Case study: Monarch Commercial Capital’s loan pipeline on monday CRM
Monarch Commercial Capital, a commercial lender, needed one place to track every deal, the lenders it works with and the partners who send it business. We built it a monday CRM with one main pipeline plus a pipeline for each person, tracking for lenders and referral partners, document signing, and views for the deadlines that matter in lending: appraisal, approval and settlement. The first build took 20 hours in July 2025, and Monarch has come back for more work four times since.
| Organization | Monarch Commercial Capital, a commercial lender |
| What we built | A loan pipeline with a view per person, lender and referral partner tracking, lead forms, document signing, deadline views and dashboards |
| Time | Four finished projects, 50 hours, plus a new block of support hours |
| Dates | July 2025 to April 2026, with new support hours from September 2026 |
What did they need?
A small lending team juggles a lot at once: borrowers, the lenders who might fund each deal, the partners who refer deals in, and deadlines that can’t slip. Monarch needed:
- One main pipeline the whole team could see, with each person able to focus on their own deals
- Lenders and referral partners tracked as their own types of contact, linked to the deals they’re part of
- New leads entered once and assigned to the right person straight away
- Deadlines in view: appraisal, approval and settlement dates
- Documents signed without leaving the system
What did we build?
- One main pipeline, and one per person. We set up a master pipeline for the team, then used an app that shows the same deal on more than one board, so each person has their own pipeline without copying deals around.
- Lenders and referral partners. We added account types for lenders and referral partners, and a lender column on each deal, so you can see who’s funding what and who sent it in.
- Lead forms with owner assignment. New leads come in through internal forms and are assigned to an owner automatically.
- Deadline views. Custom views for upcoming appraisal, approval and settlement dates.
- Document signing. Documents generated and signed from the deal, with a document generation app.
- A deal overview. Each deal opens on a page with its details and ready-made email templates.
- Dashboards, imports and training. We imported their existing data in two rounds, built the dashboards, and trained the team.
What came after the first build?
The first build was done in July 2025. After that, Monarch kept going in small blocks of hours:
| When | Hours | What we added |
|---|---|---|
| July 2025 | 20 | The CRM, pipelines, lender and referral partner tracking, lead forms, document signing, deadline views, dashboards, imports and training |
| August to September 2025 | 10 | Cleaned up columns that weren’t needed, added an explanation above every pipeline column saying what it’s for and what it triggers, rebuilt stages, labels and automations, added email sequences, and ran a training call taking one lead all the way through |
| September to November 2025 | 10 | An on-hold option for leads, a personal task view for each person, and a how-to video for document signing |
| October 2025 to April 2026 | 10 | Support hours for questions and changes |
| From September 2026 | 20 | A new block of support hours |
Why explain every column?
Because a CRM only works if people trust it. When a team sees a column they don’t understand, they stop filling it in, or they work around it. Adding a short explanation above every pipeline column, saying what it’s for and which automation it triggers, means a new person can learn the system from the system itself.
What changed?
Deals, lenders, referral partners and deadlines now live in one CRM, with each person seeing their own pipeline and the team seeing the whole picture. And Monarch keeps coming back: four finished projects and a new block of support hours since July 2025.
What should another lender take from this?
- Track lenders and referral partners as their own contacts. They’re half of how a lending business works.
- Give each person their own pipeline, but keep one main pipeline for the team.
- Put your deadlines in a view, not in someone’s head.
- Explain your columns. It’s the cheapest training you’ll ever do.
Frequently asked questions
Can monday CRM track lenders and referral partners?
Yes. For Monarch we set up lenders and referral partners as their own account types and linked them to each deal.
Can each loan officer have their own pipeline in monday CRM?
Yes. We kept one main pipeline for the team and used an app that shows the same deal on more than one board, so each person has their own pipeline without copying deals.
Can monday CRM track appraisal and approval deadlines?
Yes. We built custom views for upcoming appraisal, approval and settlement dates.
How long did the first build take?
The first build was 20 hours, finished in July 2025. See how long a monday.com implementation takes for more real timelines.
Does Wild 6 work with other lenders?
Yes. See our Fallbach Mortgage case study and our list of the best monday.com partners for mortgage brokers and lending teams.
Thinking about the same for your lending team?
Book a 30-minute call with me. Bring a quick recording of how you track deals, lenders and partners today, and I’ll tell you honestly where to start.
