The CRM built for
Direct Selling Agents. Finally.
Track every loan application from enquiry to disbursement. Manage leads across 14 loan products. Know exactly what commission you've earned, received, and are still owed — per lender, per product, per agent. No more running a multi-lender DSA business on a shared Excel sheet.
Home Loans · LAP · Business Loans · Personal Loans · Education Loans · Working Capital · Credit Cards · LRD · Gold Loan · Overdraft
Four Monday mornings every DSA owner has lived through. At least once.
Rohit left last Tuesday. His applicant sheet left with him. Forty loan files in various stages with four different lenders, and the only person who knew which file was where is now working for your competitor.
HDFC’s RM called asking for a status update on “the Sharma file.” Nobody knew which Sharma. Nobody knew which branch. By the time you figured out which loan application he meant, the lender had moved on to a faster DSA.
Axis's RM changed last month. ICICI discontinued the product you'd been placing. Bajaj updated their rate card and nobody told you. Every three months your lender panel moves under your feet and the only record of what's current is in somebody's head.
HDFC paid ₹3.2L this month. You expected ₹4.1L. Which files are short? Was there a clawback? Which agent's disbursement got adjusted? You spend two days reconciling a spreadsheet that was supposed to save you time.
A 9-stage pipeline that matches how DSA files actually move.
Not “Lead → Qualified → Proposal → Won.” That's a generic sales pipeline. A loan application goes through document collection, file logging, credit appraisal, technical and legal verification, sanction, and disbursement. TatvaCRM tracks every stage with the right fields at the right time.
Capture and qualify
Every enquiry gets a loan product, ticket size, CIBIL score, employment type, and source. Documents are collected and the file is logged with the chosen lender — all tracked with timestamps.
Lender processing
Track pendency split between customer-side and lender-side. Credit queries, valuation reports, legal vetting — every touchpoint logged. Know which file is stuck and who's holding it up.
Sanction to payout
Sanctioned amount, disbursed amount, lender reference number, and commission calculations — all on one screen. Every disbursed file automatically creates a commission line item.
Every loan enquiry captured. Every agent accountable.
Enquiries come in from everywhere — the website contact form, the referral from your Canara Bank RM, the WhatsApp forward, the cousin of last month's home loan customer. Today they land in four different places. Tomorrow they all land in one pipeline with an owner, a loan product, a ticket size, and a deadline for first contact.
- Enquiry source tracking — website, referral, walk-in, WhatsApp, existing-customer referral, IVR, social media — so you know which channel actually brings closeable files.
- Auto-assignment rules. Home loan enquiries in Pune go to Priya. LAP enquiries above ₹1 Cr go to the senior team. No manual routing.
- Pre-profiling fields built for loans — loan product, ticket size, CIBIL score, employment type, property location, existing EMI burden — not generic “deal value.”
- First-contact SLA timer on every new enquiry. If nobody has called in four hours, the owner sees it glowing orange.
- • Latest 6-month bank statement
- • Updated Form 16 (FY24)
- • Legal vetting note
Who's holding up the file? No more guessing.
Every loan file has two kinds of pendency — what the customer still owes you, and what the lender still owes the file. Both are tracked separately. Both are timestamped. When the customer swears they emailed the bank statement last Thursday, you have a timeline that ends the argument without anyone losing face.
- One file, one source of truth. Lead received to disbursement, every stage logged with a date and an actor.
- Document pendency split cleanly between customer-side and lender-side, so you always know who to chase.
- Per-lender file queues. “All files at Credit Appraisal at HDFC” is one click. “All files sitting more than 10 days at any lender” is another.
- Lender TAT scorecards. See which lender sanctions your files in seven days and which takes twenty-one, month over month.
Know what you've earned. To the rupee.
Every disbursed file converts into a commission line automatically — using the rate card you set per lender, per product. Monthly payouts get reconciled against what was expected. Clawbacks when they happen are captured against the original file, not hidden in a different sheet. One screen tells you what your DSA business actually earned this month.
- Per-lender, per-product rate cards. HDFC home loan is 0.55%, ICICI LAP is 0.75% — set once, applied to every matching file forever.
- Monthly commission summary per lender. Expected vs received vs pending vs clawed back — no more month-end detective work.
- Agent-wise payout reports for payroll, built from the same data. No double entry, no transcription errors.
- Clawback tracking against the original file. When a customer forecloses and the lender deducts, you see exactly which file and when.
Every product your DSA handles. Out of the box.
Home loans, LAP, business loans, personal loans, education loans, LRD, working capital, credit cards, overdraft, Mudra loans, gold loans — every product comes with the right fields, the right pipeline, and the right commission structure. No custom field configuration needed on Day 1.
- Home Loan
- Loan Against Property (LAP)
- Commercial Property Loan
- Lease Rental Discounting
- Loan Against Securities
- Business Loan
- Personal Loan
- Education Loan
- Working Capital
- Credit Card
- Overdraft Facility
- Mudra Loan (PMMY)
- Gold Loan
- Others
Your client data is your business.
A DSA firm isn't a group of agents who happen to share an office. It's a client list, a lender relationship history, a loan file archive, and a commission ledger. That's the whole asset. Everything else is overhead. So where are you storing the asset — in a shared Excel file that any agent can download and walk out with?
Rohit's pipeline stays. Even when Rohit doesn't.
