erinoBorrowers apply to five lenders. Be the one that follows up first.
Erino is the AI CRM built for lending and fintech sales teams. Leads from ads, partner apps, DSAs and your own app reach the right relationship manager in seconds. Every eligibility check, document request and login has a follow-up, every sanction and disbursal an owner, and every call is recorded and scored. No applicant disburses with the lender who simply called back sooner.
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- 📥New lead · Meta Lead AdPersonal loan · ₹5 lakh · salaried · Pune22:15:04
- 🎯Auto-assigned to Rohan · Salaried deskRule: product + city + salary band22:15:05
- 💬WhatsApp sent · call task setEligibility questions + document list · call by Mon 10 AM22:15:07
- 📞Eligibility call Mon 9:30 AM · 7mAI: high intent · concern "interest rate vs bank offer"09:40
- 📄Documents received · login doneCredit-review follow-up task created15:45
- ✅Sanctioned and disbursed · WedWelcome call and referral-ask tasks created17:10
Illustration of an Erino workflow
Every lead source, one queue
What is a CRM for lending and fintech sales?
A lending CRM is software that manages every applicant from first lead to disbursal and repayment. It captures leads from ads, partner apps, DSAs and your own app, assigns each to a relationship manager, enforces eligibility, document and login follow-ups, tracks sanction and disbursal stages, and shows sales leaders the funnel by product, partner and city. A loan origination or loan management system (LOS/LMS) handles underwriting, disbursal and repayment records; a CRM focuses on converting leads into disbursals. Erino is an AI CRM with automatic tasks at every stage, a 48-hour stuck-application flag and AI call scoring.
- Lead capture
- Instant routing
- Document follow-up
- Login-to-disbursal tracking
- Partner & DSA routing
- Call recording + AI scoring
We know the question you ask at every business review.
Founders, business heads and relationship managers lose applicants in different places. Pick your seat and see what changes on day one.
We spend heavily on performance marketing. How many of those leads did we actually convert into disbursals?
- !Acquisition cost you can't tie to disbursals. Ads report leads, the LOS reports disbursals, and the middle is a blind spot.
- !RMs leave, applicants leave. Borrower conversations sit on personal phones.
- !Partner quality is opaque. You can't compare DSAs by conversion, only by volume.
With Erino: one live view of leads, logins, sanctions and disbursals by source, product, partner and RM, with every borrower conversation owned by the company.
Four hundred applications are in flight. How many are waiting on a document or a callback right now?
- !Follow-up depends on memory. Most applicants need three touches before documents arrive, and most RMs stop at one.
- !Applications sit between login and credit review. Nobody owns the nudge.
- !Coaching is guesswork. You can't listen to every call, so the same objections keep losing applicants.
With Erino: every application has an owner and a next step, every stuck file is flagged at 48 hours, and AI scores every call so you coach the exact moment it slipped.
I have 60 applicants, a document list for each, and a manager who wants the status by evening.
- !Leads, calls and WhatsApp sit in different places. Building the callback list takes an hour.
- !Documents are chased manually. Who sent what is buried in chat threads.
- !Status reports eat time. You rebuild the funnel sheet every evening.
With Erino: your day starts with a task list ranked by intent and deadline: callbacks, documents, logins, disbursals. Everything on one applicant record.
The 8 leaks in every lending sales team that never make the disbursal report.
Your RMs aren't careless. The system around them leaks. Hover or tap a card to see how Erino plugs it.
The lead called the next morning
Borrowers apply on several apps at once. The first lender to call usually gets the documents.
The eligibility call with no next step
A 10-minute call ends with "I'll send the documents" and no date. Nothing brings the applicant back.
Documents promised, never received
The applicant means to send salary slips and bank statements. Nobody asks again.
Stuck between login and credit review
The file is logged in but nobody updates the applicant while the credit team works.
Sanctioned, never disbursed
The sanction is out but the applicant needs to e-sign, set up a mandate or choose a loan amount.
The DSA lead nobody tracked
Partners send leads in sheets and WhatsApp, and no one knows who followed up.
The RM who left with his phone
His applicant chats and half-done files go with him.
