Operational diagnosis for regulated sales floors

You pay a fortune for every lead.
Nobody can tell you why you lost the sale.

We diagnose the sales floor, not the salesperson.

You already know your cost per lead. You already know how many customers agree and then quietly disappear. What nobody can show you is why you lost the sale, and how to fix it. Cognifai reads every conversation a customer has with you, however many people they speak to on the way, and tells you which line of your own process is costing you money. Not a score. A cause, located in a script, a system, a handover or a rota, quoted from the recording and priced against your own funnel.

Show me why we’re losing sales →

No migration. No IT project. Nothing for your agents to change.

1
month of your calls is all we need to start. No contract for month one. Every missed close, every dropped objection, every recoverable deal: named, timestamped and priced. In 7 days.
Start your pilot ↓
<5%
of conversations reviewed manually by the average firm.
You paid for 100% of those leads.
McKinsey & Company, 2024
100%
of your calls and chats read, not a sample. No extra media spend: the leads are already bought and the conversations already happened.
The only question is what was said in them.
Scroll
Built for regulated sales floors that pay for their leads.
Insurance MGA Claims Management Mortgages Consumer Finance Debt Solutions Wealth Management
Where It Leaks

The conversations you never hear
are where the money is.

Acquisition is the biggest line in your budget. Every pound of it is spent to create one thing: a conversation. And the entire return on that spend then rests on how that conversation goes, which nobody in management ever hears.

Fewer than 5% of those conversations get reviewed, and the few that do are scored for compliance rather than for money. The rest is recorded, stored, paid for twice, and never listened to by anyone. That is not a QA problem. It is a P&L problem.

A full month of your conversations surfaces every leak: the buying signal nobody picked up, the objection nobody handled, the renewal nobody defended, the close nobody attempted. Not modelled or estimated from an industry average. Specific calls, specific customers, each one timestamped. So your team can go and listen, and in a lot of cases pick up the phone and ring them back.

Your sales floor generates more conversations before lunch than most firms will ever look back on.

We will not put a number on your firm until we have heard your conversations. You want your own figure, not an industry average, and you want to be able to check it call by call.

And the same pass tells you where the conduct risk is.You are regulated whether you like it or not, and the analysis that finds a missed close also finds the exclusion that was not explained, the vulnerability signal that was not logged and the complaint that never reached your DISP records. One pass over the same data, so there is no second product to buy and no second project to run. We surface and evidence it. The judgement stays with your compliance function.

For context: a Section 166 skilled person review typically costs a firm £50,000 to £200,000+, paid before the regulator reaches any conclusion. Insurers and brokers were billed £2.71m for eight such reviews in the year to March 2024 (FCA Freedom of Information disclosure).
What We Find

Four things your own reporting
cannot show you.

Findings from paid Cognifai engagements on live regulated sales floors, one of them a market leader. The ratios are real. Client and sector are withheld and revenue is banded, because on a floor this specific the exact figures would identify the firm.

01
Script
Your two scripts contradict each other
One asked whether the customer lived with a partner, because the credit file needed it, and never whether that person had to agree to anything. Fourteen advice calls then reached the fact-find before the customer said they could not decide alone, on average 48 minutes in. The second script opens by apologising for repeating the first.
8% of qualification calls established the decision maker  ·  surfacing 48 min in
02
Data
The busiest outcome code was one nobody could define
We asked the provider what the most-used code in the operation meant and were told it belongs to the firm; the firm said it belonged to whoever configured it. Your reporting is not lying to you. It simply was not there for the conversation.
21 transfers flagged by telephony  ·  30 found in the recordings
03
Language
The word that costs you most is the one that is missing
The word documents did not appear in that firm’s qualification script at all. It was mentioned before handover on a fraction of those calls, then chased on three quarters of the advice calls that followed. Fees were mentioned on 4%, call length on 7%. A keyword tool cannot find an absence.
8% mentioned upfront  ·  76% chased downstream
04
Capacity
The thing you pay for twice is not the lead
Every one was given another time, so nothing recorded a failure. Six of the seventeen had already been rebooked once, and one says on the recording that it is the third. The lead is bought once. The qualification is what gets spent again. 67% of that floor’s customer volume lands between 5pm and 8pm. That is exactly when the sales are being lost.
17 of 100 qualification calls ended with a customer ready and no adviser free
”
One anonymised review. What it cost, and what it sounded like.
£3m+
A year, on one floor
£250,000 to £350,000 a month in work already agreed and then never converted, roughly 1 in 5 of everyone who says yes. Counted from that client’s own funnel, not a sample. Banded, because the exact figure would identify them.
“This has been, obviously, the third time for reschedule… really quite bad practice for yourself to be doing that.”
Qualified and ready on all three occasions. The lead was paid for once and worked three times.
“Is there anyone that can help you with this?”  “There’s nobody around.”
Sixty-six minutes into a regulated advice call, stuck on a bank connection, with nobody to ask.

