Nationwide Finance: every application in Zoho CRM within seconds
Loan applications reach sales in seconds, tagged with the campaign that produced them
The challenge
Nationwide Finance is a UK direct business lender. Their pitch to borrowers is speed: a decision within four working hours and funds within a day for most loans. A promise like that dies in the gap between “someone filled in the form” and “someone in sales picked it up”.
The other half of the problem was attribution. Applications arrived with no record of which campaign, keyword or click produced them, so ad spend was judged on clicks rather than on funded loans.
What we built
The application form on nationwidefinance.co.uk posts to a small serverless endpoint that validates the submission and calls a Deluge function inside Zoho CRM, which creates the lead and routes it to the sales team. No inbox in the middle, no re-keying: the application is in CRM seconds after the borrower presses submit.
Every lead carries its marketing history. The site captures first-touch and last-touch UTMs and click IDs and stores them on the CRM record, so sales sees where each application came from and marketing can trace a funded loan back to the click that started it. Each application also reports a conversion back to Google Ads, valued by its size and gated behind cookie consent, so campaigns optimise toward value.
Because the endpoint is public, we hardened it: validation and anti-abuse measures keep junk out of the sales queue.
The result
Applications reach the team in seconds with the context to act on them, which is what makes a four-hour decision promise workable. Marketing reporting now runs on what each application is worth.
Talk to us
If your enquiries sit in an inbox before they reach your CRM, that’s response time lost before anyone even starts. Book a free discovery consultation and we’ll map the shortest route from your website to your sales team.