Sponsored by: Hightouch | How XP Drove a 72% Lift in Account Opens and 35% Activation Increase with Agentic CRM

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.