When Independent Sales Organizations (ISOs) submit funding packets, those submissions need to reach the right queues, processors, or underwriters fast. Manual routing (sorting incoming deals by type, program, or risk level) slows everything down.
It also introduces errors when deals are assigned to the wrong owner or queue.
Heron automates routing for ISO submission packets by applying preconfigured logic based on merchant type, completeness, and funder criteria.
The platform analyzes each packet upon intake, determines the appropriate queue or person, and automatically routes it within the CRM or workflow system. This creates faster deal movement, balanced workloads, and cleaner operational flow.
With Heron, ISO submissions move directly from the inbox to the right destination, cutting out unnecessary review steps and minimizing delays between intake and underwriting.
Use Cases
- Assign packets to correct queues: Heron routes deals based on submission type, program, or completeness status.
- Distribute workload by volume: The system evenly assigns new submissions across underwriting or intake staff.
- Route to special programs: Heron applies conditional routing rules for specific merchant types or funding programs.
- Flag and reroute incomplete deals: Packets marked as incomplete are automatically routed to a review queue for follow-up.
- Handle high-volume routing: During peak days, Heron dynamically balances queue loads to prevent bottlenecks.
- Integrate routing into CRM: Routing rules automatically update lead ownership and status fields within the system of record.
These use cases replace slow, manual task assignment with precise, automated distribution logic that keeps pipelines balanced and fast-moving.
Operational Impact
Routing automation drives measurable performance improvements across operations.
- Speed: Deals move instantly from submission to review or underwriting.
- Accuracy: Rules-based routing prevents misassigned or overlooked packets.
- Scalability: Handles hundreds of submissions per day without additional staff.
- Visibility: Teams can see routing status and queue volumes in real time.
- Efficiency: Reduces time spent manually assigning or reassigning deals.
Organizations using Heron for routing often cut queue reassignment by 90% while improving first-touch speed and throughput by over 50%.
Routing Workflow in Heron
Heron’s routing system connects intake automation to decision workflows seamlessly.
- Ingest ISO packet: Heron receives incoming packets via email, API, or portal.
- Evaluate packet data: The system analyzes key metadata such as ISO source, merchant name, and completeness score.
- Apply routing logic: Rules determine the correct queue or owner (for example, by geography, deal size, or funder program).
- Write results to CRM: Heron updates deal status, assigns ownership, and logs the routing event.
- Flag exceptions: If a packet cannot be matched to routing criteria, it is flagged for review.
- Trigger next step: Once assigned, the deal automatically moves to underwriting or document verification.
This closed-loop routing flow eliminates handoffs that traditionally cause errors and slowdowns.
Queue Design and Optimization
Automated routing also improves queue structure and flow visibility across teams.
- Program-based queues: Create specific queues for different funder programs or deal sizes.
- Volume-based routing: Auto-balance high-volume intake days (like Mondays) by distributing submissions evenly.
- Priority routing: Direct high-value or same-day deals to expedited review queues.
- Ownership clarity: Automatically assign deals to the correct underwriter or processor.
- Dynamic updates: Adjust routing logic as new programs or partner ISOs come online.
Smart queue design supported by Heron creates smoother throughput and stronger accountability.
Collaboration and Broker Experience
Routing automation benefits both internal teams and external ISO partners.
- Faster broker feedback: Submissions reach underwriters faster, leading to quicker decisions.
- Reduced confusion: ISOs can see clear status updates once a packet is routed.
- Improved transparency: Both sides know who owns the deal and where it stands in the pipeline.
- Less back-and-forth: Eliminates the need for brokers to follow up about assignment status.
- Higher trust: Predictable routing patterns increase ISO confidence in response times.
This level of clarity strengthens relationships and keeps communication focused on funding progress, not file logistics.
Implementation Best Practices
For successful deployment of routing automation, teams should standardize their intake-to-queue logic.
- Define routing criteria: Use rules such as deal size, completeness, or merchant category.
- Align CRM fields: Map routing logic to CRM status fields for accurate automation.
- Test sample flows: Validate that packets go to the right queues before full rollout.
- Monitor exceptions: Review flagged packets weekly to fine-tune logic.
- Automate feedback loops: Send routing confirmations to brokers for visibility.
- Adjust over time: Refine routing thresholds as volumes or program rules evolve.
Following these steps maintains accuracy and confidence in automated routing outcomes.
Benefits of Using Heron for Routing ISO Submission Packets
- Speed: Instantly directs packets to the correct owner or queue.
- Accuracy: Prevents misrouted or overlooked submissions.
- Consistency: Enforces standardized distribution logic across all deals.
- Scalability: Handles growth without increasing headcount.
- Transparency: Provides full traceability of routing decisions and deal paths.
Heron removes the guesswork from packet assignment, keeping every submission organized, traceable, and ready for action.
FAQs About Route for ISO Submission Packets
How does Heron decide where to route a packet?
Heron uses funder-defined rules such as deal type, program, and merchant category to determine the correct queue or owner automatically.
Can routing rules be customized by ISO or program?
Yes. Each ISO or program can have its own routing logic based on specific requirements or internal team structures.
What happens if routing logic cannot determine a match?
Packets without a clear destination are flagged and placed in a temporary review queue until routing criteria are clarified.
How does routing improve underwriting speed?
By eliminating manual assignment, packets reach underwriters faster, reducing idle time and helping meet service-level agreements.
Can routing be integrated with CRMs like Salesforce?
Absolutely. Heron writes routing decisions directly to connected systems of record, keeping deal ownership and queue status fully synchronized.
