KISSmetrics and Crazy egg founders Neil Patel and Hiten Shah have bought Seattle-based bootstrapped customer relationship management (CRM) service Stride. The terms of the said transaction were not disclosed, according to TechCrunch.

Unlike other CRM platforms, Stride's architecture is built to help freelancers and small businesses manage their deal flow. This feature is added on top of database contact management, according to Andrew Dumont, one of Stride's creators. Each deal is assigned with a certain contact, but contact management is not the main purpose of the product, the report explained.

Patel said they will put more emphasis into marketing the Stride service. They will also make the app easier to user. Stride is an alternative to other CRM services such as Salesforce.com, which has a complex user interface. Dumont says Stride is a consumerized version of a sales tracker, the report said.

Stride presently has more than 300 clients including Intercom and HootSuite. The firm also has around 1,300 active users, VentureBeat reported.