Personalizing the Prospect Experience to Convert the Right Customers at Lower Cost
A leading digital payments and financial services platform serving millions of users across Latin America deploys MAP to transform how prospects discover and convert on financial products.
THE CHALLENGE
This platform processes millions of transactions monthly across bill payments, mobile top-ups, and financial products. Despite massive traffic, conversion from free transaction users to paid financial product customers remained in the single digits. The generic product catalog showed every user the same insurance plans, credit options, and investment products regardless of their transaction history, financial behavior, or life stage. Marketing spend to acquire financial product customers was rising while conversion rates stagnated — the platform was paying to show irrelevant offers to people who would never convert.
THE SOLUTION
MAP’s Active Sensing analyzes each user’s transaction patterns, payment behaviors, and engagement signals to understand their financial context without requiring explicit surveys. Calibrated Beliefs model each user across financial knowledge (product understanding), mindsets (risk comfort, trust in digital finance), interests (which financial goals are implied by their behavior), abilities (income stability, savings capacity), and community (family financial obligations). Adaptive Pathways generate personalized product discovery sequences — a young professional making consistent bill payments and small investments sees a pathway from micro-savings to systematic investment plans, while a family user with variable income sees insurance-first pathways matched to their risk profile.
THE RESULTS
MAP identifies high-intent prospects based on behavioral signals rather than demographics, focusing marketing spend on users whose transaction patterns indicate genuine financial product readiness. Early deployment shows improved conversion on personalized product recommendations and reduced acquisition cost per financial product customer. The platform now serves tailored financial product pathways to each user segment rather than broadcasting the full catalog to everyone.
