Integrated CMS and CRM Platform for Australian SMEs | Pure Stack

Most small businesses end up running their website on one tool, their customer contacts in another, their email campaigns in a third, and their invoicing somewhere else entirely. Each subscription adds cost, and every gap between them is a place where data gets lost or duplicated. Pure Stack is built to close those gaps — a single, self-hosted platform that combines a managed CMS and CRM with payments, accounting, and AI tooling, all on one database that you own.

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A CRM — Customer Relationship Management system — is software that helps a business record, manage, and act on its interactions with customers. A CMS — Content Management System — is the tool that powers your website and the content on it. Most businesses run these as separate products that have to be connected by integrations, which break, cost money to maintain, and create duplicate records.

An integrated CMS and CRM platform puts both in the same application, on the same database. A contact who fills in a form on your website is the same record as the contact in your sales pipeline — not a copy that was synced across.

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Pure Stack is built and operated by Pure Creative. It combines Pure CMS (a managed Wagtail and Django content platform) and Pure CRM (a customer relationship and pipeline tool) in a single Django application running on one PostgreSQL database that sits on infrastructure you control.

Pure CMS is a managed content platform built and operated by Pure Creative. It combines the open-source Wagtail CMS and Django framework with hosting, maintenance, integrations and additional publishing features.

Content is stored as typed, reusable blocks rather than pages of HTML. The platform includes a blog, calendar, mailing lists, themes, and a Context Store — a layer that gives AI agents the brand context they need to work accurately with your content.

Pure CRM is where your customer relationships, enquiries, and sales pipeline live — quotes, opportunities, follow-ups, the whole customer journey from first contact to repeat business. Because it sits on the same platform as your website, a form submission or an enquiry doesn't vanish into a spreadsheet or a third-party inbox — it flows straight into a system your team already works in, with a clear record of who's talked to whom and what happens next.

The CRM includes contacts and pipeline management, marketing tools, registrations, reporting, and email campaigns.

Pure Stack handles card payments, billing, subscriptions, and accounting — with the ledger synced to Xero rather than re-keyed into it. This keeps financial records straight without adding another disconnected tool.

Pure Stack includes a built-in AI layer called the pure_ai suite. AI agents operate through a deny-by-default access boundary: a field an agent hasn't been explicitly told about simply doesn't exist to it. Every value carries a classification — public, internal, or restricted — so an AI agent answering a question or drafting a follow-up sees only what it's entitled to see, with sensitive identifiers tokenised rather than exposed. Every read and write an agent makes is provenanced and audit-logged.

This means connecting an AI assistant to your CRM or CMS isn't a security exercise you have to design from scratch — it's already built into the data layer.

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When your website and your CRM share a single PostgreSQL database, the website visitor and the CRM contact are the same Django user — one record per person, not two records that need to be kept in sync.

Pure CMS and Pure CRM are designed to work in perfect harmony, streamlining your business operations, reducing the need for complex integrations while allowing for custom data models that specifically meet your data needs.

There is no need to maintain separate data between your website and customer relationship management — they are the same application.

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Most platforms make you choose: a rigid CRM that fits everyone and no one, or a bespoke build that takes six months before you can send an email. Pure Stack starts from a different premise — a data model designed to be extended, not replaced.

Every core model in Pure Stack — contacts, opportunities, pages, content — is defined as a swappable base, not a fixed schema. Your business logic sits in your own project, inheriting and extending the platform's foundations rather than patching around them. That means the fields, relationships, and workflows that matter to your business become first-class citizens of the data model itself, instead of bolt-on custom fields in someone else's SaaS.

Customisation happens through model swaps and settings — never a fork of the libraries. For Australian businesses, the platform includes built-in support for ABN, ACN, and TFN fields.

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Pure Stack deploys into environments you control — not a shared multi-tenant SaaS instance you're renting access to. There's no platform vendor standing between your organisation and its own contacts, content, and history, and no risk of a pricing change or acquisition holding your data hostage. Sovereignty isn't a compliance checkbox here; it's a consequence of how the stack is built.

The foundation of every deployment is one Docker Compose stack on infrastructure you control, with a single PostgreSQL database underneath every layer.

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Pure Stack is built for Australian SMEs and tech startups that are tired of stitching together a website tool, a CRM, an email platform, and a handful of plugins — paying separate subscriptions for each, hoping they all keep talking to each other.

It suits businesses that:

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For context: customer relationship management (CRM) is a strategic process that organisations use to manage, analyse, and improve their interactions with customers. CRM systems compile data from a range of different communication channels, including a company's website, telephone, email, live chat, marketing materials, and more recently, social media. They allow businesses to learn more about their target audiences and how to better cater to their needs, thus retaining customers and driving sales growth.

Key features typically found in CRM systems include centralised contact management, sales pipeline tracking, automation of routine tasks, customer segmentation, reporting, and — increasingly — AI capabilities. Pure Stack includes all of these, with the addition that the CRM and the website CMS share a single data layer rather than being separate products.

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Pure Stack is a self-hosted, integrated CMS and CRM platform built on Django and Wagtail, combining website management, CRM, payments, accounting, and AI tooling on a single PostgreSQL database the client owns. It is built and operated by Pure Creative, based in Sydney, Australia.

If you are an Australian SME looking to replace a fragmented SaaS stack with a single platform you actually own, Pure Stack is worth a closer look.

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