--- title: LeadStack | SaaS CRM for Mortgage & Finance Lead Management description: "Discover how Baytech Consulting, in partnership with BMG, transformed a legacy desktop CRM into LeadStack—a modern, cloud-native SaaS CRM tailored for high-volume mortgage and finance lead management. canonical: https://www.baytechconsulting.com/case-study/leadstack --- ## **Tech Stack (Summary)** - **Frontend:** Angular with TypeScript - **Backend:** .NET Core microservices with CQRS & event sourcing - **API:** RESTful with Swagger/OpenAPI documentation - **Containerization:** Docker - **Orchestration:** Kubernetes with Rancher - **DevOps:** Azure DevOps (TFS) CI/CD pipelines ## Overview  [](http://127.0.0.1:8000/assets/leadstack/leadstack.jpg)**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 [](http://127.0.0.1:8000/assets/leadstack/Workflow.png) ![](https://dzrge5zzbsh6q.cloudfront.net/_convertToWebP/61184/LeadStack-Workflow.webp) - 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 [![](https://dzrge5zzbsh6q.cloudfront.net/LeadStack-LeadPage.png)](http://127.0.0.1:8000/assets/leadstack/LeadPage.png)  [](http://127.0.0.1:8000/assets/leadstack/LeadPage.png) - 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 [![](https://dzrge5zzbsh6q.cloudfront.net/LeadStack-Architecture.png)](http://127.0.0.1:8000/assets/leadstack/Architecture.png)  [](http://127.0.0.1:8000/assets/leadstack/Architecture.png) ### 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.