Case Study: AI Powered Inbound lead automation system
Overview
Our client, a rapidly growing insurance aggregator, managed inbound leads through WordPress Gravity Forms. As their business expanded across regions, the form-based system’s limitations caused inefficiencies. We were tasked with developing a scalable, AI-driven automation platform for intelligent lead capture, routing, and CRM integration.
Project Name
FurnacePrices: Lead Automation System
Website
Services
Design, Web Development, Automation
Type
Web Application, PWA
Problem
- Manual, error-prone partner lead distribution
- No centralized CRM or data connection.
- Lack of automation for notifications and workflows
- No real-time visibility into lead performance, status, or regional activity.
Solution
- Conducted discovery workshops to understand lead workflows, partner pain points, and existing system gaps.
- Designed a robust, modular architecture using Laravel and React to enable dynamic forms, automation, and CRM integration.
- Delivered features in Agile sprints every two weeks, ensuring continuous improvement and stakeholder feedback.
- Integrated Twilio, SendGrid, and SendPulse for seamless communication workflows.A unified inbound lead management platform that centralizes form creation, qualification, and distribution.
- Powered by AI-driven form generation, geo-intelligent routing, and a built-in CRM.
Feature Overview
The platform was designed to provide everything a modern sales and marketing team needs to manage inbound leads intelligently and at scale:
Core Features
- Dynamic Form Builder — Create and manage complex, logic-driven forms with nested conditions, formula-based calculations, and real-time outcomes.
- AI-Powered Form Generation — Instantly generate fully functional forms using natural language prompts — no coding required.
- Lead Scoring & Qualification — Automatically evaluate leads based on form inputs, engagement level, and routing criteria.
- Geo-Intelligent Lead Routing — Assign leads automatically using postal codes, partner rules, and regional availability.
- Built-In CRM — Centralized lead tracking with activity logs, reminders, and lifecycle management.
Automated Notifications — Real-time alerts for new submissions, partner assignments, and follow-ups.
Communication & Integrations
– Twilio for instant SMS alerts, OTPs, and automated call forwarding to partners.
– SendGrid & SendPulse for automated email campaigns and transactional messages.
-Pusher for real-time in-app notifications and live lead updates.
Admin Panel
– Manage partners, routing rules, and access permissions.
– Monitor lead flow and conversion metrics in real time.
– Visual reporting dashboards for performance and ROI insights.
Team
1 Frontend developer, 2 Backend developers, 1 UI/UX designer, 1 Quality analyst, Project manager.
Technologies
PHP, MySQL, TypeScript, JavaScript, Apache HTTP Server, AWS, Amazon EC2, AWS RDS, AWS ClouldFront, Open AI API, Twilio API, Sendgrid API, Pusher, PWA
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Feature Highlights
Dynamic Form Builder
The Form Builder provides a full drag-and-drop interface where administrators can add text fields, radio groups, checkboxes, number inputs, file uploads, date fields, Google Places input, sliders, star ratings, and more. Each field is configurable, allowing teams to create tailored user experiences that suit any type of lead, feedback, or survey workflow.
Build multi-page forms with complete flexibility.
Forms can be structured across multiple pages, and each page can be duplicated, reordered, or copied to other forms effortlessly. This makes it easy to create long, step-based journeys while maintaining a clean and organized layout. Rich text editing is also supported, enabling custom messages, formatted content, and embedded instructions within any step of the form.
Control logic, formulas, outcomes, and data mapping—all in one place.
Dedicated tabs allow admins to set conditional logic, build formulas, define outcomes, and map fields directly to CRM or partner workflows. The system ensures every action—whether showing a field, calculating a value, or triggering a result—is handled automatically based on user input. From simple forms to advanced multi-stage logic, the builder gives teams the power to create anything with precision and speed.
AI Form Generation
Create complete forms instantly using natural language.
