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Meet Caitie Sfingi.

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Meet Caitie Sfingi.

December 26, 2022
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We’re excited to introduce you to the always interesting and insightful Caitie Sfingi. We hope you’ll enjoy our conversation with Caitie below.

Hi Caitie, thanks for joining us today. We’d love to hear about a time you helped a customer really get an amazing result through their work with you.
Thanks so much for this opportunity! I’m excited to tell you a little bit more about my story and my agency, Merakite.
One of our more recent projects that’s had a huge impact for our client was a custom CRM web app for SYNC Vans. As a fast-growing business in a niche industry, SYNC was caught somewhere between managing leads by hand and Frankensteining together different enterprise-level solutions. They needed a better way to track and foster clients, but they didn’t want an overcomplicated or bloated off-the-shelf CRM tool.
We had been working with SYNC Vans across brand development, social media, website design, organic SEO, paid ads, and more since their founding in 2016, but operationally, the team had primarily managed their administrative tasks with tools like Google Sheets.
One of the biggest reasons SYNC Vans needed a custom CRM solution was their industry’s unique language. Although “leads” and “clients” might be standard in a typical CRM, the verbiage around “vans,” “build docs,” and even more complex vehicle title and registration were unique to their business.
In theory, SYNC could have trained their team on a series of translations—wherever “projects” appeared, it really meant “van builds,” for example—but a custom solution would be easier for employees, simpler to remember, and much more customizable down the road.
We worked with SYNC Vans’ sales and operations teams to create a completely custom CRM software app. The app included an analytics dashboard on monthly and YoY sales performance, a lead tracker that integrated with their Calendly scheduling and HelloSign contracting tools, a van allocation and assignment panel that could automatically read MSRP information from uploaded PDFs, a notification and commenting system, integration with inventory management tool Katana, automated invoicing and recordkeeping through Quickbooks, and more.
The custom CRM replaced the need for 2 entire full-time roles at the company, helped to automatically assign and manage inbound leads without “dropped balls,” and integrated with 5+ external third-party tools. We’re continually adding more functionality and features as their business grows, too!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

Merakite is a data-driven, female-founded digital product agency founded by twin sisters Caitie (me!) and Maggie Sfingi.

We are an intentionally small team with backgrounds in psychology, design, and media ethics from Stanford University and data science, consumer behavior, and business administration from the University of Southern California.

We specialize in branding, UI/UX design, system integrations, and mobile app and web development for startups to Fortune 500 companies. Our approach is a combination of “Art and Science”—creating things that are as beautiful as they are meaningful, useful, and accurate.

We work best with clients who have a small or no in-house product/design team, who have a culture of feedback, and who have women leadership (+1!). In the past, we’ve worked with companies in industries ranging from software to professional services, events/experiences, restaurants/hospitality, and more. As a data-driven team, we like to say that we’re “industry agnostic”—even in a new space, numbers help guide our strategies and decision-making.

Can you tell us the story behind how you met your business partner?

We’re identical twins! We joke that we make fantastic business partners because we’re genetically engineered to work together.

We grew up being entrepreneurial kids and have had different companies for as long as we can remember (our first “real” one was a graphic design agency when we were 11!). Our relationship as sisters and best friends has always overlapped with our shared love of business.

What do you think helped you build your reputation within your market?

As young co-founders, we put a lot of emphasis on both data and relationship management. We hear all the time from our clients how they appreciate our “plain English” approach to numbers, design, and strategy recommendations.

Over the years, the majority of our business has come from long-term clients and their referrals. We started sending handwritten “we can’t wait to get started” thank-you notes for new clients, and that same mentality has continued to be a part of our business. One of the biggest reasons we love working with small teams is because of the genuine friendships we form with founders and other core members. It becomes bigger than what we’re working on or what we’re building.

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