A CRM you run from your AI assistant
Capable connects to Claude and ChatGPT through one MCP endpoint. Paste a transcript or ask a question, and your assistant proposes precise updates from the right records.
About Capable
The CRM your AI can run.
Capable is an MCP-native CRM that turns your calls, emails and meetings into CRM updates you approve, from inside Claude or ChatGPT, for founders and small B2B teams.
What we do
What Capable does
Field-by-field approval
Every change your assistant suggests arrives as a proposal with its reasoning. You approve it field by field, and only then is it written.
Automatic capture from email and calendar
Sign in with Google or Microsoft and Capable imports your email and calendar history, then keeps it in sync. Activity lands on the right company and person, and you confirm which companies to track.
Call Intelligence
A meeting bot joins your Zoom, Google Meet, Teams or Webex calls and records and transcribes them. The transcript lands on the right record as updates you approve.
A clear web app for the whole team
Today view, boards, lists, saved views and dashboards for everyone who prefers a screen. Custom objects, fields and pipelines fit sales, fundraising, partnerships or any relationship work.
CRM migration
Import CSV exports from Salesforce, HubSpot and Attio yourself, with mapping and a preview before anything is created. For Pipedrive and other CRMs, we help with the move and agree the scope first.
Why Capable
What makes Capable different
Competitor prices are public per-seat list prices on annual billing, as published in September 2026.
Unlimited seats instead of per-seat pricing
Capable charges a $29 monthly platform fee per workspace, however many people use it. Seat-based CRMs charge for every user: Pipedrive lists $14 to $79 per seat per month, Attio $35 to $79, and HubSpot Sales Hub $15 to $90 on annual billing (September 2026 list prices).
You pay for active accounts, not stored records
On top of the platform fee you pay $0.49 a month for each company your team chooses to activate for ongoing work. Prospects, contacts and archived companies are free, and importing data never makes a company billable.
Built for your assistant, not bolted on
HubSpot, Salesforce and Attio added MCP servers to products designed around a web UI. Capable was designed for the conversation first: 66 tools, each built around a whole job, with the web app as a companion rather than the place you do data entry.
Nothing is written without your approval
AI features in other CRMs can update records or send on your behalf. In Capable every inferred change is reviewed field by field, and approved changes are committed exactly once, with a full audit history.
One plan with every feature
Quotes, sequences, reports and dashboards, custom objects, scheduling and the LinkedIn extension are included in self-service, with 5 Call Intelligence hours a month per paid workspace. Enterprise adds included migration and workspace setup, dedicated customer success, SSO and SCIM.
No onboarding fee, no annual lock-in
HubSpot Sales Hub Professional requires a one-time $1,500 onboarding fee, and Salesforce sells Sales Cloud on annual contracts. Capable starts with a 14-day free trial with no card, then runs month to month or yearly, with no onboarding fee.
Not only for sales
Salesforce and Pipedrive assume a sales pipeline. Capable's objects, stages and vocabulary adapt to the work: sales, fundraising, partnerships, recruiting or a network you keep warm.
Customers
Who uses Capable
- Founders who still run sales themselves at early-stage B2B SaaS companies
- Sales leaders and RevOps at startup and SMB B2B SaaS teams with fewer than 20 reps
- Teams moving off HubSpot, Salesforce, Pipedrive or Attio who want to stop paying per seat
- Founders managing investor relationships and fundraising
- Partnerships and business development teams
- Agencies, advisors and communities that run on a network of relationships
The team
The team behind Capable
Capable Agents AB is a small team in Stockholm, Sweden, led by its two founders.
FounderCo-founder and CEO
Adam Fakirni
Adam has spent more than ten years in B2B sales, including at Mentimeter. He started Capable after watching sellers spend their days keeping a CRM happy instead of talking to customers.
FounderCo-founder and CMO
Jacob Gustin
Jacob spent seven years at Mentimeter before co-founding Capable with Adam. As CMO he leads how Capable reaches the teams it is built for.
Origin
How Capable started
As AI assistants made everyone faster, the CRM stayed a screen full of fields. We built Capable for the conversation first, so the record keeps itself and people approve what changes.
