Trust to Grow: When Communication Is More Than Just Messages

In Mexico, traditional banking does not always offer the same opportunities. Many people are left without access to credit.

Baubap was born to change that reality: to provide access to those the banking sector leaves behind, building relationships based on mutual trust.

“We trust you” is not just a slogan: it is the foundation of their strategy. And along that path, personalized communication plays a key role.

This Baubap, Braze and Minders case study shows how a well-executed communication strategy can directly impact customer experience.

Every message matters: a payment reminder, confirmation of an approved loan, or an invitation to the referral program Invite and Earn. If these messages do not arrive at the right time and with the right quality, the customer experience becomes fragmented.

When Complexity Becomes a Brake

Before working with Minders and Braze, launching a campaign could take up to 48 hours. The team relied on developers to segment in SQL, adjust an email in HTML, or even change a simple emoji on WhatsApp.

In addition, analysis was limited: once campaigns were sent, the impact could not be clearly visualized and they depended on the technical area to generate reports. This lack of agility slowed down innovation.

Powering Up: Braze and Minders in Action

After evaluating different options, Baubap chose Braze for its automation, experimentation, and measurement capabilities. With our support, they started with a simple flow: credit application reminders.

From there, operations scaled quickly. Today, Baubap has more than 120 active canvases powering over 20 user flows, including:

• Payment reminders

• Personalized collections

• Surveys

• Requests for app reviews

• Referral program promotions

The event architecture designed together with our team allowed Baubap to adopt the tool confidently and work autonomously.

Results That Speak in Numbers

• From 48h to 3h: the average campaign launch time dropped dramatically.

• True autonomy: the Lifecycle Marketing team operates without depending on engineering.

• Proven agility: a collections experiment can be launched in less than 1 day.

• Measurable impact: payment reminders increased from reaching 2–3% of customers to 7–9%.

• Organic growth: the referral channel became the #1 in customer acquisition, with a controlled CAC.

Customers appreciate it: in interviews and surveys, they thank the payment reminders, which are often the detail that allows them to meet their commitments on time.

A New Team DNA

The transformation was both technological and cultural. Today at Baubap:

• Any area can send communications autonomously.

• Work follows the hypothesis → experiment → learning cycle.

• ROI is measured for every action, and efforts are prioritized based on real business impact.

The Horizon: Toward Hyper-Personalization

Baubap is already looking at its next level of evolution:

• Segmenting by financial behavior and risk.

• Integrating more channels such as in-app and webhooks.

• Incorporating product data to create even more dynamic and relevant campaigns.

Closing: Trust Opens the Way

The Baubap Braze Minders case study shows how technology, combined with a clear strategy and the right partner, can transform customer relationships.

“We went from isolated campaigns with technical challenges to complete flows that improve both the customer experience and the health of the business. At Baubap we believe in something simple: trusting our customers opens the way to more opportunities.”