Five products. One system.

Four jobs, named plainly

Planning. Where you think the business through and write the plan down. SOPs. Where how-we-do-it gets written, so a process exists outside one person's head. The AI knowledge behind Relay, TradesBackbone and ReputeLift. Your prices, services and policies, so the CRM's draft reply and ReputeLift's review reply come out of your facts. A command center. One screen for what needs you today, each item linked straight into the product it came from.

Why it matters: most automation fails because the answers live in the owner's head, so the software has nothing real to work from and fills the gap with a guess.

Start with the CRM when work is being dropped right now

Calls not returned, quotes not chased, jobs on a whiteboard. TradesBackbone if you send estimates and invoices for work at a customer's property; Relay if your work is a conversation and then an appointment: salons, lash and brow studios and barbers, med spas, studios, groomers. One or the other, never both.

Start with Mycel when the business lives in your head

You need to plan, write down how things are done, and give the AI something real to work from. Nothing downstream can answer from your facts until your facts exist somewhere.

He would start with Mycel

Every other product gets better once the knowledge is there. The CRM's AI replies answer from your prices instead of guessing, review replies draw on the same facts, and the daily list has something real to rank. That is a preference, not a rule. If the phone is the thing on fire this week, start with the CRM and add Mycel after.

Then: whichever door you came in, the other one is the next thing to add. SynthPrism and ReputeLift are separate tools for separate jobs, with no order between them and no dependency on each other. Add either on its own, whenever it is useful.

Mycel

Planning, SOPs, the AI knowledge Relay, TradesBackbone and ReputeLift answer from, and a command center. Connect your own TradesBackbone, Relay, ReputeLift and SynthPrism accounts and everything that happens in them files into one place, in plain markdown you can export. Each morning it shows a ranked list of what needs a person, each item linked into the product it came from. Add your staff and each person sees only the items that need them.

Honest note: Mycel is not free. There is a free tier so you can try it, one person and fifty AI credits a month, which is enough to see whether it fits and not enough to run a business on. Using it properly is a paid plan, published on its own pricing page.

TradesBackbone

Runs a trades business end to end: one inbox and the fast first reply, plus jobs, quotes, scheduling, technicians, invoices with card payments, job photos and the customer texts around all of it. Web and Android today; the iOS app is built and going through App Store review, and we do not put a date on it until it is out. Published, no-contract pricing on its own site, with an AI front desk available as an add-on and included on the top plan.

Migration: CSV or XLSX file import with the columns mapped for you. Invoice totals, dates and balances come across; individual line items do not. It is a file migration, not a live API sync.

Relay

Text, email and chat in one inbox, every call and form on one timeline per customer, with the 60-second first reply, contacts and a pipeline view, a public booking page, reminders, follow-up sequences, review requests and an AI front desk available as an add-on. Full data export at any time, including on the free plan. Connect your Facebook Page and Facebook and Instagram messages arrive here, and replies go back through Meta's official API.

Data: your customer conversations and contacts stay in your own account. Meta message data is used only to show and answer those messages, and is deleted when you disconnect the Page.

ReputeLift

Review requests sent on time after the job, by SMS and email, with your Google review link and a QR code, and Facebook review links on the Pro plan. AI-drafted replies you copy across, on Pro. Separately, AI Visibility samples what ChatGPT, Perplexity, Gemini and Google AI Overviews say when someone asks for a business in your category, refreshed weekly against buyer-intent questions, and it can be bought on its own or attached to any plan.

Rule, and the limit: no review gating, no sentiment filtering, every customer asked the same way. It does not pull reviews in from Google or Facebook and does not post your replies back. You add the reviews you receive and copy the approved reply across. Automatic sync is on the roadmap and we are not putting a date on it.

SynthPrism

Turns a prompt into images, video, music, voice and lip-sync, with reusable characters so a recurring spokesperson stays consistent, a studio to refine in, and a brand library that keeps every asset under the brand it belongs to. Multi-brand, with owner, member and viewer roles. You compose and queue posts on one calendar, and nothing goes out that you did not schedule. It runs no model of its own; the privacy policy names every third-party provider and states what is sent to each.

Publishing today: Bluesky is fully wired. The Facebook Pages, Instagram Business and TikTok adapters are built and waiting on each platform's publishing approval, so read its FAQ before you subscribe if Instagram is the plan.

The software, and the work

The software. Each product above is bought on its own site and paid for directly by you. You keep your own logins and your own data, and every published price lives on that product's own pricing page.

Done-for-you. Scoped professional services, quoted on the call, never blended into a subscription. Three shapes: we set it all up for you, we run it for you month to month, or we build what does not exist for you. A standard website is a one-off in this category, not part of any monthly plan. See the pricing page.

Martello Systems, LLC

Salt Lake City, Utah. (385) 336-3913. [email protected]. Every product above is developed and operated by this company.