BrazilFinance and insurance2026 – ongoingXP Inc.
Predictive customer acquisition and audience segmentation
XP Inc.'s predictive marketing generated $66M in incremental revenue, Databricks reported
Problem
XP optimized advertising for account openings, although customers could invest much later. Sign-ups therefore gave its advertising systems an incomplete signal of customer value.
Approach
XP's data scientists trained investment-behavior models in Databricks. Hightouch sent predictions to advertising and engagement tools for bidding and customer segmentation.
Results
Takeaway
XP used predicted investment behavior to connect acquisition spending with later customer activity.
Categories
- Industry
- Finance and insurance
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Predictive analytics and ML
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Vendor case study
Sources
Source summaries
Databricks reported XP's use of predictive models and Hightouch for marketing activation. It attributed $38M in incremental revenue to media optimization and $28M to segmentation, alongside a 62.5% improvement in lead qualification.
Full details are in the original sources.
