“LeadSquared has brought structure and efficiency to our processes, enabling teams across Bajaj Capital to quickly adapt to market shifts while remaining service-ready for every customer.”
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When it comes to managing money or life goals, the right financial partner can make all the difference. For over six decades, Bajaj Capital has been at the forefront of India’s financial services landscape, guiding individuals and businesses toward growth, security, and long-term success.
With more than 60 years in the industry, the company has contributed to the evolution of India’s capital markets, helping millions protect and grow their wealth. Today, Bajaj Capital offers a diverse portfolio of financial products, ensuring that clients have access to the right mix of opportunities to meet their unique financial goals.
For decades, Bajaj Capital has been synonymous with trust and financial expertise. But as their customer base expanded and digital interactions became central to the business, the company began evaluating how technology could better support its teams and clients.
They had a legacy CRM and an in-house ERP, but over time, maintaining and reinventing these systems started to feel counterproductive. As their CTO put it, “Why reinvent the wheel?”.
The search began for a CRM partner that could handle the scale of Bajaj Capital’s operations, a platform stable enough to support their vast financial ecosystem and flexible enough to evolve with it.
After exploring various options that fell short due to configuration issues or downtimes, LeadSquared emerged as the right fit, a robust, API-friendly solution that aligned with their need for reliability, configurability, and speed.
With over 100 branches and 1,000 employees, Bajaj Capital needed a solution that worked for every part of its business, from retail channels to specialized divisions like Global Private Wealth, Virtual RMs, and Retirement Teams.
LeadSquared became the common layer connecting all these teams.
Its mobile-first interface helped Relationship Managers on the move by simplifying their day-to-day work, surfacing upcoming meetings, follow-ups, and customer insights. Adoption came naturally because the system felt intuitive, configurable, and built around how teams actually work.
As Bajaj Capital rolled out more licenses, it wasn’t just a technology deployment; it was a culture shift toward a shared, data-driven way of working.
Before LeadSquared, the CRM setup often struggled with reliability, data inconsistencies, crashes, and complex workflows that made it hard to deliver a consistent experience.
With LeadSquared, Bajaj Capital’s processes became standardized and proactive.
The goal wasn’t to replace what was already working; it was to bring focus, predictability, and clarity to every single customer journey.
For Bajaj Capital, one of the biggest filters while selecting a CRM was integration. They needed a system that could seamlessly connect with tools like Zoom, dialers, and their proprietary ERP, Wealth Marker.
With LeadSquared’s open, API-friendly architecture, integration wasn’t an afterthought; it became a strength.
By connecting these systems, Bajaj Capital turned scattered data into a unified customer story, accessible in one place and updated in real time.
“The LeadSquared team was supportive of our requirements, and the implementation was completed within just two months. The platform was easily configurable and integrated seamlessly with our existing tools.”
Beyond sales and relationship management, Bajaj Capital also extended LeadSquared into customer support through Service CRM, a solution now used by 22 agents and growing.
Support teams particularly value:
This capability ensures that customer service is not just reactive but contextual, turning every query into an opportunity to strengthen trust.
Bajaj Capital is now exploring how AI capabilities powered by LeadSquared can elevate their operations even further. The vision is to capture every customer interaction, from a half-filled form on the website to the pages they browse and use those signals to understand intent in real time.
The emergence of LeadSquared’s AI capabilities aims to make sense of these interactions and guide teams with smarter, predictive insights. By blending human expertise with machine intelligence, Bajaj Capital is setting the foundation for a more intuitive, data-driven customer journey.
This partnership continues to evolve, driven by a shared belief that technology should simplify decisions, not complicate them. Together, Bajaj Capital and LeadSquared are building the future of financial engagement: efficient, intelligent, and deeply human.
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