Wrike claims it got the tricky part of enterprise project management and collaboration right with its release this week.

The Mountain View, Calif.-based provider revealed its Dynamic Platform, which it describes as a major update that adds the key function of customization "at every level of the product for every user."

"Before today, customers usually had one of two choices -- go for a user-friendly product that also wasn’t customizable and was really cookie-cutter," said Wrike CEO Andrew Filev, whose seven-year-old startup now has 150 employees. "Or you could go with an enterprise project management tool that will cost you an arm and a leg but then leaves the customization in the hands of IT. So there's a big lag there."

New Customization Capabilities

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Wrike's release this week, Filev told CMSWire, "completely changes the way people can customize the product at every level of the product for every user."

It's an extension of the Wrike work management platform that allows everyone in the organization to customize and capture their own workflows. 

Wrike officials say this update brings capabilities to the Wrike platform that up until now have only been available in the large-scale enterprise deployments. Filev called it a "tricky process" to get it done, but he's raring to go with the release now.

He cited the example of an agile product development team creating custom fields to track each status that maps to their agile process: the sprint a task is assigned to, the initial estimated effort and the actual effort and the variance. Wrike also includes in the release a new API (V.3).

Wrike's Filev told CMSWire the company's achieved 100 percent growth from last year. Wrike was also designated as a Gartner Cool Vendor 2014 and mentioned in Gartner's "Predicts 2015: Consumer Forces Drive Enterprise Social and Collaboration Strategies" as a vendor that serves a gap between user desires and enterprise requirements and has created a market opportunity that Gartner predicts will grow during the next few years.

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Filev told CMSWire he believes platforms in this space should have strong collaboration capabilities, the ability to provide actionable insights and be able to be customized.

The release this week pulls off the latter, the culmination of a "vision for this release" his team began a year ago.