Case Study: Puridy Debt Solutions
Puridy Debt Solutions (PDS Debt) is an innovative one-stop shop to guide customers on their journey to freedom from debt. With offices in Utah and California, their goal is to provide financial peace of mind by leading the customer to a path beyond debt with numerous financial solutions.
With a company size of about 200 employees across two states, they offer multiple programs and solutions tailored to customers’ specific needs, budget, and future financial goals.
2025
The ProblemÂ
The client is a growing debt consolidation company that relies heavily on accurate and timely credit pulls to qualify leads and progress deals. Their existing primary credit service works well, but to enhance the stability of the overall system and search results, we integrated a secondary credit pull service as a backup in case of outages with the primary service. This fallback process reduces the risk of stalled opportunities.
This created major pain points for the business:
- Lost revenue opportunities whenever the primary service returned no hit.
- Overreliance on a single credit service, making the system fragile and less predictable during peak operating hours.
As the company scaled, we recognized the need for a stable and automated backup credit pull system to ensure consistent lead qualification and reduce risk.
The SolutionÂ
We designed and implemented a new credit service integration built around a secondary credit provider to operate as a smart backup.
Intelligent fallback logic inside CRM: If the first credit pull via the primary service is down or returns no hit, the system automatically attempts a second pull via the backup provider. This ensures that more customer records receive valid credit data without the sales team needing to intervene manually.
Administrator control with a simple checkbox: We created a CRM variable where administrators can toggle the primary provider between the two services. The logic in the background responds instantly without any script edits or deployments. This gives the business full flexibility if priorities shift in the future.Â
Full integration using XML and Deluge: The secondary provider expects and returns all data in XML format. Instead of relying on external conversion services, we built a fully native Deluge solution that handles XML parsing, request construction, and data transformations. Strategic use of standalone functions ensured that the code was clean, modular, and easy to maintain.
Automatic population of credit report data into CRM: When the secondary provider returns the credit report, the system extracts the data and populates a structured subform on the deal record. This ensures that the sales team sees all credit details directly in CRM without tab switching.
Automated PDF handling through WorkDrive: The provider returns the credit report PDF as base64 text. We decode the file within Deluge, convert it into a proper PDF, upload it automatically to Zoho WorkDrive, and then associate it with the specific deal record. This gives the client a complete audit trail of which credit files were used for every lead.
Together, these components created a robust, dual-provider system that is fully automated, easy to configure, and resilient during credit service outages.
The Outcome
The new solution significantly strengthened PDS Debt’s operational reliability and sales performance.
Fewer lost opportunities
With the secondary credit provider as a seamless backup, deals that previously failed due to no hit can now proceed. This directly translated into an increase in qualified leads and closed sales.
A more stable and resilient credit process
By reducing dependency on a single credit provider, the risk of downtime or outages impacting the business dropped considerably.
No external tools required
Processing XML, decoding PDF data, and file automation were all done natively inside Zoho. This lowered external costs, simplified maintenance, and ensured better long-term scalability.Â
Administrative empowerment
With the ability to switch primary credit providers using a single checkbox, the team now has direct control over business logic without needing engineering support.
Overall, integrating a dual-provider credit workflow into Zoho CRM transformed the client’s credit process into a streamlined, dependable, and conversion-optimized system. The company now enjoys higher lead throughput, reduced operational risk, and a modernized infrastructure that continues to scale as the business grows.
2023
The ProblemÂ
Jeff Allan (CEO & Co-Founder) and his team started a new business with Zoho as their main CRM application. Being business owners with great ideas, they had a complex marketing cadence which was tied to multiple states of Deal stages in CRM. With marketing cadences, depending on the stage of a Deal, it would be wiser not to apply a blanket rule on communications that are sent out to the customer. This will accommodate situations such as:
Customers who might not be previously interested but could be interested now
Customers who need to be progressed to the next stage of a conversation
And many more.Â
In addition, PDS has a complex payroll process to keep their employees motivated in sealing deals for the business. Jeff and his team reached out to us knowing that they needed to unlock insights from the data in their system, not only to calculate data points, but also to visualise data from their environment so that they have a very clear indicator of how their business and team are generating revenue.
The Solution
As each marketing cadence needed to be highly customizable, we aimed to build a solution to avoid dealing with system limitations, and allowed for a fully configuration-based approach so that Jeff’s team could slot in a new cadence in the marketing space when the business scales even further in the future. The standard marketing cadence recommended by Zoho documentations would have led to a Workflow Rule limitation, so this workaround proved to hold endless ideas in the space of drip marketing from a CRM system.
To untangle the insights from their payroll processes, we figured out the solution could be a Deluge script to produce CRM records that replicate how commissions are calculated based on the existing
information in the CRM. While the changes in between Deal stages are nice to know for business owners, it was decided that they only needed to know the final outcome of the Deal status.
This is when it made sense to decouple the process and use Zoho Analytics to build reports for Jeff and his team to understand the performance and process commissions during payroll periods. Since the nature of the requirement was only to provide the final outcome, this meant that a lot of work was be avoided in Deluge as we did not need to track events (when a commission is valid, then turned invalid over time) and real-life events with closed lost and closed won deals.
This proved to be a challenge in an ever-changing economy, so we were able to build a Zoho Analytics solution that served the needs of Jeff & his team, alongside some requirements to allow things like overwriting standard business logic to cater for additional bonuses.
The Outcome
With the new fully customizable system for targeting messaging based on marketing cadences, meaningful messages were successfully sent out to customers, so that they received messages dependent on their situation at different points of time, thus providing a higher level of personalization to each individual customer.
Implementation of the new Deluge script also allowed Jeff & his team to stop using spreadsheets to manage payroll and commissions as most of it was managed by the solution and reports in Zoho Analytics. This also allowed:
Transparency across business decision makers to have a better overview of the business’ performance
Time savings to not re-validate/audit errors inputted into spreadsheet when the business logic was clearly called out and documented for Jeff & his team
As a whole, various points of PDS’ business processes were optimised to improve time efficiency, saving cost in the long run.