Features
Every Xale CRM feature, in detail.
Xale CRM is the best study abroad CRM: parallel pipelines beside the main one, a follow-up for every role on every lead, deal and track, stage-level access, self-retrying automations that Xale AI drafts, a Custom Report Builder and an AI you can talk to. See why Xale CRM wins
Follow-ups for every role on every lead, deal and track, access control, reliable automations that Xale AI drafts, the student portal, the Custom Report Builder, Xale AI you can talk to, calls, WhatsApp and applications for study abroad and education teams, feature by feature. The lead list itself is covered on lead management software for education, and unfamiliar terms are explained in the CRM glossary for education teams.
Follow-ups
A follow-up for every role, on every student, application and track.
A telecaller, a counsellor and a visa officer can work one student at once. Each role on the lead and on every university application (deal) keeps its own follow-up with its own reminder, so one person's date never overwrites another's, and when a lead or deal enters a stage, every assigned role that works it gets its follow-up. Tracks such as Loan, Interview preparation or Visa filing run beside the pipeline as their own workflows, each with its own assignment and its own follow-up per role, independent of the stage.
Follow-up management for every role →- One live follow-up per role on the lead, on each deal and on each track, enforced by the database
- Reminders by web popup, Android push and the in-app inbox, with the student's name, the time and the note; one bundled reminder when many fall due together
- Overdue, Today and Later lists, and managers see the team's follow-ups by user, branch and role
- "Due in N days", "Follow-up needed" and "Maximum days allowed" settings on every stage, status and sub-status
- A status can require a scheduled follow-up before a move, and a new holder takes over the role's follow-up on reassignment
- The "Set / update follow-up" automation dates a chosen role's follow-up at a set time of day, with guards such as "only if there is no follow-up yet"
- A track carries its own assignment, one person per role per student and track, given by hand, in bulk, by the "Assign track" automation or automatically to the least-loaded eligible member
- Each role on a track keeps its own follow-up, independent of the pipeline stage, dated by that track's own "Due in N days" dial and reminded by Android push and the in-app inbox; a hand-over restarts only the handed-over role's follow-up
- The dashboard follow-ups rail switches between Leads and Tracks, and a track head sees an Unassigned list
Parallel pipelines
As many pipelines as the work really has.
One pipeline was never enough for a consultancy. Beside the main one, run a track for each piece of work that goes on alongside it: Loan, Interview preparation, Visa filing, Scholarship, Accommodation. Each track is a small pipeline of its own, with its own steps, its own person, its own per-role access and its own follow-up. A student moves along the main pipeline once and runs on several tracks at the same time, holding exactly one step on each.
Parallel pipelines beside your main pipeline →- Create as many tracks as you need, each with its own steps, named in your words
- One step per student per track, so "where is this student on Loan" always has a single answer
- Steps are marked active, pending or rejected, so a rejected loan and a loan in progress are never the same number
- A track is attached to the pipeline stages where it matters, so it appears only on the students it applies to
- Its own person per role on each student, separate from whoever owns the student on the pipeline
- Per-track access for each role, Manage, Own, Edit, View or Deny, so a loan coordinator can see their loan files and nothing else
- The "Assign track" automation puts students on a track and hands it over, and a completed track can trigger what comes next
Roles & access
Access control, stage by stage and track by track.
Start every role from 4 role templates: Admin, Manager, Counsellor / Sales staff or Custom. Each role gets a 5-level lead-access dial on every pipeline stage, and the server enforces it on every lead list, board, dashboard and report. Visibility follows branches, and territory access lets a country manager see their countries without being assigned each lead.
Roles, branches, stage-level and track-level access →- A 5-level lead-access dial per stage: Admin, Manage, Edit, View, Deny
- Limit a sensitive field such as Country to certain options per user, or deny a field to a role so it disappears from pickers, cards, filters and exports
- Per-track access for each role, Manage, Own, Edit, View or Deny, enforced on the server: Own members see and work the students on that track assigned to them, and Manage sees every student on the track
- Lead exports set per role and per stage, with phone and WhatsApp numbers for admins only
- Call recordings and call logs stay off for each role until an admin switches them on
- Check-in / check-out: while a counsellor is checked out, auto-distribute, shuffle, branch assignment and the telephony pool all pass them over, and every check-in and check-out is recorded with its reason
- One active owner per role per lead, deal or track, enforced by the database
Automations
Automations your team can rely on, drafted by Xale AI.