One client figure appears on this page, and it is banded on purpose. Every vendor in this market will show you a case study from somebody else and invite you to assume it applies to you. It will not: findings are specific to a firm, its scripts and its funnel. The figure above is one anonymised floor, rounded, and it is not offered as a benchmark for yours. Publishing an industry average and implying it is yours would be the first dishonest thing we did, and you would have no way to check it. One month of your calls is all we need to give you your own.

The leak shows up in the sales call.
The cause is almost always upstream.

We read both halves: the qualification call and the call that follows it. Almost every expensive problem we find was decided before the adviser picked up, in a script line, a handover or a rota. None of them is a training problem, and none of them shows up in a report.

The Blind Spot

You optimise every step of the funnel
except the one where the money is actually decided.

BEFOREWhat your reporting shows
Your funnel, stage by stage
Cost per leadmeasured
Contact ratemeasured
Qualifiedmeasured
The conversationnever heard
Conversionmeasured
Why you lost the saleunknown
Recorded95+ never opened
Every stage measured  ·  the conversation itself: a black box  ·  why the sale was lost: unknown
AFTERWhat the conversations show
The same funnel, heard
Cost per leadmeasured
Contact ratemeasured
Qualifiedmeasured
The conversationread end to end
Conversionmeasured
Why you lost the salelocated
CapacityFinding 04 · 17 of 100 calls
Customer ready to buy. Nobody free to take them.
“This has been, obviously, the third time for reschedule…”
CauseNot the agent. A rota. 67% of the floor’s volume lands between 5pm and 8pm, when nobody is free at handover.
FixCover the 5pm to 8pm window before touching what agents say. Ring the 17 back this week.
Every finding: quoted from the recording, timestamped, priced against your own funnel.
100% of calls and chats analysed  ·  every lost sale found and priced
What Cognifai Delivers

One pass over your conversations.
Three answers. Every call. Every chat.

Recovery
The revenue is already in your conversations. You just can’t hear it.
Every buying signal your closer walked past. Every objection that was never handled. Every quote that went cold because nobody followed up, and every cancellation where the customer could have been saved and nobody tried. Surfaced, categorised, priced and routed to the people who can act on it, while the customer is still warm enough to ring back.
Conversion
Your best closer and your worst one are working the same leads.
The gap between them is worth more than any media optimisation you will run this year, and it is made of things neither of them can see. Cognifai scores every conversation, so coaching is grounded in evidence rather than the four calls a QA manager got to this week. Fair, specific, auditable. And it drags your average closer towards your best one, on leads you have already bought.
Risk
And find the problems in week one, not in a regulator’s letter.
Compliance issues flagged, timestamped, attributed and evidenced against the calls they came from. A firm that spots a systemic sales practice failure in week one fixes it in week two. The alternative is finding out from someone else, much later, with a lot less control.
Ask Better Questions

Stop sampling calls at random.
Start asking where the money went.

A keyword tool only finds what you told it to look for. The deal you lost is almost never the thing anybody thought to search for. Cognifai understands meaning and context across every conversation, voice and chat, so you can interrogate all of them in plain English, and get an answer with the calls behind it:

→“Show me every lead we lost where the customer was ready to buy.”
Revenue
→“Find every call that ended without anyone asking for the sale.”
Revenue
→“Which closers are losing deals at the price objection, and what are they saying?”
Conversion
→“Show me every conversation where a customer showed signs of vulnerability.”
Risk

A keyword library only finds what you already thought of.
A scorecard only tells you who to blame.

