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How Pipedrive Nova is making sales meetings faster and smarter for Snug

Snug.com is a property technology business. It sells software to real estate agencies and property managers across Australia who use it to manage the process of finding tenants for rental properties. Renters also use the platform directly to apply for homes and provide information to support their applications.

  • Industry: Property technology (SaaS)
  • Location: Australia
  • Key feature: Pipedrive Nova

“We’re a proptech platform focused on streamlining the leasing journey. We have a SaaS solution that’s used by more than 73,000 property managers and 1.5 million renters.” – Justin Butterworth, founder and CEO, Snug

Up to 1 hour

Time saved per sales meeting using Pipedrive Nova

6

Pipedrive seats

Why Snug opened the door to Pipedrive Nova

Snug.com was founded in 2017, and Pipedrive has been part of the business almost from day one. Today, Snug has six seats on Pipedrive's highest-tier Ultimate plan.

The sales operation is surprisingly lean for a company with such a large and complex pipeline. There are two business development managers and one onboarding specialist, while founder and CEO Justin Butterworth steps in to help win the biggest deals.

At one time, sales meetings created significant extra work for Snug. The team took notes manually in shared documents, often duplicating each other's efforts or missing crucial details. Generic AI note-takers helped, but only to a point: they lacked deal-specific knowledge. It meant the team had to manually work out what information to transfer into Pipedrive CRM. Preparing for the next conversation also meant piecing together previous meeting notes and email exchanges to understand exactly where each prospect stood.

In recent months, Snug has been using the beta version of Pipedrive Nova, a new AI-powered tool designed to take the hassle out of sales meetings. Launching officially in September 2026, it has already addressed the problems Justin and his team had to contend with previously – before, during and after every sales conversation.

Before Nova, our typical process was setting up a shared document where we would busily write down all the meeting notes in free-flowing form as we heard it – sometimes misinterpreted, sometimes missing the facts, and with two team members on the same call maybe writing the same thing. So it was totally inefficient. As AI emerged, we started using other meeting note-takers to record the session, but it had no context of the prospect and it wasn't structured for the sales process. It was just a vanilla universal note-taker. Often you'd go into a meeting and not have full visibility of the prior meeting notes, the nuanced aspects of the call and also any of the email threads that have gone on between the last meeting and the current meeting. There are note-takers available which will listen to the call and transcribe. That's basic and universal. But Nova takes it further by applying a sales framework and context for our business.
JB

Justin ButterworthFounder and CEO

Nova helps generate a brief, and that's super effective. It helps set the agenda for the call and cover off the important parts to move the deal forward. As for the post-meeting summary, I love that we're able to apply our sales framework and customize the summary in terms of our sales methodology. Nova summarizes the key outcomes of the meeting as well as the specific talking points, and references that with a timestamp. What I love is that I can update the fields within Pipedrive that relate to the deal specifically – whether we talked about the value of the deal, the timeframe to close or any other aspects of the deal.
JB

Justin ButterworthFounder and CEO

How Pipedrive Nova is the perfect fit for Snug’s sales meetings

Justin says Pipedrive Nova is a "huge help" and has great potential.

No time to prepare for a meeting? Nova draws on the information already held in Pipedrive to provide a comprehensive brief before you join. And you needn't worry about missing any important details. Nova captures the conversation and makes sense of what was discussed, before feeding useful information back into the CRM.

For Snug specifically, Nova makes it easier for Justin to get up to speed with larger deals already being handled by one of his business development managers. He receives the background and context he needs beforehand – so no need to waste time researching the prospect or retracing previous interactions.

Unlike the basic AI notetakers the team used before, Nova's output is tailored to the way Snug actually sells. Once the meeting is over, the tool identifies the relevant deal information and lets the team update the corresponding fields in Pipedrive CRM with just a click. That means less manual work, less to keep track of and more headspace for selling.

Pipedrive Nova functionality and its benefits for Snug

Key advantages of the AI sales assistant’s functionality:

AI meeting briefings

Nova gives Snug the background information it needs before every meeting.

"We show up to demos knowing who we're talking to and why we're talking to them." – Justin Butterworth, founder and CEO, Snug

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Sales-specific summaries

The tool turns conversations into sales intelligence, rather than just a typical AI transcript.

"If Nova disappeared, I would really miss these summaries."

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Automated CRM updates

Nova identifies key deal information in the meeting and updates the relevant Pipedrive fields.

"All it takes is one click to synchronize and update from Nova into my Pipedrive deal records."

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Online and face-to-face meetings

Nova automatically joins Snug’s video calls. In face-to-face meetings, the team runs the desktop app instead to capture the conversation.

“If we’re on site in a meeting and not in a video call, we can utilize that desktop solution.”

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How Snug is making more room for sales with Pipedrive Nova

Pipedrive Nova is now saving Snug up to an hour of work per sales meeting. And with such a busy pipeline, those hours quickly add up. For a four-person sales operation, Nova effectively creates extra capacity without adding extra people.

The company is already seeing the difference on one of its biggest deals. Multiple stakeholders and Snug team members are involved, with meetings spread over many weeks. Nova is keeping the history of those discussions together and helping sustain progress.

Justin says this results in something more valuable than efficiency alone. The bigger the deal, the more interactions, people and information there are to coordinate – and the greater the consequences if context gets lost along the way. Nova gives everyone a reliable picture of where the deal stands and what needs to happen next. Saving time and effort is one thing – but giving a small team greater control when the stakes are high is where Nova's real value lies.

Nova saves me at least half an hour to an hour per deal meeting in terms of note-taking, transcribing and follow-up action steps. The tool essentially triples the size and effectiveness of our sales team. We're not having to do all of the manual sales administration, preparation, follow-up. We're getting a second set of eyes and intelligence on every conversation. We've got one of our biggest prospects that we're working on at the moment. Nova has helped us manage multi-stakeholder meetings over several weeks, with multiple Snug team users, and coordinate and consolidate where we were in the deal to move it toward success. It just really sharpened our pitch.
JB

Justin ButterworthFounder and CEO

Final thoughts

As an early Nova user, he’s seen the technology develop in real time – and is impressed by how quickly Pipedrive has responded to his feedback. He says that he would like the intelligence gathered in sales meetings to carry through into onboarding and post-sales support, so that the people responsible for managing the customer relationship benefit as much as the sales team.

“I see Nova becoming the intelligence layer across our sales pipeline,” he adds.

Justin’s advice to other businesses is simple: “Try Nova because you want to win your biggest and most complex deals.”

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