<aside> 💡
DINN 1.0 launched in 2017 and had 205 users by early 2019. The instinct was to pivot. Instead, we did the research. What we found changed everything — including the product we built.
</aside>
| Metric | What it meant |
|---|---|
| 205 → 219,396 users in 4 years | From near-zero to Mexico's leading millennial investment product under Actinver |
| Breakeven hit September 2022 — 136,217 clients projected, 143,173 actual | Beat the board-approved financial model ahead of schedule |
| 881 MdP AUM by Q2 2023 (+60% YoY) | Assets under management grew from proof-of-concept to institutional scale |
| +127% revenue growth H1 2022 → H1 2023 | 3.88 MdP → 8.79 MdP — the product economics started working |
| LTV grew from $299 to $789 (+164% YoY) | Users stayed, funded more, and compounded value over time |
| 560 organic registrations, 29 funded clients in the first 3-month pilot | All without a single peso of paid marketing — demand was real |
| Research base: 35 interviews, 3 focus groups, 500+ survey responses | The foundation that turned an assumption about young Mexicans upside down |
We didn't pivot the product. We rewrote the brief — and everything that followed came from that.
📸 IMG pendiente: Timeline visual — DINN 1.0 (205 users) → research process → brand system → launch → KPI growth curve
Company: DINN — Actinver's digital investment app for millennials in Mexico
My role: Product & Visual Designer — part of the founding team for DINN 2.0. I was involved from the research phase through brand definition, product conceptualization, and launch. This wasn't a handoff project. We built it together.
Timeline: February – October 2019 — from the DINN 1.0 autopsy to the pilot launch
The business context: Actinver's average client was 54 years old. More than half of their assets under management were held by clients over 60. The millennial segment was a real and unaddressed market opportunity — a younger audience that competitors were starting to move into. DINN was Actinver's answer to that gap.
📸 IMG pendiente: Deck original de consejo — slide que muestra el problema demográfico de Actinver
DINN 1.0 had been live for almost two years. It had 205 users.
The easy answer was: the product was bad. But that wasn't quite right. The product was functional. The problem was that no one had actually asked young Mexicans why they weren't investing — or whether the assumptions behind the product were even true.
The dominant hypothesis in the team: young people don't invest because they don't have money, prefer to spend it, or think it's too complicated.
That hypothesis was wrong.
72% of young Mexicans between 18–35 years old already save. Of those, 68% keep their money in a bank account. Only 32% invest. And 70% said they don't know enough about investing to start.