Top-class business software without the world-class invoice.
We give you the apps. We earn our living helping you use them well. The traditional ERP vendors sell licenses; we never sell products or data. You pay for our time — implementation, training and configuration — and only if you are pleased with it.
Mid-market businesses deserve the tools the Fortune 500 takes for granted.
For thirty years the rule has been: if you want a real ERP, a real CRM, a real WMS — the kind that runs a Fortune 500 — you write a check to one of the traditional enterprise software packages you already know by name. You pay $150 per seat per month forever. You wait nine months for an implementation. You hire consultants who bill by the hour and rarely finish on time.
We thought that was backwards.
The cost of building software has collapsed. The cost of shipping software is now a rounding error. What hasn’t collapsed is the cost of getting it right for your business — understanding your processes, configuring the system to match them, training your team, and supporting the change.
So we flipped the model. The software is free. Our living comes from the part that actually matters: making it work for you. You pay for our time, and only if you are pleased with it.
What “Free” means
Every app in the PurposeDNA Suite, no per-seat charge, ever.
Every module — Accounting, CRM, WMS, MRP, POS, eCommerce, EDI — included.
Every future module we ship, automatically yours.
Updates and security patches included.
Run it self-hosted on your own server, or on our cloud.
We don’t sell software. We make sure your business runs better when we’re done than when we started.
— PurposeDNA philosophy
The Suite
Integrated apps. One database. Built to run an entire business. And AskDNA throughout the Suite.
Every app shares one underlying data model, one user directory, one menu, and one design language. Customers your salesperson signs in ClientDNA become orders in OperationsDNA, become picks in WarehouseDNA, become invoices reconciled in External Banking — without integration cost, because there’s nothing to integrate. SOHODNA runs a home office or small business on the same ledger, CommunicateDNA keeps the team talking, and DocumentsDNA files every document next to the record it belongs to.
AskDNA, the suite’s AI assistant, lives in the corner of every screen. Ask it “why is this customer overdue?” on a receivables page and it pulls the answer from the invoice, payment, and ticket history. Ask it “build me a report of last quarter’s top 10 products by margin” and it queries, formats, and offers to email it on schedule. Same assistant, every module, contextually aware of what you’re looking at.
PurposeDNA Suite · run your business with the Suite’s apps, evolve it with EnsuranceDNA
App 01Live · purposedna.app/client
ClientDNA
A complete CRM that runs sales, marketing, and customer service on one shared customer record — and hands orders cleanly to operations when the deal closes.
Automated phone support (voice agent on inbound calls)
Returns & credit memos that hand back to AR
Working Log on every record (not a chat sidebar — structured activity)
Quote-to-Order in one click; orders open in OperationsDNA
Smart-button counts: open quotes, open invoices, open tickets, lifetime value
Filter chips, kanban, list and form views per object
No copying. Better positioning.
Borrows the best patterns from the leading CRMs — never the wording or the look. Funnel, not Pipeline. Working Log, not Chatter. Engaged / Passed, not Won / Lost.
App 02Live · purposedna.app/operations
OperationsDNA
A full ERP. Not a starter ERP, not an “ERP-lite.” The kind that runs Accounting, AR, AP, Inventory, Purchasing, Manufacturing, POS, HR, Tax, and Compliance for a real business with real revenue.
External Links — EDI, payment processors, banks, carriers
Finance dashboard with live AR aging
Quietly enterprise
Lot & serial tracking. Analytic accounting with intercompany reconciliation. Auditor package generation. Bank feed reconciliation with smart auto-match. Tax compliance with fiscal positions and return generation. Period close with sub-ledger checks. Batch invoicing. EDI inbox/outbox with automatic Sales Order creation. Stripe, Square, PayPal, Authorize.net, Clover, Braintree payment processors. Plaid bank connections. UPS, FedEx, USPS, DHL, ShipStation carriers. Whatever “but does it…” you’re about to ask, the answer is very often yes.
App 03Live · purposedna.app/warehouse
WarehouseDNA
A phone-first Warehouse Management System. The floor uses a Progressive Web App on any Android or iPhone with a camera. The office uses a desk dashboard. Same data, two surfaces.
Phone floor app · pick & scan
Inside WarehouseDNA
Site → Warehouse → Zone → Bin hierarchy
Phone PWA: pick, pack, ship, receive, move, count
Camera barcode scanning via native BarcodeDetector API
Reports and BI across the entire Suite, in one place. Because pulling Sales out of ClientDNA, AR out of Operations, and Shipping out of WarehouseDNA into a separate spreadsheet is exactly what went wrong with the last ten ERPs.
