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A Pre-Qualified Lead Generation Engine for Retail Lending

Replacing untargeted campaign marketing with a consent-based engine that qualifies every lead against live credit policy before it ever reaches the sales funnel.

The Challenge

The anchor gold loan is short-tenure and transactional.

The customer borrows against collateral, repays, and disappears until the next need.

Lead generation therefore ran on campaigns pushed against internally segmented lists. Two things were missing. The institution had no view of any customer’s external credit position, so it could not tell an approvable lead from an unapprovable one before spending to pursue it.

And it had no attribution, so it could not connect spend to the demand it produced.

What's Included

What Netwin Built

Netwin designed and built a four-stage lead generation engine, integrated with the institution’s digital estate, its credit bureau
relationship, its offer systems and, subsequently, its core banking system.

The commercial logic inverts the conventional model: leads are generated by customers through an interaction they initiate and consent to, and released to the funnel only after passing credit evaluation

Acquisition

A consent-based credit health proposition draws the customer in, inbound and voluntary, not outbound and pushed.

Qualification

BRE evaluates the customer against live credit policy, product by product, before any offer is generated.

Routing

Qualified customers receive offers, non-qualifying customers are routed to products they can access.

Attribution

Every lead generated and acted on is captured daily by source, channel, region and product.

The Key Capability

The Capability
That Made It Work

01

Verification from source

Automated verification replaces the multiround document chase. The borrower’s role shifts from supplying evidence to
authorising its retrieval, removing days before an assessor has anything to work
with.

02

The zero dead-end principle

No path ends without a lead. Customers who fail the unsecured test are routed to secured products, new-to-credit customers
generate a lead at first engagement. Credit outcome decides which product, never
whether a lead exists.

03

Extended into the branch

Relationship officers now generate qualified leads with the customer authorising consent themselves. All data exchange with core banking is cryptographically signed and authenticated in both directions.

Before and After

BEFORE

After

Lead source

BEFORE

Outbound campaigns

AFTER

Inbound, consented, customer-initiated

Lead quality

BEFORE

Unqualified, tested at application

AFTER

BRE-qualified before the funnel

Basis of selection

BEFORE

Internal criteria and assumption

AFTER

Live external credit position

Non-qualifying traffic

BEFORE

Discarded, produced nothing

AFTER

Routed to accessible products

Rejection point

BEFORE

Downstream at credit decision

AFTER

Upstream at a rules evaluation

Attribution

BEFORE

Traffic volume only

AFTER

Qualified leads by source, region, product

Channel reach

BEFORE

Digital customers only

AFTER

Full branch and assisted network

Benefits

What the Bank Gained

  • Leads at near-zero acquisition cost from the existing base
  • Every lead has already passed credit policy
  • No acquired traffic wasted, every visit yields a lead
  • Rejection costs a Rules Evaluation, not an origination team
  • Lead spend is defensible, channels ranked by qualified yield
  • Lead quality is a governed dial visible to risk and product

Any lender holding a substantial base concentrated in a narrow product set faces the same question: which of these
customers can I approve for something else today, and how do I reach them without burning budget on the ones I cannot.

The answer is rarely more spend. It is qualification moved to the front of the funnel, on data the customer was willing to share.

More Work

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