How Churchill Mortgage Used Voice AI to Qualify Borrowers and Close Loans Faster
Churchill Mortgage is a direct-to-consumer mortgage lender serving borrowers across 49 U.S. states and the District of Columbia. With over 100,000 homeowners served, Churchill stands apart through its mission-driven approach to homeownership- helping every client find the smartest, most financially sound path to owning a home.
Churchill Mortgage's lead engagement process was dependent on manual effort at every step, creating bottlenecks across qualification, data capture, and routing.
Key challenges included:
- Loan officers handled first contact and early qualification through manual calls, regardless of borrower intent.
- Engagement data was spread across calls, calendars, and systems, with limited automated CRM updates.
- Lead routing relied on manual coordination, with no real-time view of loan officer availability.
Without an intelligent engagement layer operating across both inbound and outbound channels, Churchill's loan officers were stretched thin, and growth was constrained not by demand, but by capacity.
Churchill Mortgage partnered with Nurix to deploy a Voice AI Agent on NuPlay to automate lead engagement and qualification across inbound and outbound channels.
Key workflows included:
- AI voice agents conduct first contact, answer questions, capture loan data, and pass only qualified conversations to loan officers.
- All call data, outcomes, and schedules flow directly into Cimarron CRM and connected tools via API integration.
- AI routes and transfers calls based on real-time loan officer availability, scheduling callbacks via Calendly when capacity is unavailable.
Together, these workflows created an always-on borrower engagement layer that operated at the scale Churchill's loan officers couldn't - reaching every lead, qualifying intent, and delivering warm, context-rich handoffs without adding headcount or operational overhead.
With NuPlay live across inbound and outbound funnels, Churchill Mortgage achieved measurable improvements across the full borrower journey:
Nurix helped Churchill Mortgage transform borrower engagement from a manually constrained process into a scalable, always-on voice AI layer. By automating first contact, qualification, and intelligent routing across both inbound and outbound channels, and integrating seamlessly with Churchill's existing CRM, telephony, and scheduling stack, Churchill can now reach every lead instantly, qualify with precision, and connect borrowers to loan officers at exactly the right moment - without increasing operational load or compromising the trusted, relationship-first experience that defines Churchill Mortgage.
Manual first contact and fragmented lead routing limited Churchill Mortgage's ability to qualify borrowers at scale, slowing conversion and stretching loan officer capacity.
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