Legacy speech analytics can't answer a single one of these. Keyword tools match words against a list somebody maintains, rebuilt every time a script, a product or a campaign changes, and they cannot find the step that is missing. A phrase-spotter can hear a product mentioned; it cannot hear whether anyone actually offered it, or why the customer said no. Cognifai reads meaning, not word lists. Nothing to build. Nothing to retune.

Scoring tools have the opposite problem. Including the new ones with a language model behind them, they grade the last call and hand you a number per agent. That number goes to whoever owns quality, gets argued about, and changes nothing, because whatever caused it was sitting in a script or a rota that nobody scored. One answers a question about vocabulary, the other a question about a person. Neither answers a question about a process, and a process cannot be coached.

The FCA’s Mills Review (July 2026) describes firms moving beyond “periodic review, manual sampling or fixed workflow rules” towards continuous monitoring of customer interactions, on every channel.

What The Pilot Delivers

This is what you’ll find out.

The pilot findings. A full report drawn from one month of your own conversations: calls, chat transcripts or a mix. Every pound of leaked revenue named and sourced back to a specific call. Every closer scored. Every compliance flag evidenced.

Figures below are from a real review, anonymised. The pound values are banded rather than exact: the sector is small enough that the precise figures would identify the firm. Every ratio is real. A live report carries your own numbers, traced call by call.

19%
Agree to go ahead, then never convertOf everyone who says yes on the call. The selling is done, the fact-find is done, the adviser time is spent. Priced in the live report against the firm’s own funnel data.
76%
Of calls spent chasing paperworkPortal logins, payslips, bank statements. Hundreds of agent hours a month, and the single most common activity on the calls, more common than any objection.
3.7/5
Closing: the weakest agent scoreBehind rapport, fact-find depth and product explanation. The conversations are good. The last ninety seconds are not.
39%
Of calls ended unresolvedAn agreement with no date attached, a question left hanging, an objection nobody answered. Ten worth starting with, each with the timestamp to jump to and what to listen for.
Pages from an anonymised Cognifai review: the headline figure from the client's own funnel, the cover findings, and a customer quoted from the recording
The Second Reason

Worth doing for the revenue alone.
The regulator just made it unavoidable.

You are regulated whether you like it or not, and the same pass that finds a missed close finds the exclusion that was not explained, the vulnerability signal that was not logged and the complaint that never reached your DISP records. Consumer Duty expects outcomes evidenced rather than asserted. The FCA’s July 2026 outcomes-monitoring review wants vulnerability segmented by driver, which surfaces in conversation and almost nowhere else, and the Mills Review describes firms moving beyond periodic review and manual sampling to continuous monitoring. None of that can be built from a 5% sample.

We surface and evidence it. The judgement stays with your compliance function. One pass over the same data, so there is no second product to buy and no second project to run.

Find out why you are losing sales.
Start your pilot.
→
FCA Voluntary Requirements (VREQs) Secured Per Year
15
2019/20
21
2020/21
53
2021/22
82
2022/23
102
2023/24
15 → 102 in five years. Roughly 7× growth. The FCA's supervisory net is getting wider, not smaller.
Source: FCA interventions team data, obtained via Freedom of Information disclosure (as reported by Compliance Corylated): 15 voluntary outcomes (2019/20) rising to 102 (2023/24).
Harrison, Founder of Cognifai Intelligence
Built by an operator

Built by someone who ran these sales floors, and paid for the leads.

Cognifai didn't start in a lab. Before founding it, Harrison spent years building and running regulated contact centres, living the exact problem the product now solves: signing off enormous lead invoices every month, then having no idea what was actually said on the calls those leads turned into. The quiet certainty that the next deal, and the next breach, were both sitting in a recording nobody had time to open.

He then spent six years founding, scaling and exiting an international executive search business, placing leaders into some of the fastest-growing technology companies in the world. This venture taught him what most software vendors never learn: that a contact centre is a revenue engine first and a compliance obligation second, and that any tool which forgets that gets switched off within a year.

