CASE STUDY

Building a Scalable Lending Platform Powered by CRM for a High-Growth UK FinTech

Selina Finance is a UK-based fintech providing flexible lending solutions to consumers. As the business scaled, it needed a CRM and automation platform that could support growth, improve operational efficiency, and deliver a seamless end-to-end lending experience.

Trigg Digital partnered with Selina Finance to transform their Salesforce implementation into a scalable, automated operating model that improved data quality, user adoption, and conversion performance.

INDUSTRY & SEGMENT

Financial Services SMB

Platform & products

Agentforce Sales
Agentforce Service
Marketing Cloud

The Challenge

High growth · Manual processes · Early-stage Salesforce foundations

Selina Finance had implemented Salesforce early in the company’s lifecycle. While this created a foundation, it also introduced challenges as the lending platform begun to constrain scale. reporting visibility and cross-functional alignment.

Key challenges included:

Heavy reliance on manual processes, slowing turnaround times and reducing data quality
Large volumes of unused fields creating technical debt and poor user experience
Fragmented document management, making it difficult to maintain a complete view of each customer and loan journey
Low user adoption and inconsistent processes across teams
Lack of a true single view of the customer, resulting in fragmented data and inefficient workflows

As application volumes increased, these issues began to directly impact conversion rates, operational efficiency, and the ability to scale.

Our Approach

Trigg Digital was engaged as a strategic delivery partner to redesign the lending platform to support Selina Finance’s growth and expansion. The focus was on simplifying operations, removing technical debt, and building an automated, scalable CRM foundation.

Our approach included:

A full audit of the existing Salesforce implementation to identify inefficiencies, unused functionality, and technical debt
Redesign of the end-to-end lending process, from customer entry through to loan offer
Implementation of Agentforce Sales and Marketing Cloud Engagement to support both operational workflows and customer engagement
Design and build of a customer portal fully integrated with Salesforce
Integration with third-party services for credit checks, identity verification, and property valuation, with all data processed and stored on the Salesforce platform
Introduction of secure document management tools to streamline document collection, processing, and storage
Simplification of the data model and user interfaces to improve usability and adoption

The programme was delivered in phased releases to ensure immediate impact while supporting longer-term scalability across business and consumer lending.

In Their Words

“Trigg Digital combined deep Salesforce expertise with hands-on delivery. Their focus on speed, quality, and upskilling our team made a real difference to how quickly we could move and scale.”

Co-Founder, Selina Finance.

The Results

END-TO-END LENDING AUTOMATION

Automated the full lending journey from application to decision and offer, reducing manual handoffs and cycle time. Live in 4 months.

60%+ APPLICATION CONVERSION IMPROVEMENT

Streamlined customer journeys and automated checks increased application-to-offer conversion while reducing drop-off.

75% REDUCTION IN MANUAL PROCESSING

System-driven workflows replaced spreadsheet and email handoffs, lowering operational overhead and improving data accuracy.

SCALABLE FOUNDATION FOR GROWTH

A clean, governed platform enabling new use cases and future expansion without reintroducing technical debt.