Artesian: DueDil Rebrands as FullCircl

The new FullCircl homepage

Artesian: Duedil rebranded as FullCircl and staked out the Customer Lifecycle Intelligence (CLI) space as its TLA (three-letter acronym).  The UK-based firm was created last September when Artesian and Duedil merged and temporarily adopted the cumbersome Artesian: DueDil name.

“The rebrand, which unifies and consolidates the previous two company’s solutions, is more than just a name change,” explained FullCircl.  “It’s a stake in the ground, as FullCircl seeks to enter a new and distinct market category.”

“In a nutshell, we help our customers find, engage with, and quickly onboard the right customers, and then keep them for life,” explained CEO Andrew Yates.  “Customer Lifecycle Intelligence is vital in every step of that process which if done well creates a virtuous circle.  We couldn’t think of a better name given the fact we help with every stage of the customer journey – we go full-circle.”

“Today marks a new chapter in our evolution as we unveil our bold vision for the future.  The cost to acquire and serve continues to rise.  Regulated businesses need to find customers that fit their business and risk profile faster, onboard them quicker while satisfying legal and regulatory requirements, and keep them for life to grow and scale efficiently.  FullCircl is on a mission to help them do just that.  With FullCircl businesses can move really fast, whether it’s automated data collection and critical checks, ensuring compliance, confidently targeting the right customers, or growing advocacy through frictionless onboarding and support.  We give them the speed to succeed.”

FullCircl COO Justin Fitzpatrick

Customer Lifecycle Intelligence (CLI) complements Customer Lifecycle Management and addresses many challenges facing regulated financial services companies.  First, CLI helps them identify the right customers that fit both business requirements and risk appetite.  It then supports rapid onboarding with little friction, as the data gathering process is significantly reduced.  Finally, CLI supports ongoing Know Your Customer (KYC), Anti-Money Laundering (AML), and credit checks both during the onboarding process and proactively across the customer lifecycle.

CLM has a trio of shortcomings that CLI addresses:

  1. CLM requires too much customer input that slows the onboarding process
  2. CLM is reactive
  3. CLM does not provide recommendations around which accounts to target and which ones to avoid.

FullCircl helps its customers “do better business, faster,” with rapid data ingestion, data validation, and data enrichment support.  By expediting the data gathering process and validating the data, friction is removed from onboarding workflows.

Removing friction both reduces costs and onboarding time and increases customer conversion rates.  By combining a broad set of customer intelligence, CLI also reduces compliance and financial risk while improving the customer experience.  Furthermore, because CLI is proactive and rules-based, it flags both risks and opportunities earlier than traditional processes while offering continuous compliance and automated remediation.

“At the point at which you’ve identified and engaged with that customer, you need to be able to offer them a seamless onboarding experience, which ticks the boxes from a compliance and regulatory perspective [and] from a financial risk perspective,” explained COO Justin Fitzpatrick to GZ Consulting.  “This is part of the rationale for why we brought the two businesses together…Keeping the customers for life and taking CLM from a reactive process to a proactive process.”

One of the difficulties facing financial services is risk banding new clients and scheduling periodic customer reviews (e.g., 6, 12, or 18 months).  This process “puts a tremendous strain on the organization, because they’re having to go back through that back book, flag anything that’s changed…[and] falls outside of the risk and compliance policies of the organization,” continued Fitzpatrick.  “The ideal solution is you’ve pre-screened the customer so that you can lead them through that seamless onboarding journey, but then…constantly stay on top of them.  So, when changes occur, those changes are automatically cross-referenced against your policies, and your people are alerted and flagged about what’s changed and what they need to do about it.  That’s the vision around CLI.”

FullCircl combines Artesian’s event monitoring and alerting capabilities with DueDil’s B.I.G. API real-time company and contact intelligence.  The combined dataset includes both structured and unstructured information derived from official data sources and the open web.  Sources include registered company financials; mortgages, charges, and county court judgments; gazette status (e.g., bankruptcies, winddowns); Companies House images; directors and shareholders; politically exposed persons; sanctions lists; web-mined intelligence; and business events.

FullCircl also provides a set of derived data that assesses connections within the data.  Derived data includes 270 million corporate connections for the UK and Ireland, industry keywords, and embedded logic to identify the ultimate beneficial owner.

FullCircl also offers a rules engine with off-the-shelf rules for defining organizational policies.  It is a “low-code decision engine that allows financial institutions to codify policies for credit and risk, or advanced pre-qualification, applying these rules at the point of need.”  In addition, the rules engine supports initial onboarding, periodic reviews, and account alerts.

“The rules engine is effectively a dictionary of more than 500 off-the-shelf rules that can be combined into policies that allow you to construct any kind of combination of…[rules and] the policies of your organization…[It] has two uses in the FullCircl offering going forward.  The first is related to proactive alerts.  You define the policy with a set of criteria about a business, and anytime a business comes into those criteria or falls out of them, you get alerted…The second use case is around screenings or periodic reviews.  You might have a book of 15,000 customers, and you want to periodically go ahead and review the whole thing…[You] run those businesses through that screening functionality, which is basically checking the status of those businesses against the rules that have been defined.”

The launch of FullCircl comes as challenger banks are rapidly digitizing their workflows and looking to contain costs and automate customer onboarding, risk monitoring, and portfolio reviews.

“Good RMs are expensive.  There’s a certain size of customer for which it doesn’t really make sense to have one-to-one personal account management or relationship management.  Digital challenger banks are picking up on this and trying to go to market with a proposition that is digital-first.  They’ve stripped out the cost of the branches and the big footprint, and they’re trying to be smart about how they apply data to make these products and services more personalized,” said Fitzpatrick.  “But even the incumbent banks have to move to a model which leverages technology better.  In some cases, a smaller team of relationship managers is pooling together and monitoring a much bigger book of customers.  Pooling like this becomes incredibly important for them…to stay on top of all of those customers and to know how, and when, to interact with them.”

FullCircl supports over 600 customers, three-quarters of which are in the regulated financial services sector.  Last year, they added 120 new logos in the UK and posted double-digit revenue growth.

FullCircl’s manifesto is to help financial services companies “find customers that fit your risk profile, onboard them quicker, and keep them for life.”

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