Challenge
Mucuans is a Gen Z financial tracker — expense logging, AI receipt scanning, and savings goals on mobile and web. The typical pattern: users sign up with payday enthusiasm, log twice, and go quiet by day ten.
The team wanted lifecycle messaging tied to product behavior, not a heavyweight marketing suite or weekly CSV exports. Support also needed a single customer timeline across web signup and mobile usage.
Approach
Engineers instrumented Supabase-backed flows with @zerohuman/zod in under a week:
Signupwith source (web, App Store, referral)- Onboarding complete as the activation milestone
- Custom events for expense logs, receipt scans, and Dream Journey goals
Purchaseserver-side when premium converts
Identity merges email from web signup with the same profile when the mobile app opens.
Solution
Three email flows run from live segments:
| Flow | Segment | Goal |
|---|---|---|
| Activation | Signed up, no expense in 48h | First log |
| Win-back | No activity in 14 days | Re-engage |
| Premium | Savings milestone hit, still on free | Upgrade |
Copy matches Mucuans’ brand voice — budgeting tips instead of generic drips, short win-back lines that read like the product team wrote them.
The activation branch was prototyped in Cursor with MCP before copy moved into production flows.
Results
- Campaigns ship from product events, not manual list pulls
- One timeline for web and mobile identifiers
- Marketing copy iterates without an app release — only event contracts go through code review
What’s next
Mucuans is adding WhatsApp for users who share a phone number at signup — same segments and events, second channel — pending template approval for their market.
