The Company
Fintual is a tech-powered asset manager offering accessible, low-cost investment products to everyone. With a product-first culture and a growing user base, Fintual’s growth team continuously explores how to optimize virality and referrals through data.
As part of the product team, Diamela Peña Torres helps drive experimentation and insight into what drives user acquisition.
The Challenge
Fintual has a strong referral engine, but the team wanted deeper visibility into who was referring whom — and why.
Specifically, they wanted to answer:
- Are referrals more likely to happen among people from the same university or workplace?
- Are work channels a stronger driver of referrals than social or personal connections?
The problem: their existing dataset lacked educational and professional information about users.
“We needed to understand the relationship between referrers and referrals — but we didn’t have data like education or job history to explore those patterns.”
The Solution
Fintual used Reverse Contact to enrich their referral dataset with LinkedIn-based information, including:
- Current and past employers
- Education history (universities and institutions)
With that, the product team could analyze user connections through the lens of shared professional or academic backgrounds.
“We used Reverse Contact to get education and job data, which allowed us to analyze whether referrals were coming from shared backgrounds.”
Implementation Steps
- Collected emails of referrers and referrals
- Ran them through Reverse Contact for enrichment
- Added job titles, companies, and education to user profiles
- Analyzed clusters based on shared workplaces or universities
- Informed product and marketing experiments based on findings
The Results
- Completed missing data across referral relationships
Now the team could link previously anonymous patterns to concrete social or professional circles. - Identified dominant referral channels
The data showed that many users invite colleagues through work channels — guiding targeted in-app prompts and messaging. - Improved marketing attribution
By linking behavior to background data, Fintual gained a clearer view of what drives organic growth.
“Our data is more complete. We now understand better what channels to use to invite more people to use Fintual — for instance, we’ve seen that many referrals happen through work relationships.”
Conclusion
By enriching user data with Reverse Contact, Fintual uncovered the hidden dynamics behind its referral engine. This insight enables the team to target the right channels, personalize onboarding, and fuel sustainable, data-driven growth.
If you're building a product-led company with viral growth loops, this is how you turn unknown users into actionable insights.
Turn Emails into Identity Data
