Xale

Study abroad CRM

Study abroad CRM software built around the student journey

Xale is study abroad CRM software for consultancies that guide students into universities overseas. A student arrives from a Meta ad, a WhatsApp message or a walk-in. Xale gives them one record, tracks every university application as its own deal, and keeps the counsellor, documents, calls and chats on that record until enrolment. It is built India-first.

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Updated · By the Xale team

The problems it is built for

Where a study abroad consultancy loses students

Most consultancies outgrow spreadsheets and generic CRMs for the same six reasons. Here is each one, and what Xale does about it.

Enquiries arrive from everywhere

Meta ads, WhatsApp, website forms, walk-ins and referrals land in different places, the same student turns up twice, and nobody knows which campaign produced the enrolment.

In Xale: One lead list with the source and campaign attached, and duplicate phone numbers caught as they are typed.

One student, several applications

A generic sales CRM allows one deal per contact, so the second and third university application end up in a notes field.

In Xale: Each application is its own deal, with its own stage, counsellor and payments, and every application shares the student's documents.

Documents chased for weeks

Passport, marksheets, SOP, LORs and financials arrive in pieces, and files move to application while half of them are missing.

In Xale: Stage requirements block the move until the documents, fields or notes you specify are in place.

Handoffs where follow-ups slip

Telecaller, counsellor, application team, visa team: every handoff is a chance for the next step to belong to nobody.

In Xale: Each role owns its own follow-up on each lead and deal, with a reminder the minute it is due.

Branches that see too much, or too little

Branch managers need their own pipeline without seeing other branches' students, while head office needs everything.

In Xale: Visibility follows branch and role, from a counsellor's own leads up to the whole organisation.

Reports that don't match the list

The report says one number, the lead list says another, and 'new this month' includes leads moved back into the first stage.

In Xale: Every number opens the exact leads behind it, and first-stage leads are counted by the date they arrived.

Ready on day one, editable after

A ready study abroad pipeline, from inquiry to enrolment

Pick the Study Abroad template at signup and the workspace starts with a complete pipeline, its statuses and sub-statuses already in place, so your team starts by working leads rather than designing stages.

  1. 1Inquiry
  2. 2Qualify
  3. 3Application
  4. 4Deposit
  5. 5Visa
  6. 6Enrolled

Statuses and sub-statuses that ship with it

Reaching the student
Contacting attempts, not reachable, and not interested with a reason.
Qualifying and documents
Not qualified with a reason, shortlisting, document collection, and documents pending for passport, marksheets, SOP, LOR, financials and English test score.
Applications and offers
Application in progress, on hold or rejected; offers received, conditional or unconditional.
Deposit
Deposit requested, submitted, verified or cancelled.
Visa
Visa form initiated and submitted, then approved or rejected.

Rename any stage and add or remove statuses and sub-statuses to match how your office works. There is one generic Visa stage rather than a workflow per country, because destination rules change too often for a fixed template to stay right. Country-gated statuses are configurable instead, so you set up the steps each destination needs.

University application tracking

Every university application is its own deal

The student is one lead: contact details, source, qualifications and the history of every call, message and note. Each university application is a separate deal under that lead, with its own stage and status, counsellor, payments, team chat and custom-field values such as intake or destination country. The student's documents stay on the lead and are shared by every application.

A list of deals reads like a list of applications: one can sit in Deposit while another is still waiting on an offer.

The database allows only one active owner per role on each lead and each deal, and past assignments are revoked, never deleted, so the ownership history stays intact. In reports, a student with three applications counts once in conversions, while the Admissions tab follows offer, deposit, visa and enrolment deal by deal.

Student record

One lead · three applications

Source, qualifications, calls and WhatsApp history

  • University A · MSc Data Science

    Application · Offer received (conditional)

    Owner: Application counsellor

  • University B · MSc Business Analytics

    Deposit · Deposit requested

    Owner: Application counsellor

  • University C · MBA

    Application · On hold

    Owner: Second counsellor

Illustrative example of one student with three deals.

Internal team chat

Team chat inside every lead and every application

Telecallers, counsellors and the application, visa and accounts people all work the same student. When they talk in personal WhatsApp groups, the context leaves with whoever leaves. In Xale the conversation sits on the student's record, next to the calls, notes and documents.

