B2B + B2C payment/financing platform for veterinary clinics and pet owners. Own lifecycle strategy across both sides: clinic onboarding (demo through deployment) and borrower lifecycle (loan approval through repayment).
The Challenge
Two-sided marketplace with distinct lifecycle needs: B2B clinic onboarding (demo → agreement → deployment) and B2C borrower lifecycle (approval → loan esign → repayment). No existing lifecycle infrastructure or AI tooling.
The Approach
- 01Mapped the full two-sided lifecycle funnel (B2B clinic journey and B2C borrower journey) and established baseline CVRs and time-to-conversion at each stage
- 02A/B tested the approval-to-loan-esign journey and improved borrower conversion from 55% to 57%, directly increasing signed loan agreements
- 03Launched repayment journey email with 10% CTR that drove measurable increase in net new repayments
- 04Building an AI copilot that reads campaign performance data and generates strategy recommendations
- 05Building AI agent for automated reply handling across email, SMS, and sales objection workflows
The Results
55% → 57%
Loan esign conversion
10%
Repayment email CTR
AI Copilot
Strategy + copy generation
2 Funnels
B2B + B2C lifecycle mapped
Tools & Stack
SFMCNext.jsOpenAI APISQLiteTypeScript