26 automation actions you combine without code: assign, auto-distribute or shuffle leads, move stages and deals, set or close a chosen role's follow-up, assign tracks, update fields, send email templates and approved WhatsApp templates from your Wati, Gallabox or UrbanChat account, and send an API request to any external system. Each run is queued only after the triggering change is saved, runs in the background with automatic retries on a separate worker server, and is logged with a plain-English summary of every action. Describe the rule you want in plain English or Malayalam and Xale AI drafts it in the builder for you to preview and save.
CRM automation with retries and a log of every run →- Triggers: a lead created or re-enquiring, assigned, or changing stage, status or sub-status; a new deal or a deal move; a track assigned, removed or completed
- Deal automations: "Move deal" moves the triggering, first, newest or all of a student's applications; "Sync deals" makes the other applications follow the one that moved, up to a stage limit you set, with exceptions checked on each deal, such as never a deal whose Country is Germany; "Delete deals" removes the applications you specify
- "Auto-distribute" hands leads to a role, a branch or a branch's users, least-loaded first, and "Shuffle" moves leads between the users of chosen roles across chosen branches, with the lead never leaving its own branch; both skip users holding more overdue follow-ups than the limit you set, with a fallback you choose, and can except named users or branches
- Time-based rules for idle leads, leads with no follow-up and lead age
- Every run logged as successful, failed or skipped; failed runs re-run every hour or retried in one click
- Test runs that change no data, and protection against endless chains of rules
- Business-hours run windows, and runs every time, once per lead or once per chosen period
- Scheduled Notification and Alert automations with live counts such as overdue follow-ups
- Xale AI drafts a rule from plain words, trigger, conditions, actions and dials, checked against your own stages, roles, users and branches; you preview it and press Save
Student portal
Students follow their own application.
With the student portal switched on for your workspace, students sign in with their phone number and password and follow their own application's stage, status and progress. Your team manages portal access from the student's lead record.
University application tracking →- Portal credentials generated from the student's lead record
- Sign-in with the student's phone number and password
- Stage, status and sub-status, with an application progress view
- Reset the student's password or switch portal access off and on from the lead's Portal tab
Custom reports
Build the report your question needs.
The Custom Report Builder builds lead reports and measures calls, connected calls, talk time, follow-ups, activities, deal value, amount paid and amount pending for any group of leads. Group rows and two levels of columns, choose your measures, and show the result in any of 17 views (table, heatmap, bar, line, funnel, KPI tiles and more).
The Custom Report Builder →- Group by day, week, month, quarter, year, hour of day or day of week
- Count, count distinct, sum, average, minimum and maximum, with percentages of row, column or total, and conditional and ratio measures
- Nested AND / OR / NOT filters, cross-entity filters, "is me" and filters on grouped results
- Every cell opens the rows behind it, and reports export to CSV or XLSX
- Save your own reports and add any of them to the dashboard; every figure follows the viewer's access
Xale AI
Talk to Xale AI.
Start a live voice call in the web CRM and talk to Xale AI in Malayalam, its default, or English on a click, and interrupt it whenever you like; or ask by chat with Ask AI in the header or ⌘K / Ctrl+K on any screen. It answers from your workspace's own leads, deals, follow-ups, pipeline, calls, top callers, users and roles, runs reports with the Custom Report Builder's own measures and draws the chart, and drafts automations into the builder for you to preview and save.