  • One thread per student, one per application

    Each lead has a main thread, shown as All Chats, and each application has its own. A message posted on an application also appears in All Chats, labelled with the application’s name, so the whole team reads one history.

  • Files and voice notes in the thread

    Share PDFs, images, Word files and short videos (Excel files too from the Android app), and record voice notes from the browser or the Xale Android app. Voice notes play inline.

  • Replies, @mentions and read receipts

    Reply to a specific message, @mention a teammate who works the student, and see who has read it with “Seen by”. One Messages list shows unread chats across every lead you can open.

  • Access follows the lead

    Anyone who can open a lead can read and post in its thread, so there is no separate chat permission to manage. After a reassignment the new counsellor sees the whole history, and the previous owner loses the chat unless their role still gives them the lead.

  • Chats stay with the company

    Messages live on the student’s record, not on anyone’s phone. Block a user and every chat closes to them on their next request.

  • Find the conversation later

    Filter the lead list for leads “Discussed in team chat” in any date range, then open the thread from the lead.

Worth knowing: on the Android app, chat covers each student's All Chats thread; application threads and delete-for-everyone are on the web. Deleting a message clears its content for everyone, and moving a lead to Trash deletes its chat.

How internal team chat works in Xale

Documents & requirements

Every student document in one place, and stages that wait for them

The same pack comes in for every student, and it usually ends up spread across WhatsApp, email and shared drives. Then an application goes out with a missing file. Xale keeps the files on the student and lets each stage say what it needs before anyone can move the file on.

One set of files for each student

  • Passport, marksheets, SOP, LORs, financial documents and test-score reports sit on the student’s record, shared by every application
  • Folders you name, plus labels that keep work files apart from payment receipts
  • PDF, JPG, PNG, Word, Excel, PowerPoint, CSV and TXT files up to 5 MB each; oversized photos and PDFs can be shrunk before upload
  • Download one file, or all of a student’s files as a ZIP that keeps your folders
  • Every upload, rename, replacement and deletion is recorded on the student’s activity timeline

Stage requirements that hold the line

  • Require a named document on a status. A move there is blocked, from the lead, an application, a bulk update or a lead stage-change automation, until a file with that name is uploaded
  • Apply a rule from a status onward, so later statuses inherit it, or only when a student lands on exactly that status
  • Require more than files: a field or custom field, an attached course or university, an assigned role or person, a track, a note on the move, or a follow-up scheduled first
  • Or make a document information-only: it appears on the student’s checklist without blocking the move

What is still missing, at a glance

  • Attachments checklist

    Each required document with its stage, uploaded or not, and a one-click upload that names the file so it satisfies the rule.

  • Required-field stars

    Fields a later stage will ask for carry a star in the lead drawer and in Add Lead, so counsellors fill them in early.

  • Documents report

    Admissions → Documents shows the students missing a required document, by stage and by counsellor, within each viewer’s visibility.

Worth knowing: requirements are checked when a student moves stage, not when a lead is created. Replacing a file removes the previous version, students can't upload through a portal yet, and moving a lead to Trash deletes its documents.

How student document management works in Xale

Deadlines that close themselves

Status-to-status deadlines with warning days

Stage requirements hold a file until the paperwork is in. Deadlines keep time between statuses, and role-based follow-ups, next, make sure each person on the student knows their next step.

A date, with early-warning days

Set a deadline between two statuses, say offer received (conditional) to deposit submitted, with a date and warning days that start counting when the student reaches the first status.

It closes itself

It closes itself when the target status is reached, so counsellors only chase what is actually late. Who can set a deadline, or close one by hand with a note, is role-controlled, and every change is logged on the lead's Deadline tab.

Role-based follow-ups

Follow-ups that know whose job each one is

In a consultancy, several people work the same student: a telecaller, a counsellor, an application or visa team. With one shared follow-up date, whoever touched it last decides everyone's day. Xale gives each role its own.

  • One follow-up per role, on every lead and deal

    The telecaller's callback and the counsellor's document check sit side by side on the same student, and each university application carries its own. One role's date never overwrites another role's.

