How Marketwolf Scaled Support and Outbound With Voice AI

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Location

Pan India

Industry

NBFC

MarketWolf

MarketWolf is a SEBI registered trading platform. It gives retail investors across India a place to open accounts, trade, and manage their money, with a regulator standing behind every transaction.

That registration shapes how every conversation has to happen, from the first welcome call to a complaint filed months later. Getting that right, consistently, at PAN India scale, is what MarketWolf's CX team has built its reputation on.

The platform runs PAN India, in Hindi and English today, with more languages likely to follow. A 10-person CX team handles support end to end, alongside outbound campaigns that bring new investors onto the platform.

SEBI Registered PAN India 10 to 16 CX Agents 500 to 1,500 Outbound Accounts/Day Hindi & English

The Opportunity

Built for the Scale MarketWolf Was Already Planning For

MarketWolf's CX team had already built a strong foundation: trained agents, a clear escalation path, and an approved plan to grow from 10 to 16 people. The next question was how to match that structure to the scale ahead of it.

Around 500 support calls a day, spanning welcome, issue resolution, complaints, and withdrawal queries.
An average of 3 minutes per call.
Outbound campaigns ranging from 500 to 1,500 accounts a day, depending on what's running.
Every call carrying SEBI compliance weight, particularly withdrawal and complaint conversations.

Outbound volume can move from 500 to 1,500 accounts in a single day. MarketWolf needed that range built into its calling capacity from the start, not solved with short-term staffing.

The Shift

What Changed for the CX Team

Original Setup

Support and outbound calling ran through Exotel and Cloudphone
Campaign spikes needed short-term staffing decisions
Withdrawal and complaint answers depended on the agent handling the call
Scaling reach meant scaling headcount

Current Setup

Rootle handles support and outbound calling directly
500 or 1,500 accounts a day, handled the same way
Withdrawal and complaint answers locked to approved, auditable scripting
Headcount growth stays a strategic choice, not a coverage requirement

Rootle's Consultative Approach

The Playbook We've Set as the Benchmark for NBFC Voice AI

Rootle works across more regulated lending and trading platforms than any other Voice AI provider in India, and that depth is what shaped our approach to MarketWolf. We didn't open with a product demo. We opened by mapping where compliance risk actually lives inside a call, the same first step we take with every BFSI and NBFC platform we onboard.

01 RISK-MAPPED, NOT VOLUME-MAPPED

We sorted every call type MarketWolf handles, welcome, issue resolution, complaints, withdrawal, by compliance risk rather than volume. It's the same framework we use as the default across every regulated platform we bring onto Rootle.

02 OTP VERIFICATION AS A NON-NEGOTIABLE

We built OTP verification into the flow before any account detail is shared, the baseline we've set for every trading and lending platform on Rootle, not an add-on we offer as an upgrade.

03 SPEED-TO-LEAD, BUILT IN

A fresh lead goes cold fast, most outbound teams lose real conversion the moment that window closes. We built MarketWolf's outbound flow to reach every lead inside the first 20 minutes, so the call lands while intent is still high, not after it's sat in a queue.

04 A UNIFIED CALLING LAYER, NOT A BOLT-ON

MarketWolf's calling previously ran through Exotel and Cloudphone. We moved both support and outbound calling onto Rootle directly and synced it into MarketWolf's CRM, so there's one system to manage instead of two.

The Rootle Solution

The Four Call Types Rootle Handles for MarketWolf

Welcome & Onboarding

Confirms KYC status and walks new sign-ups through what's next, without waiting for an agent to free up.

Issue Resolution

Account access, order status, and navigation questions get answered on the spot, no callback needed.

Complaint Logging

Captured word for word, categorized, and routed with the escalation trail SEBI compliance requires.

Withdrawal Information

The most common query gets the most tightly scripted answer, accurate every time, no matter who calls.

Conversation Flow

A Withdrawal Query Answered by Rootle Voice AI

Here's how a routine but high-stakes query actually plays out, including the OTP verification step that happens before any account detail is shared. Not a recording, just an illustration of the flow.

Rootle Voice AI Call Transcript

Investor Hi, I need to check on a withdrawal I requested two days ago.

Rootle Voice AI Sure, I can help with that. I'm sending a one-time OTP to your registered mobile number now, could you read it back to me?

Investor Got it, it's 4 8 2 1.

Rootle Voice AI Thanks, that's verified. Your withdrawal request is confirmed and on track to settle within the standard 2 to 3 working day window.

Investor Okay, and if it doesn't come through by then?

Rootle Voice AI If it's not credited by day 3, I'll log this as a follow-up and one of our specialists will call you directly with an update.

Outbound Calling

How Outbound Calls Convert to Sign-Ups

The same flexibility that keeps support consistent is what lets outbound scale from 500 accounts to 1,500 without touching the staffing plan.

Campaign Loaded

500 to 1,500 accounts queued for the day's run.

Calls Go Out at Campaign Pace

Dialing scales to the list, not to who's on shift.

Interest Is Qualified

Captured in a natural conversation, Hindi or English.

Details Land in CRM

Qualified leads sync straight in, ready for follow-up.

Team Follows Up

Time goes only to leads who've already said yes.

CRM Integration

One Calling Layer, Synced to the CRM MarketWolf Already Uses

Rootle handles support and outbound calling directly, and connects into the CRM layer instead of adding another system to manage.

Rootle replaces Exotel and Cloudphone as the calling layer for both support and outbound
Call outcomes sync to MarketWolf's current in-built CRM
The same sync carries over cleanly once the move to Salesforce is complete
Hindi and English are live from day one, with more languages ready to add

Unified Calling Layer In-Built CRM Salesforce Ready Hindi English

The Impact

Capacity Built for MarketWolf

2,500+ Support call capacity a day, well above today's baseline volume

1,500+ Outbound accounts reachable a day, with room to scale further

10 CX agents freed up to focus on closing and complex cases

2 Languages live today, Hindi and English, with more ready to add

PAN India Reach maintained at every scale

Every call used to depend on whoever was free to pick up. Now the first conversation happens the same way every time, whether it's a withdrawal query or a fresh sign-up, and our team steps in exactly where a person should.

CX LeadershipMarketWolf

Why Rootle

Relevant for Regulated Platforms Beyond MarketWolf

MarketWolf isn't the only regulated platform balancing growth with compliance. It's a constraint every SEBI registered business works through as volume increases.

Compliance-First Scripting

High-risk queries like withdrawals and complaints stay locked to approved, auditable responses.

Works With the Existing CRM

Connects into whichever CRM is already in use, old or new, as the single calling layer, no separate telephony system required.

Scales With Campaigns

Outbound volume can triple in a single day without a change to headcount.

MarketWolf continues to grow its investor base across India, with support and outbound calling built to scale alongside it, well ahead of its current headcount plan.