Marcelo Duarte

XP is one of the largest financial institutions in Brazil, and they didn't get there by treating onboarding as a generic funnel. After proving the value of their first-party data in Databricks, XP teamed up with Hightouch to tackle a stubborn problem: millions of sign-ups that never became active accounts in traditional CRM campaigns. In this session, XP will show how they implemented Agentic CRM by turning their Databricks lakehouse into an AI decisioning engine that continuously tests offers, channels and timing on governed first-party data, then activates those decisions in real time across XP's marketing stack via Hightouch. By putting AI decisioning at the center of onboarding, XP drove a 72% lift in account open rates and a 35% increase in activation conversion in their first few weeks — while maintaining full control of experimentation, governance and monitoring. You'll leave with a blueprint covering data pipelines, decision policies, measurement and cross-functional buy-in.

XP is one of the largest financial institutions in Brazil– and they didn’t reach that scale by moving slowly. After getting inspired at Data + AI Summit in 2024, they sprang into action to overhaul their advertising strategy using their first-party data in Databricks. Just a year later, they’ve achieved remarkable success: they’ve unlocked $66 million in incremental revenue from advertising, with the same budget as before. In this session, XP will share the tactical steps they took to bring a first-party data and AI strategy to customer acquisition– including how they built predictive models for customer quality and connected Databricks to their ecosystem through Hightouch’s Composable CDP. If you’re supporting an advertising team or are looking for real strategies to take home from this conference that can transform your business: this session is for you.