Talk to Xale AI →- A live voice call with a live transcript, interruptible mid-sentence; it plays a call recording on request, and read-aloud speaks typed answers too
- Follow-ups in the dashboard's own windows: Overdue, Today, Tomorrow, Later, this week and this month
- Reports with the builder's measures, conditional, share and ratio measures and filters on grouped results included, drawn as a chart; it also reads the report tabs, KPI summaries and saved and scheduled reports
- Per person: what someone did today, who is working now, a scorecard, a reassignment report or a team day report
- Insights: themes across notes, every rejection status and sub-status with volume, share and trend, and content suggestions ranked by the leads each objection loses
- Automations: explains how the engine works, lists rules with their health and run history, and drafts a rule into the builder, trigger, conditions, actions and dials, checked against your own stages, roles, users and branches
- With your confirmation, sends a teammate a nudge
- Models from Anthropic, Google Gemini or OpenRouter, managed by Xale
AI telecaller
Let Xale AI take the call.
Open the telecaller on a student, choose what the call is for, hand the phone over, and Xale AI runs the conversation: Malayalam the way a Kozhikode telecaller speaks it, English on a click, one question at a time, and it can be interrupted mid-sentence. It is briefed on that one student only, under the same access rules as the person who opened it, and it says up front that it is an AI.
See the AI telecaller →- A purpose per call: first call, follow-up, document reminder, re-enquiry, intake reminder or one you write yourself
- When the student asks for a person, it hands them to their own counsellor: it books that counsellor's follow-up and leaves the note, so they ring back already knowing the conversation
- It writes the call note itself, lists what it learned, sets the callback that was agreed and adds the call to the student's activity
- It suggests a status and leaves the decision to a counsellor
- A colleague can type a whisper mid-call that only the AI hears
- "Do not call" is recorded on the spot and the next call to that student is refused
- Calls keep to daytime and evening hours, and it knows the Kerala calendar, festival days and the hours a parent in the Gulf can talk
- Practice mode runs the whole call with you playing the student, and writes nothing
Calling
Every counsellor call, on the right lead.
Every counsellor call logged and recorded, two routes. The Xale Android app syncs each call from the counsellor's own phone to the right lead with direction, duration and outcome, even when the app is closed and with no per-minute charges, and attaches the phone's own recording. TeleCMI cloud telephony records calls from a business number on any phone, iPhone included.
How call recording works →- Recording from the counsellor's own phone through the Xale Android app, and TeleCMI cloud recording on any phone
- Lead-list call filters, a counsellor Rankboard and a Call Analytics report
- Off until an admin allows it per role; admin accounts are never recorded
- A Devices page that shows each phone's capture status
- On-demand transcription (Gemini, with OpenAI Whisper as fallback), tuned for Malayalam–English calls
Messaging
WhatsApp, the way you already run it.
Connect a Cloud API number through Meta's Embedded Signup, keep the WhatsApp Business app on the same number with Coexistence, or connect the Wati, Gallabox or UrbanChat account you already use. Conversations sit on the lead, so the history stays when the lead changes hands.
WhatsApp CRM for education →- Cloud API, Wati and UrbanChat chats answered from one role-scoped inbox
- Template creation and Meta approval status inside the CRM (Cloud API)
- Cloud API broadcasts to opted-in contacts from an approved template, with sent, delivered, read, replied and failed counts
- Wati, Gallabox and UrbanChat accounts also send approved templates from automations, inside business hours or as an after-hours reply
Applications
One student, many applications.
Each university application is its own deal with its own stage, owner, payments and team chat, and the student counts once in conversions. Stage requirements hold a move until the named documents, fields or follow-up are in place.
University application tracking CRM →- Each role on an application keeps its own follow-up
- The Move deal automation moves the triggering, first, newest or all of a student's applications, respecting stage requirements
- Documents on the student record serve every application
- Status-to-status deadlines warn early and close themselves when the student reaches the target status
Analytics
Reports you can check.
8+ ready-made report tabs and 20+ built-in dashboard cards. Click any number to open the exact leads behind it, built on the same filter as the leads page. Every figure follows the viewer's role, down to exports and scheduled report emails.
CRM reports and analytics →- Source and campaign cost per lead from daily Meta spend where synced
- Speed to lead, and each counsellor's follow-ups and target progress
- A Country Pipeline that follows each destination's stage progression, application by application
- Saved report views scheduled by email or as a WhatsApp template summary
Lead capture
Every lead. Every channel. One pipeline.
