Context
Banco Guayaquil is one of the leaders of the Ecuadorian financial system, recognized for its firm commitment to innovation and digitalization. In recent years, the bank has consistently invested in modernizing its consumer products to meet new customer expectations.
In 2023–2024, one of its main goals was to boost portfolio rotation and offer immediate liquidity to active customers. Traditionally, the “loan renewal” process depended on physical branches and in‑person procedures that could take several days. Banco Guayaquil was looking for a more agile, efficient and digital path.
The challenge
The challenge was to accelerate mass loan renewals without sacrificing personalization or regulatory compliance.
The main obstacles were clear:
- Slow, in‑person processes: customers had to visit a branch, discouraging renewals.
- Lack of smart segmentation: it was necessary to identify and reach only pre‑qualified customers, with offers tailored to their profile.
- Limited visibility into conversion metrics: traditional channels did not allow real‑time measurement of campaign effectiveness or optimization of communications.
To remain competitive, the bank needed a solution that combined immediacy, traceability and convenience.
The solution
The answer came with an automated WhatsApp credit campaign, developed together with Jelou.
The bank reached out in a segmented way to 1,884 pre‑qualified customers, sending offers directly to each user’s personal chat. There, a conversational agent guided the customer through the entire process: from explaining terms to identity confirmation and managing the new application—without leaving WhatsApp.
The solution integrated smoothly with the scoring engine and core banking system, enabling automatic approval and instant disbursement. In addition, the signing and acceptance flow was entirely digital, auditable and paperless, ensuring regulatory compliance.
The platform also provided real‑time metrics on user interactions, allowing the bank to adjust copy, contact frequency and campaign creatives to optimize conversion.
Results
The results confirmed the power of the conversational approach:
- USD 700,000 in new loans placed within a short execution period.
- 15 % overall conversion, with 217 loans issued from 1,884 customers contacted.
- Application time reduced from days to minutes, resulting in higher customer satisfaction and freed branch capacity.
The impact was measured not only in figures, but also in experience: customers perceived an agile, transparent process available on the channel they already use daily, while the bank maximized efficiency and campaign ROI.
Conclusion
Banco Guayaquil’s case shows how a historically complex process can become agile and profitable by combining smart segmentation with a 100% digital conversational flow.
With this first campaign, the bank proved that WhatsApp can be not only a communication channel, but also a high‑impact engine for placing financial products.
After the success of the renewals, Banco Guayaquil plans to extend this methodology to other key processes—such as savings account onboarding and card delivery—consolidating WhatsApp as the epicenter of its digital growth strategy.