Home Equity — Funnel Redesign & Growth

In late 2025, Itaú Unibanco created ABL — Asset Based Lending — centralizing secured credit products under a single management structure. Home Equity had 300,000 monthly simulations but only a 0.3% conversion rate, with 17 consultants overwhelmed by unviable proposals.

The challenge was clear: use the customer's assets as leverage to offer credit at lower rates, while maximizing production gains. The product had demand but converted at an extremely inefficient rate — a structurally leaking funnel that needed design intervention.

Of 300,000 simulations per month, only 12,000 customers submitted proposals, and only 1,000 became contracts. Late-stage disqualification and no upfront eligibility education created massive drop-off and operational overload.

• Structurally leaking conversion funnel — customers discovered property restrictions only after investing significant time
• No eligibility education at the start — collateral acceptance rules were not presented clearly and upfront
• Operational overload on 17 consultants processing cases that would never convert into contracts
• Distribution and discoverability problem — ideal customers were not being reached at the right moment

Collateral qualifier & distribution strategy

A two-pronged approach: an eligibility qualifier at the beginning of the journey to filter unviable proposals before they consumed consultant time, and a redesigned distribution strategy within the Itaú app to reach the right customers at the right moment.