Case Study
Fertility Outreach Coaching – Multi-Tenant CRM
HIPAA-aware, multi-tenant CRM with real-time chat and AI-assisted drafting for fertility coaches.
>25,000+
Clients
200% ↑
Speed
>60% ↓
Context Switch
Zero
Incidents
Overview
When I joined, Fertility Out Loud Coaching was a legacy CRM MVP. Over three years, my team and I refactored this MVP into an enterprise-grade platform: multi-tenant, HIPAA-aware, and built for high-volume SMS coaching with AI-assisted replies, real-time presence, and automated pipelines.
Challenges
Fragmented Architecture
Monolith with poor error handling, scaling limits.
Performance Bottlenecks
Redundant queries, race conditions between chat and client records.
Notification Drift
When Heroku would perform maintainence each day, it would reset and break our scheduled reminders and notifications across time zones
Security & HIPAA
Some routes were missing encryption and using unsafe practices; needed auditability.
Context Switching
Coaches juggled pages for client information, forms, and client communications
AI Readiness
UI had to integrate external RAG (Retrieval Augmented Generation) proprietary AI (OpenAI, Pinecone, LangChain).
Solutions
System Architecture & Infrastructure
Backend/DevOps
- True MVC, centralized logging & error boundaries.
- Dockerized parity; CI/CD with Heroku + AWS Lambda schedulers.
- Cron → AWS Lambda + EventBridge for reliability.
- Timezone-aware schedulers deliver at local user time
Frontend/API
- React Query caching cut redundant calls; perceived latency, migrated glitching and loaders ↓ ~200%.
- MUI Migration V3 -> V6, reducing style redundancy and modernizing components, increasing page load 2x
Real-Time Communication & AI Assistant
Real-Time Layer
- Twilio SMS + Socket.IO for slack-like multi-coach
- Presence, typing, and conflict locks to avoid 'double-replies'
- Unified client + chat view to reduce context switching
AI-Assisted Drafting
- Index chat history, snippet and resource library for AI context + under-the-hood guard-rails
- Human-in-the-loop: coach review, edit, and approve drafts
- External RAG backend (OpenAI + Pinecone + LangChain)
Client Management & Automation
- ~ 100+ filter attributes, save custom audiences
- Batch campaigns to prevent Twilio overflow
- Auto tag/flag system, update pipelines in real-time
- Integrated client + chat pages for an efficient workspace
Client Filtering
Security, Compliance, & Stability
HIPAA-aware
• Encryption at rest/in transit
• Role-based access
• Audit logs
Safety
• reCaptcha
• client & server-side validation
• IP, Phone, and Location restrictions
• Block Capabilities
Reliability
• Holiday & Non-business hour handling
• User blocking
• Uptime-friendly schedulers & follow-ups
Results & Impact
200%
Speed Increase
>60%
Less Context Switching
>25,000
Clients Nationwide
Zero
security incidents
