"We’re no longer just competing with other financial services. We’re competing with every brand on the internet trying to grab attention. That’s why our partnership with Databricks and Hightouch has been so valuable. Together, they’ve helped us build a modern, privacy-first foundation for personalized experiences at scale." - Lisandro Lopez, Chief Marketing Officer, XP Inc.
XP Inc., one of Latin America’s leading financial platforms, is using Databricks and Hightouch to build a more predictive, privacy-first customer acquisition engine. By shifting from basic sign-up signals to AI-driven predictions based on first-party data, XP is improving lead quality, optimizing media spend, and delivering more relevant customer journeys.
Key highlights:
- $38M in incremental revenue from media optimization: XP used predictive signals to improve bidding and drive better performance from paid media.
- $28M in incremental revenue from audience segmentation: AI-powered segmentation helped XP create more relevant journeys and better match customers with the right advisor experience.
- 62.5% improvement in lead qualification: A predictive model helped XP identify which new users were more likely to invest, reducing low-value acquisition.
- Privacy-first activation with first-party data: XP paired Databricks with Hightouch to sync predictive signals into marketing tools using a server-side approach, helping avoid extra data silos and support more privacy-conscious activation workflows.
- Stronger foundation for future AI use cases: With a governed data layer in place, XP is extending predictive AI to more teams and customer acquisition use cases.
Curious how XP turned first-party data and predictive AI into better acquisition outcomes in a more privacy-conscious world?
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