In Mexico, digital growth presents unique challenges. Understanding how people interact with products is essential to designing relevant experiences. That’s why Kueski —one of the region’s leading fintech companies— decided to rethink its communication cross-channel strategy, starting with a key question: how do we create personalized, relevant, and sustainable experiences for our users?
The answer combined technology, data, and strategy—but above all, a shift in how the problem was approached.
The Starting Point: A Strategy That Had Reached Its Limit
For a time, Kueski relied primarily on email, with segmented campaigns that performed well. However, their effectiveness began to decline. Click-through rates dropped, the channel became saturated, and it became clear that a new approach was needed.
The team realized it was time to diversify their channels—without adding unnecessary complexity or sacrificing efficiency. The goal wasn’t more tools; it was a coherent, measurable experience centered on real user behavior.
The Solution: Smart Thinking for a Cross-Channel Strategy
In that context, Kueski implemented Braze and WhatsApp—but also adopted a new mindset. Together with Minders, we helped design a communication system based on data, adaptable to each user’s behavior, and integrated across the entire journey.
Using Braze as the central platform, they unified their data, improved segmentation, and activated channels such as push notifications and WhatsApp—not as standalone elements, but as part of a connected journey.
WhatsApp as a Strategic Retargeting Channel
WhatsApp wasn’t just a nice-to-have. It was a data-driven decision. In a mobile-first market, this channel became essential to recover lost opportunities in the funnel.
The results were clear: a 15% increase in conversions through a precisely targeted strategy—right content, right channel, right time.
The Real Shift: Building Systems, Not Just Campaigns
The real transformation wasn’t just technical—it was strategic. They built a system that integrates multiple channels from a single orchestration point. A strategy focused on true personalization, user respect, and ongoing improvement driven by data.
This isn’t just a successful implementation—it’s a way of working: user-centered, evidence-driven, and executed with discipline.
Key Takeaways for Product and Marketing Teams
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Choose channels that match the real context of your users.
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Personalize based on behavior—not just segments.
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Orchestrate all channels from one place with a clear strategy.
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Measure impact, learn, and iterate with purpose.
