

The same people run marketing, sales, and operations, so the tool has to move across all three without losing context. b.rm lets us plan a campaign, source a lead, run a meeting, close a partner, and ship an integration from one conversation, not five dashboards.

Contact

See you in the token pool.