How Xano helped AdviceFlow automate mortgage operations and save its client £100,000 every year

Solutions

Over the past three years, AdviceFlow's team of three developers has continuously evolved the Mortgage for Doctors platform — integrating with CRMs, automating workflows, and improving lead management. "It's a constant work in progress and we are constantly experimenting, refining and deploying new ideas," George explained.

AdviceFlow runs a highly event-driven system, with APIs that act as webhooks for third-party integrations. Cron jobs handle reminder sequences and scheduled tasks. AdviceFlow built custom lead vendor integrations directly within Xano.

They also integrated with mortgage and financial planning CRMs like Acre and Intelliflo, and other key platforms — Postmark and SMS providers for client communications, GCP Vertex AI for LLM deployment and location-specific compliance processing, and Webflow for marketing websites.

Smarter lead management and engagement

AdviceFlow built a fully-automated lead nurturing system with Xano's API-driven automation, complete with audit logs. It saves Mortgages for Doctors 60+ hours every month and £55,000+ every year, driving significantly higher conversion rates from increased follow-up speeds.

Leads from websites and third-party brokers trigger automated SMS and email sequences, prompting them to book a call. Once booked, clients receive personalized questionnaires and tasks to help maximize their call's value. CRM integrations automatically create or update contact records and assign tasks to advisors.

Secure and standardized data management

Handling sensitive data required both normalization for CRM compatibility and robust security. "We do a lot of data normalization in Xano to clean the data we receive from various sources," George said. They re-structure data to align with requirements of mortgage and financial CRM, like transforming phone numbers to E.164

Client data is stored in GCP, with service accounts for full observability. Role-based access controls ensure only authorized users can interact with sensitive data. JSON Web Key Set (JWKS) endpoint-based security is used for integrations, with Xano's built-in cryptography securing connections to industry CRMs.

Automated compliance audit system

Financial firms need to log and archive advisor-client communications for regulatory compliance. Mortgages for Doctors' existing CRMs lacked audit tracking, so AdviceFlow built a custom compliance system with Xano — in just a few days.

Postmark captures emails sent by advisors. Xano's API endpoints (acting as webhooks) ingest the emails, parse them, and match them to existing CRM cases. A queue system ensures reliability — using Hookdeck for throttling, retries, and observability. Emails and attachments are automatically uploaded to the CRM, ensuring a complete audit trail.

"This is a great example of solving a real business problem quickly with the tooling," George explained.

Why Xano?

AdviceFlow considered n8n and Supabase, but ultimately chose Xano for its speed, flexibility, and scalability. "We decided that Xano has the right compromise between enabling quick deployment and being a mature product that would serve our needs into the long term," George explained.

1. Xano provides a visual development environment for faster building

   • AdviceFlow could easily build, test, and deploy complex automations without writing any code. "The function stack visual editor hugely speeds up our workflow, and provides a visual layer of abstraction that is helpful to provide a level of documentation on our processes," George said.

2. AdviceFlow can deploy Mortgage for Doctors on GCP, within the UK

   • With Xano, AdviceFlow could select the server region — ensuring all data is stored and processed within the UK for compliance with regulations like FCA and UK GDPR. This also eliminated the need for custom infrastructure or DevOps overhead.

3. Compared to other tools, Xano had more predictable pricing — without run limits

   • Many tools like Zapier and Make Automationcharge based on automation run limits. Exceeding limits can mean expensive fees or upgrades, and George noted that Xano's pricing was more predictable. All paid plans offer unlimited API requests.

   • Pricing is based on resources like processing power and storage, instead of arbitrary limits on usage. This gave AdviceFlow confidence in scaling without unexpected costs — particularly when handling a large number of automations.

Having the automations in place means that we can be confident important actions will be done, always.

George Cooper

Founder of AdviceFlow

Results

AdviceFlow's automations save Mortgages for Doctors £100,000 every year

Automating manual tasks like case processing, marketing, and lead nurturing helped Mortgage for Doctors grow significantly while maintaining the same headcount — and dramatically reduce operational costs.

Mortgages for Doctors eliminated compliance gaps

Xano's automations ensure every process is consistent and auditable, reducing compliance risk in a heavily regulated industry. "We can be confident important actions will be done, always. It means that compliance actions will not be missed and there is greater control over the process," George explained.

AdviceFlow is already experimenting with LLM-driven document processing

With plans to further enhance automations, AdviceFlow is exploring AI-powered document processing and note-taking. "We'd like to expand this hugely to create a much greater level of process automation across the firm," George explained.