LeadStack | SaaS CRM for Mortgage & Finance Lead Management

Overview

 Client: (Baytech Consulting, in partnership with BMG) Project Type: Custom SaaS CRM Industry: Lead Management, Marketing Automation, Mortgage & Finance

LeadStack is a next-generation SaaS-based lead and marketing management CRM developed by Baytech Consulting in partnership with BMG. It evolved from Prime, a battle-tested desktop CRM, into a fully web-based, microservice-oriented platform. Built with scalability, auditability, and omni-channel communication in mind, LeadStack serves as an enterprise-class solution tailored for high-volume lead-driven organizations, particularly in mortgage and consumer lending.

Mission & Background

Baytech has a rich history of building CRMs for the lending and marketing industries. With decades of experience operating mortgage shops and managing sales teams, they developed Prime, a legacy CRM used by companies like New American Funding and CashCall. However, Prime was never intended to be multi-tenant or cloud-native.

Recognizing the limitations of Prime and the opportunity in the CRM market, Baytech launched LeadStack to deliver a robust, extensible platform equipped to support real-time communication, intelligent lead routing, detailed marketing analytics, and granular user behavior management.

Platform Highlights

Multi-Tenant Management

• Fast, intuitive onboarding
• Invite users with role-based permissions
• Social login support (Google, Facebook, etc.)
• Sub-companies as branches or divisions

Team and Role Configuration

• Drag-and-drop team management
• Role-based security at tenant and sub-tenant levels
• Shareable configurations between parent and branch tenants

Omni-Channel Communication

• Integrated in-browser phone with predictive dialing
• SMS, WhatsApp, Facebook Messenger, and live chat
• Real-time communication monitoring (barge, whisper, listen)
• IVR and voice routing via customizable workflows

Task Routing

• LeadStack's Task Router assigns tasks based on skill, availability, priority, and custom rules
• Support for round-robin, shotgun, hybrid, and scheduled delivery
• Real-time updates and escalation handling

Real-Time Monitoring

• Live dashboard shows task queue, agent status, communication logs
• Managers can intervene in calls or messages directly
• Future support for call center wall boards and analytics

Customizable Workflow Engine 

• Low-code visual editor for building workflows
• Routing for lead delivery, email, chat, IVR, and backend integration
• Time-based rules and conditional logic supported

Lead Management

• Custom statuses and actions with scheduled follow-ups
• Prioritized listings (My Day, Shark Tank, Push/Pull)
• Fully auditable event history with lead replay support
• Loan calculator and customizable lead screens

Marketing Intelligence

• Track cost and performance by campaign, source, or vendor
• Direct mail support with list upload, validation, mapping
• Support for CPL, CPA, tiered payouts, and fixed costs
• Marketing reporting down to the individual lead level

Agent Behavior Management

• Lead restrictions to penalize agents for inactivity or policy violations
• Penalty Box feature gently corrects improper behavior
• Gamification and community boards foster healthy competition

Architecture

Microservices

• 50+ containerized services deployed via Kubernetes and Docker
• Built for modularity, resilience, and independent scaling
• Each service uses the most appropriate tech stack for its purpose

Event Sourcing

• Every system event is recorded immutably
• Enables lead replay, full audit trails, and historical snapshots
• Provides superior insight and debugging capabilities compared to log-based systems

Self-Monitoring

• Internal health check and alerting system
• Integration with DevOps pipeline for CI/CD (TFS-based)

External Integration

• RESTful APIs with Swagger documentation
• Designed for secure, scalable third-party access

Results

LeadStack has matured into a powerful, full-featured CRM platform that supports:

• Real-time lead conversion workflows
• Detailed marketing ROI analysis
• Enhanced agent compliance and performance
• Enterprise scalability and multi-tenant flexibility

With its foundation in real-world experience and its architecture designed for the future, LeadStack represents the culmination of Baytech's deep CRM expertise, a solution years in the making and built for tomorrow's challenges.

Brief History

Baytech Consulting has built and evolved enterprise software platforms for nearly three decades. Originating as a custom development firm, Baytech focused early on the financial, mortgage, and real estate sectors, delivering innovative solutions like BankerView and Prime.

• 1998 - BrokerView / New American Funding: Developed a CRM and direct mail platform that became the operational core of one of the largest independent mortgage banks.
• 2005 - Direct Lender: Operated and scaled a high-growth mortgage division, leveraging custom-built CRM tools.
• 2007 - Real Source Partners: Built a map-based CRE platform, now industry-standard, that drove national growth for a top brokerage.
• 2008-2012 - CashCall / LoanMe: Delivered Prime CRM, transforming both the mortgage and consumer lending operations through intelligent lead routing and behavioral automation.
• 2017 - LeadStack: Initiated development of a modern SaaS CRM based on lessons from Prime, applying next-gen microservice, event sourcing, and workflow technologies.

Today, Baytech continues to develop tailored, high-impact platforms across industries through its expert team and proven methodology.