"I've sat in your chair. I'd paid the huge web traffic invoices and I know exactly what is hiding in the calls nobody listens to."

Cognifai is the ‘always-on’ revenue recovery system he wished he'd had. Every conversation heard. Every lost sale surfaced. Every risk visible, long before anyone else finds it.

Harrison Scott
Founder, Cognifai Intelligence
How It Works

Pilot. Fix. Measure.

The pilot is the proof of value.
100% of your calls & chats is the product.

The pilot reads a full month of your conversations. It exists so you can see what is in them, on your own data and in your own customers' words, before you decide whether to continue. What follows is the same analysis running across every call and every chat you handle. The connection is already made: the read-only API access that produced your review simply keeps running, month after month, with chat transcripts on the same cycle. Not a 5% QA sample. Not a keyword library for someone to maintain. No telephony migration, no new software for your agents, no engineering resource pulled from your side. Your team keeps working exactly as they do today.

01
One month, no contract
Pilot
One month of your conversations, read end to end. Calls by read-only API, chat transcripts by export. No migration, nothing for your agents to change and no engineering resource from your side. Full findings within 7 days, each one located in the thing that caused it: a script line, a handover or a rota, with the recording and the timestamp behind it.
02
From the findings session
Fix
Every finding is written as a cause and a fix, not a score. Most fixes are a script line, a handover rule or a rota change your team can make inside a week, and the customers worth ringing back are already listed with a timestamp. We walk your own numbers with you and agree what gets fixed first.
03
Monthly, every call and chat
Measure
Then every call and every chat you handle is read the same way, month after month, measured against your own scripts, outcome codes and funnel rather than a generic rulebook. You see whether the fix worked, what it was worth, and where the next leak has opened. Continuing is a monthly contract, agreed only once the findings are validated.

Platform access, reporting cycle and pricing are agreed at your findings call, against your own conversation volumes and the systems you run. Nothing is committed before you have read the review and validated every number in it. We would rather prove it on your data than ask you to take it on trust.

How we handle a number we cannot stand behind. Every figure is priced against your own funnel data, not an industry average, and traces to a conversation with a timestamp. A signal that cannot be priced honestly is left unpriced, and a recording that cannot be scored reliably is excluded rather than estimated. No monetary figure in a Cognifai report is produced by AI: the analysis classifies what happened, and your own conversion data prices it.

The Pilot

Start with one month of calls. No contract for month one.
We’ll show you where and why you’re losing sales, and how to fix it.

No keyword libraries to build. No migration. No new software for your agents. Nothing for your team to do. Calls are retrieved by read-only API, chat transcripts by simple export. We take a full month of your conversations and handle the rest. Full findings within 7 days.

You’ll see the revenue your team walked past, which closers are losing the leads you paid for and where, and anything you’d want to know about before someone else finds it. For the first time you will know what your acquisition spend is actually buying.

Review the findings, then move onto a monthly contract so you can keep measuring the effectiveness of our insights on an ongoing basis. From there, Cognifai becomes your always-on layer, with every call and chat analysed continuously, so the next recoverable deal surfaces while the customer is still warm.

1
30-min scoping call
2
NDA & DPA signed
3
Calls via read-only API · chats by export
4
Full findings in 7 days
5
Fix, then measure monthly

Request your pilot

Tell us about your firm and we'll be in touch within 24 hours to scope it. NDA signed before any recordings are shared. Scope and fee agreed on that call. No contract for month one. A monthly contract applies only if you choose to continue.

All conversation data deleted within 30 days of report delivery, confirmed in writing.
Strict confidentiality, governed by a signed Data Processing Agreement (DPA).
Transcribed in the EU. Analysed in AWS eu-west-2 (London). Never used to train AI models.
Customer names are never reproduced in the report. Calls are referenced by timestamp so your team can locate them.
Scope and fee are agreed at your scoping call, before any work begins. No contract for the first month. Continuing beyond that is a monthly contract, not a long-term tie-in.
Something went wrong. Please email info@cognifai.uk directly.

Request received.

Thanks, your request is in. A member of the team will be in touch within 24 hours to book your 30-minute scoping call and get the report underway. Need us sooner? Email info@cognifai.uk directly.