M Capitol

Salesforce has given us the ability to communicate with customers and partners on their terms, and establish the loyalty and trust we need to grow as a non-bank lender.”

Mona Abou Zeid, Chief Executive Officer, M Capitol

10 x

increase in average partner referrals per week


M Capitol creates wealth and loyalty using Salesforce

M Capitol helps customers across Australia and Asia Pacific to grow their investments and fund their ambitions. A large part of its business involves financing new home purchases and in 2016 it made the leap from mortgage broking to mortgage management. M Capitol wanted to provide customers and partners with an alternative to traditional bank lending along with a more personal and digital experience. Salesforce has helped M Capitol achieve this aim and the business has grown threefolds since inception.

“As one of the youngest Mortgage Management companies in the market, we have to be more innovative as we recognise digital disruption is key to success in a fast changing environment. Salesforce has given us the ability to communicate with customers and partners on their terms, and establish the loyalty and trust we need to grow as a non-bank lender,” said Mona Abou Zeid, Chief Executive Officer, M Capitol. “It also helps to simplify the process of mortgage and wealth management so we can focus on growing our business.”

Forging a new path

Moving to mortgage management, M Capitol has taken on added responsibilities. It sources funding from private lenders, securitised it and then works with partners to win customers and distribute loans. Close collaboration with these partners is key and one of M Capitol’s first priorities was finding a CRM that would help manage and grow these relationships. Salesforce was chosen as it offered extensive capabilities which M Capitol could take more advantage of over time.

“We initially needed a better way to manage our customer and partner relationships, but could see the opportunity to use Salesforce to manage more of our business, including mortgage origination,” said Nolan Leo, Head of Distribution, M Capitol. “We could also use Trailhead to explore and learn more about the capabilities of Salesforce and implement some of these ourselves.”

Streamlined sales and service

M Capitol implemented Sales Cloud and Service Cloud first, injecting greater efficiency and insight into everyday processes like lead and case management. New leads come in via the website or are referred by partners and are automatically captured in Salesforce before receiving a personalised welcome letter.

Opportunities are then tracked and managed in Salesforce, enabling Sales Cloud Einstein to analyse the data and learn what separates deals won from deals lost. The Artificial Intelligence tool then automatically prioritises the opportunities that are most likely to convert and offers recommended actions to help reps improve win rates.

“Salesforce has significantly improved our sales productivity and given us greater insight into how deals are progressing. Management can then step in where we need to and keep deals moving forward. It's also simplified our forecasting and reporting,” said Abou Zeid.

Once customers come onboard, M Capitol is able to provide personalised service over nearly any channel. The business has implemented the Live Agent chat tool for real-time engagement, and plans to rollout WeChat, WhatsApp and Apple Business Chat in the future. These messaging apps are popular and more convenient than traditional phone messages for M Capitol’s customers which are predominantly non-resident buyers and foreign investors.

When customers do want to call up and speak with an agent, the use of the Aircall CTI from the Salesforce AppExchange helps ensure a positive experience. The CTI solution brings up each caller’s details to provide context to conversations and allows for calls to be recorded and monitored for quality and training. It also allows clients and partners to be identified and for Relationship Managers to address any concerns they have in regards to finance applications or post settlement issues.

Transforming lending and collaboration

As M Capitol has evolved as a business, it has leveraged the Financial Services Cloud to meet more of its needs and connect with partners and customers more personally — across all departments, and through all channels of communication. Financial Services Cloud has amplified M Capitol’s productivity and underpins a new partner community where employees and partners can collaborate on deals and complete the mortgage origination process. The community also provides instant access to product brochures and contains a knowledge base with answers to frequently asked questions.

“In the past, we were communicating with brokers mostly through email and loan application forms were all paper-based. Now, brokers can access the information they need directly and we’re about to enable online applications. This will reduce our SLA on conditional approvals from three days to one,” said Leo.

M Capitol’s partner channel has grown significantly in response to the improved experience. Partners who used to refer one or two customers per week are now referring as many as ten per week.

Innovating across the business

M Capitol plans to expand their use of Einstein with Financial Service Cloud in the future. The AI technology will help the business to better understand current customers and use predictive intelligence to recommend additional products that support their financial goals. It’s also planning to implement Marketing Cloud to further personalise customer journeys and send automated alerts at each stage of the origination process.

Trailhead supports M Capitol's continued innovation by giving the team the knowledge to self-implement. Employees are also taking trails to optimise their use of the Financial Services Cloud.

“We’ve grown significantly as a result of Salesforce and are continually discovering ways it can add more value,” said Leo. “Our goal now is to use every feature and capability we can to improve our service and efficiency.”


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