Pulse — a campaign machine that ships

Pulse is a fintech app with a sharp team and a slow machine. Their ideas were good; their ability to ship them was the bottleneck. Every campaign was a bespoke, hand-built project, so the team launched a fraction of what they wanted and learned far too slowly. We rebuilt the launch process as a system of pipelines and templates — and made shipping a campaign 4.6× faster.

Overview

In growth, speed isn't a vanity metric — it's the rate at which you learn. A team that can run four experiments in the time it used to run one isn't just busier; it finds what works four times sooner and compounds the advantage. Pulse understood this in theory but lived the opposite in practice. Each launch meant manually rebuilding audiences, copying assets between tools, and stitching together triggers by hand, so most good ideas died waiting in a queue.

We treated the campaign process itself as the product to be improved. Instead of optimising individual sends, we rebuilt the assembly line they all travelled down — and once that line was fast and reliable, everything downstream improved with it.

The challenge

Slow campaign launches were throttling the team's ability to test, and testing was the whole point of their growth motion. A single lifecycle campaign took the better part of two weeks to assemble: building the audience in one tool, the creative in another, the triggers in a third, then checking each by hand. The cost wasn't only the calendar time — it was everything that never got built, because the backlog moved faster than the launch process ever could. Fewer launches meant fewer learnings, and the activation funnel stagnated.

Our approach

We mapped the launch process end to end, found where every campaign was being rebuilt from scratch, and replaced that repeated manual work with reusable infrastructure. The goal was simple: make the next campaign mostly assembly, not construction.

Pipelines and triggers

We wired lifecycle pipelines that moved users through onboarding, activation and reactivation automatically, driven by CRM triggers that fired on real behaviour instead of manual batch sends.

Templated launches

We built a library of campaign templates — audiences, creative slots and tracking pre-wired — so a new launch became a matter of configuration rather than reconstruction, with measurement attached from the first send.

• Lifecycle pipelines for onboarding, activation and reactivation
• CRM triggers firing on real user behaviour, not batch sends
• Templated launches with audiences and tracking pre-wired
• Twelve workflows automated end to end
• Measurement attached to every campaign from day one

The results

Once launching a campaign became configuration instead of construction, throughput climbed and the activation funnel finally moved. The real win wasn't the hours saved — it was the experiments those hours unlocked. With twelve workflows running themselves, the team spent its time deciding what to test next rather than wrestling tools into place, and the faster learning loop showed up directly in activation.

They treat growth like engineering — predictable, testable and genuinely scalable. We ship in days now, and the funnel finally moves.

— Tomás Pereira, Head of Digital