CRM for microfinance organisations: from an abandoned application to a repeat loan.
The loan system knows contracts and schedules but can't see who dropped off at the biometrics step or who is ready for a new limit. A CRM gathers requests from every channel, follows up on unfinished applications, reminds about payments and brings good borrowers back.
An MFO customer journey is longer than it looks: an ad or aggregator, application, scoring, disbursement, payment schedule, repayment and the next loan. The loan system handles contracts and accruals, while the commercial side — who came from where, who abandoned the form, who was declined and why, who is ready to borrow again — usually isn't captured anywhere. So ads are optimised for applications rather than disbursed and repaid loans.
A CRM closes this gap: all channels in one funnel, statuses from the loan system via API, automatic WhatsApp and SMS messages, tasks for operators. For a pawnshop — requests tracked by branch, reminders about pledge expiry and offers to redeem or extend.
The fastest effect comes from two things: following up on abandoned applications within 15 minutes and a payment reminder three days ahead with a Kaspi payment link.
What we set up in an MFO or pawnshop CRM.
Request → form → scoring → approval → signature → disbursement. At each stage, a reason for decline or loss and a task for the operator.
Website, loan aggregators, WhatsApp, Instagram, calls and branch visits in one feed tagged with source and campaign.
A WhatsApp message 10–15 minutes after the customer stops at a step, an operator call for large amounts, a link to continue the application.
3 days before, a day before and on the due date with a Kaspi Pay link; payment confirmation; for pawnshops, pledge expiry notices.
Segments by days overdue, message and call scenarios, tracked promises to pay, handover to the collection team under company rules.
A new-limit offer after repayment, reactivation of customers who closed a contract 3–6 months ago, programmes for customers with a good history.
Contract statuses, schedules and payments are pulled from the loan system or 1C; operators never enter data twice.
Cost per application, approval and disbursed loan by channel, arrears share by source, repeat-loan conversion.
Funnels and automations.
- "New applications" funnel: form → scoring → approval → disbursement
- "Abandoned forms" funnel with automatic follow-up
- "Secured loans" funnel: car, property, gold
- "Payments" funnel: reminders and confirmations
- "Arrears" funnel: 1–7, 8–30, 30+ days
- "Repeat" funnel: new limit and reactivation
- Routing requests to pawnshop branches
- Operator response time control
- End-to-end analytics down to the disbursed loan
Borrower communications by the rules.
Handling arrears in Kazakhstan is restricted by law: the time and frequency of contact, a ban on pressure and on disclosing debt to third parties, requirements for call recording and personal data storage. So we configure CRM scenarios to make breaking these rules technically difficult:
- messages and call tasks are not created outside permitted hours;
- a daily and weekly contact limit per debtor;
- message templates are approved by a lawyer and changed only by a manager;
- customer consents to notifications and data processing are stored in the record.
We confirm the list of restrictions with your compliance team at the start of the implementation.
How implementation works.
- Audit — 3–5 days: we review the application path, loan system, operator scripts and current analytics. You get a funnel diagram and an estimate.
- Setup — 1–2 weeks: funnels, fields, WhatsApp and SMS templates, telephony, channels.
- Integrations — 1–3 weeks: loan system or 1C, website and account, aggregators, ad accounts.
- Training — operators, branch staff and managers; we work alongside you for the first week.
- Support — a month of adjustments based on real work, then support on request.
What affects the price of implementation.
A basic amoCRM or Bitrix24 implementation with application and payment funnels, channels, reminders and training costs ₸350,000–600,000 and takes 2–3 weeks. With loan system integration, telephony, soft-collection scenarios and end-to-end analytics — ₸600,000–1,000,000, 4–6 weeks. A custom CRM built around MFO processes starts at ₸1,500,000. CRM and WhatsApp API licences are paid to vendors separately.
The price depends on the number of products, branches and roles, whether the loan system has an API, and the scope of arrears scenarios. Base prices are on the CRM and automation page.
The short version.
How much does a CRM for an MFO cost?
A basic implementation costs ₸350,000–600,000, with integrations and arrears scenarios ₸600,000–1,000,000, a custom CRM from ₸1,500,000. amoCRM or Bitrix24 licences are extra.
Will a CRM replace our loan management system?
No, and it shouldn't: contracts, accruals and regulatory reporting stay in the loan system. The CRM handles the funnel, communications and analytics and syncs with it.
Can arrears handling be automated?
Yes, at the early stage: reminders, segments by days overdue, promises to pay and operator tasks. Scenarios are limited by legal requirements and company rules.
Is a CRM suitable for a pawnshop with several branches?
Yes: requests are routed to branches, pledge-expiry reminders go out automatically, and managers see loans and redemptions for each branch.
How soon will we see an effect?
Abandoned-application follow-up and reminders work from the first week. Growth in repeat loans shows after 2–3 months, once a base of closed contracts builds up.
Same service for other industries
Losing applications or seeing arrears grow? Describe your process — we'll propose a setup and estimate.
Tell us how many operators and branches you have, which loan system you use, where applications come from and how you remind about payments now. We'll reply with an implementation plan within 1–2 business days.