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AI insights

Updated

Overview

CRM includes a set of AI-powered tools — powered by THEO — that surface risks, opportunities, and recommended next actions across your accounts. Each insight is generated for one company at a time, on demand: an admin or owner opens the company record and triggers generation, and the result is stored on that record and shown on the company page.

Account Briefings

An account briefing is a concise, paragraph-length summary of where a client account stands right now. It covers recent activity, open deals, any flags worth noting, and suggested next actions.

To generate or view a briefing:

  1. Open the company record.
  2. Open the Intelligence tab, then select Briefing.
  3. If a briefing exists, it displays with the date it was last generated.
  4. Click Regenerate to get a fresh one based on the latest activity.
  5. If no briefing exists, click Generate Briefing.

A briefing is written from the CRM data already on the account — the company profile, the twenty most recent activities on its timeline, and its deals. The more CRM data you have on the account, the more useful the briefing.

Churn Risk Predictions

CRM records a Churn Score (0–100) and a Risk Level (Low, Medium, High) for a company once a prediction has been generated for it. Higher scores indicate a higher chance the client may leave.

Each prediction includes:

  • The signals driving the risk, drawn from the account's own CRM record — for example, no activity in 60 days, deals stalled in an early stage, or a close date that has passed.
  • A recommended action (for example, schedule a call, send a check-in email, flag for QBR).

The prediction reads the company's profile, its deals and its recent activity. CRM does not read PSA tickets or contract terms for it, and it does not read the content of your mailbox.

To view churn predictions: Go to Churn in the left navigation to see every company with a stored prediction, or open a company record and click Recalculate on its Churn Risk card to generate or refresh one. A prediction is generated for a company when an admin or owner triggers it from that company's record; nothing regenerates it on a schedule.

Expansion Opportunities

For each company, THEO identifies potential areas where you could grow the relationship — additional services they are not yet using, or upsell candidates based on the account's profile.

Each opportunity includes a score and reasoning so you understand why it was surfaced. Go to Expansion in the left navigation to see them all, or open the company record they belong to.

Relationship Health

Relationship health is a per-company score. Where an explicit health score has been recorded on the company, CRM uses it directly; otherwise CRM derives the score from that company's churn prediction. A high score means regular engagement; a low score means the account may be drifting.

Use relationship health as a quick filter to find accounts that need attention before they become churn risks.

Smart Follow-Up Suggestions

Smart follow-ups are specific, actionable suggestions for what to do next on a deal. Examples: "Call Acme Corp — no activity on the deal in 14 days," or "Follow up on the Ridgeline Law renewal — no activity in 21 days."

Each suggestion has a type (call, email, meeting, or task) and a priority level (low, medium, high). Go to Follow-ups in the left navigation to review them all, or open the deal and company records.

Natural Language Queries

On the Ask CRM page, the search box lets you type a plain-English question and get results:

  • "Show me all deals closing this quarter over $10,000"
  • "Which contacts have not been contacted in 30 days?"
  • "What is my win rate for deals over $5,000?"

THEO translates your question into a database query, runs it, and displays the results. You can save questions you use regularly.

Frequently Asked Questions

How often are churn predictions and expansion opportunities updated?

A prediction is generated for a company when an admin or owner triggers it from that company's record — nothing regenerates it on a schedule, so regenerate it whenever you need a fresh one.

The briefing says "no data available." Why?

The company record is likely new or has very little activity recorded. Add activity (calls, emails, deals) and let email sync run for a while, then regenerate.

Can I dismiss a smart follow-up I do not want to act on?

Yes. Open the follow-up and mark it dismissed. It will not reappear unless conditions change enough to resurface it.

Are these AI insights visible to client portal users?

Not from CRM. CRM serves no client-facing view of its AI insights, and there is no per-portal feature toggle to switch them on for a client. Churn scores, briefings and health summaries are MSP-staff-only today.

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