  • Rules set by stage

    Stage permissions decide, stage by stage, which roles carry a follow-up, which can move the date and which can only see it.

  • India calendar days, reminders on the minute

    Overdue, Today and Later split at IST midnight. When a follow-up comes due, its owner gets a web popup, a mobile push and an inbox alert.

  • Hand-overs and a team view

    Each role's follow-up stays with that role's owner on the lead or deal. Managers see the total for the roles in their team.

How role-based follow-up management works in Xale

Hand-offs between teams

One student, four teams: how hand-offs run in Xale

A counsellor, an Application team, an Application officer and a Visa team all work the same student. This is what Xale runs for you, and what it doesn't yet.

  • Status: AutomaticMeta and Wati enquiries become leads on their own (Meta about every 15 minutes) and start your “Lead created” automations.
  • Status: Set up onceEach team is assigned by role as the student reaches its stage, balanced within a branch or per country, with a separate owner for each university application.
  • Status: Set up onceEach role keeps its own follow-up on the student. Once a date is set, it rings its owner when due, and stage tones ring a team when an application lands in their status.
  • Status: Set up onceDocument requirements hold a stage move until the files are in, and each team sees only its own stages, branches and territory.
  • Status: Not yetNot automatic yet: minute-level SLA timers, several open timed items per team on one application, and per-lead escalation alerts to a manager.

See every hand-off step by step, with what is automatic and what isn't

Universities, courses and student profiles

Course Finder, qualifications and test scores

Your university list, searchable

Import your universities and courses in bulk from Excel, then use the Course Finder to filter by country and other facets, compare courses side by side and save shortlists. There is no pre-loaded library, so you search the list you actually work with.

A qualification catalogue

Seeded with 10th, SSC, CBSE, ICSE and O-Levels; 12th, A-Levels and IB; diploma; bachelor's; master's; and PhD. Each qualification on a lead stores a score, institution and pass-out date.

Test scores as custom fields

Capture IELTS, TOEFL, PTE, GRE or GMAT as number, dropdown or text custom fields on the lead or each deal. Country and intake are built-in field types, and fields can be hidden from roles that shouldn't see them.

Lead capture and attribution

Meta Lead Ads, website forms and duplicate protection

Meta Lead Ads with attribution

Leads from every connected Facebook and Instagram lead form sync about every 15 minutes, tagged with campaign and form, and form questions can map to custom fields.

A daily Meta ad-spend sync puts cost per lead next to each campaign, and a reconciliation view shows duplicates, invalid numbers and blocked submissions.

Every other door, and who gets the lead

Website forms post to an API-key-protected webhook with no-code field mapping, and enquiries through a connected Wati, Gallabox or UrbanChat account become leads automatically. Walk-ins are added by hand.

Automations then assign leads round-robin or to the least-loaded counsellor by branch, role or country.

Duplicates caught, re-enquiries kept

Phone numbers are checked as they are typed, and imports preview duplicates before writing anything.

A returning student's re-enquiry is recorded on the original lead, and its assignees get an instant in-app alert with a View lead button.

Where counselling actually happens

Counsellor calling and WhatsApp on the student record

Every call logged and recorded, two ways

The Android app syncs every counsellor call from the phone's call log to the right lead, with direction, duration and outcome, even when the app is closed and with no per-minute charges. It attaches the recording from the phone's own dialer, with no cloud telephony needed.

TeleCMI cloud telephony records calls from a business number on any phone, iPhone included, and files them on the same lead. Capture stays off until an admin allows it for a role, and a Devices page shows which phones are capturing.

Read how call recording works in Xale

WhatsApp in one shared inbox

Connect the WhatsApp Cloud API through Meta's Embedded Signup, optionally in Coexistence mode so the number keeps working in the WhatsApp Business app, or connect your existing Wati, Gallabox or UrbanChat account.

Cloud API, Wati and UrbanChat conversations share one role-scoped inbox you can filter by stage, counsellor, branch or source. Templates, Meta approval and broadcasts to opted-in contacts run through the Cloud API.

