Cross-Sell Campaign Agent AI

Invoked when: weekly portfolio scan runs, or a borrower milestone event fires in the LOS

• –Monitors the active portfolio for cross-sell readiness signals: 6-EMI milestone on a personal loan (demonstrated repayment consistency and may be approaching a new financial need), 12-EMI milestone (full year of on-time repayment — the strongest cross-sell signal in the portfolio), product closure without immediate renewal (not yet applied for a new product within 30 days), and app engagement spikes on product pages other than the borrower's current product.
• –Selects the cross-sell product recommendation for each triggered borrower based on current product holding and segment characteristics: a retail personal loan borrower at the 12-EMI mark in a gold-holding geography receives a gold loan pitch; an MSME borrower at the 6-EMI mark during GST filing season receives a working capital loan pitch. The product recommendation is informed by the combination of trigger type and segment signals.
• –Sets outreach timing relative to the trigger: for EMI milestone triggers, the campaign dispatches on day 3 after the milestone payment is confirmed — not on the day itself, when borrowers are not in the mindset for a new product pitch. For app engagement signals, dispatch within 24 hours while product consideration intent is fresh.

Invoked when: a cross-sell candidate is identified — eligibility check runs before the campaign is dispatched

• –Checks every cross-sell candidate against the credit policy eligibility rules for the recommended product: minimum repayment track record (number of on-time EMIs), current DPD status (any active overdue suppresses the offer), bureau score threshold for the product category, income requirements, and any EWS flags from the Early Warning Agent AI. The eligibility check is a hard gate — ineligible candidates are suppressed from the campaign for that cycle, not downgraded to a softer campaign message.
• –Logs every eligibility check result — pass, fail, and the specific criterion that caused a failure — for the campaign performance record. Eligibility failure patterns across a segment indicate either that the trigger criteria are drawing in borrowers who are not yet policy-eligible (triggering too early), or that the credit policy thresholds for this product are more restrictive than the market opportunity warrants.
• –Re-queues failed candidates for the next scan cycle — a borrower who fails the eligibility check today because they are at DPD 5 may clear DPD and be eligible in the next scan cycle. Permanent suppressions are only applied for write-off closures, explicit opt-outs, and borrowers who have received and declined the same product offer twice in the prior 12 months.

Invoked when: a cross-sell campaign is dispatched — conversion tracking begins at send time and runs for 14 days

• –Tracks the funded loan outcome for every borrower who received a cross-sell campaign in the prior 14 days — matching funded loan events in the LOS to the campaign send record by borrower ID. A funded loan for the recommended product within 14 days of the campaign send is attributed to the campaign. Funded loans after the 14-day window are not attributed.
• –Calculates revenue attributed to each cross-sell campaign — the interest income from funded loans within the attribution window, less the campaign dispatch cost. Campaign ROMI is the primary metric for assessing whether the cross-sell programme is creating value net of its cost; volume of campaigns dispatched is not the primary metric.
• –Reports conversion rate by trigger type, product, and borrower segment — identifying which cross-sell triggers and product combinations produce the highest funded loan conversion rates. A 6-EMI trigger on an MSME working capital product converting at 8% vs a personal top-up converting at 3% tells a specific product-segment fit story that the campaign team acts on.