Working with us
How Capable works with you
01
Getting started
Sign in with Google or Microsoft and start a 14-day free trial, no card needed. Capable imports your email and calendar, suggests the companies to track, and walks you through setup in the web app or in Claude or ChatGPT.
02
Support
Email hello@capable.run, or ask your assistant: Capable's help tool answers product questions with sources. You'll hear back from the founding team directly.
03
Migrations
Import your CRM's CSV exports yourself, or book an assisted migration. For assisted work we agree scope, timing and any cost up front, and check the import with you before your team switches.
04
Your data
Encrypted at rest and in transit, never used to train models, exportable at any time, with an audit history of every change and a standard data processing agreement. Capable is built to SOC 2 principles.
At a glance
Key facts
- Company name
- Capable (Capable Agents AB, org. no. 559504-0444)
- Type
- Software company: MCP-native CRM, delivered as SaaS
- Founded
- 2024
- Founders
- Adam Fakirni (Co-founder and CEO) and Jacob Gustin (Co-founder and CMO)
- Headquarters
- Stockholm, Sweden
- Website
- capable.run
- Core offering
- A CRM operated from Claude or ChatGPT through one MCP endpoint, with field-by-field approval and a web app for the whole team
- Pricing
- Unlimited seats. A $29 monthly platform fee ($290 a year), plus $0.49 per active account per month ($4.99 per account per year). Prospects, contacts and archived accounts are free. Paid workspaces include 5 Call Intelligence hours a month, with more in packs; hours never expire. 14-day free trial, no card required.
- Contract terms
- Monthly or yearly. Monthly plans cancel at the end of the current month; no onboarding fee and no minimum team size.
- Services
- CRM software, Call Intelligence (meeting recording and transcription), email and calendar sync, self-service and assisted CRM migration
- Communication
- Email hello@capable.run, in-app support conversations, and Capable's help tool inside your AI assistant
- Integrations
- Claude and ChatGPT through MCP. Google Workspace, Microsoft 365 and IMAP mail. LinkedIn through a Chrome extension (beta). Zoom, Google Meet, Microsoft Teams and Webex for Call Intelligence.
- Customers served
- Founders and B2B teams at startups and small businesses, in sales, fundraising, partnerships and relationship-led work
- Competitors
- HubSpot, Salesforce, Pipedrive, Attio
- Social
- Community
- Discord
Switch to Capable
Moving from another CRM?
Bring it with you.
Import CSV exports yourself, or get our help with the move.
What is Capable?
Capable is an MCP-native CRM. You use it from Claude or ChatGPT, where your assistant reads your CRM and proposes updates you approve field by field, and from a web app for the rest of your team.
Who is behind Capable?
Capable is built by Capable Agents AB, based in Stockholm, Sweden. The company was founded by Adam Fakirni and Jacob Gustin. Adam Fakirni spent more than ten years in B2B sales, including at Mentimeter; Jacob Gustin spent seven years at Mentimeter before co-founding Capable.
Which AI assistants work with Capable?
Claude and ChatGPT. Capable exposes one MCP endpoint, and everything you can do with its interactive cards you can also finish in plain text.
How much does Capable cost?
Unlimited seats. A $29 monthly platform fee ($290 a year), plus $0.49 per active account per month ($4.99 per account per year). Prospects, contacts and archived accounts are free. Paid workspaces include 5 Call Intelligence hours a month, with more in packs; hours never expire. 14-day free trial, no card required.
Can I move from HubSpot, Salesforce, Pipedrive or Attio?
Yes. Workspace admins can import Salesforce, HubSpot and Attio CSV exports themselves, with mapping and a preview before anything is created. For Pipedrive and other CRMs we help with the migration and agree the scope first.
Does Capable train AI models on my data?
No. Capable runs no AI model of its own on your data. Your data is shared with your AI assistant only when you or your team make a request through it.
How do I contact Capable?
Email hello@capable.run. If you already use Capable, you can also ask for help directly from your AI assistant or open a support conversation in the app.
Try it yourself
Unlimited seats.14 days free.
Try Capable free 14 days free. No card needed.