See the WhatsApp CRM for education

Running the consultancy

Reports, branches, fees and the mobile app

Reports you can click into

Eleven report tabs, from lead overview and source to admissions, team and revenue. Click any number to open the exact leads behind it. Figures are scoped to the viewer's role and dates follow IST. Saved report views can be shared with the team and scheduled by email or WhatsApp, and each role's dashboard shows only the widgets you allow.

Explore reports and analytics

Branches and roles

Build roles from four starting templates, set permissions per module and lead source, and give each pipeline stage a five-level lead-access dial, from admin to deny. A country manager can see every lead for their countries inside their branches, and phone numbers can be masked on lists.

How multi-branch access works

EMI instalments and Razorpay links

Record payments per deal or set up EMI instalment plans with reminders before the due date, on the day and daily once overdue. Send a Razorpay payment link by WhatsApp or email, and a paid link is recorded on the deal automatically.

An Android app for counsellors

Leads, deals, follow-ups, WhatsApp, team chat, dashboards and call analytics, with the same permissions as the web. It installs as an APK with in-app updates. iPhone users work in the web app and record calls through TeleCMI cloud telephony.

Anchor points

Anchor points: count the milestones students reached, not only where they sit today

A stage count answers “who is in Deposit right now?”. A manager asking about deposits usually means “how many students paid a deposit this month?”, and a stage count shrinks every time a student moves on to Visa or Enrolled. An anchor point counts the second way, on the dashboard and in reports.

  1. Mark a milestone stage

    In the stage editor, tick a stage such as Application or Deposit as an anchor point and name its button, for example “Verified deposits”.

  2. Count everything that reached it

    The anchor counts every student with an application that reached that stage or any later one, so students who have since moved on still count. A student counts once, however many applications crossed the milestone.

  3. Window it on the milestone

    With “New this period” on, a date range counts only students whose first application to reach that stage, or a later one, got there within the range. You also choose whether rejected applications and rollback statuses are left out.

Illustrative example

40 students reach Deposit in September. By the end of the month, 25 of them have moved on to Visa or Enrolled.

Stage count: in Deposit right now
15
Anchor: reached Deposit in September
40

Where anchor numbers appear

  • A button on the leads list that shows exactly the anchor's students, under the name you gave it.
  • A tile for each anchor on the dashboard's KPI strip.
  • Anchor-stage figures in dashboard widgets and reports, labelled with the anchor's name.
  • One definition for all of them: the dashboard and the leads list share the same anchor rule, and a counsellor's anchor number counts the students whose application they own.

How Xale's reports count, and why the numbers match the list

Coming soon

Coming soon: the Custom Report Builder

For the questions the built-in report tabs don’t answer, such as intake by destination, or counsellor conversions counted only for people with a real book, you’ll be able to build your own report, or start from a ready-made one.

  • “X against Y” reports with a live preview, as pivot tables, charts, KPIs or lists
  • A searchable gallery of more than 60 ready-made reports to start from
  • AND/OR/NOT filter trees and HAVING filters on the totals
  • Save a report, then pin it to the dashboard for the roles you choose

The Custom Report Builder is coming soon and is not yet available in any workspace.

Until it ships, the 11 report tabs, saved report views and scheduled reports cover the everyday questions.

What the Custom Report Builder will do

Getting started

Go live in five steps

How long it takes depends on your branches, channels and old data; the order does not change. See how we onboard teams.

  1. 1

    Sign up and pick the Study Abroad template

    You get default roles (Super Admin, Admin, Manager, Counsellor and Telecaller), the study-abroad pipeline, lead sources, a main branch, dashboard widgets and email templates.

  2. 2

    Configure the pipeline, roles and branches

    Rename stages, add statuses, set stage requirements and deadlines, build roles from the four role templates (Admin, Manager, Counsellor, Custom), and add your branches and users.

  3. 3

    Connect WhatsApp, Meta, TeleCMI and Gmail

    Connect WhatsApp through Embedded Signup or your Wati, Gallabox or UrbanChat account, link your Meta Pages and ad accounts, add TeleCMI if you use it, and connect each counsellor's Gmail.

  4. 4

    Import leads and universities

    Bring in spreadsheets with the duplicate-phone preview, then bulk import your universities and courses for the Course Finder.