Inside BlueprintDNA, part of the EnsuranceDNA Suite, the project plan runs phase by phase: the work breakdown, each person’s weekly load, earned value and burndown, all tied to the requirements they deliver. Treat it as your project operations cockpit.
Industry moduleLive · purposedna.app/charity
CharityDNA
Everything a nonprofit needs — as a thin overlay on the Suite. It reuses the same accounting, CRM, payments and scheduling, and adds only what charities need that businesses don’t. Toggle it on per organization.
Inside CharityDNA
Donor & constituent management with major-gift moves management
Donors are ClientDNA contacts; gifts post through the OperationsDNA general ledger with a fund + net-asset dimension; volunteer shifts reuse scheduling; impact and Form 990 surface in IntelDNA. Nothing is rebuilt — the nonprofit delta sits on top of the suite you already run.
Development · EnsuranceDNALive · ensurancedna.app
BlueprintDNA
The fastest way to understand how a business actually works — and the fastest way to ship the system that runs it.
BlueprintDNA (design) and BuilderDNA (build) are part of the EnsuranceDNA Suite — the development component of PurposeDNA: design it, then build it. See EnsuranceDNA →
BlueprintDNA is the platform we use to design every implementation we deliver. It starts from a gold master catalog of 3,227 pre-built processes, drawn from the most widely deployed enterprise frameworks in the market.
For a new client, our first move is to walk your team through the catalog, mark which processes apply, and end the day with a working blueprint of your operation. From there, configuration of the rest of the Suite is a derivation, not an invention.
Inside BlueprintDNA
End-to-End process → Process Area → Process → User Story → Acceptance Criterion
3,227 processes in the gold master catalog
8,893 pre-written user stories, 26,679 acceptance criteria
Statement of Work generated from the selected scope
The work breakdown by phase, with a baseline frozen when the Statement of Work is signed
Earned value, burndown and each person’s weekly load
Workshop flowcharts drawn from the live Blueprint
Azure DevOps synchronization built in
Vision, decisions, risks and the go-live gate in one place
Catalog viewer with acceptance-criteria coverage marking
EnsuranceDNA · The Magic LayerEarly access · ensurancedna.app
BuilderDNA
Adjust your ERP in plain English — and turn your developers into superheroes. Add features, build entire new apps, from plain business requirements.
Every other ERP on the market says “configurable.” What that actually means is six weeks of plumbing — vendor SDKs, custom schemas, and YAML configs standing between your team and the result. BuilderDNA clears that away and hands your developers a superpower: they describe what the business needs in plain English, and it ships — so they’re able to focus on the architecture and problem-solving work you hired them for.
BuilderDNA is different. You talk to it the way you’d talk to an analyst on your team. You say what the business needs — “track lot expiration on cosmetic products” or “add a customer-loyalty tier” or “build me a fleet maintenance app” — and BuilderDNA builds it. Schema, screens, posting logic, security, audit trail, menu entries — drafted end-to-end for you to review and approve, not committed behind your back. Your developers get to spend their day on the genuinely novel work — the things only they can do — while BuilderDNA handles the plumbing.
It does this by working from a Blueprint: End-to-End processes → Process Areas → Processes → User Stories → Acceptance Criteria. You write the requirements in plain English, BuilderDNA writes the working code that satisfies every acceptance criterion, and tags the system so you can verify coverage process by process.
What you can do with BuilderDNA
Change a workflow on the OperationsDNA receivables view
Add a custom field to a ClientDNA customer record
Build a new module the Suite doesn’t have yet
Generate reports + schedules from a sentence
Wire a new EDI partner into the existing inbox/outbox
Add a tenant-specific integration (your bank, your CRM)
Spin up an entirely new app: a portal, a marketplace, a billing console
Maintain the system as your business evolves — no “upgrade project”
BuilderDNA · build a module from a conversation
The promise
When the traditional ERP packages ship a customization, you’re locked to it forever — future upgrades break it, and you pay the consultant again to fix it. BuilderDNA generates real, native, audit-trailed Suite code. Upgrades carry your customizations forward automatically. You own the result, not a vendor.
App 05Live · purposedna.app/adopt
AdoptDNA
Software fails when people don’t use it. AdoptDNA tracks the change one person at a time — and tells you the single thing blocking each of them.
Every person on the project moves through five stages of personal change. They are sequential, so coaching somebody on how when they have no desire is wasted breath. AdoptDNA works out each person’s barrier point — the first stage they have not reached — and builds the roadmap from there.
The barrier point, computed. Not a dashboard of five numbers — one named stage per person, because that is the only one worth acting on.
The team and the wider business. Project members come from the project itself; everyone else is grouped by department, and anyone who matters enough gets tracked by name.
