Unified Digital Onboarding Acquisition

Company: Actinver — a national investment bank with three products for meaningfully different audiences: Premium Advisory (high-net-worth, human advisor), Actinver Trade (self-directed investors), and DINN (first-time digital investors).

My role: I worked on both sides of this — product and campaign.

On the product side, I designed the questionnaire UX hands-on: defined the flow, the question logic, the routing architecture, and iterated through multiple versions with the Data team.

On the campaign side, I led creative direction and production for the full-funnel acquisition campaign. I developed the creative rationale together with an external agency, but they didn't execute — I created the master pieces and my team produced every adaptation. Video, static ads, email, DOOH, social. I organized, delegated, and quality-controlled all materials across designers, content creators, and community managers.

Timeline: Launched April 2025 as v1. Iterated through v2 and v3+. Campaign ran throughout 2025.

Actinver.com had close to ten different entry points. Different CTAs led to different forms — some product-specific, some generic, some broken. Users coming from a paid ad landed on a page determined by which ad they clicked, not by who they were.

The root cause: Actinver was organized around its products internally, and the website reflected that internal structure.

I designed a behavioral questionnaire — around 9 questions about the prospect's relationship with money: their financial goals, savings habits, and investment experience. No product jargon. No "choose your platform." The questions do the routing.

By the time a user reaches any of the three paths, they've already been qualified. That changes the entire conversion dynamic — every downstream onboarding flow starts with a user who already told you what they need.

Mobile questionnaire and the three product results.

The campaign concept — "Invierte en tu Grandeza" — came from a strategic rationale I developed together with an external agency. The shift: stop talking about financial education (what every bank does) and position Actinver as a mentor in your personal growth. The word "invertir" carries a double meaning — invest your money, and invest in yourself.

The agency delivered the rationale, not the execution. I created the master pieces for every format and my team produced all adaptations.

Every piece had one CTA: go to the website. And every CTA led to the same place — the behavioral questionnaire. What we promised in the ad had to match what users experienced when they got there.

The campaign also included geo-segmented efforts. Starting in Q2, we created specific materials for high-value zones like Los Cabos — a niche market with a large foreign retiree population and high purchasing power, which made it a direct fit for Actinver's target profile.

The questionnaire wasn't a one-time launch. It was designed as a continuous optimization system from day one.

The structure: define hypothesis, design variant, run, read data, decide, feed back into system. Growth, Media, and CRM provided the data.

This project turned a fragmented set of landing pages into one entry experience. People arrived at the right product faster, with less confusion, and with their goals already on the table — which gave every downstream onboarding flow a better starting point.

The experiment program kept building on itself. Each version informed the next. Each creative insight shaped the next round of production. The system got sharper over time because it was designed to learn.

Specific conversion numbers are confidential per Actinver's data policy, but directional results across every variable confirmed the behavioral segmentation approach. This was a cross-team effort — Data, Media Performance, Growth, and Brand working as one system.