  5. 5

    Set up counsellors' phones and train the team

    Install the Android app, allow call capture for the right roles, use the Devices page to see which phones aren't recording and why, and walk the team through deals and follow-ups.

Platform figures, September 2026

Xale in production

  • 60,000+

    counsellor calls synced to leads in a single month

  • 25,000+

    WhatsApp messages handled in a single month

  • 10,000+

    new leads captured every month

  • 150+

    user seats in our largest single workspace

Anonymised figures from our production data as of September 2026, rounded down. Demo and test workspaces are excluded.

Straight answers

What Xale does not do yet

If any of these is a deal-breaker, that is a fair reason to choose another tool. The FAQ below covers universities, visas and test scores.

QuestionStraight answer
Do counsellors on iPhones get their calls in Xale?Yes, through TeleCMI cloud telephony: calls on the TeleCMI business number are recorded in the cloud and filed on the lead, whatever phone the counsellor holds, and iPhone users work in Xale's web app. The Xale Android app adds native call-log sync from the counsellor's own SIM, with the phone's own recording attached.
Can TeleCMI place calls from the CRM?No. TeleCMI calls and recordings sync to the lead, but there is no click-to-call or IVR.
Can WhatsApp broadcasts be scheduled?No. Broadcasts go out immediately, and only through the WhatsApp Cloud API.
Can I build my own custom reports?Not yet. The Custom Report Builder is coming soon, with “X against Y” reports, pivot tables, chart and list views, AND/OR filters and a gallery of more than 60 ready-made reports. The eleven built-in report tabs, saved report views and scheduled reports are available today.

Frequently asked questions

Questions about study abroad CRM software

What is study abroad CRM software?

It is a CRM built around how an overseas education consultancy works: enquiries, counselling, university applications, offers, deposits, visas and enrolment. Unlike a generic sales CRM, it has to track several applications per student at once, each with its own stage and owner, without losing the student record that ties them together.

Can one student apply to several universities in Xale?

Yes. The student is one lead, and each university application is a separate deal with its own stage, counsellor, payments and team chat, while the student's documents stay on the lead and are shared by every application. Reports count the student once in conversions, while the Admissions tab tracks offers, deposits, visas and enrolments deal by deal.

Does Xale come with a university and course database?

No. There is no pre-loaded library. You import your own universities and courses in bulk from Excel, or add them by hand, and counsellors then use the Course Finder to filter, compare and shortlist.

Are there pre-built visa workflows for the UK, Canada or Australia?

No. The default pipeline has one generic Visa stage. Destination rules change often, so instead of fixed per-country workflows you rename or extend stages and statuses, configure country-gated statuses, and add stage requirements for the documents each destination needs.

How do we track IELTS, TOEFL, PTE or GRE scores?

Create them as custom fields, such as a number field for the overall score, on the lead or the deal. The built-in qualification catalogue covers 10th through PhD with a score, institution and pass-out date, but there are no built-in fields for English or aptitude tests.

How quickly do Meta Lead Ads enquiries reach counsellors?

Leads from every connected lead form sync about every 15 minutes, with the campaign and form attached. It is a scheduled sync, not a real-time webhook. A daily ad-spend sync then shows cost per lead by campaign.

Can counsellors' calls be recorded?

Yes, two ways. The Xale Android app files every call from the counsellor's own phone on 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. Capture stays off until an admin allows it for a role, and recordings can be transcribed on demand, including calls that mix Malayalam and English.

Does Xale work for consultancies outside India?

It can, with caveats. The pipeline, deals, follow-ups and WhatsApp inbox work the same way anywhere, but Xale is built India-first: money amounts default to rupees with no multi-currency or exchange rates, 'Today' and other report dates follow IST calendar days, and payment links run through Razorpay.

How do we move from spreadsheets or another CRM?

Import .xlsx, .xls or .csv files, 1,000 rows per batch by default, with a preview that flags duplicate phone numbers before anything is written. Universities and courses have their own bulk import, and failed rows can be downloaded, fixed and imported again.

Related

Keep reading

Run your next intake on Xale

Pick the Study Abroad template at signup, bring your own leads and universities, and see the student journey in your own workspace.

Start free →See pricing