How Fin’s own sales team uses Fin to qualify leads

Since November 2025, Fin's own website has been leveraging Fin for Sales to qualify and convert inbound prospects. Before that, ten SDRs covered a 24/5 shift, manually monitoring and handling every inbound sales conversation. Some of these conversations were worth their time, a lot weren't.

For a company asking customers to trust Fin with their pipeline and prospect experience, running it on fin.ai wasn't optional. It had to be incorporated into the team's sales motion.

Since launch, Fin has handled around 85% of inbound sales conversations without any human involvement and has contributed to $3M in influenced closed-won revenue, +95% YoY pipeline ARR growth and +44% increase in Sales Qualified Pipeline. The same ten-person SDR team now spends their time on high-value pipeline work, from multithreading to re-engagement, rather than frontline triage.

Fin's growth and sales motion is driven by inbound traffic, with thousands of prospects landing on fin.ai weekly. Before Fin for Sales, prospects to the website were routed though a static decision tree. Leads clicked through a sequence of options to reach a human. The conversation couldn't adapt and did little to help someone who was genuinely on the fence about Fin’s services.

Ten sales reps covered all inbound sales conversations across a 24/5 schedule. A significant proportion of what came through wasn't worth their time, but they worked through it anyway, because the legacy experience didn't filter or seamlessly route them to a self-serve flow. "Before Fin there was a lot of time spent with customers that were never going to be a fit for us," Tommy Dunton, Senior Manager, Sales Development & AI SDR Programs, explains. “The team knew high-value leads suffered.”

First response times got worse when the same reps were tied up disqualifying conversations that were going nowhere. MQL (Marketing Qualified Lead) follow-up and re-engagement kept getting deprioritised. On weekends, momentum stalled entirely, and anyone who landed on fin.ai on a Saturday with a genuine question had to wait until Monday.

The team had a clear goal before starting: get the qualification logic their SDRs used every day into Fin for Sales before anything went live.

Tommy worked through this with Pascaline Albin, Director of Sales Development at Fin. What information do SDRs collect? What are the decision points? When does a conversation need a human?

Fin for Sales was live in a couple of weeks. Then the real work began: reviewing and optimizing qualification logic. "We were literally checking all the answers Fin was giving to make sure it was aligned with the guidance," Pascaline says. "Just like you would audit and coach a new rep. That's what we did with Fin."

But it didn't take long for Fin to start beating expectations. "Fin managed to get a prospect who was not convinced, who was just looking around, to book a meeting," Pascaline says. "This was really early days, and it surprised us. It was an early signal that Fin wasn't just filtering conversations, it was actively moving early interest into deep consideration."

Moments like this helped to build trust with the broader SDR team. "Some reps in other regions were copying and pasting Fin's answers because they were so good," Pascaline says. "They were super impressed at how natural and human-like the conversation felt."

Beyond response quality, the team saw a bigger shift: the conversations reaching them were qualified, with real context and a realistic path to becoming a customer.

Before Fin, the SDR team spent the majority of their day managing a frontline that was largely noise. Today, Fin handles that frontline – approximately 15,000 inbound sales conversations per month, 24 hours a day, every day of the year. The volume of conversations SDRs needed to respond to dropped from 1,275 per week in November to 675 in June, a reduction of nearly 50%. With Fin stepping in, the team could focus on sharpening MQL execution. Their goal is to respond to MQLs within 60 minutes of creation, and with the improved capacity they saw their FRT SLAs climb from around 75% to 95% in the same period with headcount kept steady.

The additional capacity the team gained also allowed the SDRs to reprioritize their workloads and focus on multithreading, re-engagement of cold prospects, and closed-lost campaigns.

"That's work they rarely had capacity for before, because too much of their time went to the frontline. Fin changed that," Pascaline says. "Now 40% of our SDR's day-to-day role is automatically done by Fin, allowing them to focus on higher priority and higher value activities." Tommy added.

The conversations that do reach an SDR are the ones worth having. "Not having conversations with random spam on a daily basis is a very positive thing for your mental health," Tommy says. "It just changes the ups and downs of an inbox shift."

And the impact went beyond pipeline volume management. With Fin, the team intentionally redefined their MQL criteria to improve lead quality. Previously, anyone who left an email address qualified. Today, only prospects meeting sales-led criteria make the cut, ensuring time spent on the inbox is more productive.

"You spend so much money and effort getting people to your website and then just leave them there, like they're standing at the front door with no instructions," Tommy says. "Fin is your way of guiding them to the exact outcome you want them to get to, convincing them that your product is the right fit, and doing that in a non-intrusive way."

The same team, spending its time differently, produced better results. SDRs focused on qualified opportunities instead of inbox triage meant more pipeline progressed, faster – and more revenue followed. The result: $3M in influenced closed-won revenue, a 44% increase in Sales Qualified Pipeline, and 95% YoY pipeline ARR growth.

Fin for Sales is part of our bigger commitment: to introduce Fin across the entire customer journey and be the first to test its new roles. By using our own products, we meet the challenges and rough edges early, work towards beating them, and reap the rewards. Along the way, we're sharing what we learn with other teams who believe in a Customer Agent future.