SmartCRM

CRM that keeps your customers coming back.

I'm Kristjan, a CRM consultant for iGaming, fintech and e-commerce. For 13 years I've built the journeys that turn sign-ups into loyal, profitable customers.

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The lifecycle I design, automate and measure

Six moments in every customer's life. Each one gets its own journey.

  1. Step 1

    Sign-up

    Welcome flows that get new users set up and ready.

  2. Step 2

    First action

    Onboarding that leads each new customer to the step that matters most.

  3. Step 3

    Repeat action

    The habit-forming second step, triggered in real time.

  4. Step 4

    Active

    Segments, offers and challenges that keep customers engaged.

  5. Step 5

    Loyal

    Loyalty schemes and personal care for your best customers.

  6. Step 6

    Lapsing

    Churn signals spotted early, before the customer is gone.

Win-back: lapsing customers get a tailored route back to active, so step 6 feeds step 4 instead of ending the story.

What I do

Strategy when you need a plan, hands-on work when you need it built. Usually both.

CRM audit

A clear review of your data, segments, journeys, channels and KPIs, with a prioritised list of what to fix first.

Tool selection and implementation

Choosing and setting up Optimove, FastTrack, Smartico, Braze or Customer.io, from requirements to handover.

Lifecycle automation

Welcome, onboarding, repeat-action, cross-sell, loyalty, churn prevention and win-back flows, triggered by real behaviour.

Gamification and loyalty

Challenges, missions and loyalty schemes that give customers a reason to return.

Segmentation and reporting

Behavioural segments built with SQL and your CRM, plus dashboards that show what each campaign earns.

CRM team building

Hiring, training and processes for your in-house team, so the work continues after I hand it over.

Experience

13 years of CRM in iGaming, fintech and lending, in-house and as a consultant.

  1. 2022 to now

    CRM consultant Independent

    CRM for crypto, fiat and hybrid casinos and fintech companies, including EVO.io, Betmaster and CasinoCat.

  2. 2024 to 2025

    CRM consultant EVO.io

    FastTrack CRM and Rewards from zero to 1M turnover.

  3. 2022 to 2023

    CRM manager Gamb.co, London

    Built a start-up's CRM processes, systems, dashboards and automated reports on FastTrack.

More experienceLess experience
  1. 2021 to 2022

    CRM manager Betmaster

    Optimove automation across sport and casino; led, hired and trained an international CRM team.

  2. 2019 to 2021

    Customer offering manager Inbank

    Customer.io automation and SQL and Tableau segmentation for loans, deposits, hire purchase and credit cards.

  3. 2018 to 2019

    Sportsbook CRM specialist Mansion Group, Gibraltar

    Launched MansionBet for the UK and Irish markets with Optimove, Xtremepush and SBTech.

  4. 2013 to 2018

    Sportsbook marketing project manager OlyBet

    Built sportsbook marketing and CRM from scratch for the Baltic market leader.

Tools I work in

Outlined in amber: the CRM platforms I've implemented or run day to day.

Pricing

Fixed prices when the scope is clear, hourly when it isn't.

A fixed price and a delivery date, agreed before work starts.

  • $750

    CRM health check

    A 60-minute call and a written review of your data, segments, journeys and KPIs, with your top 10 fixes.

    5 days
  • $2,200

    CRM audit and 90-day roadmap

    A full audit benchmarked against your vertical, with a prioritised roadmap and a segment and journey map.

    10 to 14 days
  • $3,500

    Lifecycle journey build

    Three core journeys, such as welcome, activation and win-back, designed, built and tested in your CRM tool.

    3 to 4 weeks
  • $5,000 to $12,000

    CRM tool selection and implementation

    Requirements, vendor choice, setup, integration and handover to your team.

    Quoted per scope

Paid in milestones, with the first one paid before work starts. Two rounds of revisions are included; new requests are quoted separately.

$75per hour

For open-ended work, with a weekly hour cap we agree up front.

  • Ongoing CRM consulting, 40 hours a month$3,400
  • Ongoing CRM consulting, 80 hours a month$6,400

Monthly plans run for at least three months, with 30 days' notice to stop. Tool licences are paid by you.

Tell me where your CRM is today.

Pick a time for a free 30-minute intro call, or write to me. I reply within one business day.

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