The shift Kavak took from a leaking funnel to a flow that qualifies as it converts.
We reworked entirely the finance flows system behind Kavak's website
Kavak was founded in 2016 and became Mexico's first unicorn, now one of Latin America's most recognized startups.
Its platform for buying, selling, financing, and servicing used cars operates across the region and emerging markets, valued near US$1.8 billion. In February, it closed a US$300M Series F.
We joined Kavak's Financing vertical in 2024, back when it ran as Kuna Capital, and grew our scope from there to cover the full vertical.
This is why the Kavak strategy wasn't converting
The team was buried in daily operations and didn't see users landing on product pages with unclear messages, disconnected experiences and confused leads entering broken funnels.
Here's what we found:
Kavak's financial products (Meses and Préstamo) had weak storytelling in their landings, which left Sales with a major problem: high lead volume, but few qualified. Users applied to a product without really understanding its value proposition.
Kavak Préstamo uses your car as collateral to give you a loan. On the upper funnel, users had no hook to enter and start engaging with the flow.
To get an offer, you complete a two-part profiling. Kavak saved that data, but in a new session it didn't show users their offer, so they had to profile again every time to convert.
There was a major mindset problem. Anything that couldn't be built with Kavak's existing components never saw the light. They needed innovation.
From generic to
hyper-personalized experience
Built to convert, we deployed a relational system with one objective: serve an experience shaped around each user.
The approach was simple, and it started from a experimental theses: how to increase the funnel's overall CVR.
We embedded an innovation team inside Kavak's financing vertical, and came across the idea of segmenting by user stage.
For unlogged users, we worked on several strategies to increase the engagement rate at the top of the funnel, landing on the idea of giving them a loan simulator to preview their opportunity, raising engagement and pulling more users into the flow from the first touch.
Once a user logged in, we could segment them by the data Kavak already held, car loaded, profiling started, application completed, or active product, and route them to the page that matched their stage. Eventually, Kavak Préstamo would stop serving a single generic landing to everyone and start reading each user's situation inside the funnel.
The impact
Personalization changed how the funnel performs at both ends. The simulator pulls unlogged users in with a preview of their opportunity, and once inside, each user meets a page built around their stage instead of a generic restart.
The impact is clear: a funnel that stops leaking where it used to. Users no longer spend around 15 minutes and 15 to 20 clicks re-profiling to see their opportunity. Qualified leads keep their momentum. The system carries beyond Kavak Préstamo.
The same relational logic maps to Kavak Meses in the financing vertical, so personalization becomes a standard the whole ecosystem can build on with this innovation mindset.
Kavak Préstamo's relational model pays off at every point in the funnel where it runs. When Kavak recognizes the user's stage through login and serves an experience that matches it, instead of treating them as new, it works under the core thesis of the experiment: delivering a more memorable, conversion-oriented user experience.
The clearest impact is on users with a profile already loaded: this cohort starts the funnel up to 2.4x more than a new user. That gap is the conversion a generic flow leaves on the table by treating everyone the same.
+18.6%
Profiling completion lift,
full experiment
+2600
Additional monthly upper-funnel entries (projected)
+1,560
Additional logins completed per month
(projected)