Capture leads from Meta Lead Ads, WhatsApp, website forms, TeleCMI calls, manual entry and Excel or CSV import, all into the same pipeline and attributed to the right source. Phone numbers are checked for duplicates as they are typed, and repeat enquiries are tracked on the original lead.
Xale for study abroad consultancies →- Meta Lead Ads sync automatically with campaign and form attribution
- Website forms through an API-key-protected webhook with no-code field mapping
- Import .xlsx, .xls or .csv with a duplicate-phone preview and a failed-rows download
- Equal or results-based, fair-per-country assignment
Meta Ads
Facebook & Instagram leads, synced automatically.
Connect your Meta Pages once. Leads from their lead forms sync into your pipeline automatically, carrying the campaign and form they came from. See each campaign's forms and questions, and map questions to your own custom fields.
- Automatic sync, with no CSV exports
- Automations assign each new lead, set the counsellor's follow-up and send the first approved template
- Map form questions to custom fields
- Daily ad-spend sync for cost per lead by campaign
- A reconciliation ledger for duplicates, invalid numbers and blocked leads
Customization
Fields that fit your business.
Add text, remark, number and selector fields, with special types for location, intake, country and tags. Values are stored per context, so one field can hold different values on a lead, a deal, a university or a course.
Student documents and stage requirements →- Mandatory fields and quick-add filters
- Value-level access for sensitive options
- Stage requirements that ask for fields or documents before a move
- Automation conditions on field values, where a field with several values matches when any value matches
Workspace
Your workspace, on your domain.
Each organisation runs in its own workspace. Isolation is built into the data-access layer: every standard read and write is stamped and filtered with your workspace ID, and refused if it is missing. Run the CRM on your own domain with your name and logo on the login page.
Branches, roles and custom domain →- Workspace ID on every standard read and write
- Custom domain with guided DNS verification and automatic SSL
- Your company name and logo on the login page
- Tenant-isolation tests in our automated test suites
Team chat
Staff conversations that stay with the student.
Every lead has an internal team thread, All Chats, and every university application has its own channel, copied into All Chats with the application's name. Telecallers, counsellors and the application and visa teams talk there instead of in staff WhatsApp groups.
Team chat on every lead and application →- Files and voice notes, from the browser or the Android app
- Reply to a message, @mention teammates working the student, and see who has read it
- Chat follows lead and deal access, so a new counsellor sees the whole history
- Each lead's All Chats thread in the Xale Android app too
Security
Built with care, described plainly.
Hourly full-database backups go to off-site storage and are verified before older copies rotate out. Integration secrets are encrypted with AES-256-GCM, passwords are hashed with bcrypt, and documents uploaded from the web CRM go straight to object storage through upload links that expire after five minutes.
Platform, reliability and security →- Hourly verified backups; a failed backup alerts the ops team
- Admin system log of sign-ins and destructive actions, with user, IP and device
- Trash with one-click restore, and bulk moves to Trash kept to admins
- Signature-verified payment webhooks, processed exactly once
Xale AI
Xale AI: talk to it, ask it, let it draft your automations
Ask the way you would ask your operations lead, by chat (Ask AI in the header, or ⌘K / Ctrl+K) or on a live voice call. Xale AI answers from the leads, deals, follow-ups, calls and team in your workspace, runs reports and draws charts, and drafts automations into the builder for you to save.
- How many follow-ups are overdue, due today and due tomorrow?
- Show enrolments by source and month this year, as a bar chart.
- What did Priya do today, and who is working right now?
- Which rejection reasons grew this month, and what should we fix first?
- When a deal reaches Visa, assign the least-loaded visa officer and set a follow-up two days ahead.
Talk to it, in Malayalam or English
Talk to Xale AI: a live voice call in the web CRM that speaks Malayalam by default and English on a click, can be interrupted mid-sentence, shows a live transcript, plays a call recording on request, and, with read-aloud on, speaks typed answers too.