Disbursed, then forgotten
No renewal reminder, no top-up offer, no referral ask, and collections nudges depend on a separate team's list.
Recognise three or more? See where each one happens on the applicant's road ↓
Eight stops from lead to renewal. Erino drives every one.
A loan or policy passes through checks, documents and approvals. Tap a stop to see where lenders usually lose the applicant, and what Erino does about it.
Lead
Metric you'll watch: first response time
Seen where applicants go to another lender? Let's find yours.
Free 30-minute loan lead leakage audit. We map where your leads slip, stage by stage.
Same leads. Same RMs. A very different month-end.
Month-end is when targets bite and pending files get chased. Flip the switch to see one day without and with Erino.
- 260 leads since FridayThey sit across ad exports, partner sheets and WhatsApp while RMs start with whatever they remember.All 260 already assignedRouted by product, city and score band, each with a WhatsApp sent and a call-by time.
- 40 files with documents pendingRMs scroll chat threads to find who sent what.One checklist per fileEach applicant shows exactly which documents are in and which are missing, with reminders sent.
- A sanction that hasn't been acceptedThe applicant is comparing rates and nobody called after the sanction.Follow-up on every sanctionThe RM called the same day with the rate rationale and the file moved to disbursal.
- A file idle since WednesdayBetween login and credit review. The applicant is looking elsewhere.Flagged at 48 hoursThe business head saw it on Friday, chased the credit team, and the applicant has a decision today.
- "What's the disbursal forecast?"The head merges four RM sheets by hand.The forecast is already thereFiles by stage, partner and RM with expected disbursal value, live.
- A lead applies at nightNobody sees it until Monday afternoon. Another lender calls first.A lead applies at nightAssigned instantly, eligibility checklist on WhatsApp in seconds, first in Rohan's queue on Monday.
Five mechanisms. No family left to memory.
Each one closes a specific leak. Together they make follow-up discipline the default in your sales team, not a daily reminder from the head.
Instant, rule-based lead routing
Every lead is assigned the second it lands, by your rules: product, city, salary or score band, partner or round-robin. Weekend and late-night leads included.
Document and login follow-through
A call that ends with "I'll send documents" creates a document task with a due date. Received items tick off, and missing ones get reminders until the file is complete.
Stuck-application flag at 48 hours
If a file sits at documents, login or credit review with no activity for 48 hours, Erino flags it to the RM and the business head before the applicant goes elsewhere.
WhatsApp, calls and email in one place
Every touchpoint lands on the applicant's timeline, so any RM can continue the conversation and nothing leaves when a person does.
AI call intelligence
Every call is recorded, transcribed and analysed for sentiment, intent and objections, so you coach on real moments and see which objections cost you disbursals.
Applicant: Your rate looks fine but my bank has pre-approved me at a lower rate.
RM: I can share the processing timeline and how our approval compares. Shall I start the file so you have both offers?
Applicant: Okay. And how long does disbursal take after sanction?
How much disbursal value is slipping out of your sales team every month?
Move the sliders to match your business. Use your average ticket size and the revenue (or margin) you earn per disbursed file.
Each orange unit is one file that disbursed with another lender.
Free audit call · we map your leakage stage by stage
Formula: leads × slip rate × conversion × revenue per file. Example: 1,500 leads, 28% slipping, 7% conversion and ₹12,000 revenue per file = 29 disbursals and ₹3,52,800 a month. For response-time impact, try the lead response time calculator.
How leak-proof is your lending sales team?
Switch on everything that's true for your team today. Be honest; the needle only moves for what actually happens.
Most teams we audit start here. Each switch you can't turn on is a place where applicants slip away.
Fix the leaks I can't switch on →Your funnel, not a generic sales template.
A credit-card sale closes in a day. A home loan takes weeks of documents. Erino is set up around how your applicants actually decide.
NBFCs & lenders
High lead volumes, product-wise teams, credit review stages and partner channels.
DSAs & loan distributors
Many lender options, partner-sourced leads and commission tracking by stage.
Insurance distributors & PoSPs
Quote comparison, proposal forms and a renewal calendar that drives the year.
