Framme rebuilt its platform with AI-assisted development

Framme aims to make the marketing industry more sustainable by offering responsible, branded gift products through a brand shop, a gifting platform and an international supplier network. It delivers gifts and promotional products to business clients at scale, from individual welcome packs to large event deliveries.

To reach its growth targets, Framme needed a thorough overhaul of its technical platform. Working with Qvik, it rebuilt the entire platform and introduced new self-service features for its customers. We also set up an AI-assisted development model to support both the rebuild and future development.

Framme’s business ran on an outdated platform that had built up considerable technical debt over the years. This showed in day-to-day work: scaling reliably was difficult, and every change to the system had to be made slowly and carefully.

At the same time, Framme had clear ambitions to grow. It wanted to find new ways to increase revenue and offer more value to its customers, but the old technology couldn’t support that. A modernisation of this size called for strong external expertise.

The project began with an assessment phase that analysed the existing platform as a whole and defined which parts to modernise and which to rebuild from scratch.

Based on the assessment, we decided to rebuild the whole platform from the ground up. The new architecture includes a proper multi-user environment, high test coverage and established testing practices, all of which the old system lacked.

We built a set of new integrations into the platform. Stripe added card payments and invoicing, and a separate tracking system enables parcel tracking. The Xero integration makes B2B payments more flexible and lays the groundwork for fully automating invoicing in the future.

The project set up an AI-assisted development model that defined the tools, ways of working and practices. Even with a small team, we moved faster than similar projects usually can without AI. Development relied mainly on Anthropic’s tools, such as Claude Code.

Requirements evolved during the project, which is normal when the business environment changes mid-development. Claude Code helped with this in concrete ways: it kept the original specifications in mind better than people usually can, and it made specifying new features quicker and more precise.

The project delivered three interconnected parts for Framme: a shared backend, a dedicated e-commerce interface for customers, and an internal interface for Framme’s own team to manage projects.

On the new platform, Framme’s customers can create complete gift campaigns themselves and add products to them. Prices are shown upfront, and self-service tools let customers handle more of their orders independently, without having to get in touch at every step.

For Framme, the platform brings order management, automation and invoicing together in a single view. A routing feature automatically sends each order to the right production site based on the end customer’s location, which speeds up the supply chain and reduces manual work.

As a result, Framme now has a more durable platform that gives it confidence in further development. New payment methods and self-service ordering make buying and ordering smoother for both Framme and its customers. Thanks to the updated API, orders can also be submitted programmatically, and Framme is now technically ready to grow quickly without the platform holding the business back.