When Rohit resigns, his 40 applicants, every document collected, every follow-up note, every lender conversation — all of it stays in your firm. His replacement picks up from Day 1 instead of Day 30. His commission ledger stays intact for final settlement.
Who changed what. When. Why.
Full audit trail on every record. When a commission figure moves from ₹85,000 to ₹82,500, you see who made the edit, when they made it, and what the value was before. When the disagreement comes — and it comes every month — the timeline ends the conversation.
An audit trail you can actually produce.
The RBI's digital lending and sourcing-agent guidelines aren't getting looser. When the regulator — or a partner bank's compliance team — asks for a source-of-lead audit on a specific loan file, a firm on Excel can't produce it. A firm on TatvaCRM exports the full timeline in one click.
A DSA firm that can be valued.
A DSA firm running on spreadsheets isn't easy to value. A firm on TatvaCRM has a documented client book, a lender relationship history, a disbursement track record, and a commission ledger with years of receipts. That's not just easier to run. It's worth something.
A generic CRM with loan custom fields is not a DSA CRM.
Any CRM lets you add a “Loan Amount” column. That's where most vendors stop pretending. A real DSA workflow has half a dozen things only a CRM built for loan agents would think about — and they're the things that decide whether your team uses the tool or goes back to the spreadsheet in month two.
(Zoho / LeadSquared / HubSpot)
We built TatvaCRM because every time we evaluated a generic tool for a DSA loan workflow, we hit the same wall by week three. So we built the one that doesn't hit the wall.
Real questions from real DSAs evaluating us.
What is the best CRM software for DSA agents in India?+
TatvaCRM is purpose-built for Direct Selling Agents in India. Unlike generic CRMs that make you configure everything from scratch, TatvaCRM comes pre-loaded with a 9-stage loan pipeline, 14 loan products, 61 industry-specific fields (CIBIL score, loan product, lender name, ticket size, employment type, etc.), and multi-lender commission tracking. It's designed by people who understand the Indian loan broking workflow.
How long does it take to import our existing applicant sheet?+
A typical DSA firm has between 500 and 3,000 historical applicants in a sheet. Imports take about an hour — map the columns once, import, and we'll catch duplicates automatically. Free CSV migration is included on every paid plan. If your sheet is a disaster (they usually are), email us and we'll walk you through it on a call.
Can we define our own loan products and commission rates?+
Yes. Home Loan, LAP, Business Loan, Education Loan, Personal Loan, Loan Against Securities, Working Capital, Lease Rental Discounting, Commercial Property Loan, Credit Card, Overdraft, Mudra Loan, Gold Loan — define whatever matches your book. Each product gets its own commission rate per lender, per tier. Set it once and every new file calculates commission automatically.
What happens when an agent leaves the firm?+
You revoke his login. His pipeline, his notes, his conversation history, his files — all of it stays in your TatvaCRM instance. Reassign his open files to another agent in one click. His commission ledger stays intact for final settlement. The client list never leaves your firm, because it was never stored in his personal spreadsheet to begin with.
How does TatvaCRM track loan applications across multiple lenders?+
Every loan file moves through a 9-stage pipeline: Lead Received → Documents Collected → File Logged → Credit Appraisal → Technical/Legal → Sanctioned → Disbursed (plus Rejected and On Hold). Each file tracks the lender name, branch, RM, login date, and a separate pendency view for customer-side vs lender-side documents. You can filter by lender, by stage, by agent, or by ageing.
Can different agents see different lender relationships?+
Yes, on Professional and Business tiers. Role-based access means your HDFC relationship can be limited to the team that actually files with HDFC. Senior partners see everything. Junior agents see only the lenders assigned to them. The firm owner always sees all of it.
How is TatvaCRM different from Zoho or LeadSquared for DSA loan tracking?+
Generic CRMs let you add custom fields called “Loan Amount” and “CIBIL Score” and call themselves DSA-ready. That works for the first month. Then you hit a real DSA workflow — lender pendency versus customer pendency, rate card per lender per product, monthly commission reconciliation, clawbacks tied to the original file — and you realise the generic tool was built for something else. TatvaCRM was built for this from day one. We also come in at a fraction of the LeadSquared price for ten agents.
Does TatvaCRM track CIBIL scores and credit bureau data?+
Yes. CIBIL score is a first-class field on every lead and deal record — not a custom field you have to create. You can sort and filter leads by CIBIL range, and use it for routing rules (e.g., leads with CIBIL below 650 go to the senior team for special handling). Credit bureau name is also tracked.
How much does it cost for a ten-agent DSA firm?+
₹999 per month on Professional, billed annually — that's under ₹12,000 per year for a ten-agent team, not per agent. For comparison, LeadSquared for the same team would cost you north of ₹1.5 lakh per year. The Starter plan is free forever with up to 2,000 records. See the full pricing breakdown.
Can TatvaCRM handle both home loans and credit card applications?+
Yes. TatvaCRM supports separate pipelines — a 9-stage Loan Application Pipeline for all loan products and a 5-stage Credit Card Pipeline for card applications. Each pipeline has its own stages, fields, and commission structure. You can run both from the same dashboard.
Stop running your DSA business on spreadsheets.
Free forever on the Starter plan. 14 days of Professional on us. No credit card required. Import your existing applicant sheet in an hour. 9-stage loan pipeline and 14 loan products pre-configured.
Not sure yet? Compare TatvaCRM with Zoho, LeadSquared & others →