# LiveCRM > LiveCRM is the AI-native operations layer that keeps the CRM you already run continuously correct against external reality. It works on Salesforce and HubSpot: you describe an outcome in plain English, LiveCRM shows the plan of runs it would make across the CRM, and nothing is written until you confirm. Every change is recorded before it is made and can be reversed. The same operations are available to AI agents through an MCP server at https://api.livecrm.ai/mcp. The MCP server endpoint is https://api.livecrm.ai/mcp: that is the URL an MCP client connects to. The page at https://livecrm.ai/mcp documents the server and is not itself an endpoint. LiveCRM is made by LiveCRM, Inc. (https://www.linkedin.com/company/livecrm-inc), founded in 2026 by Jaime Muirhead. ## Product - [Home](https://livecrm.ai/): LiveCRM is the AI operator for Salesforce and HubSpot: describe the outcome, read the plan, confirm. - [The Console](https://livecrm.ai/console): Tell LiveCRM what should be true of your Salesforce or HubSpot data in plain English. - [Runs](https://livecrm.ai/runs): A run is a saved, scoped CRM operation: one tool, one filtered set of Salesforce or HubSpot records, and its findings. - [Plans](https://livecrm.ai/plans): Chain CRM operations into an ordered plan, run on demand or on a schedule. - [Rules](https://livecrm.ai/rules): Save matching, survivorship, normalization, segment, scoring and routing rules once, per object, with every change logged. - [Integrations](https://livecrm.ai/integrations): LiveCRM connects to Salesforce and HubSpot, ZoomInfo on your own contract, your Slack workspace, and optionally your own Anthropic API key. - [AI Readiness Scan](https://livecrm.ai/ai-readiness): Five read-only checks on your Salesforce or HubSpot CRM: duplicates, field coverage, value consistency, rule fitness and ideal customer fit. - [Pricing](https://livecrm.ai/pricing): Pay when LiveCRM changes a Salesforce or HubSpot record. - [Free trial](https://livecrm.ai/trial): Try LiveCRM free for 30 days on your own Salesforce or HubSpot: 1,000 CRM writes, every tool and full MCP access. - [Request a demo](https://livecrm.ai/demo): Request a walkthrough of LiveCRM on Salesforce or HubSpot: how the operator plans, runs and reverses changes to the CRM you already run. ## Tools - [All tools](https://livecrm.ai/tools): Eleven tools for Salesforce and HubSpot: deduplication, normalization, enrichment, assignment, job change and more, each with rules and an audit trail. - [Deduplication](https://livecrm.ai/tools/deduplication): Find and merge duplicate Salesforce and HubSpot records with saved matching, master record and field survivorship rules. - [Job Change](https://livecrm.ai/tools/job-change): Find which Salesforce and HubSpot contacts changed jobs, archive departures, alert the account team and add the person at their new employer. - [Normalization](https://livecrm.ai/tools/normalization): Standardize Salesforce and HubSpot field values: cities, domains, E.164 phone numbers, country codes. - [Enrichment](https://livecrm.ai/tools/enrichment): Fill missing Salesforce and HubSpot fields from a data provider, filling only empty fields by default, with a credit cap on every run. - [Assignment](https://livecrm.ai/tools/assignment): Assign Salesforce and HubSpot records to owners by round robin or field-based rules, from a saved policy instead of by hand. - [Alert](https://livecrm.ai/tools/alerts): Send each Salesforce or HubSpot record owner a Slack direct message when something about their record changes, based on a saved alert policy. - [Create](https://livecrm.ai/tools/create): Find new people at a data provider by title, seniority, industry and headcount, and add them to Salesforce or HubSpot attached to the right account. - [Mass Update / Delete](https://livecrm.ai/tools/mass-update): Update or delete thousands of Salesforce and HubSpot records from one filter and one instruction, with a live count, review and a single audit trail. - [Scoring](https://livecrm.ai/tools/scoring): Score Salesforce and HubSpot records from weighted field and rollup inputs, such as won opportunities, and choose per run whether to write the score back. - [Segmentation](https://livecrm.ai/tools/segmentation): Assign Salesforce and HubSpot records to segments from saved rules, first match wins, and keep them assigned as the records change. - [Verification](https://livecrm.ai/tools/verification): Check Salesforce and HubSpot field values against an external source, then correct, clear or flag what no longer matches the world. ## MCP server - [The MCP server (documentation page)](https://livecrm.ai/mcp): How to connect Claude, Cursor or any AI agent to Salesforce or HubSpot through LiveCRM's MCP server, to dedupe, normalize, enrich, assign owners, flag job changes and mass update records. 36 tools only read; 30 change records only with your permission. Listed in Claude's connector directory. This is a page to read, not the server endpoint, which is https://api.livecrm.ai/mcp. ## Blog - [The LiveCRM Manifesto](https://livecrm.ai/manifesto): Why your CRM keeps falling back into disrepair, and the system that keeps it a live copy of your market. - [Blog](https://livecrm.ai/blog): Notes from building LiveCRM: how CRMs drift, how to let software change a system of record safely, and what RevOps teams see every day. - [Why I Started LiveCRM](https://livecrm.ai/blog/why-i-started-livecrm): Founder Jaime Muirhead on fifteen years of watching companies lose revenue through CRM records nobody can keep true, and why he is building LiveCRM now. ## Optional - [Security Overview](https://livecrm.ai/security): How LiveCRM secures access to your Salesforce and HubSpot data: every change is recorded before it is made, and every recorded change can be reversed. - [Subprocessors](https://livecrm.ai/subprocessors): The companies that process customer data on LiveCRM's behalf and what each one does. - [Support](https://livecrm.ai/support): How to get help: email jaime@livecrm.ai, what to include, fixes for common problems connecting an AI agent to the MCP server, and where to send security questions, vulnerability reports and privacy requests. - [Privacy Policy](https://livecrm.ai/privacy): What personal information LiveCRM collects, how it is used and shared, how long it is kept, and how to exercise your rights. - [Master Subscription Agreement](https://livecrm.ai/msa): The LiveCRM Master Subscription Agreement between LiveCRM, Inc. and its customers. - [Data Processing Addendum](https://livecrm.ai/dpa): The LiveCRM Data Processing Addendum, part of the Master Subscription Agreement. - [Data Processing Addendum, Version 1.0 (superseded)](https://livecrm.ai/dpa/v1-0): The superseded version 1.0 of the Data Processing Addendum, kept for reference by acceptances that name it. - [Data Processing Addendum, Version 1.1 (superseded)](https://livecrm.ai/dpa/v1-1): The superseded version 1.1 of the Data Processing Addendum, kept for reference by acceptances that name it. - [Master Subscription Agreement, Version 1.1 (superseded)](https://livecrm.ai/msa/v1-1): The superseded version 1.1 of the Master Subscription Agreement, kept for reference by acceptances that name it.