The platform includes a dedicated “Generate Form With AI” feature, accessible directly from the top action bar when creating or editing a form. With one click, admins open a clean, simple popup where they can enter a prompt describing the form they want to build — no technical knowledge or manual configuration required.
Once the prompt is submitted, the system processes the request and automatically refreshes the page with a fully generated form. All fields, pages, and layouts appear instantly inside the builder, exactly as if they were manually assembled. This includes text inputs, dropdowns, number fields, buttons, headers, rich text blocks, and more — fully arranged and ready for editing.
The AI engine not only creates the form structure but also pre-fills logical field labels, placeholders, and basic arrangements based on the prompt. Admins can then switch to the Design, Logic, Formulas, Outcomes, or Mappings tabs to further refine the generated form. The process eliminates repetitive setup time and allows complex multi-step forms to be created in seconds instead of hours.
This seamless, prompt-driven workflow transforms form building into a fast, intuitive experience — ideal for teams who need to launch new forms quickly, experiment with variations, or generate forms dynamically based on changing business needs.
Multi-Layered Reporting for Complete Lead Visibility
Lead Automation System offers a structured reporting system that breaks down lead activity into clear, focused categories such as Leads by Partner, Leads by Status, Leads by City, and Leads by Region. Each report provides a dedicated view, allowing teams to understand performance from different operational angles. Whether monitoring partner efficiency or analyzing regional demand, every section delivers precise, real-time insights.
These report views help uncover patterns that would be difficult to spot through raw data alone. Teams can evaluate how different cities are performing, identify regions generating the most leads, track status movement across the funnel, and review dropped leads to understand potential gaps. This layered breakdown ensures every stakeholder can access exactly the information they need without navigating through cluttered datasets.
Together, these focused reporting modules create a powerful analytics environment that supports both high-level decision-making and granular performance tracking. From evaluating city-level engagement to studying partner response quality, the system equips teams with actionable intelligence that drives smoother workflows, smarter routing, and consistent improvements across the entire lead ecosystem.
Platform Capabilities
Built-In CRM
A unified CRM to track, score, and manage every lead from capture to conversion. Includes status tracking, reminders, detailed timelines, and full funnel visibility.
Twilio Integration
Instant SMS alerts, OTPs, and automated call forwarding to the correct partner the moment a lead is created. Ensures every critical communication reaches partners instantly without manual involvement.
SendGrid & SendPulse.
Automated email campaigns, transactional messages, and follow-up sequences that keep customers and partners continuously informed.
Pusher Real-Time Updates
Live in-app notifications for new leads, status changes, and partner actions — no refresh needed. Keeps teams instantly synced across devices for faster decision-making.
Progressive Web App (PWA)
Fast, mobile-friendly access anywhere with offline support and app-like performance for on-field and remote teams. Works seamlessly across all screen sizes without requiring installation
Built to handle increasing lead volume, partners, and workflows without performance loss.
The platform’s AWS-powered infrastructure (EC2, S3, CloudFront, and queue workers) ensures high availability and smooth performance even during peak traffic spikes. As the client continues to expand into new regions and onboard more partners, the system automatically scales to support thousands of concurrent submissions, real-time routing events, and CRM updates.
This scalable, modular architecture prevents bottlenecks, eliminates downtime, and ensures the business can grow without ever needing to rebuild or migrate systems. The flexible API layer also allows seamless integration with future tools, CRMs, marketing automation systems, and partner platforms — making the solution truly future-ready.
Results & Impact
AI Powered Lead Automation System launched successfully and achieved strong adoption:
Reduced response time by over 60%.
100% automated geo-based routing.
Continuous improvement through insights.
- One platform for everything inbound.
Security & Compliance
AI Powered Lead Automation System is built with a strong focus on data protection, featuring encrypted data storage, secure APIs, and strict role-based permissions. All lead interactions are logged for auditability, ensuring compliance with industry standards while maintaining full transparency and control.
