About OneCap
Fin-Ops automation for Indian SMEs
OneCap is an Antler-backed, Fin-Ops automation platform for Indian SMEs and mid-market businesses. It helps finance teams automate reconciliations, manage collections, monitor cashflow in real-time, and close books faster. It works with any ERP (Tally, Zoho, SAP, and more) without heavy integrations.
The product was strong. Finance teams that got on a demo were impressed. The problem was getting in front of the right people consistently.
Overview
A strong product with no outbound engine
OneCap's platform is a finance team's co-pilot. It handles everything from payment matching to vendor balance confirmations, so CFOs and Finance Heads can stop firefighting and start making decisions with clean, real-time data.
The founding team had been doing sales, running demos, chasing follow-ups, and building the product at the same time. Leads came through referrals and founder networks. Some months were strong, others were dry. There was no structured outbound motion and no predictable way to fill the top of the funnel.
OneCap needed a partner who understood the SaaS GTM playbook, could identify and reach finance decision-makers, and could consistently set up meetings that were worth their sales team’s time.
We knew our product solved a real problem for finance teams, but getting in front of the right CFOs and Finance Heads consistently was something we struggled with. Thyleads understood our buyer, spoke their language, and made sure every conversation our sales team walked into was a real opportunity. They effectively became our outbound GTM engine.
The Challenge
Selling to CFOs is a different game
CFOs and Finance Heads don’t respond to generic cold emails. They’ve seen every “automate your finance” pitch before. Their buying cycles are longer because they need trust before they agree to a call.
No structured outbound motion
Pipeline was inconsistent. The founding team was wearing too many hats: selling, demoing, hiring, and building the product all at once.
Hard-to-reach personas
CFOs and Finance Heads are busy people. They ignore generic outreach. Getting their attention requires messaging that speaks to their specific pain, not feature lists.
Referral-dependent pipeline
Leads were coming from founder networks and referrals only. That meant zero predictability and zero control over pipeline volume month to month.
Multi-stakeholder buying process
For a product like OneCap, the finance team, IT, and sometimes the CEO all need to be on board. One meeting isn’t enough. Deals need multi-threading to close.
The Solution
Building the outbound engine from the ground up
OneCap partnered with Thyleads to build and run their entire outbound motion. Here’s how we did it.
ICP Definition and Data Building
We worked closely with OneCap's team to sharpen the ICP around “finance leaders at SMEs.” We dug into specifics: company size, industry verticals where reconciliation pain was highest (retail, e-commerce, lending, real estate), tech-stack signals, and recent hiring patterns in finance teams. From there, we built a high-quality contact list of CFOs, Finance Heads, and Controllers across target accounts.
Messaging That Spoke to Finance Pain Points
Generic outreach doesn’t work with CFOs. These people live in spreadsheets, deal with month-end chaos, and care about accuracy and control. We crafted messaging that led with real problems: manual reconciliation eating up weeks, revenue leakage going unnoticed, delayed collections hurting cashflow. No fluff. The kind of language that makes a Finance Head stop and say, “Okay, this is relevant.” Multiple angles were tested across email and LinkedIn, and we iterated based on what was actually getting replies.
Multi-Channel Outbound Execution
We ran coordinated campaigns across email and LinkedIn with proper warm-up, domain setup, and sender identity aligned to OneCap’s brand. Every touchpoint felt like it was coming from OneCap, not a third-party agency. Sequences were designed with follow-ups that added value rather than generic “bumping this up” messages.
Pre-Sales Qualification
Not every reply is a qualified lead. We made sure every meeting booked was with someone who had the right title, the right pain, and the right intent. Budget, authority, need, and timeline were all checked before a meeting hit the OneCap calendar. The OneCap sales team only walked into conversations with real potential.
Deal Momentum and Follow-Ups
It didn’t stop at the first meeting. We helped with post-demo follow-ups, scheduling second and third meetings with extra stakeholders, and keeping deals moving. For a product where the finance team, IT, and the CEO all need to sign off, this kind of multi-threading was critical to getting deals across the line.
Key Results
From zero pipeline to closed deals
Consistent pipeline of SQLs every month for the first time since OneCap’s launch.
Qualified appointments with CFOs and Finance Heads at companies across retail, lending, e-commerce, and real estate verticals.
Multiple closed deals directly attributed to the outbound pipeline built by Thyleads.
Shorter sales cycles because prospects were already pre-qualified and had context before the first meeting.
Founding team freed up to focus on product and closing instead of top-of-funnel prospecting.