Digitizing Customer Engagement Lifecycle for a fintech pioneer in gold loan space.


Financial Services

Salesforce Service Cloud , Experience Cloud, Tableau

About Customer

Rupeek is India’s leading asset-backed, digital lending fintech platform headquartered in Bangalore with 5 Lakh+ Customers in 30+ Cities. Rupeek is India’s first and foremost company to launch the concept of doorstep gold loan & allowing lakhs of Indians to take a loan against gold at their home for the first time at low interest rate.

Driven by the mission to make credit accessible to Indians in a fair and convenient way, Rupeek is pioneering innovative financial products to help monetize India’s $2 trillion gold. Powered by state-of-the-art technology and an automated asset-light supply chain, Rupeek is transforming the way gold loans are disbursed in India.

The Challenge

Rupeek’s processes and customer interactions are all designed to ensure that customers feel confident entrusting their gold to the company.

This experience spans beyond loan origination and into post-disbursal phase. At this point, customers can request for pause, top-up, return or renewal of their gold loans. This requires multiple Rupeek teams working in a coordinated fashion to provide a great post-disbursal experience. This includes support teams which log and manage customer requests, back-office teams which track loan payments, and field operations teams which work with banks to release and return the customer’s gold.

While Rupeek had reimagined the gold loan customer journey in a futuristic manner (e.g., Door Step pick up of Gold Loans versus going to Bank), it lacked a customer experience platform to support the end-to-end journey. Agents had to do context-switching & chair swivelling to navigate their way through too many applications to resolve a single service request.

They soon realised that this will not only be a big roadblock in their target of expanding to 100+ cities (from existing 30) and achieving 500% YoY growth in the next year but also in delivering unparalleled customer experience. They really wanted to re-imagine their customer service experience to ensure scale with rapid growth.

Our Solution

Aethereus worked with the Rupeek’s product, service and tech teams to re-imagine their high-impact service processes like Gold Loan Returns, Renewals and Digital Gold release process backed up by a robust architecture designed on Salesforce platform. These spanned multiple digital channels like chatbots, live agent, website, mobile app, field service and contact centers.

Salesforce served as a foundational stakeholder experience platform, on which the customers could enjoy a great service experience, while multiple teams could collaborate to deliver that experience. With a robust architecture, customers were informed on a timely basis about their request status. On the other hand, cases from multiple digital channels were automatically routed and assigned to the right agents with stringent SLAs during each stage of services process. With clear visibility, agents were able to easily manage customer loan requests and ticket handovers within the team, while delivering on service SLA’s.

The integration of Salesforce with Loan Origination System (LOS) and Loan Management System (LMS) helped the team in getting loan and gold details on one window as Customer 360 view. In addition, the gold disbursal process was managed by digital scheduling function on Salesforce tightly integrated with internal scheduling engine. Thus, the entire gold release/part release journey from customer’s repayment of loan amount to gold being delivered to customer doorstep on time was successfully built.

Aethereus also built custom omni-channel case routing to help direct customer queries/requests from multiple sources to key internal teams with a unified view, thereby reducing average TAT (turnaround time). Also, with self-service automation, the customers could chat with chatbots on the website or the mobile apps.

Quantitative Results

50% increase in Service Productivity

20-30% reduction in number of Customer Calls

Qualitative Results

  • Platform to help Rupeek scale their operations to 100+ new cities
  • Enabled multiple product innovations and launches (e.g. Zero touch Gold Loans) using redesigned processes
  • Real-time Customer 360 view of customer and service information with ​ across multiple systems

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We partner with our clients to solve their most challenging customer experience problems by leveraging the power of Salesforce with cutting-edge technology and a design-led approach. We have been Salesforce Partner since 2019. 

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