Capable, a Stockholm-based startup, has launched a CRM that users can run through the AI tool of their choice, via MCP. The pitch from co-founder and CEO Adam Fakirni: a CRM that your AI runs, so you can get back to building relationships.
The Idea
Fakirni says the idea grew out of his own career. Fifteen years ago, he started his first customer-facing job, making 80 calls a day selling phone subscriptions. As he moved into more senior roles, he found himself spending less time with customers and more time inside the CRM, under the mantra that if it’s not in the CRM, it doesn’t exist. He saw the business value of well-documented commercial processes, but it always felt wrong — shouldn’t salespeople be spending more time creating and deepening relationships, not less?
At the start of this year, he decided to do something about it. His thesis: AI should make sales more human, not less, by automating the manual parts so people spend more time with customers.
Early Traction
Fakirni describes the nine months leading up to the launch as the most challenging period of his professional life, spanning everything from unit economics and investor pitches to cold outbound, early rejections, closing the first customers, disagreements with co-founders, losing co-founders, and building products only to see them replaced a week later.
Capable already has paying customers with thousands of updates logged in the product, and its power users have 92% of those updates carried out by AI agents.
Bold Bets
Capable is making several unconventional pricing decisions. It doesn’t price per seat, instead pricing based on outcomes, and it offers only a single plan with every feature included. For the first 100 paying workspaces, the company is offering 50% off for life using the code LAUNCH100 at checkout.
