How Astmoor Finance revitalized sales coaching with AI Assist Pro
"It's like having a sales coach with them, guiding the conversation the whole time." That's how Daniel Stanton, Managing Director of Astmoor Finance, describes the impact of AI Assist Pro on new salespeople joining his team.
Astmoor Finance is a UK-based commercial finance brokerage that sources funding solutions for small and medium-sized businesses across the country, handling over 400 client conversations daily. Operating under strict Financial Conduct Authority regulations, every conversation must be compliant and auditable.
But before Aircall, reviewing a single 20-minute sales call meant listening to the entire recording. The result? Reviews took longer than the calls themselves, and managers faced a mountain of work, which grew each day as the team scaled.
The challenge
As Astmoor Finance grew its sales team, the limitations of its previous phone system became increasingly apparent. Using a basic business solution, the company was able to record calls to meet FCA compliance requirements, but lacked the tools to efficiently review and learn from those conversations. And it was only going to get worse…
As Daniel explains: "The more people we added into the team, the more conversations we had, the more we then had to listen back to. It created bottlenecks."
And the challenge extended beyond compliance. New sales representatives needed to master complex financial products while building consultative relationships with clients. Without real-time coaching tools, training relied heavily on shadowing and post-call reviews, creating a slow ramp-up time. The team needed better insight into client needs and more scalable coaching tools, but the next tier of their provider’s solution came at a price point that didn't make sense for their business.
The turning point
The team realized they needed to enhance their capabilities without breaking the budget. Daniel began evaluating alternatives that could deliver transcription, better Salesforce integration, and smarter insights at a more accessible price point.
The goal was clear: find a system that could help salespeople have better conversations by giving them the right information at the right time.
The solution
For Astmoor Finance, Aircall provided the perfect balance of advanced features and good value. It delivered transcription, AI-powered insights, and native Salesforce integration at a price point only slightly higher than what they were already paying for their existing, basic features.
Intuitive AI-powered features
Astmoor Finance adopted AI Assist for automated transcriptions and keyword search, then quickly moved to AI Assist Pro to unlock live transcription, scorecards, and playbooks.
"When we’ve got new salespeople coming into the team, being able to have live transcription and playbooks summarizing and contextualizing the conversation means they can focus on the client, not on taking notes."
The AI Assist Pro features proved particularly valuable for onboarding new sales representatives. Live prompts act as a virtual coach during client conversations, surfacing relevant information exactly when needed. When a client asks about a personal guarantee or mentions asset purchase, the system automatically displays explainers and talking points.
"It's like having a sales coach with them, guiding the conversation the whole time."
Simple set-up
The implementation was also a huge appeal as it was so very straightforward. Daniel, who enjoys working with AI tools, found the platform intuitive enough to configure scorecards and playbooks without extensive support:
"You can create custom questions and see how it prompts the underlying AI in terms of how to score. It's quick and easy."
Deep CRM integration
Aircall’s Salesforce integration ensures every conversation, notes, and summaries automatically sync to the CRM, eliminating manual note-taking and cutting post-call admin down. Meanwhile, transcript search functionality lets managers quickly find specific topics, terms, and examples of great conversations. Plus, to aid development, the scorecarding feature evaluates every conversation against pre-set parameters, from opening techniques to agenda setting, helping managers identify coaching opportunities across the entire team.
The results
20-minute call transcripts created and reviewed in 5 minutes versus listening to full recordings
Instant identification of compliance-related keywords across all conversations
Faster ramp-up, as new starters are equipped with real-time coaching during live calls
Automated scorecarding flags low-performing conversations for targeted review
The impact of Aircall was both immediate and multifaceted. From a compliance perspective, the ability to search transcripts by keywords gave Astmoor Finance a powerful tool to identify issues quickly and easily:
"Even just having the ability to search transcripts by keywords like ‘complaint’ to understand whether something needs attention or not is really useful.”
The most dramatic improvement came in how quickly the team could review conversations. What previously took 20 minutes of listening time now takes roughly five minutes of reading transcripts, dramatically improving oversight efficiency.
"With transcription, you can essentially skim a twenty-minute conversation in potentially five minutes, jump to the relevant, salient parts of the conversation, and listen to the bits you need to. This means you can listen to more conversations.”
For new team members, the transformation was significant. Live transcription combined with playbooks means salespeople can focus on the actual conversation rather than frantically taking notes. The system captures critical details like dates of birth and financial information automatically, letting representatives concentrate on building rapport and understanding client needs. Sales representatives now have access to product explainers and objection handling prompts in real time, helping even industry newcomers deliver conversations that feel experienced and knowledgeable.
"If we can make a new starter sound like they’ve been doing it for years because they have the right knowledge and resources behind them, that’s a competitive advantage.”
The qualitative benefits extended across the organization. Account managers covering for colleagues on leave could quickly understand previous interactions by reviewing transcripts rather than listening to multiple recordings. Sales leaders could identify patterns in high-performing conversations and share best practices across the team.
"Previously, you had 100 call recordings with a loose tie-in to your CRM. Now, I've got a system telling me this is low-scoring, this is high-scoring. I can jump straight to the conversations that need attention.”
Even the adoption experience reflected the value. While some team members embraced the tools more enthusiastically than others, negative feedback was nonexistent. Those who fully utilized the features regularly referenced transcripts, summaries, and scorecards in their daily work. "We wouldn't be paying for it and taking it on board otherwise," Daniel noted when discussing the clear value proposition.
Looking ahead
Astmoor Finance continues to refine its use of AI Assist Pro, with plans to expand live prompts and optimize scorecarding parameters. They’re also exploring Aircall's WhatsApp integration to enhance customer communication channels beyond voice. Daniel sees the potential to push management efficiency even further.
"In an old school world, one manager can effectively manage five people. Well, can we push that so they can effectively manage eight people because they've got better resources, better technology?”
The broader vision at Astmoor Finance is about augmentation rather than replacement. By equipping salespeople and managers with better tools, they’re aiming to help each person handle more business and generate more revenue. As the team continues to build out their AI-powered sales framework, the goal remains constant: enabling new representatives to deliver expert-level conversations from day one, supported by technology that enhances their confidence, and therefore, their performance.
Advice to others
For companies considering how to improve sales communications and coaching, Daniel emphasizes the value of understanding conversation quality at scale. Having call recordings is a good start, but the real breakthrough comes from tools that can analyze those conversations systematically. Transcription lets you review more calls in less time. AI-powered scorecarding identifies which conversations deserve attention without requiring managers to listen to everything. Together, these capabilities create a system where insights surface automatically rather than requiring someone to spend all day with a headset on.
"Are they having good conversations? Is one person having a better style than somebody else? You can look at conversion rates, but is there more to it?”
The key is focusing on what matters: helping your team have better conversations with clients. When new representatives can access real-time coaching, and experienced team members have tools to share their expertise efficiently, everyone benefits.
"If you can have something that sits on top of those conversations and calls out insights without someone having to sit there all day with a headset on, that's a massive win.”
Ready to transform your sales team's development and coaching?
If you recognize some of the challenges that Astmoor Finance were up against, maybe it’s a good time to see how AI Assist Pro can work for you?
Give your agents real-time guidance, automate those follow-ups, and see consistent and instant call scoring, with Aircall. Book a demo today.