Building a Mortgage Comparison Platform

El Desafío

Two well-funded competitors launched in the same market within six months. The company's product was technically strong, but the interface felt dated and there was no structured way to use customer data to guide product decisions. The gap was widening fast.

Nuestro Enfoque

Investigación, Análisis y Fundamentos Estratégicos

• Realizado un análisis de mercado cubriendo segmentos objetivo, posicionamiento de competidores y dónde estaban las oportunidades reales
• Construidos perfiles de clientes a partir de datos de comportamiento, más de 20 entrevistas e investigación de terceros
• Mapeado el recorrido completo del cliente e identificados los pasos específicos donde la gente abandonaba o se quedaba atascada

Diseño, Desarrollo e Implementación

• Built the core platform features, prioritizing the ones users asked for most
• Set up analytics so the team could see what was happening in real time instead of waiting for monthly reports
• Automated the repetitive workflows that were eating 15+ hours per week
• Connected the separate systems into one data pipeline so every team worked from the same numbers

Lanzamiento, Optimización y Escalabilidad

• Escaladas las campañas que funcionaban y cerradas las que no
• Expansión a dos segmentos de mercado adyacentes que los datos iniciales sugerían que convertirían bien
• Firmados acuerdos de partnership con tres empresas complementarias para llegar a nuevas audiencias
• Construidos programas de retención enfocados en los primeros 90 días, donde ocurría la mayor parte del churn

Lo Que Aprendimos

1. Growth worked best when marketing and product shared the same goals. Treating acquisition and retention as separate problems led to conflicting priorities.
2. Translating the website was not enough. Each market needed different pricing anchors, different trust signals, and sometimes a completely different value proposition.
3. Automating the repetitive work freed up time for the decisions that actually required judgment. The key was knowing which decisions to automate and which to keep manual.
4. When marketing, sales, and product all tracked different numbers, every meeting turned into a debate about whose data was right. Agreeing on metrics first eliminated that.
5. Shipping a visible win in the first 60 days changed the internal conversation. Stakeholders who were skeptical about the project became its biggest advocates.

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