The starting point: friction in onboarding

Completing the registration process on a financial platform is not always easy. In Finsus’ case, onboarding required users to provide a significant amount of information. This created friction and led many users to drop off before completing registration or making their first investment.

Finsus is a regulated financial institution in Mexico with more than 18 years of experience in the market. It specializes in raising funds from the public to provide credit, primarily to SMEs. As its digital platform grew, improving the in-app user experience became a clear business priority.

At the time, the team relied on limited communication strategies. They had little ability to segment users, personalize messages, or accurately measure impact. As a result, the goal was straightforward: better guide users during registration, reduce friction, and increase conversion.

The bet: technology, a partner, and a 15-day implementation

In this context, Finsus decided to implement Braze, a platform that enabled personalized communications based on user behavior and supported users throughout the customer journey.

To lead the implementation, Finsus chose Minders as its strategic partner. Their deep knowledge of the platform and practical approach were key to moving quickly and with focus, both technically and operationally.

In just 15 days, the team implemented push notifications and in-app messages (IAM). This pace was possible thanks to strong cross-team alignment, with shared goals and clearly defined responsibilities. Each team focused on its role, allowing progress without internal friction or disruption to daily operations.

What they aimed to improve and how success was measured

From the start, Finsus defined clear objectives to evaluate the impact of the strategy:

• Improve conversion during the registration process.
• Ensure users completed onboarding.
• Drive users to make their first investment on the platform.

Based on these goals, key metrics focused on conversion rate and new user activation. With these KPIs as a guide, the team designed targeted Braze campaigns to support users at each stage of the process.

Measure, adjust, and remove friction

During implementation, the team identified a key learning: the importance of working with control groups. This made it possible to more accurately measure the true impact of each campaign.

With this approach, they were able to understand which messages performed best, when they were most effective, and which channels users preferred. Initially, Finsus ran six automated campaigns (canvases). However, analysis showed that two of them were creating friction instead of improving the experience.

Using these insights, the team adjusted the strategy. They prioritized the highest-performing campaigns and removed those that did not add value. Over time, continuous optimization became part of the day-to-day workflow.

The campaigns that made the difference

CJ Lead: simple messages for a complex process

The CJ Lead campaign was designed to improve conversion during financial onboarding. Using in-app messages, Finsus was able to communicate directly with users inside the app, even before collecting their contact details.

Messages focused on preparing users and reducing friction. Examples included:

• “Have your ID ready.”

• “Find a well-lit place.”

These simple prompts helped users reach the verification step better prepared. The result was a 36% conversion rate, highlighting the impact of timing, personalization, and contextual messaging.

Cosechas Apartados: clarity that turns intent into investment

The Cosechas Apartados campaign aimed to encourage recurring investment and help users reach specific goals to access higher return rates.

With Braze, Finsus personalized communications and clearly explained which actions users needed to take to maximize benefits. This clarity allowed the team to respond quickly to market changes and evolving user needs.

In addition, timely communication helped ensure effective campaigns without generating complaints on social media.

Scaling what worked: next steps

Building on these learnings, Finsus plans to continue evolving its communication strategy. One of the next steps is integrating WhatsApp as an additional channel to further improve conversion and the overall customer experience.

They are also exploring more advanced push notifications, personalized using Liquid, to deliver more relevant messages such as personalized balances or name-based communications.

Throughout this process, Minders continues to play a key role. From implementation to ongoing support, their team enables Finsus to iterate on campaigns, resolve operational questions, and scale the strategy without slowing down daily operations.

When personalization drives real business impact

The Finsus case shows that optimizing onboarding is not about sending more messages, but about sending the right message, at the right time, and continuously measuring impact.

Through a data-driven strategy focused on personalization and ongoing optimization, the company reduced friction in a critical process and increased conversion by 36%. At the same time, it laid a strong foundation to continue scaling its digital communication strategy within Mexico’s financial sector.