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Actinver had three distinct financial products — a premium advisory service, a self-directed trading platform, and a digital investment app — each with its own landing page, its own messaging, and its own entry point. Users who arrived at Actinver.com didn't know which door was theirs. Gran Filtro was the system that fixed that.
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| Metric | What it meant |
|---|---|
| 3 products → 1 entry point | Replaced fragmented landings with a single behaviorally-driven experience |
| ~9-question segmentation flow | Routes users to the right product based on behavior and goals — not product knowledge |
| Multi-version experiment program | Continuous optimization loop: v1 → v2 → v3+ informed by creative and UX performance data |
| Creative learnings fed back into the system | Women-led creatives, proof-based claims, and format experiments directly shaped campaign strategy |
Three products, one entry point — designed around how users think, not around how Actinver is organized internally.
📸 IMG pendiente: Hero visual — diagrama del funnel unificado (tráfico → Gran Filtro → 3 rutas) o captura de la landing del cuestionario
Company: Actinver — national investment bank with three distinct products for meaningfully different audiences: premium advised service (high-net-worth), Actinver Trade (self-directed investors), and DINN (first-time digital investors).
My role: I led two things at the same time — the product and the campaign.
On the product side: I defined the segmentation flow, designed the routing logic, and ran the optimization program across multiple versions.
On the campaign side: I led creative direction and production for the full-funnel acquisition campaign throughout 2025 — digital, video, static, DOOH, OOH, and supporting assets across multiple platforms.
They weren't two separate projects. The campaign drove traffic into the flow, and what we learned from the flow went back into the campaign.
Timeline: Ongoing — launched as v1, iterated through v2 and v3+. Campaign ran throughout 2025.
📸 IMG pendiente: Mapa de los 3 productos y sus audiencias — diagrama del problema de fragmentación pre-Gran Filtro
The fragmentation wasn't just a UX problem. It was a conversion problem and a brand problem simultaneously.
Users arriving at Actinver.com from a paid campaign landed on a product-specific page — determined by which ad they clicked, not by who they were. If someone interested in long-term investment clicked a DINN ad, they entered DINN onboarding. If they were actually a better fit for the advised service, that mismatch surfaced later as churn or a dead-end conversation with an advisor.
The structural issue: Actinver was organized around its products internally. The website reflected that internal structure. Users don't think in product categories — they think in goals, life moments, and financial situations.