Case study ยท Our own companies
Gold Vault case study: one CRM for multiple brands
The CRM and AI sales trainer we built for our own companies first.
Gold Vault is the CRM and AI sales trainer the qewlabs partners designed for Better Ledgers and Dash Staff, the two companies Ami Morgenstern and Lipa Knopfler co-founded. It gave us one view of sales across every brand and showed each rep's strengths and gaps. It has never been sold to a client. We show it because it's the clearest example of how we work: find the bottleneck, design one system, and build only what earns its place.
What problem did Gold Vault solve?
One sales team, two brands and no clear view. The same team sold for Better Ledgers and Dash Staff, and each brand tracked sales its own way. We were paying more than $200 a month for one user across Pipedrive, Recruit CRM and JustCall, and nobody had a single picture of sales. We couldn't see who sold what well, so coaching was guesswork, and training wasn't consistent from rep to rep. We designed it for those two brands, built so more brands can be added easily as they come up.
How was Gold Vault designed?
One CRM that every rep uses for every brand, so the numbers sit in one place. Then an AI coach: reps practice calls with it, and it points out what they missed.
The decision that mattered most: a brand is a setting, not a separate system. That one choice is meant to make adding qewlabs to Gold Vault a setup task, not a rebuild.
How was Gold Vault built?
Ami built Gold Vault himself, using AI to help write the code, in about four weeks.
It doesn't replace every tool. It connects to the ones the team already relies on: phone, calendars and email; the company's project management tool, for specific tasks; and Recruit CRM, which Dash Staff still uses for recruiting.
That's the same approach we take for clients: one source of truth in the middle, connected to the tools that already do their job well.
What changed after Gold Vault?
- We see sales as a whole: one view across every brand, instead of a picture pieced together from separate records.
- We see each rep: their strengths and gaps, so we know where to train.
- We collect client data we couldn't before: it now lands in one place as part of the normal sales process.
- A new brand is designed to be a setting, not a new system: adding qewlabs will be the first test of that.
We don't publish numbers we haven't measured.
What does this mean for your business?
Your business has its own version of this problem: scattered records, no clear view, decisions on gut feel. If you sell several services, see how we approach a custom CRM for companies that sell several services. We start the same way we did for ourselves, by listening.
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