Wealth & investment advisors
Long trust-building cycles, KYC steps and periodic review calls.
Fintech apps & platforms
App-led funnels, drop-off between signup and activation, and re-engagement.
Credit-card & payments sales
Fast decisions, merchant onboarding and activation follow-up.
Your products. Your stages. Your partners. Set up for you.
Every lending team runs differently. Erino is customised to your process, not the other way round, and your account manager sets it up with you. If your RMs can use WhatsApp, they can use Erino.
Your LOS runs the loan. Erino wins the applicant.
Most lending teams run sales on a loan origination system, a generic CRM, or sheets and WhatsApp. Here's where the difference shows up in the sales team.
| What the sales team needs | Erino | LOS / LMS | Generic CRMs (e.g. Zoho, Salesforce) | Sheets + WhatsApp |
|---|---|---|---|---|
| Built for | ✓Converting leads into disbursals | ~Underwriting, disbursal and repayment | ~Generic deal pipelines | ~Keeping a list |
| Instant routing by product and city | ✓In seconds, 24×7 | ~Varies by system | ~Needs workflow configuration | ✕Manual, next morning |
| Document and login follow-up | ✓Auto-task + 48-hour stuck flag | ~Records documents, rarely chases | ~Possible with configuration | ✕Depends on memory |
| WhatsApp + calls on one timeline | ✓With Indian WhatsApp & telephony providers | ~Rarely | ~Via marketplace add-ons | ✕On personal phones |
| AI call intelligence | ✓Transcription, sentiment, intent, objections | ~Rarely | ~Usually higher tiers or add-ons | ✕None |
| Partner / DSA conversion view | ✓Live, by partner and product | ~Report-based | ~Needs setup | ✕Consolidated by hand |
| RM adoption | ✓WhatsApp-simple; 100% team adoption | ~Built for credit and ops users | ~Feature-heavy for sales | ~Familiar, but invisible to leadership |
| Setup & support | ✓Live in as little as 2 weeks, with a dedicated account manager | ~Vendor-led rollout | ~Often weeks with a partner | ~None needed, none given |
| See Erino on my process → | ||||
Comparison reflects typical setups as of 2026; features vary by vendor, plan and edition. More: Zoho CRM alternatives · Salesforce alternatives · TeleCRM alternatives
Every enquiry source in. Every conversation tracked.
Connect the ad platforms, partner feeds, forms, WhatsApp providers, telephony and payment tools your sales team already uses.
Lead sources
Conversations & payments
Using something else? Ask us on the audit call. Integrations are set up during onboarding.
"Our previous CRM recorded everything but enforced nothing."
Founders and sales heads on what changed once follow-ups stopped depending on memory.
★★★★★
“We were getting 250+ leads a day. I had no idea which ones were actually followed up. Within 2 weeks of using Erino, I could see ownership, next steps, and overdue follow-ups in seconds. That clarity alone paid for the system.”
Swapnil M.Founder, CodeFobe
★★★★★
“Our previous CRM recorded everything but enforced nothing. Tasks were there, but discipline wasn't. Erino changed that.”
ShekharSales Head, Technical GuftguRead the case study →
★★★★★
“Earlier, two SDRs would call the same lead or worse, no one would call it. Now ownership is visible and fixed. That chaos stopped completely.”
Gaurav S.Founder, AG Solutions
★★★★★
“We were losing hot leads in the first 12 hours. It wasn't effort, it was coordination. The structure fixed it.”
Sagar S.Founder, Dhee Coding LabRead the case study →
★★★★★
“We assign leads daily, but I had zero visibility after that. I used to keep asking for reports. With Erino, I can see follow-ups in seconds.”
Sandeep Y.Head of Sales, ArivihanRead the case study →We don't sell you a CRM and leave. We stay.
Every Erino account comes with a dedicated team that builds your CRM, changes it as your company grows and trains every new joiner. A partner after the sale, not a ticket number.
✓ Included with every Erino accountA named account manager
One person who knows your company, on WhatsApp and calls.
Most CRMs:A ticket queueSetup changes, included
New stage, field, automation or report? Ask, and we build it.
