Propel brings contacts, conversations and commercial opportunities into one workspace. Developed by Clovr Labs, it combines customer relationship management with an AI assistant that helps teams find information, draft replies and update records, with changes they can review and undo.

A customer replies to a proposal asking for a pricing breakdown. Before answering, someone needs to find the deal, check the previous conversation, review what has already been offered and decide what should happen next.

It is a routine part of sales. But when the information is spread across inboxes, spreadsheets and separate applications, a straightforward response can involve several searches and a conversation with a colleague.

As a team manages more customers, keeping that context connected becomes increasingly important. People need to understand where each opportunity stands, what has been discussed and which actions still need attention.

At Clovr Labs, we have developed Propel around these everyday needs: a CRM that brings commercial information together and incorporates artificial intelligence into the work happening around it.

What is Propel?

Propel is a web-based customer relationship management platform for sales teams. It brings together contacts, companies, deals, tasks, quotes and customer conversations.

A CRM gives a business a shared structure for managing relationships. It records who the team is speaking to, tracks opportunities and helps organise the actions needed to move them forward.

Propel connects that structure with daily communication. Teams can work with customer emails alongside the relevant history and deal, making it easier to understand a conversation in its commercial context.

Its AI assistant supports that workflow by searching records, drafting replies, suggesting next steps and helping keep information up to date.

Customer information, sales activity and AI assistance become part of the same working environment.

Bringing customer context into one place

A commercial relationship develops through many small interactions: an initial enquiry, a meeting, a proposal, a question about pricing and a follow-up.

Each interaction adds information that may matter later. When those details are disconnected, people have to reconstruct the relationship before they can continue working on it.

Propel brings contacts and companies together with their conversations and opportunities. Teams can organise deal stages, tasks and quotes within the same process, connecting an opportunity’s status with the work surrounding it.

This matters when several colleagues contribute to a sale. A shared record gives them a common reference point and makes continuity less dependent on someone remembering every detail.

With Gmail connected, users can view and answer customer emails from Propel, linked to their deals and sent from their own address. Connecting email is optional: contacts, companies and deals can also be used independently.

That connected information provides the foundation for the assistant’s role.

Where artificial intelligence becomes useful

AI is most useful in a business application when it helps with recognisable tasks.

For a sales team, that might mean locating information before contacting a customer, preparing a response or making sure a conversation leads to a follow-up.

Propel’s assistant focuses on these practical activities.

Finding information in existing records

Before taking action, a salesperson needs to understand what the business already knows.

Propel’s AI assistant can search CRM records, helping users locate information within the workspace. This supports the preparation needed to resume a conversation or review an opportunity.

For example, when returning to a deal after a period of inactivity, the user can use the assistant to help find relevant records, then check the details before deciding how to proceed.

The quality of those records remains important. Accurate, current information gives both the team and its assistant a better foundation.

Drafting customer replies

Writing a useful response involves understanding the customer’s request, choosing the right tone and checking the details.

Propel’s assistant can help prepare a draft that the user reviews and refines.

If a customer asks for more information about a proposal, the team can consult the conversation and associated deal, then use AI assistance to begin writing the reply. The person responsible checks the figures, clarifies the explanation and decides what to send.

This can make the first stage of writing easier while preserving the judgement each relationship requires. A response to a long-standing customer may need a different approach from an initial exchange with a new contact.

The assistant provides a starting point; the team remains responsible for the message.

Suggesting the next step

An email often creates work beyond the reply itself. A customer may need another document, a revised quote or a follow-up once they have considered the proposal.

Propel’s assistant can suggest next steps, including follow-up tasks, helping connect a conversation with the action that may need to happen afterwards.

The user reviews the suggestion and decides whether it fits. Timing, priorities and knowledge of the customer remain part of that decision.

This creates a practical connection between communication and follow-up: the team can consider what happens next while the relevant context is still available.

Helping keep records up to date

Maintaining a CRM is part of the sales process. Records need to reflect the work taking place so that colleagues can rely on them.

Propel’s assistant can help update those records. Its role therefore extends beyond generating text to supporting the upkeep of commercial information.

Because these updates affect a shared workspace, visibility matters. Changes made by the assistant are recorded and can be undone, allowing users to check what happened and reverse a modification when necessary.

AI assistance with human control

When AI can change information in a business tool, people need a clear way to supervise its actions.

Propel combines review, traceability and reversibility. Users can review proposed replies and changes before they are applied, while changes made by the assistant are logged and can be undone in one click.

These controls answer practical questions: what is being proposed, what was changed and how can it be corrected?

For sales teams, this is particularly relevant because details influence customer relationships. A deal’s status, the wording of a response or a recorded next step should remain understandable to the people responsible.

The assistant supports the work, while the team retains oversight of the information and decisions involved.

From customer email to commercial follow-up

Consider a customer who replies to a proposal asking for a pricing breakdown.

The salesperson opens the conversation in Propel and consults the linked opportunity. The email and its commercial context are available together.

They use the assistant to help draft a response, check the pricing details and adjust the explanation before sending it.

The assistant may also suggest a follow-up task. The salesperson reviews it and decides when contacting the customer again would be appropriate.

If the assistant updates a record, the change remains visible and reversible.

This illustrative workflow shows how the capabilities fit together. The value comes from connecting the customer’s request, the response, the opportunity and the next action within one process.

Starting with the information your team already has

Adopting a CRM usually means bringing existing data into a new environment.

Propel supports importing contacts and deals from another CRM or from CSV and Excel files. Teams can review the information before confirming an import and roll it back if something needs correcting.

Exported data from tools such as HubSpot, Pipedrive, Salesforce and Zoho can be brought into the platform. Direct connections with HubSpot and Pipedrive are also available.

The review step gives teams an opportunity to check the information before relying on it in daily work.

Access and portability also matter. Propel allows teams to configure access permissions, consult change histories and export contacts, companies, leads and deals to CSV. Customer data is hosted in the European Union, with each workspace isolated at the database level.

A product developed by Clovr Labs

Propel is a product created by Clovr Labs, bringing our experience in technology development into a tool for commercial teams.

Its starting point is a concrete workflow: finding customer information, understanding the conversation, preparing a response and keeping the next action connected to the opportunity.

Building around that workflow means considering how the different parts work together. The CRM provides structure, conversations provide context and the AI assistant helps people act on the information available.

Reviewable suggestions and reversible changes are part of that approach. They make assistance easier to assess within the day-to-day responsibilities of the team.

With Propel, we apply our development capabilities to a familiar business challenge: keeping commercial work organised as relationships, conversations and opportunities grow.