Revenue: $50M+

Team: 100+ people

Reporting to: Senior Vice President (SVP - Sales)

Breaking Through the Silence: AI-Led SMS Outreach for MoneyPlus

MoneyPlus, a leading UK debt advice provider, faced a unique barrier to reaching the people who needed help most: prospects simply weren't picking up the phone. Understandably wary of anything resembling a debt collection call, thousands of leads generated through paid advertising were going cold before a conversation could even begin.

Because these prospects were often in a vulnerable financial position, any solution had to prioritise safety and care as much as performance. We built a conversational AI-powered SMS system to carefully reach out, qualify, and book appointments — meeting people on a channel they were actually willing to engage with.

Critically, the system was built with safety-first guardrails throughout, including real-time human handoff whenever a conversation indicated the prospect needed direct support. This ensured every interaction remained appropriate, sensitive, and compliant, regardless of automation.

The result: 19% of previously unreachable leads converted into booked appointments — turning thousands of stalled, paid-for leads into real conversations, without compromising on care or safety.