Asaas + MeetRox customer story: artificial intelligence that transforms sales

Watch the customer story

Challenge: productivity and meeting quality

Asaas is a Brazilian fintech focused on automating billing and improving financial management. Despite the company's success, its sales operation still faced productivity challenges. Reps had to write down everything discussed on each call and then transfer it to the CRM, which hurt their focus during meetings and left gaps in the records. On top of that, the sales team had no clear conversation-quality metrics: it was hard to know whether a pitch followed the script, which objections were most common, or how each rep was performing.

These challenges aren't unique to Asaas. Market studies show that sales reps generally spend much of their time on admin work. Salesforce research found that reps spend only 28% of their week selling, with the rest taken up by tasks like deal management and data entry. Another survey shows 32% of reps lose more than an hour a day just entering data into the CRM manually. This highlights the need for automation and tools that free the team to focus on customer relationships.

Solution: MeetRox and CRM Autofill

By adopting MeetRox, Asaas brought artificial intelligence into its sales process. The solution records and transcribes every sales meeting, fills in the CRM automatically, and generates behavioral analysis. Platform features include:

• Meeting recording and transcription on the major calling platforms.
• Automatic CRM updates, reducing time spent on repetitive tasks and improving note accuracy; the solution also provides strategic visibility into conversation data.
• AI-powered analysis and insights, including competitor mentions, objections, and sentiment; the platform captures patterns and strengths or weaknesses in meetings.
• Meeting scoring based on sales scripts, allowing an objective assessment of whether the conversation went well or needs improvement.
• Task automation: after the meeting, MeetRox creates tasks and follow-up reminders, so no opportunity slips through the cracks.

These features help free up the sales team's time for customer relationships, in line with MeetRox's promise of saving about 20% of the time spent on manual tasks.

What the Asaas Team Says

Marcelo Vittal – Director of Sales and New Business

Marcelo highlights that the tool has become essential for tracking meeting quality. The team uses the AI in a continuous improvement process: recordings help build a knowledge backlog and identify which competitors are mentioned on calls. With this data, the team sharpens the pitch, adjusts positioning, and plans future arguments.

“The tool has been key to tracking meeting quality. We've been using it throughout our sales team's continuous process improvement.”

Marcelo Vittal, Director of Sales and New Business

Carlos Miranda – Senior RevOps at Asaas

Responsible for the pre-sales and sales operation, Cadu reports a significant jump in the meeting quality scorecard: the average score went from 5.2 to 9.4. Using AI made it possible to analyze more than a thousand meetings at once and save about 2,000 hours of manual evaluation. Another highlight is the backlog of more than 4,000 recorded meetings. The best cases are used as examples to train new reps: they can watch successful meetings, leave comments, and study approaches that worked.

Using CRM Autofill

Cadu says the most useful feature is CRM Autofill. In just over two months, more than 900 meetings were logged to the CRM automatically. Since each manual entry would take about 10 minutes, that's 150 hours saved, the equivalent of almost two months of an analyst's work.

Victória Helena – Inside Sales at Asaas

Vitória highlights how task automation speeds up the post-meeting work: the CRM is filled in automatically, and MeetRox creates follow-up tasks almost instantly. She used to spend about 15 minutes moving the card in the CRM and adding information. Now it's instant, freeing up almost a full workday each week to focus on selling. With the time saved, the sales cycle dropped from 35 days to 21 days, a reduction of about 40%.

“I average 8 meetings a day and used to spend 15 minutes moving the card in the CRM and adding information. Now I don't have to do that anymore: it saves almost an entire workday. In three months, new-customer conversion went up about 80%.”

Vitória, Executive Account Manager

Rafaela Tullio – Sales Manager at Asaas

Before adopting MeetRox, the sales team took notes during meetings and transferred them to the CRM afterward. That took focus away from the conversation and led to incomplete records. After rolling out the platform, the first step was using automatic meeting transcription. Once they saw the tool's potential, Rafaela and the team started using objection classification, identification of the solutions presented, and meeting scoring based on the sales script. Each rep gets a score showing whether the meeting was good, excellent, or poor. These indicators feed training and enablement: managers can identify individual gaps and work in a targeted way on each person's development.

Measurable impact

Adopting MeetRox brought concrete gains to the Asaas operation. The table below summarizes the main results reported by the team:

Metric	Results	Notes
Quality scorecard	From 5.2 to 9.4	Before-and-after comparison with MeetRox (Cadu).
Meetings evaluated	> 1.000	Bulk analysis; saved ~2,000 hours of manual review.
Recording backlog	> 4,000 meetings	Serves as a best-practice library for training.
Meetings logged automatically	> 900	In ~2 months with CRM Autofill; ~150 hours saved.
Conversion increase	~80%	In 3 months (Vitória).
Sales cycle reduction	35 days → 21 days	~40% reduction (Vitória).

Continuous transformation: AI and empathy driving sales

The partnership between Asaas and MeetRox shows how AI can transform sales processes. MeetRox doesn't just transcribe calls: its automatic CRM fill and data analysis features free the team from admin work and deliver strategic insights. Beyond boosting productivity, the platform raised the quality of customer interactions, increased conversion, and shortened the sales cycle.

For companies looking to scale sales performance, this case shows that investing in speech analytics and CRM automation delivers tangible results. Asaas and MeetRox built a model based on data, continuous training, and constant improvement, proving that artificial intelligence and human empathy can go hand in hand to accelerate growth and customer loyalty.