3.A Borrower acquisition

Purpose

Bring qualified loan applications onto the platform from every channel the business uses, with attribution and quality intact.

In-scope features

Channel portals

• Partner portal — partner banks / NBFCs (for LSP / co-lending arrangements) login to manage their flow.
• DSA portal — direct selling agents and their sub-agents submit and track applications.
• CA / referral portal — chartered accountants, CA firms, and accounting professionals submit referrals for their SME clients.
• Anchor / enterprise portal — for SCF and anchor-led programmes; anchor logs in to refer / approve their ecosystem borrowers.
• Borrower self-serve portal — direct borrower flow via web / mobile.
• Embedded SDK / iframe / API — partners embed application flow inside their product (Tally, ERP, marketplace, CA software).

Lead management

• Lead capture from every channel with mandatory metadata (channel, sub-channel, sub-agent, campaign, UTM source).
• Lead deduplication by PAN / mobile / GSTIN to avoid double-counting and prevent multi-channel arbitrage.
• Lead enrichment — quick PAN-name match, mobile-to-PAN match, basic GST lookup.
• Lead routing to RM / DSA / branch / queue per business rules.
• Lead stages — new / contacted / interested / qualified / applied / approved / disbursed / lost.
• Lead SLA tracking — time-to-first-contact, time-to-quote, time-to-disbursement.

Sales CRM (lightweight)

• Contact and interaction logs per lead.
• Tasks and follow-ups.
• Pipeline view per RM, per branch, per partner.
• Conversion funnel dashboards.
• Notes and attachments per lead.

Eligibility pre-check (soft)

• GSTIN-based pre-eligibility — pull last 3 months of GST filings, check turnover, return-filing consistency; produce a soft “you may qualify for ₹X – ₹Y” indication without a full application.
• Bureau soft pull (where supported) for a quick eligibility check without bureau-score impact.
• Bank-statement-based pre-eligibility — AA-fetched recent balances and credit turnover.
• Anchor-based pre-eligibility — for SCF, anchor’s transaction history with the SME drives pre-eligibility.

Repeat / renewal / top-up

• Repeat borrower journey — pre-filled application from borrower’s existing data; lighter KYC if recent; faster underwriting cycle.
• Renewal journey — for revolving lines reaching limit reset / annual review.
• Top-up journey — additional sanction on existing line, with delta-data fetched.
• Rejection / retry journey — for declined applicants, defined waiting period before re-application.

Campaign and attribution

• UTM / source tracking end-to-end (acquisition through disbursement) to compute channel CAC / LTV.
• Campaign master with budget, expected leads, conversion targets.
• DSA payout calculation tied to disbursed-loan attribution.
• Channel performance dashboards.

Out of scope

• KYC / KYB workflows themselves — see 3.C.
• Underwriting decisioning — see 3.E.
• Loan documentation — see 3.H.
• Borrower portal post-disbursement (statement, repay, top-up) — partly in 3.J / 3.K.

Key entities

• Channel — partner / DSA / CA / anchor / direct / embedded.
• Partner — sub-records under channel (specific DSA firm, specific CA firm, specific anchor).
• Sub-agent — individual under a partner.
• Lead — top-of-funnel record; converted into Application.
• Campaign — with attribution metadata.
• Pre-eligibility check — point-in-time snapshot of soft underwriting signals.

Key workflows

1. New lead — captured → deduplicated → enriched → routed → contacted → application started.
2. Embedded flow — partner triggers borrower journey with pre-filled metadata → consent capture → lead created with full attribution.
3. Repeat borrower — borrower (or RM) initiates repeat → pre-filled application → light verification → fast underwriting.
4. DSA payout — disbursed loan triggers DSA payout calculation → approval → payout.

Integrations

• GST APIs (via GSP) for pre-eligibility.
• Bureau soft-pull APIs where supported (CIBIL Insights, etc.).
• AA TSP for soft pre-eligibility data.
• SMS / WhatsApp for borrower communication.
• Email for nurture sequences.
• PAN validation API for early identity check.
• Mobile-OTP for borrower identification.

APIs (exposed to other modules)

• POST /leads — create a lead.
• GET /leads/{id} — get lead detail.
• POST /leads/{id}/qualify — mark as qualified.
• POST /leads/{id}/convert-to-application — convert.
• POST /pre-eligibility/check — soft eligibility computation.
• GET /partners/{id}/funnel — partner-level funnel data.

Events emitted

• lead.created
• lead.qualified
• lead.converted_to_application
• lead.lost
• repeat_borrower.identified
• pre_eligibility.computed

Edge cases

• Same borrower coming through two channels — deduplication on PAN / mobile / GSTIN must be enforced; attribution-conflict resolution rule (first-touch / last-touch / channel-priority).
• DSA sub-agent attribution — if DSA changes mid-application, who gets paid?
• CA referral attribution — if a CA refers and then the borrower applies directly later, is the CA still attributed?
• Embedded flow consent capture — partner’s auth flow vs your platform’s consent must reconcile.
• Renewal limit reset — repeat-borrower view of a renewed line should not double-count CAC.
• Pre-eligibility false positive — a soft pre-eligibility “yes” that becomes a hard “no” damages CA / partner trust; calibrate carefully.

Compliance touchpoints

• Digital Lending Guidelines — every channel must show the RE’s name; KFS at appropriate stage; lender disclosure rules.
• Outsourcing MD — DSAs and CAs that perform substantive functions are outsourced agents; governance applies.
• DPDP — consent for data collection in pre-eligibility; storage limitation.
• Bureau — soft vs hard pull rules per CIC.
• AA — explicit consent for soft pre-eligibility data.

MVP vs production

Feature	MVP	Production
Direct borrower portal	✓	✓
DSA portal	✓ (basic)	Rich, multi-tier hierarchy
CA portal	✓	Rich, with CA’s client portfolio view
Embedded SDK	(Phase 2)	✓
Anchor portal	(Phase 3)	✓
Lead deduplication	✓	✓
Lead routing	Basic round-robin / by region	Rules engine
Sales CRM	Basic pipeline	Full CRM (or integrate to external CRM)
Pre-eligibility (GST + AA)	✓	✓
Repeat borrower flow	✓	✓
Campaign attribution	UTM only	Full attribution including DSA hierarchy
DSA payout automation	Manual upload	Full automation tied to LMS

Related: 3.B Application journey, 4. Integrations, 13.2 Onboarding backlog.