Finqy

Finqy is a lending marketplace. It connects customers and a network of agents to financial products from over 100 banks, NBFCs, and insurers. The catch is that those products do not behave alike. Insurance, a personal loan, a home loan, and a car loan each carry their own steps, documents, and disbursement rules.

Run on separate tools, that variety becomes a tax. An agent juggling four product flows loses leads in the gaps between them. There is no single enquiry queue, no shared customer record, and no clean view of where money actually lands. For a business whose growth depends on agent productivity, that fragmentation is a ceiling.

The Indian opportunity made the ceiling expensive. Finqy's auto-loan line alone scaled from about 50 crore rupees a month in early 2023 toward roughly 1,800 crore a month in FY 2024-25. A business moving at that speed cannot afford an operating layer that leaks.

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Appetals designed and built one platform that put all four product categories under a single operating system. It connected enquiry intake to agent assignment, to the product-specific steps each category needs, to disbursement confirmation for every loan and policy.

Agents got one workspace across all four lines, so a lead never fell between products. Managers got one view of conversion at every stage, so performance was visible without manual reconciliation. The workflow logic handled both direct customer enquiries and agent-sourced leads under the same rules, which mattered for a model built on a partner and agent network.

Technical scope: web and mobile platform, multi-product agent management, workflow orchestration across insurance and lending categories, disbursement-stage tracking, and a unified customer record. Built to hold four different product processes on one shared data layer without forcing them into a single generic flow.

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