A complete, CRM-ready file in 7 minutes — down from 36

The Challenge

Too many hands on every file

i90 Financial is a direct lender in transportation and commercial equipment finance — over-the-road trucks and the like. As volume grew, file prep had become a manual relay: too many people touching each deal, each owning a different step.

Every file meant verifying the business on the Secretary of State, pulling credit, and gathering everything needed to make an assessment — then stitching it together somewhere the team could actually see it. Eduardo Del Rio, i90's CEO, timed his processor: a complete file, built and entered into their HubSpot CRM, took about 36 minutes. Across a busy pipeline, that was the bottleneck between a borrower and an answer.

“We had too many people touching the files — it became a very manual process. Verifying the Secretary of State, the credit pulls, all the steps. I wanted it faster, and I wanted to see it all in one place.”

The Solution

The whole file, on one page, in seven minutes

Now i90 sends what it needs into Kaaj and a complete file assembles itself: SOS and business verification, credit pulled, every document gathered — and, crucially, a write-up on the first page that summarizes the entire deal at a glance. From there it flows automatically into HubSpot, where the team tracks and communicates the deal.

Eduardo clocked the new process at about seven minutes — roughly a fifth of the old 36. His favorite part isn't any single integration; it's that first-page glimpse: open the file and the whole picture — write-up, credit, verifications — is right there.

“Really that first page — seeing all the information at a glance, like a write-up — I find very useful. And the credit's just there, automatically.”

The Results

A faster yes — and a faster no

The 29 minutes Kaaj gives back per file isn't the part Eduardo gets animated about. It's what the speed lets him do for the person on the other end of the deal. His philosophy: give a fast no rather than make someone wait. When a borrower is excited about a piece of equipment — and a dealer or broker is waiting on an answer — the worst outcome is a slow maybe.

For a direct lender competing on speed, getting to a clear yes or no quickly is the edge. Kaaj lets i90 move a file to underwriting or a pre-approval decision while the deal is still hot, then move straight to the next one.

Eduardo expects the ROI to compound. Twelve months out, he sees fewer people needing to touch each file and resources shifting to higher-value work — and he wants to approve deals from his phone, in real time, as the file comes together.

“I'd rather give a no faster than take forever to give a no. If you're excited about getting that piece of equipment, you'd rather know quickly — whether it's a no, or the yes that we're interested in the deal.”