How Takenos turned four geo-specific campaigns into one lifecycle engine 

If you've ever inherited a campaign setup that was “built one country at a time,” you already know the problem. It's not that nothing works, but that each part doesn’t talk to the others. Takenos, a Latin American fintech offering dollar-denominated savings, investments, and transfers across Argentina, Bolivia, Peru, and Ecuador, was living that exact reality. And in a category this competitive, retention is the lever you actually control—so a communication stack that doesn't work together isn't a minor annoyance, it's a growth problem.

Campaigns had been built one country at a time, and it showed. Overlapping flows reached the same users with conflicting messages. Segments, events, and attributes weren't fully mapped, so the data feeding those campaigns was incomplete from the start. Once someone entered a branch, there wasn't much room to adjust how they moved through it.

The team already had access to send-time optimization, Design Studio, and dynamic branching inside Customer.io. They just weren't using them. That's a common pattern—you adopt a platform, get the basics running, and the more advanced capability sits there unused because nobody's had the bandwidth to wire it in.

Six tools, each doing one job: a tool for push, Amplitude for product analytics, Design Studio for email content, WhatsApp for conversational messaging, and Metabase plus BigQuery for reporting. But Customer.io sat at the center of all of it—every profile, every event, every segment, and the single trigger layer for every touchpoint across email, push, and WhatsApp. Everything else either fed it or reported on it.

Hyppo ran a statistical study on behavioral data, using percentile analysis to pinpoint exactly when users drop off and how product usage correlates with retention. That study shaped the lifecycle stages and, more importantly, how aggressive the communication should be at each stage. Someone in early onboarding doesn't need the same cadence as someone showing early signs of churn. The data fueled the right message for the user’s lifecycle stage.

The logic is simple to describe and hard to pull off: a user starts onboarding, Customer.io fires the onboarding campaign. They finish it, and activation campaigns take over. They make their first deposit—the event Takenos defines as activation—and they move into engagement. If they churn, campaigns pause. No overlap, no gaps, nobody manually moving people between segments.

Getting there meant validating every trigger and confirming every event fired correctly before anything went live—not a small lift, but the kind of groundwork that prevents the exact overlapping-campaign problem they started with. The behavioral study also determined cadence by stage and by country, since what matters to a user in Argentina isn't what matters to a user in Peru.

onboarding.started → Onboarding

onboarding.completed → Activation

deposit.completed → Engagement

churn.detected → pause

Email came first, built in Design Studio, and that visual system carried into push and WhatsApp. The channels coordinate rather than operate independently—someone moving through pre-churn isn't getting hit on three channels in one afternoon. The system decides what to send and where based on the user's location and what they've already received.

Before a campaign goes live, a Hyppo-built AI agent checks it against Takenos's brand and operational guidelines. It's not replacing the human reviewer. It's catching tone, format, or policy misses before they ever reach one.

Hyppo and Takenos kicked off in February 2026. By June, the full lifecycle structure was live across all five stages and all four markets—onboarding shipped in March, activation and pre-churn followed with fast turnarounds in April and May, and engagement closed it out in June.

What made that timeline work: nothing got rebuilt from zero. The event schema from onboarding carried into activation. The behavioral model refined during pre-churn shaped the structure of engagement. Each phase compounded on the last instead of starting over.

"To move Takenos from fragmented, country-specific silos to a unified lifecycle engine, we needed a platform with exceptional data flexibility and orchestration power. Customer.io was the perfect engine for this. Its sophisticated segmentation, dynamic branching, and multi-channel capabilities allowed us to centralize email, push, and WhatsApp into a single source of truth." - Nicolas Lew Deveali, Co-Founder at Hyppo

What started as a question about overlapping campaigns turned into a single lifecycle engine that reaches almost every user at the right moment, on the right channel, across four countries.

99.8% of users land in a lifecycle stage—onboarding, activation, engagement, pre-churn, or churn

4 countries, Argentina, Bolivia, Peru, and Ecuador, each with its own campaign logic, plus a fallback for everywhere else Takenos operates

3 channels, email, push, and WhatsApp, all triggered from one place instead of three separate tools guessing at each other

5 months from kickoff to a fully live lifecycle engine across every stage and every market

The structure is live and the measurement cadence is running. The next phase is about precision: building refined personas with more granular micro-stages and deeper product-level data, moving to weekly reporting on performance and incrementality, continuing to develop the AI campaign checker, and iterating on the architecture as Takenos grows into new markets.