Unlocking real-time insight with Red Flag Alert
PMD faced fragmented credit data and disjointed workflows that not only slowed scalability but also created inefficiencies across teams and limited risk management visibility.
Red Flag Alert delivered a fully integrated solution inside Microsoft Dynamics, giving PMD real-time financial insights, automated ID checks, and responsive support
Red Flag Alert boosted productivity, sharpened targeting, and embedded data-driven decision-making across the business
PMD Business Finance, a leading independent finance provider in the UK, has funded over £1 billion in deals over its fifteen-year history. With a broad portfolio of over 150 funding partners, PMD helps businesses access asset finance, commercial loans, property funding, and more.But as the business scaled, a fragmented approach to credit data and customer insights threatened to slow down their momentum.
“We’ve always been a relationship-driven business, but we needed a way to translate that into smarter, more integrated digital workflows,” said Jonny Kirkham, Operations Director at PMD.
PMD’s core challenge was data disconnection. While the company relied on Microsoft Dynamics as its CRM, credit data was coming from an external provider that didn't integrate cleanly, creating inefficiencies and missed opportunities.
“It was quite disjointed,” Kirkham explained. “We had to log in separately, check a customer, download reports, and manually input information. It just wasn’t scalable.”
In addition to integration woes, PMD lacked the analytical depth to really understand their customer base. This meant targeting, portfolio reviews, and even marketing messaging weren’t always grounded in the best available insights.
“We didn’t really understand who our customers were until we started working with Red Flag Alert,” he admitted. “That was a game changer.”
PMD’s relationship with Red Flag Alert started as a simple conversation between senior leaders, and grew into a fully integrated, strategic data solution. The transformation began not with tech, but within sight.
“We started with a data exercise, not the portal,” saidJonny Kirkham. “Understanding our customer base was the first step. Integration came second.”
Red Flag Alert delivered a personalised implementation for PMD, including a bespoke data entity that worked within their Microsoft Dynamics environment, something their previous data provider couldn’t support.
“The Red Flag dev team created a bespoke solution for us that gave us real-time visibility into financial data, alerts, and ID checks. It was finally seamless and all in one place,” Jonny Kirkham said.
That seamlessness extended to Red Flag’s customer support team, who Kirkham described as consistently responsive and proactive.
“The support team is excellent. They’ve helped us with out-of-the-box queries and always pick up the phone. That really stood out,” he noted.
One major leap came with ID verification.Previously managed through a clunky third-party process, Red Flag’s integratedID checking allowed PMD to request, process, and log identity checks directly within their CRM.
“Now we get a full ID check, real-time results, location data, and confidence that the person in the photo is who they say they are,” Kirkham explained. “That’s a huge step forward for KYC.”
“The level of support, the integration, the insight, it’s all helped us move forward as a smarter, more agile business.”
Jonny Kirkham
Operations Director at PMD Business Finance
Red Flag Alert has become central to how PMD manages data, makes decisions, and engages customers.
“It’s helped us build smarter portfolio reviews, sharpen our targeting, and even adjust our marketing messaging,” said Kirkham.“Every conversation is now more focused, more relevant.”
The solution has also driven a notable increase in internal productivity.
“We’re more productive because we’re having better conversations with the right customers,” he added. “That’s not always easy to measure in pounds and pence, but it’s real.”
And with access to Red Flag Alert’s API, the future looks even brighter.
“The next step is using the API to automate and enrich how we target and interact with our customers. That’s where we’re heading.”
PMD Business Finance’s partnership with Red FlagAlert has transformed the way they manage customer insight, credit data, and compliance. What began as a need for better integration has evolved into a powerful data-driven strategy that supports every part of the business.
“It’s been a great journey, a real learning experience for both sides,” Kirkham concluded. “The level of support, the integration, the insight, it’s all helped us move forward as a smarter, more agile business.”
With Red Flag Alert embedded into their workflows and a roadmap for leveraging even more through the API, PMD is now better equipped to deliver on its core promise: building meaningful, data-informed relationships that drive real results.
Power smarter decisions in real time with Red Flag Alert
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