My role
I designed and built the platform underneath these eight products: the data layer they all share, the single permission model that applies across every one of them, and the services in between.
Delalify is relationship infrastructure. Eight products share one data layer, so every contact, conversation, file, permission, storefront, payment, and application stays in sync across an organisation on its own.
The platform
People builds a profile for every contact, and that profile updates in real time across every connected application. It detects duplicates on its own, segments contacts as their attributes change, runs GDPR-compliant import and export workflows, and takes form submissions straight into the contact database, grouping and tagging them as they arrive.
Channels puts email and SMS in one threaded view and delivers 99.9% of what you send. It runs campaigns across both channels, versions each template behind an approval workflow, tracks delivery, and retries on its own. Every reply updates the contact timeline in People automatically.
OneCloud stores each file against the contacts and relationships it belongs to. It gives you version control, a full-text search index, AES-256 encryption, team-owned shared drives that take their permissions from Teams, and a complete audit trail.
You define access once, and it applies everywhere, because role-based permissions cascade across People, Channels, and OneCloud. Teams syncs with Microsoft Entra and Google Workspace directories, provisions and deprovisions accounts on its own, supports , and deactivates a person across the whole suite at once.
Builder is an AI-powered website and application builder. You can create customer-facing pages, internal tools, and branded experiences that pull live data from People, Channels, and the rest of the Delalify suite. Builder hosts and deploys whatever you make in it.
Tables is a customisable database layer that holds structured data alongside your contacts and files. You can build your own views, track records, and manage workflows without leaving the platform. A team with no engineers can model its own data in Tables while every record stays connected to People and to the rest of the suite.
Commerce puts e-commerce and transaction processing inside the relationship layer. You can launch a storefront, manage a product catalogue, and process orders while the customer data goes straight into People profiles. Every purchase then becomes part of that customer's timeline.
Wallet stores value and manages transactions for the people in your contact database. You can send and receive payments, track balances, and tie every financial interaction back to the contact record it belongs to.
How eight products stay on the same record
All eight products write to the same records, which is why a phone number that someone corrects in one product has to be right in all the others by the time a colleague opens that customer somewhere else. The usual way of arranging this gives each product a database of its own and runs a synchronisation job between them, so the copies disagree for however long that job takes, and a product asked during the gap will show a number that has already been replaced. Delalify keeps a single copy of each record instead, which removes the copying and the gap together.
Permissions turn out to be the same problem in a harder form, because every product has to know who may open a given record, and if each of them carried its own copy of that rule, the eight copies would slowly stop agreeing with one another. The platform therefore keeps one permission model that every product consults before it shows anything, and since that model answers on every read rather than once per session, it has to answer quickly enough that nobody waiting on it notices.
