Penly CRM
A compliant CRM built for pension advisers, from first meeting to reconciled commission.
Penly is a CRM for pension advisers, in Danish. It covers customers, sales pipeline, pension portfolios, advisory cases with four-eyes approval, documents with e-signature, GDPR, commissions reconciled against provider payments and an AI assistant. Six roles each have their own access. It is built for a regulated industry that general CRMs do not fit.
- Stage
- Demo, in sales
- Launch market
- Denmark
- Revenue
- Licence per user
- Price
- Planned from 495 kr per user a month
- Buyer
- Independent pension advisory firms
- Stack
- Laravel · MySQL · REST API
The problem
- Advisers juggle a general CRM, spreadsheets, email and provider portals.
- Compliance needs every advice approved and documented before it reaches the customer.
- Commission from pension providers is hard to reconcile, and missing payments go unnoticed.
The product
One system for the whole advisory process: pipeline, customer and portfolio data, advisory cases that compliance must approve before release, documents sent for e-signature, GDPR handling and a commission module that matches expected commission against what providers actually pay. An AI assistant drafts summaries and next steps.
- A lead enters the pipeline and becomes a customer.
- The adviser records portfolios and creates an advisory case.
- Compliance reviews and approves (four-eyes) before the advice is sent.
- The customer signs electronically; documents are stored with an audit trail.
- Commission is reconciled against provider payments each month.
Who pays and why
Business model
| Revenue line | Price | Notes |
|---|---|---|
| Licence per user | 495 kr / month (planned) | All modules for advisers. |
| Compliance user | Included | Approval role at no extra cost. |
| Onboarding and data import | Fixed price | Migration from spreadsheets or old CRM. |
Market and targets
The Danish pension advice market has many independent firms and brokers, each with several advisers, operating under strict documentation rules. Niche CRMs with real compliance flows are rare, so a focused product can win on fit.
Targets are planning assumptions.
Go-to-market
Design partners
- Work with 2 to 3 advisory firms on the demo
- Role videos and a presentation for each role
- Price validation
Sales to independents
- Direct sales to independent firms
- Presence in industry networks and events
- Reference customers
Integrations
- Provider data feeds for portfolios and commission
- Integration with signing and ID providers
- Norway and Sweden assessment
Channels
| Direct sales | A small, well-defined buyer group. |
|---|---|
| Industry associations | Trusted channels for regulated firms. |
| Compliance consultants | They advise firms on tools. |
| Role videos | Show each role its own day in the system. |
Competition
| Alternative today | Why we win |
|---|---|
| General CRMs | No four-eyes approval or commission reconciliation. |
| Enterprise pension platforms | Built for big companies and priced accordingly. |
| Spreadsheets | Cheap but risky in an audit. |
What we measure
- Time from lead to signed advice
- Share of advice approved on first review
- Commission discrepancies found per month
- Users active per week
Status and roadmap
- Customers, pipeline and portfolios
- Advisory cases with four-eyes approval
- Documents with e-signature, GDPR tools
- Commission with reconciliation
- AI assistant, six roles
- Provider data integrations
- Production hosting with data agreements
- Pilot customers
Risks
| Risk | How we handle it |
|---|---|
| Long sales cycles in regulated firms | Design partners and clear compliance value shorten them. |
| Data protection requirements | EU hosting, role-based access, audit logs and data agreements. |
| Small market | High price per user and low churn compensate. |
Want a product like this?
We build version one of products like Penly CRM from about $3,000: web app, admin panel, mobile app and API, live on your own domain. Then we can host and maintain it for $500 a month.