A custom CRM is the right call when your process does not fit Salesforce or HubSpot. The objects you track, the stages you move through, or the data you attach can be specific to your business.
There is a second reason, and it is the one nobody puts in the pitch. Off-the-shelf vendors grow by selling you the next tier, so the product keeps accumulating features that have nothing to do with how your business runs. Those features are not neutral. They sit in your team's way, friction lowers usage, and low usage is how a system of record stops getting fed.
A pod shapes the system around your actual workflow, and you own the code. Your team gets a CRM that reflects how the work happens instead of forcing the work into someone else's model.