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.
FinTech • Lending • CRM Automation
Industry & Segment
Financial Services
SMB
Platform & Products
Agentforce Sales
Agentforce Service
Marketing Cloud
The Challenge
High growth constrained by manual processes.
Selina Finance had implemented Salesforce early in the company’s lifecycle. While this created a foundation, growth introduced operational friction, technical debt and fragmented visibility across the lending journey.
Manual Process Load
Heavy reliance on manual processes slowed turnaround times, reduced data quality and created avoidable operational overhead as application volumes increased.
Technical Debt
Large volumes of unused fields and legacy configuration created platform complexity, poor user experience and limited confidence in reporting.
Fragmented Documents
Document management was disconnected from the core customer journey, making it difficult to maintain a complete view of each customer and loan application.
Low Adoption
Inconsistent processes and fragmented customer data limited user adoption, cross-functional alignment and the ability to scale efficiently.
Our Approach
Creating a scalable CRM foundation for lending growth.
Trigg Digital was engaged as a strategic delivery partner to redesign the lending platform around simplified operations, automation, clean data and scalable customer journeys.
Salesforce Audit
A full audit of the existing Salesforce implementation identified inefficiencies, unused functionality, technical debt and opportunities to simplify the operating model.
Lending Journey Redesign
Redesigned the end-to-end lending process from customer entry through to loan offer, improving workflow consistency, speed and operational visibility.
Sales & Marketing Automation
Implemented Agentforce Sales and Marketing Cloud Engagement to support operational workflows, customer communications and conversion performance.
Customer Portal
Designed and built a customer portal fully integrated with Salesforce to improve customer experience and streamline application progression.
Integrated Verification
Integrated third-party services for credit checks, identity verification and property valuation, with data processed and stored through Salesforce.
Data Model Simplification
Simplified the data model, interfaces and document processes to improve usability, governance, reporting confidence and user adoption.
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
Scalable lending operations with measurable impact.
End-to-End Lending Automation
Automated the full lending journey from application to decision and offer, reducing manual handoffs and delivering live impact within four months.
60%+ Conversion Improvement
Streamlined customer journeys and automated checks increased application-to-offer conversion while reducing customer 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 enabled new use cases and future expansion without reintroducing operational complexity or technical debt.