One panel, every channel: how GlobalPay WSFX turned a fragmented stack into a real-time engagement engine

GlobalPay is India’s leading fintech in foreign exchange and cross-border payments, backed by 40+ years of industry expertise and holding an RBI ADII Perpetual license. GlobalPay delivers a comprehensive suite of foreign exchange and cross-border payment solutions for students, individuals, corporates and institutions.

From forex cards, international money transfers, and foreign currency exchange, GlobalPay supports every stage of a customer’s global financial journey. With 25+ branches pan-India, a strong B2B partner network and technology-driven platforms, they simplify global transactions through secure, compliant and customer-centric solutions.

In a business built on trust, every interaction matters. At GlobalPay, technology, regulatory excellence and customer experience come together to power seamless global payments with confidence.

GlobalPay’s existing legacy marketing-automation setup – Gamooga – was sufficient for the business requirements at the time, particularly when the organization was primarily focused on its B2B-led model. The platform supported the team’s core communication and automation needs, and there was no immediate need to replace it simply for the sake of changing technology.

The business, however, began shifting its focus toward direct-to-consumer (D2C) growth. This changed the role marketing needed to play. Instead of primarily communicating with known customers and partners, GlobalPay needed to engage consumers across their journey – from a rate check or currency-order initiation to a remittance drop-off, card interaction, or other high-intent action.

That shift created a new set of requirements: real-time customer data, unified omnichannel engagement, behavioral triggers, a single customer view, and a direct connection between marketing intent and the sales team.

The question was therefore not simply about replacing an existing automation tool. It was about finding a reliable technology partner that could support GlobalPay’s next phase of growth – one that could integrate with its existing ecosystem, bring data and engagement together, scale across D2C channels, and evolve alongside the business.

This was the point at which GlobalPay partnered with Netcore, with the objective of building an engagement infrastructure designed not just for automation, but for real-time, customer-led D2C growth.

Just as important, the Netcore team took ownership of GlobalPay’s engagement outcomes rather than just shipping a build – treating GlobalPay’s KPIs and growth as its own, staying close through discovery, integration, and go-live, and steering decisions instead of waiting to be asked.

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Niraj Shetty

GlobalPay WSFX

“Over the past few months, we’ve been through a major customer-engagement transformation - implementing omnichannel marketing automation and a Customer Data Platform (CDP). Through every challenge, the Netcore team stood by us with patience, expertise, and genuine commitment. Great platforms help. Great people make it happen.”

The implementation went well beyond switching on channels. Working through a discovery-led scope, Netcore delivered:

Every channel in one panel. Email, SMS (domestic and international), WhatsApp, RCS, app push, web push, web message, in-app messages, nudges, and Facebook and Google custom audiences – all activated in a single engagement panel for the GlobalPay team to design, run, and measure campaigns from one place.

Live data, fused daily. ERP data – currency, card, remittance, and lead-by-status files – flows in daily over secure SFTP, with custom development to reshape it into a usable format. On top of that, around 38 distinct customer actions – things like starting a currency order, checking a rate, or beginning a remittance – stream in live through the Activity API, the pipe that carries real-time behavior from the GlobalPay app and web into the platform. Together they build a single, up-to-the-moment view of each customer.

Real-time, behavior-triggered journeys. The signals now drive the messages. A customer who starts a currency order but doesn’t pay, drops off mid-remittance, checks a rate on the app, or logs in without acting is met with a timely, relevant nudge across the right channel – remittance drop-off recovery, card cross-sell, rate-check follow-ups, contest re-engagement, and more.

A closed loop from intent to phone call (Zoho CRM integration). This is the centerpiece. Event- and trigger-based leads now flow instantly from Netcore into Zoho CRM the moment a customer acts across the GlobalPay app or web. The Inside Sales team picks them up for calling and support, manages closure and follow-up centrally, and tracks every outcome in one place – a true closed-loop process with clear month-end visibility and no leakage or delay.

PLATFORM IN MOTION The same closed loop is now migrating from Zoho to Salesforce – underway today, proof the infrastructure evolves with the business.

Transactional volume and domains, migrated in. Promotional and transactional email, SMS, and WhatsApp – along with the GlobalPay sending domains – were migrated onto Netcore, consolidating both marketing and transactional messaging on a single platform.

Contextual nudges and profile-aware experiences. Product Experience capabilities were activated so GlobalPay can place contextual nudges across web and app, with groundwork laid for tailoring the app experience to different customer profiles – students, travelers, and corporates.

The transformation reset how GlobalPay operates against its own customer base. The team can now act on what customers do, not what a report says days later:

Marketing runs on its own. Campaigns across a dozen channels are built and launched from one panel, with the customer data sitting right alongside the controls – no stitching tools together, no waiting on disconnected systems.

Intent reaches a human in real time. A high-intent action becomes a CRM lead and a sales call the same moment it happens, closing the gap that used to let hot prospects go cold.

No leakage, full visibility. Every event-based lead is handled in a closed loop, with clean month-end visibility into follow-ups and outcomes – critical accountability for a payments business.

One source of truth. With a CDP unifying ERP, CRM, and behavioral data, GlobalPay finally has a single, real-time view of each customer to power everything else.

Why this matters now: omnichannel, agentic engagement for financial-services brands

GlobalPay’s transformation is a specific instance of a shift every customer-engagement brand is facing. The old model – marketing composes a message, hands it to a system, and reads a report days later – is too slow for businesses where the window to act on a signal is minutes, not days. A traveler comparing forex rates or a student mid-way through a remittance won’t wait.

Two things are changing at once. The first is genuine omnichannel: not several channels bolted together, but email, WhatsApp, SMS, RCS, app, and web operating from one platform with one view of the customer and one source of reporting – sitting on a CDP that fuses data the moment it lands.

The second is the move toward agentic engagement, where the platform doesn’t just send what it’s told but senses intent, acts on it, and routes the next step automatically. GlobalPay’s Zoho closed loop is a preview of exactly that: a customer acts, and without anyone pulling a report, the signal becomes a routed, owned sales call in real time.

For a forex and remittance brand this is doubly important. The data is sensitive and regulated, so the engagement layer has to be secure and compliant by design. And the customer base is moving real money on tight timelines, where the difference between a same-moment nudge and a next-day one is the difference between a completed transaction and an abandoned one. Brands like GlobalPay can’t afford an engagement function tied to disconnected systems that need engineering support for every campaign. Putting an omnichannel, increasingly agentic platform – backed by a real partner – in the team’s own hands isn’t a nice-to-have; it’s how the business keeps pace with its own customers.