It builds your automations
Describe the rule you want in plain English or Malayalam and Xale AI drafts it in the automation builder on your screen, trigger, conditions, actions and dials, checked against your own stages, roles, users and branches; you preview it and press Save.
Reports, charts and per-person day reports
Ask for a report and it runs it with the Custom Report Builder’s own measures and draws the chart; ask about a person and it tells you what they did today, who is working now, or gives you the team’s day report.
Or let it take the call
Xale AI can take the call itself, as your consultancy's telecaller. You open it on a student, choose what the call is for (first call, follow-up, document reminder, re-enquiry, intake reminder or your own), hand the phone over, and the AI speaks first: Malayalam in a Kozhikode and Malabar flavour or standard Malayalam, English on a click, one question at a time, and it can be interrupted mid-sentence. It is briefed on that one student only, under the same access rules as the person who opened it, says up front that it is an AI, and introduces itself with the name you give it. When the student asks to speak to a person, Xale AI hands them to their own counsellor: it books that counsellor's follow-up, within the hour when no time was named, and leaves the note with everything the student said, so the counsellor rings back already knowing the conversation.
Lead and deal answers follow your access
Lead, deal and follow-up answers follow the asking user's visibility; call counts, the top-caller ranking, the user list and workspace setup cover the whole workspace.
Switched on per workspace: an admin switches Xale AI on in Settings, AI Assistant, and it opens in the web CRM on any page.
Android app
The Xale Android app: the CRM in a counsellor's pocket
Counsellors spend the day on the phone, so the CRM goes with them. The app works from the same leads, roles and stage permissions as the web CRM, so a counsellor sees the same students in both places.
Leads and deals
Search and filter leads, bulk-assign them or move them to another branch, open each application, and swipe a lead card right to call or left to open WhatsApp.
A dialer built on your CRM
Keypad, Recents, Contacts and Records. Contacts merges the leads your role can see with the phone’s own contacts, and Records plays synced call recordings. Calls are ordinary SIM calls, logged to the right lead.
Follow-ups
Overdue, Today and Later on the same India calendar days as the web, for every lead and application you own.
WhatsApp and team chat
Reply to WhatsApp chats and the team’s internal chat from the Chat tab, with photos, camera shots, documents and voice notes.
Dashboard and reports
A 16-widget dashboard built from the web dashboard’s widgets, plus Lead Overview and Call Analytics report screens.
Student documents
Upload a student’s files, sort them into folders, rename, move, open and download them from the Attachment tab.
Every counsellor call logged and recorded, two routes. The Xale Android app syncs each call from the counsellor's own phone to the right lead with direction, duration and outcome, no per-minute charges, and attaches the phone's own recording. TeleCMI cloud telephony records calls from a business number on any phone, iPhone included. Xale CRM gives you both routes in one workspace: iPhone users work in the web app, and the Android app installs as an APK with in-app updates.
Fees & deadlines
Fees, EMI instalments and deadlines, tracked per application
Files slip on money and dates. In Xale both sit on the application itself, so the counsellor who owns the deal sees what is due and what is about to be missed.
EMI instalment plans
Split an application’s fees into instalments. The counsellor who owns the deal is reminded before the due date, on the day, and once a day while an instalment is overdue.
Razorpay payment links
Create a Razorpay payment link from the deal, then copy it, email it from your connected Gmail, or send it on WhatsApp. When the student pays, the payment is recorded on the deal automatically through a signature-verified webhook.
Money views that don’t mix
The Custom Report Builder puts deal value, amount paid and amount pending side by side for any group of students, with Collection % worked out from the totals, so one number never quietly stands in for another.
Deadlines that close themselves
Set status-to-status deadlines, such as from an offer to a submitted deposit, with early-warning days. When the student reaches the target status, the deadline completes on its own and is marked met on time or late, so nobody has to close it by hand.
Built into the Study Abroad template: the Payments tab comes with the Study Abroad, Video Production and Academy templates (Academy once an admin adds a deal stage). Email a payment link, copy it anywhere, or send it on WhatsApp from your connected Cloud API number within the 24-hour window after the student's last message.