How Pennie lifted its lead connect rate by 15% with self-scheduled sales calls

The Organization: Pennie is a loan marketplace that connects borrowers with personal and debt-consolidation loan offers from a nationwide network of lenders, evaluating applicants on income and ability to repay rather than credit score alone. Its sales agents speak with those borrowers every day, and the first step of every conversation is a callback at a time that works for both sides.

The Challenge: Coordinating callbacks between leads and sales agents was manual and error-prone. Leads fell through the cracks or were double-booked across agents, and the back-and-forth of agreeing on a time cost the team connections it should have made.

The Solution: Pennie integrated Cal.com's API with its contact center platform and Salesforce. Automated workflows keep each agent's availability in sync, so a lead can self-schedule a call with an agent who is actually free. The booking routes directly to the right rep, lands in that agent's queue and is written to the lead's CRM record without anyone retyping it.

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Why Cal.com?: Three things carried the most weight: customization, from branding to event types, so the booking experience matches Pennie's own; team features, round robin and team pages, that do the routing between agents; and customer support when questions came up along the way.

“By integrating Cal.com's API with our contact center platform and Salesforce, leads can now self-schedule a call with an available agent, and that booking automatically syncs to the agent's queue and the lead's CRM record.”

The Impact: Self-scheduling has meaningfully reduced no-shows and eliminated the manual coordination of call times. The number Pennie tracks most closely moved too.

“Cal.com increased our connect rate with leads by 15%.”

Find the interview with Pennie below:

What do you use Cal.com for?

Sales meetings and demos.

How does Cal.com fit into your work?

Cal.com powers appointment scheduling across our sales operations. It's integrated via API with our contact center platform and Salesforce, with automated workflows syncing agent availability and booking data so leads can self-schedule calls that route directly to the right rep.

Which features matter most?

Customization options such as branding and event types, team features such as round robin and team pages, and customer support.

What has Cal.com changed for you?

Before Cal.com, coordinating callbacks between leads and our sales agents was manual and error-prone. Leads would fall through the cracks or get double-booked across agents. By integrating Cal.com's API with our contact center platform and Salesforce, leads can now self-schedule a call with an available agent, and that booking automatically syncs to the agent's queue and the lead's CRM record. It's meaningfully reduced no-shows and eliminated the back-and-forth of manually coordinating call times.

Any numbers?

Cal.com increased our connect rate with leads by 15%.