Custom Lead Management System
Client: An Insurance Marketing Company based in the United States that specializes in generating and managing high-quality leads for personal injury law firms. The platform supports multiple internal teams by streamlining lead acquisition, qualification, distribution, and case management throughout the customer lifecycle.
The Challenge
As the business expanded, the legacy Lead Management System had become increasingly difficult to maintain and scale.
Several critical business workflows still relied on manual processes and external tools such as Google Sheets, creating fragmented data and inefficient collaboration across teams.
Key challenges included:
- Legacy architecture: The existing platform was difficult to maintain and extend.
- Manual workflows: Spreadsheet-driven processes created operational overhead and increased the risk of errors.
- Fragmented collaboration: Teams relied on disconnected tools and processes to manage leads.
- Limited scalability: The existing architecture was not designed to efficiently support future business growth.
- Access management: The growing organization required more structured and secure control over internal users and their access.
- Migration risk: The new platform needed to replace the legacy system without disrupting ongoing business operations.
The goal was therefore to modernize the technology while simultaneously transforming operational workflows and migrating the business without interrupting day-to-day lead management.
Our Approach
We partnered with the customer across the full Software Development Lifecycle (SDLC), from requirements and UX design through architecture, development, testing, migration, and deployment. Our approach focused on four priorities:
1. Reimplemented the Platform on a Modern Architecture
We rebuilt the Lead Management System using .NET, React.js, MS SQL Server, and Azure, moving away from the constraints of the legacy platform. A microservices-based architecture was introduced to separate core business capabilities and enable services to be developed, deployed, and scaled independently.
2. Replaced Manual Workflows with Integrated Modules
We identified department-specific workflows that previously depended on spreadsheets and external tools and brought them directly into the platform. Custom modules were developed to support the needs of different internal teams across the lead lifecycle. This created a centralized system for managing lead-related activities rather than relying on disconnected processes.
3. Implemented Centralized Role-Based Access Control
We designed and implemented a centralized Role-Based Access Control (RBAC) framework to manage permissions for internal users. Access could be aligned with users' roles and responsibilities, providing more controlled access to platform functionality and data.
4. Built a Seamless Legacy-to-Modern Migration
Replacing the legacy system required maintaining business continuity throughout the transition. We developed reliable data synchronization pipelines to keep the legacy and modern platforms aligned during migration. This allowed the business to progressively transition to the new platform without interrupting ongoing operations.
5. Built for Cloud Scalability and Availability
The solution was architected on Microsoft Azure, leveraging Azure Functions alongside the application and data layers to support a scalable and maintainable cloud environment. Azure DevOps was used to support development and deployment workflows. The architecture was designed with availability, security, scalability, and future extensibility in mind.
Key Business Outcomes
- Replaced the legacy Lead Management System with a scalable, cloud-native platform designed for continued growth.
- Replaced spreadsheet-driven workflows with integrated platform capabilities, improving efficiency and cross-functional collaboration.
- Implemented centralized RBAC to improve security and simplify internal user management.
- Enabled a controlled transition from the legacy platform through automated data synchronization, maintaining business continuity.
- Established a highly available, maintainable architecture that supports faster feature delivery and continued business expansion.