A roadmap per person. What has been done to them, what is planned, what actually moved, and when.
Activities that tie back. Link a change activity to a WBS item or a catalog item, so the change and the work that caused it stay connected.
Ranked risk. An influential blocker costs more than ten quiet ones — so they come to the top of the list.
The five-stage model referenced by AdoptDNA is ADKAR®, a registered trademark of Prosci, Inc. AdoptDNA is a tracking tool and is not affiliated with, endorsed by, or certified by Prosci.
Take it away with you
One page on each app — what it does, who it is for, nothing else.
The software is free. You pay for our time — only if you are pleased.
We never sell products or data, and there are no license fees or price lists. Each service below is sized to a specific moment in your relationship with the Suite; you pay for the time we spend with you, and you decide whether it was worth it.
Discovery
Free
For qualified businesses
Two days, on-site or remote. We map your end-to-end processes against the Suite's catalog, identify fit and gaps, configure a working sandbox, and deliver an implementation plan. You leave with a system you can show your team, not a sales deck.
End-to-end process walkthrough
Configured sandbox tenant
Gap list with options
Implementation plan and time estimate
Implementation
Our Time
Only if you are pleased
From the configuration in Discovery to your team going live on the Suite. Data migration, integrations to your existing systems, security setup, user provisioning. Delivered to the agreed Acceptance Criteria, every criterion checked, every story signed off.
Data migration from legacy systems
Integration with your incumbents
Per-tenant configuration & security
Sign-off against the Blueprint
Education & Training
Our Time
On-site or virtual
Role-based training that gets your team productive in days, not months. Sales reps learn ClientDNA. AP clerks learn OperationsDNA. Floor staff learn WarehouseDNA. Each course is recorded and indexed in your tenant for new hires.
Role-based curricula
Recorded for your library
Knowledge checks per module
Train-the-trainer option
Development
Our Time
Custom modules, integrations
For requirements BuilderDNA can’t handle alone — deep custom integrations, regulated industries, novel modules. Built by our team, on top of the Suite, and tagged into your Blueprint so they survive every upgrade.
Industry-specific modules
Bespoke integrations
Compliance hardening
Owned by you, not us
Managed Hosting
Optional
Or run it yourself
Or run it yourself. The entire Suite is open and self-host-friendly. If you want us to operate it — daily backups, security patches, uptime monitoring, on-call support — we offer managed hosting on our infrastructure.
Daily verified backups
Uptime SLA (defined in your agreement)
Security patching
On-call support tier
Pay If Pleased
You Decide
What our time was worth
The Acceptance Criteria are written into the Statement of Work and signed off one by one. You pay for our time only when you are pleased with it, and you decide whether it was worth it. Few firms work that way. We do, because we have to mean it.
Written into every Statement of Work
Criterion-by-criterion sign-off
You decide what it was worth
No fine print
How we compare
The traditional ERP packages — and PurposeDNA.
A side-by-side look at the enterprise software packages you already know, against the PurposeDNA approach.
Software A
Software B
Software C
PurposeDNA Suite
Software license
$95–$210 / user / mo
$99–$129 / user / mo
$120+ / user / mo + base
FREE — all apps, all users
Free fit analysis
No
No
No
Yes — 2 days, on us
Implementation pricing
T&M, partner-led
T&M, partner-led
T&M, multi-vendor
Our time, only if you are pleased
Time to first value
6–12 months
4–9 months
9–18 months
2 days (Discovery) — weeks to live
Customization model
Proprietary platform, devs
Proprietary scripting, devs
Proprietary language, devs
BuilderDNA — plain English, no code
Survives upgrades
Custom code often breaks
Custom code often breaks
Custom code often breaks
Customizations are native, carried forward
Modules included
Bundle-priced, gated
Tiered + add-ons
Tiered + add-ons
Every module, included
Self-hosting
Limited
No
Available, expensive
Yes — your hardware or ours
Pay only if pleased
No
No
No
Yes — you decide
The honest part
The legacy enterprise vendors have armies of consultants, twenty years of customer references, and brand recognition we won’t match for a decade. They built the bar. We’re competing on a different vector: aligned incentives. When the software costs you nothing and you pay for our time only if you are pleased, our job is to make the Suite work for you — not to keep selling you more of it. That alignment is what makes the model sustainable.
PurposeDNA Suite
Ready to look at this together?
Let’s spend two days mapping your business to the Suite.
If you run a real business — revenue, employees, supply chain, customers who pay invoices — we’d like to spend two days understanding it. We’ll leave you with a working sandbox configured to your operation, a list of gaps, and an implementation plan. No charge, no obligation, no slide deck.
PurposeDNA Suite
