--- title: "Ginimachine | HES FinTech" url: "https://hesfintech.com/clients/ginimachine/" updated: 2026-09-09 --- GiniMachine & HES FinTech # Enhancing re-engagement for sales by 12% Established in 2012, HES FinTech is now a provider of fintech solutions, such as HES LoanBox (Loan management system for banks, alternative lenders, and fintech companies), GiniMachine (AI-powered scoring and decision-making engine), and HES Collection Agent (smart software for recovery strategies). Founded in 2012 Markets Global Team size 50+ Type LMS for businesses Website [hesfintech.com](https://hesfintech.com/) **12%** response rate from re-engaged leads **70%** Gini index for reliable lead scoring model x5 reduction in manual workload Challenge ## Streamline sales workflows for better conversion While HES FinTech’s marketing department was generating a significant volume of leads, the sales department was overwhelmed with manual work. Processing each lead required manual research, demos, and cost estimation, slowing response times and limiting scalability. Overall, sales efforts were spread too thin across low-value opportunities instead of being focused on high-potential leads. After GiniMachine’s lead scoring, we spend less time qualifying leads in CRM, which allows us to allocate more time to pre-sales activities. Lead quality has significantly improved, and the average deal size has increased. Artem Britun Head of Sales at HES FinTech Approach ## AI-powered lead segmentation and funnel optimization with GiniMachine? To address the challenge, HES FinTech needed a way to segment leads for both the sales and marketing departments and then apply different strategies to these segments. Cold leads were supposed to be automated and approached with marketing materials, FAQs, and product demos, while highly rated leads were to be approached directly by the sales team. Historical data from HubSpot (such as industry, employee count, the latest referral, contact data, etc.) that was gathered from submissions was sent to GiniMachine through an API. After data preparation, HES FinTech achieved a Gini index of 0.6, indicating that the model could be used for commercial purposes. GiniMachine AI model predicted conversion likelihood based on behavioral attributes. The lead scores were returned by the model, and the outcomes were recorded in a designated field for lead distribution and reporting: - Median quality score of all leads was 0.25, serving as the baseline for lead quality assessment. - Leads with scores above the threshold were assigned to sales, while those below were filtered out. - Low-quality and non-targeted leads received low scores (0.02), enabling their removal from the sales funnel or immediate automated processing using CRM tools. - MQL and SQL leads were immediately directed to the sales department, improving the conversion rate from MQL to Customer. Result ## Efficient data-driven system for handling marketing leads The scoring model has proved effective and showed immediate impact for operations and conversions: - Sales focused only on high-value leads above the threshold - Low-quality leads were filtered out or automatically nurtured - MQL/SQL routing became instant and consistent - Low-quality leads re-engaged through email campaigns showing a 12% response rate Overall, lead handling shifted from manual efforts to automated, data-driven allocation with improved efficiency and conversion. [Download PDF version](https://hesfintech.com/wp-content/themes/hesfintech_eng/docs/cases/ginimachine_hes_fintech_success_story.pdf) ## Other projects LoanBox SME lending Saudi Arabia ### [Wa’ed launched in the Saudi market in just 4 months](https://hesfintech.com/clients/waed/) LoanBox Impact finance Zambia ### [WayFina cuts costs and expands access to financing](https://hesfintech.com/clients/wayfina/) LoanBox Commercial lending Iceland ### [ALM Securities automates loan processing 100% in 6 months](https://hesfintech.com/clients/alm/) LoanBox Consumer lending Spain ### [ID Finance grows business 30% year-over-year](https://hesfintech.com/clients/moneyman/) LoanBox Consumer lending Mongolia ### [Tavan Bogd Finance built a $63M+ loan portfolio](https://hesfintech.com/clients/tavan/) LoanBox SME lending Canada ### [Canadian SME lender processes applications 6x faster](https://hesfintech.com/clients/canada/) LoanBox Investment advisory UK ### [Fintuity goes from idea to ROI in 10 months](https://hesfintech.com/clients/fintuity/) LoanBox POS lending Poland ### [IdeaBank processes loan applications 5x faster](https://hesfintech.com/clients/ideabank/) LoanBox BNPL Canada ### [Canadian lender increases issued loans by 40%](https://hesfintech.com/clients/canadian-lender/) LoanBox Auto lending Cyprus ### [Ta Meri automated car financing in 2 months](https://hesfintech.com/clients/ta-meri-finance/) LoanBox PayDay loan Kazakhstan ### [CashU sees 170% increase in loan applications](https://hesfintech.com/clients/smart-finance/) LoanBox Microfinance Ukraine ### [Euro Groshi grows online applications by 75%](https://hesfintech.com/clients/eurogroshi/) LoanBox Consumer lending Vietnam ### [ATM Online makes decisions 80% faster with a custom decisioning system](https://hesfintech.com/clients/atm-online/) LoanBox Consumer lending Australia ### [Australian lender cut loan approval to 1 day with an 8-minute application](https://hesfintech.com/clients/australian-lender/) LoanBox Microfinance Philippines ### [Philippine microfinance lender grew revenue 35% in its first year](https://hesfintech.com/clients/philippines/)