The Crux platform
20 to 40%
of a banker's week goes to legwork: finding, researching, reaching out and referring. None of it is time with an owner.
Crux takes on the legwork, so those hours go back to bankers scaling production.
On average, across the industry.
The banker's journey
From hand-built to built-in
Seven steps stand between an unknown business and an owned relationship. Switch to see who does each one.
Today, every step sits with your banker, and every banker builds the process a little differently.With Crux, your banker makes four calls: who to pursue, the brief, the message and the meeting. Crux does the rest.Once you trust it, Crux runs outreach and follow-up too. Your banker steps in when the owner is ready to talk.
Autonomous outreach runs under our AI usage policy.
Information
- Deep coverage below $20M in revenue, built from the smallest businesses up
- Hyper-local signals scoped to each business's true trade area
Insight
- Read through the lens of your portfolio and strategy, not just firmographics
- Triggering events that make engagement timely
Action
- Specialized Hunters and Engagement Agents run the outreach
- Alongside your bankers by default; autonomously once trust is established
Across the relationship
Engage, acquire and retain
Start the right conversations
Crux finds the businesses in your market that look like your best clients, and opens the conversation with a reason the owner will recognize.
What Crux does
- Finds businesses that look like your best clients
- Opens the conversation with a reason to talk
- Follows up and keeps it warm as new signals appear
What your banker does
- Decides which businesses to pursue
- Steps in when the owner is ready to talk
More first conversations, without more cold calls.
- Segments in your book
- Prospect
- In conversation
Illustration. Businesses you don't bank yet are engaged one by one: each takes on the segment it fits, and a ring marks the conversation.
Turn conversations into relationships
When a business is ready to talk, Crux prepares the banker and the handoff, so the first meeting starts where the conversation left off.
What Crux does
- Prepares a tailored narrative for the first meeting
- Recommends the product mix, not just the loan
- Packages the handoff with full context and a clear owner
What your banker does
- Runs the first meeting
- Structures and closes the relationship
Better odds of a yes, and deposits and treasury from day one.
- Segments in your book
- In conversation
Illustration. Picking up from Engage: each business in conversation gets a first meeting and joins your book.
Grow with the businesses you bank
Businesses change: they hire, expand, add locations and take on new needs. Crux watches every business you already bank and surfaces each timely opportunity to deepen the relationship as it evolves.
What Crux does
- Watches every business you already bank for signals of change
- Identifies the next product each business is ready for
- Prepares the conversation alongside the relationship owner
What your banker does
- Owns the relationship conversation
- Expands it into deposits and treasury
More of each client's banking with you, and relationships that deepen as the business grows.
- Segments in your book
- Change detected
- Deeper relationship
Illustration. As businesses in your book change, each one becomes a timely opportunity to deepen the relationship.
Same journey, five seats
Built for every seat that grows the book
Most banker production depends on referrals from centers of influence. Crux adds a second engine: proactive outbound that every seat can run, in its own way.
Today
Production depends on who each banker knows. Every banker builds the process differently, and there's little visibility into coverage, activity or what's converting.
With Crux
Leaders set the strategy. Crux augments each banker's process and brings visibility to it, with coverage, activity and the funnel across the whole team.
What changes
Production that can be repeated and measured, so the book grows without growing headcount.
Branch employees
From referrers to producers
Today
They're expected to sell to businesses, but most were never trained to prospect. They wait for owners to walk in, and referrals leave the branch as a name and a number.
With Crux
Ranked businesses in the branch's trade area, each with a brief, a reason to reach out and outreach drafted for them. Crux supplies the playbook that training never did, and anything handed off carries full context.
What changes
Branch staff become active producers, not just passive referrers.
Business bankers
Outbound beyond centers of influence
Today
New business comes mostly from centers of influence. There's little proactive outbound, because building lists and researching prospects takes time they don't have.
With Crux
Always-current targets, each with a reason to reach out. Outreach runs alongside the banker or, once trusted, on its own, with first touches and follow-up at a volume one banker can't manage.
What changes
Outbound production beyond centers of influence, without adding hours to the week.
Today
Deal flow comes from internal referrals and brokers. Broker fees eat into margins, and many referred deals don't qualify.
With Crux
Specialized Hunters find businesses that look SBA-ready before they start shopping around, and outreach is timed to triggers such as expansion, an acquisition or an equipment need.
What changes
Proprietary deal flow, which lets SBA lending scale while preserving margins.
Today
They rely on centers of influence and existing relationships. When they do prospect, they spend hours vetting each business, and only about 1 in 10 becomes a real opportunity. Changes across their book often surface too late to act on.
With Crux
Vetted prospects read through your portfolio, timed to trigger events and paired with a tailored story and product mix across C&I, treasury and commercial deposits. For existing clients, signal intelligence flags changes as they happen, along with chances to deepen each relationship. Crux handles the legwork while the RM owns the relationship.
What changes
Outbound becomes a real channel alongside centers of influence. RMs stay ahead of every client in their book, so their time goes to the conversations that grow it.
What success is measured on
What you can measure, and when
Early signals show up in the first months. Business outcomes follow as those relationships mature.
Engagement and activity
Are the right businesses reaching your bankers, and are they acting on them?
- Delivered
- Relevant
- Contacted
- Responded
- Prospect quality
- Prospects delivered
- Fit rate
- Engagement
- Share of prospects engaged
- Open and response rates
- Meetings held
- Banker time
- Time saved per prospect
- Lift in production activity
Production and growth
Is that activity turning into new relationships and new business?
- Qualified
- Won
- Pipeline
- Qualified opportunities
- Conversion rate by product
- Clients
- New clients
- Products per new client
- Balance sheet
- New deposits
- New loans
- New revenue
Timing depends on your sales cycle and product mix, and outcomes keep maturing past month 12. We agree on each measure with you up front, in the terms your CRM already uses.
Getting started
No integration required
From the start
Live without integration
No integration project to wait on. Your bankers can start working in Crux right away.
When you're ready
Connected via API
Crux integrates via API with the other systems that touch your business relationships, so prospects, activity and context reach the places your teams already work.
Let's grow
See where your book can grow
Start with a conversation about your market and your growth goals. We'll show you where Crux can take on the legwork.