Decision Intake
Lender decisions, straight into your CRM in seconds
Every lender you shop answers differently — approvals, counters, stip requests, declines. Heron scans each reply straight from your inbox, pulls the terms, and files it against the right deal.
Lender A
Approved
Lender B
Counter
Lender D
Declined
Is this your Monday morning?
Approvals, counters and declines come back into your inbox all day, in no order. Somebody has to sit on it — miss an approval and the merchant has already taken someone else's offer.
100+
lender replies a week
2–5 min
to log a single reply by hand
Every one of these gets opened, read and typed into the CRM by hand, one at a time.
Every decision, captured and filed
Heron reads every lender response, pulls the terms, and sends each decision straight to the right deal in your CRM — so there's no inbox to manage and everything lands where your team already works.
Works with your CRM, or without one
Heron writes the decision into the CRM your team already runs. If you do not run one, the deal view in Heron is the system of record.
No rip and replace
Heron writes into the CRM you already run. Your system of record does not change, and nobody migrates anything.
Or work the deal in Heron
Every lender, what was sent, and what came back, on one page. No CRM required.
Nothing silently drops
Replies Heron cannot match land in a review queue for one-click linking, with the evidence attached.
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Nobody sees more of small business finance
Purpose-built AI and trained LLMs, tuned on the submissions that come through Heron every day, built for the people who have to make a real call on a real business.
60K
submissions analyzed daily
15%
of US businesses seeking capital
3x
more volume per underwriter
Case study
Splash Advance cuts deal processing from 45 minutes to under 5
Watch the story
5–10
person offshore back office, sunset
1 day
to go live on Heron
<5 min
per deal, down from the 45 to 60 minutes it used to take by hand.
“It’s been a whirlwind of a difference since working with Heron. We haven’t looked back. It’s been a game changer for us.”
Kevin Richardson
VP and Head of Business Development, Splash Advance