Most CRMs:Paid change requestsEvery new joiner trained
New RMs trained as often as needed, not only at launch.
Most CRMs:Trained onceAdoption reviews
We review usage with you and fix whatever isn't sticking.
Most CRMs:Usage nobody checksReady before every month-end
Routing, reports and automations tuned before your busiest weeks.
Most CRMs:You're on your ownYour requests on our roadmap
Feature requests assessed for impact on your business and prioritised.
Most CRMs:Lost in a backlog
Illustration of a typical Genuine Care conversation
Questions lending and fintech leaders ask us
Didn't find yours? Ask it on a free audit call, or WhatsApp us.
What is the best CRM for NBFCs, DSAs and loan sales teams in India?
The best CRM for a lending sales team is one built around the applicant journey rather than generic B2B deals. Look for instant lead routing by product and city, document and login follow-ups, stage tracking from sanction to disbursal, partner visibility, WhatsApp and calls on one timeline, and call recording with AI analysis.
Erino is built for Indian sales teams, with automatic tasks at every stage, a 48-hour stuck-application flag and AI call intelligence. Sales teams using Erino report 100% team adoption, and teams can go live in as little as 2 weeks.
What is the difference between a LOS and a lending CRM?
A loan origination system (LOS) or loan management system (LMS) handles underwriting, disbursal and repayment records. A lending CRM runs the sales funnel before the loan account: capturing leads, assigning RMs, enforcing document and login follow-ups, and tracking sanction and disbursal conversion. Erino works alongside your LOS rather than replacing it.
How does a CRM handle leads from ads, partners and DSAs?
A CRM brings every source into one queue, removes duplicates and assigns each lead by rules such as product, city, score band or partner. In Erino this happens in seconds, 24×7, and the applicant can receive an eligibility checklist on WhatsApp straight away.
Can Erino track documents and KYC follow-up?
Yes. The document checklist can be set up as tasks on the applicant's record, so each missing item has an owner, a due date and reminders until it is received. Erino does not replace your KYC verification systems.
Can Erino track login, sanction and disbursal stages?
Yes. Lead, eligibility, documents, login, credit review, sanction and disbursal can be set up as stages in your pipeline, each with an owner and a due date, and idle files are flagged at 48 hours.
Can I see conversion by DSA or partner?
Yes. Partner leads can be captured and routed with a partner field, so you get partner-wise views of leads, logins and disbursals instead of volume alone.
Can Erino help with insurance renewals and collections reminders?
Yes. Renewal, top-up, cross-sell and payment-reminder tasks can be created automatically from dates and statuses on the customer's record, so those calls happen on schedule instead of from a separate list.
Does Erino work for insurance, wealth and fintech app teams?
Yes. Pipelines, stages, fields and lost reasons are configured to your product, whether that's a quote-and-proposal insurance flow, a KYC-heavy wealth onboarding, or an app funnel with signup and activation drop-off.
Will our RMs actually use the CRM?
Adoption is the most common reason sales CRMs fail. Erino is designed for the field and the desk: if your RMs can use WhatsApp, they can use Erino. Tasks come to them automatically, and sales teams using Erino report 100% team adoption.
Does Erino work with WhatsApp and our calling system?
Yes. Erino connects with WhatsApp providers such as AiSensy and Gupshup and cloud telephony such as Exotel, Knowlarity, Ozonetel and Smartflo, so messages, calls and emails sit on one applicant timeline. Calls can be recorded and analysed by AI for sentiment, intent and objections.
How long does it take to implement a lending CRM?
With Erino, teams can go live in as little as 2 weeks. A dedicated account manager maps your process, configures your pipeline, connects your lead sources and trains your RMs.
Is applicant data safe in Erino?
Erino's data is hosted in India and the platform is aligned with India's DPDP Act. Access is role-based, data is encrypted in transit and at rest, and access is scoped to your organisation. Read more on the Erino Security & Trust page.
How much does a lending CRM cost?
Erino's pricing depends on your team size and the setup you need, and is shared after a free demo. See the Erino pricing page or book a free loan lead leakage audit to get a quote.